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Frito-Lay's(r) / Cracker Jack MKT/610: Marketing Strategies Mostapha Hamam Davenport University Dr. Jeff Miles July 21,2007 Overview Frito-Lay, a subsidiary of PepsiCo, is the largest snack-food maker in the world. The company owns some of the best-known, bestselling snack-food brands in the world, including Cheetos, Cracker Jack, Doritos, Fritos, Lay's, Munchos, Rold Gold, Ruffles, and Tostitos. Frito Lay holds a 60% share of the U.S salt-snack foods market and a 40% share of the global market, and sells products in more than 120 countries. A global player, Frito-Lay succeeds in the face of literally hundreds of competitors (other major national brands, specialty, niche players in specific geographic areas) in its markets. The company has learned how to masterfully create and manage all manner of variations in its products, sizing, and packaging, not to mention scores of languages. Division of PepsiCo, Inc. Incorporated: 1961 as Frito-Lay, Inc. Employees: 92,000 Sales: $10.98 billion (1998) NAIC: 311919 Other Snack Food Manufacturing;...

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