Frito-Lay Brand Analysis

Frito-Lay Brand Analysis
Frito-Lay has become one of the world’s leaders among the producers of snacks due to its long-lasting innovation process. The company manages to offer new tastes and forms of chips and other snacks to their clients every year, launching dozens of different products into the United States and world market.
In 2012, for example, Frito-Lay conducted an innovative research aimed at making their chips crispier. The company used the latest 3D modeling tools to design the new appealing form of their chips that would make them crispier. Frito-Lay spent thousands of hours working on this task, willing to make their chips the product that would be able not only to satisfy the gastronomic tastes of their clients but also to amuse them.
In addition, Frito-Lay pays attention to those consumers who prefer healthy food. To reach this group of customers, Frito-Lay produces chips with the reduced quantity of transgenic fats and uses only natural ingredients in some product lines. The company is trying to promote the idea that eating snacks like chips may be a part of a healthy lifestyle, and they are quite successful in implementing this innovative strategy.
Another reason why Frito-Lay is so successful is the company’s multi-brand strategy, as Frito-Lay produces snacks of different forms under separate trademarks. This strategy requires more resources because the company has to promote new firms and products. However, this technique is a part of their innovative strategy, which is aimed at creating a special image of every product line.
As a global player, Frito-Lay also adheres to the multinational strategy, which involves selling different products in various countries. It allows the company to take into account the local tastes and cultural differences of various regions and countries. At the same time, the company becomes more efficient as it receives ideas from its local departments and then implements them in other regions.
In the modern world, being innovative means being successful, and Frito-Lay adheres to this rule in order to sustain and enhance its position in the market.
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