Ch
8 Segmenting and Targeting Markets
Lay's Chip targeted high schools, knowing
that children were driving Frito-Lay's growth in US. One of the major target
market of Lays is children and young audiences of sports and
entertainments such as consumers in theaters or stadiums even at home.
"Most businesses today use a mass-marketing approach designed to increase
market share by selling their products to the greatest number of people".
They know the benefit of market segmentation strategy which is much better than
a formal marketing strategy. Its major distribution is within teens and
generation Y. They produce different style for different group..For example, women who don’t want the fat…they make Baked
ones. And they make Tostitos for who don’t want strong taste and salty.
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