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Frito Lay Inc. Sun Chips Multigrain

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Frito Lay Inc. Sun Chips Multigrain
Frito-Lay, Inc.
Sun Chips Multigrain
Snacks
Ryan Brogan, John Campanioni,
Patrick Hildebrandt, Tracy Lai,
Ashlea Morrell, and Kate
Piskorowski

Snack Chip Category










$37 billion in snack food retail sales- 5% increase from 1989
Snack chip retail sales of $9.8 billion (26.7% of snack food sales)-also 5% increase
Growth in snack chip category comes from increased per capita consumption
In 1990 consumption was 14 pounds per person Three types of competitors




National brand firms
Regional brand firms
Private Brands

Snack Chip Category








Highly competitive on price
Chip manufacturers rely on technology to react quickly to competitors new product introductions
Rely on media advertising, consumer promotions, and trade
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