1. Do the following | Marketing homework help
An IMC for Lay’s STAXLearning 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
marketingIn 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=8zJyhz16NXMDeliverables for AssignmentPart 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
2. actions of the IMC program you identify, explain ‘How the Action Produces Sales’ for Frito-
Lay—the right-hand column in the handout.
