Ch-4 The Marketing Environment

When anyone thinks of a potato chip, I assume they think of Lay’s Classic chips first.
Just five one-hundredths of an inch thick, light golden in color and with a perfect "saddle curl," the Lay's potato chip seems an unlikely weapon for national domination.

 Lay's Chip  targeted high schools, knowing that children were driving Frito-Lay's growth in US. "For us, the biggest opportunity for growth is to penetrate new occasions with new product snacks," Willemsen said.
 in part by focusing on girls and young women. "We market to girls and the boys follow," he said.

The company encourages such initiative by flying promising managers to the Frito-Lay headquarters in Plano, Texas. Frito-Lay's believes that by training  managers the company is helping build up an educated middle class that will play a major role in the country's economic transformation.

Frito-Lay continued to experiment with changes to the composition of its products, introducing Reduced Fat Lay's and Cheetos in 2002. The "Baked" product line also expanded in 2002 to include Baked Doritos.In 2003, Frito-Lay introduced the first products in its "Natural" line, which were made with ingredients that had been organically produced. The first of these included Organic Blue Corn Tostitos, Natural Lay's Potato Chips (seasoned with sea salt), and Natural Cheetos White Cheddar Puffs.