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Essay Details:
Essay text:
The association between chips and dips was conveyed in promotions and in shelf placement.
Weaknesses:
§ Frito-Lay's enchilada bean dip was dropped from the Mexican dip line in mid-1985 as a result of falling sales.
§ The discontinuance of the enchilada bean dip had had an unexpected effect. It had been expected that consumers would switch to Frito-Lay's other Mexican dips; but they didn't and went to competitors.
§ Total dollar sales of dips for Frito-Lays declined in 1985 and the forecasted sales of cheese dips would be unchanged from the previous year.
§ In 1985, consumer household penetration flattened, indicating a need for consumer-pull marketing...
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