1) applying the major brand strategy decisions to a product as a part to develop

Question

1) applying the major brand strategy decisions to a product as a part to develop and specifically explain your new and original ideas for "Lay's Potato Chip products:

A) a line extension (brand name is used for new forms, colors, sizes ingredients or flovors of the product)

B) brand extension (current brand name is used in new or modified products in a new category)

C) a multibrand (new brand--competing with original brand-- yet new brad has features that appeal to a different customer segment)

D) and a new brand (old name may be waning, new brand name is used to enter a new product category for which none of the current brand names are appropriate)

you will see at their website https://www.fritolay.com/snacks/products-page/lays/lays-classic-patato-chips) that there are number of products noted by type: LAY'S (R) Wavy, LAY'S(R) Poppables, LAY'S(R) Kettle Cooked, LAY'S(r) STAX(R). do not sure current flavors/versions of these products as your ansers for a-d above

Marketing principles and concepts Chapter 7

Explanation / Answer

1.

(A) Lin extension - The new product may be of size and shape that is more appealing to the customers, one example being the cartoon characters for kids. More exotic flavors like the oriental herbs, Indian spices and lebanese flavors might be the one appealing the new generations of customers.

(B) Brand Extension - The same goodwill of brand can be encashed by developing products like multigrain fritters for health conscious, roasted chip items, nutty granola bars for on the go people who need a small munch in between, and a fruit - seed - nut breakfast portion of convenient size that can provide taste and nutrition.

(C) Multibrand - The new brand for health conscious people offering products like roased nuts, seeds and potato items, energy bars, low calory desserts and low cholesterol fritters to name a few.

(D) New Brand - A new brand called "Vibe" can be directed towards youngsters, 12-25 years of age, offering lifestyle products like bags, sunglasses, accessories, clothing in addition to the packaged food items that appeal youngsters, like beverages, chocolates and other innovative convenient eatables.

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