Group 20: Brittany, Carolina, Chris, Katherine & Maggie

Frito-Lay, Inc.

The Frito Company• Started in 1932 by

Charles Elmer Doolin• Started in his mother’s

kitchen

H.W. Lay & Company• Started in 1931 by

Herman Lay• Sold potato chips out of

his car

• Merged in 1961 to form Frito-Lay, Inc. • Then merged with Pepsi-Cola Co. in 1965 to

form PepsiCo. Inc.

Do Us a Flavor

Karen Weber-Mendham

Christina Abu-Judom

Tyler Raineri

Voting Option 1

#HashTagYourVote

Vote On Facebook

Voting Option 2

Txt Ur Vote

Voting Option 3

Do Us a Flavor Campaign• The campaign was

launch on July 20, 2012 with a pop-up store in Times Square so consumers could taste test 20 of the potential flavors.

• Selected to spark awareness

• “Word of mouth” advertising

Do Us a Flavor Campaign

• Two-way interaction with customers established with voting and entry submissions

• “Flavor Showdowns”• Grand prize: 1 million dollars or 1% of the 2013 net

sales of winning flavor

Do us a Flavor Campaign

Sponsored by Target Stores which ran a sweepstakes

for a chance to win a trip to L.A. and meet and

greet with Eva Longoria

Do us a Flavor International Success

• First create-a-chip contest in the U.S.• Lay’s has ran similar, successful contests in 14 other

countries including Serbia (Chipsy), Egypt (Chipsy), and the U.K. (Walkers)

Idea Generation

Idea Screening

Concept Development

Business Analysis

Market Testing

Commercialization

New Product Development

Idea Generation

• Combination of any 3 ingredients

• Lay’s Brand has 44 flavors of Lay’s and trying to add its 45th

• The campaign has put the idea generation into the hands of the consumers by letting them submit and take ownership of their flavor creation

New Product Development

• Between July 20-Oct 6 2012, submissions were collected

• Chose finalists Feb 12, 2013

• Used consumer votes in concept development stage inherently defining attributes of the proposed new flavors

Consumer Behavior

Snacking Trends• Salty vs. Healthy• Consumers are

replacing one meal with a snack

• 57% of Americans choosing lower sodium

• Lay’s America’s #1 chip

Consumer Behavior

Newest Trend: Bizarre Flavor Chips• Lay’s “Do Me a Flavor”

campaign had nearly 3.8 million submissions

• Meeting consumer demand with odd flavors

• Decision-making power• Traditional product

preferred• “Don’t fix it if it’s not

broken” belief

“Bagging” It Up

• Lays took a risk using this marketing strategy for the first time in history

• Successful because it got people involved – got them interested

• Voting ends May 4th 2013

Trivia-

Hope you were paying attention

• How many flavors does Frito-Lay have?• When did Frito-Lay merge?• How many ways are there to vote and what are they?