Marketing Research Strategies at Frito-Lay This activity is important because marketing research Is a critical function in successful firms. Research objectives are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research In setting these research objectives marketers have to be clear on the purpose of the research that leads to marketing actions. The goal of this exercise is to demonstrate your understanding of the marketing research process in the savory snack Industry In 1932. C.E. Doolin purchased a bag of corn chips at a small San Antonio cate He liked them so much that he purchased the recipe and began selling them from his Model T Ford He named them Fritos. Also in 1932, Herman W. 1 ay began a potato chip business in Nashville, calling it the H.W. Lay Company in 1961, the two companies merged to form Frito Lay, Inc. Today, Frito Lay's main brands are Fritos, Lay's, Doritos. Tostitos. Cheetos. Rufles, and Sun Chips. Together. Frito Lay brands account for almost 37 percent of the savory Snack Industry in the United States. Currently, the company has about 55,000 employees in the United States and Canada. Read the Frito Lay case and then answer the questions that follow Recently, Frito Lay management noticed that its market share in the savory snack category was declining To investigate, Frito Lay managers reviewed its monthly sales data and discovered that sales of its Lay's potato chips were stagnant. In order to understand how consumers felt about potato chips and snacking in general . It held small group discussions with customers and learned their preference was for lower fat snacks and organic foods. To gather more information the company utilized its existing warehouse of scanner data and determined that consumers were purchasing more popcorn, pretzels, as well as other organic, healthy snack options. In response, product managers developed an organic kale-based snack chip and an organic seaweed snack chip. The marketing managers then worked with the research and development department to run several taste tests to determine which. If any snack consumers preferred 1a. Frito Lay's first research objective was to add a new flavor of Fritos. O determine the most effective advertising plan O add a new flavor of Fritos. O determine the most effective advertising plan O understand why Lay's potato chip sales are flat. O increase promotional spending on Lay's. O determine new pricing objectives 16. The research and development team will gather important Information by first using data O new O focus group O primary O syndicated O secondary 10. A specific research objective from the information obtained in the small groups is to create a marketing plan for Lay's chips. O estimate snack food market size O explore how consumer attitudes towards snacking were evolving provide more general information on Lay's sales. O discover new uses for potato chips 1d. The scanner data collected by Frito Lay is a form of data 1d. The scanner data collected by Frito Lay is a form of data. O external primary O primary Internal primary O internal secondary O external secondary je. In order to understand consumer purchasing patterns for Lay's chips, Frito Lay market researchers are likely to use because it analyzes large purchase history databases and coupon redemption histories looking for patterns. Intercept surveys O surveys O focus groups O primary data collection O data mining Read the Frito Lay case and then answer the questions that follow. Recently, Frito Lay management noticed that its market share in the savory snack category was declining. To investigate Frito Lay managers reviewed its monthly sales data and discovered that sales of its Lay's potato chips were stagnant. In order to understand how consumers felt about potato chips and snacking in general, it held small group discussions with customers and learned their preference was for lower fat snacks and organic foods. To gather more information, the company utilized its existing warehouse of scanner data and determined that consumers were purchasing more popcorn, pretzels, as well as other organic, healthy snack options. In response, product managers developed an organic kale-based snack chip and an organic seaweed Snack chip. The marketing managers then worked with the research and development department to run several taste tests to determine which if any. snack consumers preferred