Marketing and Branding Strategies of Frito Lays Sun Chips

Using the case study on Frito-Lay, Inc, Sun Chips Multigrain Snacks:

1. To what degree does the product align with the current trend of healthy living? How does the family life cycle work into the discussion?

2. What is involved with successful branding? Explain how solid brand management and positioning would impact this product.

3. Based upon your assessment, has Frito Lay identified the most appropriate target market? Include your rationale. Would you suggest an alternative or additional target market?

4. Are the Sun Chips multi-grain snacks a sustainable new product addition to the Frito-Lay product line? Think about whether it aligns with Frito Lay's overall product-marketing strategies. Include some level of discussion on the competition and industry.

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