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For Frito-Lay Inc, describe how the elements (product, place, price, and promotion) of the marketing mix impact the development of the organization's marketing strategy and tactics. Also describe how each element of the marketing mix is implemented.

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Frito-Lay: Four elements of marketing mix

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Each element impacts the development of marketing strategy and tactical plan of Frito Lay. Let us see each element one by one.

Product has a major impact on the overall marketing strategy and tactics. Each product has its own unique characteristic in terms of taste or flavor, ingredients, positioning, uniqueness, etc. Therefore, based on the individual characteristics and uniqueness of each product, Frito customizes its overall positioning, advertising campaign, promotion strategy and pricing of its product. Product characteristics and features as well as desired positioning vis-a-vis other competitive offerings shape up the overall marketing ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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