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Frito Lays Dips Strategic Marketing

Frito Lays Dips Strategic Marketing

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Title: Frito Lays Dips Strategic Marketing

Essay Details:

Subject: Business

Author: Curtis H

Date: October 26, 2012

Level: University

Grade: A

Length: 2 / 520

Essay text:

Industry estimates state that total dip retail dollar sales volume through supermarkets was $620 million in 1985. Two-thirds of this dollar volume was captured by prepared dips; the other one third was accounted for by dip mixes for at home preparation. The major competitors in this segment were Kraft, Borden, a large number of regional dairies, and numerous store brands. Exhibit 1 on page 119 shows a breakdown of the $620 million sales of dips in supermarkets by product type. Prepared Dips accounts for $420 million of supermarket dip sales while Dip Bases only account for $2oo million of the market...

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