Do the following | Marketing homework help

An IMC for Lay’s STAX

Learning Objectives.  To have students: 

(1) suggest elements of an integrated marketing communications (IMC) program and 

(2) describe how these elements can generate revenues for an innovative consumer packaged goods product—Frito-Lay STAX potato crisps.

Nature of the Activity.  Have students identify integrated marketing communications (IMC) program actions and potential results that Frito-Lay might take to reach prospective buyers of its STAX potato crisps.

Marketing Lesson.  An effective IMC program needs to target both retailers and consumers with very specific (1) IMC actions and

 (2) expectations of what the actions will achieve for each of the five promotional activities—advertising, personal selling, public relations, sales promotions, and direct marketing

In the past, organizations designed their advertising program without consulting departments or agencies that had responsibility for sales promotion or public relations.  The result was an overall communication effort that was uncoordinated and, in some cases, inconsistent.  Today, savvy marketers like Frito-Lay use an integrated marketing communications (IMC) program to coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all target audiences.

In August 2003, Frito-Lay launched its Lay’s STAX potato crisps, which are stacked in a portable, resealable, crush-resistant container.  Initially, there were four flavors.  

But by early 2010, there were six flavors sold in the U.S.  At the time of the new-product launch, Lay’s had $800 million in sales within the $2.7 billion U.S. potato chip market.  But, it had no product to compete directly with Proctor & Gambles’ Pringles, which had a 60 percent share of the ‘pre-formed, stacked, potato-chip-in-a-can market segment.

A truly complete IMC program will include communications that are targeted at both distributors (jobbers) and retailers in the channel of distribution as well as those targeted at ultimate consumers.  In fact, Frito-Lay developed a major IMC effort directed at its retailers to encourage and support them in their decision to stock and sell the new line of Frito-Lay’s STAX potato crisps.

Funny Stax commercial: https://www.youtube.com/watch?v=8zJyhz16NXM

Deliverables for Assignment

Part I. Identify ‘IMC Actions’—the middle column in the handout—for an IMC program for the Frito-Lay STAX potato crisps using the Frito-Lay’s STAX IMC Program Handout as a guide.  As the handout shows:

  • The target audience is the U.S. young adult premium snack consumer.
  • The promotional objectives are to (1) generate awareness and (2) achieve sales of the Frito-Lay’s STAX potato crisps by reaching both retailers (grocery, mass merchandiser, and convenience stores) and ultimate consumers.

Part II. For each of the five actions of the IMC program you identify, explain ‘How the Action Produces Sales’ for Frito-Lay—the right-hand column in the handout.







Calculate Your Essay Price
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 10% with the coupon code: best10