The Marketing Mix - Research Paper Example

Marketing Mix of the Frito-Lay Sun Chips by the Pepsi Company Introduction Frito-Lay Sun Chips by the Pepsi Company defines one of the main products that the company has launched into the market. Unlike other chips, which are made from potatoes, the Sun Chips comprise of corn and wheat. Evidently, Pepsi has exhibited expertise in marketing its products in the past. In an effort to ensure that, the Sun Chips register a remarkable percentage of sales, the company has designed a marketing mix strategy for the specific product.

Worth noting, is the fact that the marketing mix for Sun Chips conforming to the company’s overall marketing mix. This paper will describe the four Ps in the marketing mix for Sun Chips by Pepsi Company. Product The product is one of the critical elements of the marketing mix. It places emphasis on the product design and how it meets the needs of the customers. With increasing competition in the business world, companies focus on unique product designs with features that appeal to the customers.

The Pepsi Company has relied on innovation to make healthy products that are environmentally friendly as well. Moreover, the Sun Chips are unique because they are made from corn and wheat using the solar energy. The fact that the Sun Chips define a healthy snack available for many Americans makes it a preferred product by customers who are aware of their healthy eating needs. Notably, the Sun Chips pack its products in bags of a material that decomposes easily (Ferrell and Hartline 61). This exhibits the company’s commitment to environmental sustainability.

Place Since Pepsi’s Sun Chips are as general foods, they are available in retail shops in different states. The availability of the product in close proximity to the customers is an advantage for the company. This is because customers in need of the product can purchase it at once at the nearest retailer shops. Moreover, customers can interact with the sales and the marketing team on the company’s website. However, this is convenient for wholesale buyers who need the product in bulk. The company owns its distribution channels, a factor that ensures that it has en evident control over the availability of its products in different stores (68).

Promotion The Pepsi Company as relied on television advertising for a long time. However, it seems to be embracing technology by venturing into e-marketing as well as online promotions available at the company’s web site. This ensures that more people are aware of the company’s products a factor that is likely to increase sales. Effective promotion is of critical importance in an effort to ensure that sales are increased. This is the reason why the company spends a remarkable percentage of its income on advertising (74).

Price Pepsi’s Sun Chips are reasonably cheap, a strategy used by the company to appeal to more customers. An affordable product with numerous health benefits and a positive impact on the environment are factors that have contributed to the success of the product in the market (78). Most Effective Marketing Mix Strategy Evidently, the company faces competition from other companies that are manufacturing healthy snacks, and that prove to be rigorous in their innovation. This introduces a salient need for the company to invest more in innovation in an effort to launch product designs that appeal more customers (71).

The company must outshine its competitors in this sector. In addition, the company may consider selling the products at a remarkably cheaper price in an effort to attract more customers.Work CitedFerrell, O. C., and Michael D. Hartline. Marketing Strategy / O.C. Ferrell, Michael D. Hartline. n.p.: Mason, OH : South-Western Cengage Learning, c2011., 2011. OhioLINK Library Catalog – LR. Web. 18 Nov. 2014.