Communication Plan for Frito-Lays Potato Chips

COMMUNICATION PLAN FOR FRITO-LAYS POTATO CHIPS.

The potatoes used in the production of Frito-Lays are all grown locally in Thailand. The economy is quite stable at this point of time.

There are many competitors in the market for potato chips. But the two major competitors for Frito-Lays are, Yodkum Co. and United foods, which produces many different kind of snacks. However in terms of shelf space, Frito-Lays are very dominant as they have many different flavors of chips. (Mapping done on the last page)

MARKETING OBJECTIVES:

To increase market shares from 35% to 40%.

TARGET GROUP:

Primary Target: Males and Females between the age group 12-30 years old. For those who want good quality potato chip. They are not brand Loyal and open to new ideas. And for those who eat Frito-Lays only as a snack.

Secondary Target: All the potato chips lovers all over the country.

COMMUNICATIONS OBJECTIVES:

To create a higher brand attitude. and to communicate "YOU SIMPLY CAN'T RESIST ONE"

TOOLS:

For this there should be very good advertising, like: print, radio, TV, billboards and the internet. They should show the chips in a way that creates personality for the chips that is very different from that of the competitors. Even different below the line promotion can be done like