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Branding, Pricing and Distribution

In: Business and Management

Submitted By aknelo
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Branding, Pricing and Distribution The current century has performed a deep interest towards the innovation in the quality and overall performance in food processing industry. Innovation has acquired a stimulating function in positive changes due to new technologies and implementation of innovative manufacturing sites. Technological innovation in food industry requires the use of natural “green” raw and optimal package for both long-term and safe storage. Frito-Lay`s Inc. is ready to launch a new product within its dip line – a vegetable dip. The most vivid issues of the company’s dip line presentation include a tight focus on the original taste, since this segment of the market is tightly occupied with the companies, competing for the title of the most innovative relatively to launching the most unique flavors, as it directly affects the price policy – uniqueness costs more. The company is eager to concentrate both on the existing market it already occupies and penetrating new markets in different regions of the world. After a thorough research, Egypt has been chosen as a preferred marketing area, being the country with relatively little presence of dip products, thus, demonstrating a high demand potential in the case of implementation of well-developed brand strategy, taking into account both domestic population and tourists flow. USA provides about 14% of Egyptian imports, being the leading Egypt`s imports partner. The GDP per capita rate is 2 781 for the year 2011 and this rate is instantly growing. It is important to note that Egypt demonstrates a very high rate of inflation – 13.3% (for the year 2011), while the level of poverty is still pretty high. The overall imports rate in 2011 was 57.41 billion US dollars, while foodstuff occupies one of the leading positions in the imported commodities. Thus, Egyptian market is attractive for launching

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