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.