Frito-Lay: "Only in a Woman's World"

Frito-Lay found that Canadian women were increasingly avoiding the chip aisle – which Frito-Lay dominated.

Frito-Lay: “Only in a Woman's World”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):February 2009 – June 2009.
Start of Advertising/Communication Effort:February 7 2009.
Base Period for Comparison:January 2008 – June 2008.

a) Synopsis of the Case

It's a marketing truism that women are the most important consumers. And of course, this is especially true when it comes to shopping for food. So when Frito-Lay found that women were increasingly avoiding the chip aisle – which Frito-Lay dominates – we faced a serious challenge. We had to give women a reason to come back. The reality is, however,...

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