Being The Brand Snacking Mom’s Choose

Branding your product towards a market takes research and in sight. Effective branding uses customer in sight for everything from advertising, packaging, and in store displays. Frito Lay is doing exactly that, with their SmartFood line.

Frito Lay is using recent research to brand SmarFoods the leading choice for snacking woman. Recent article in CPG Matters talks in depth to Frito Lay about the new strategy. The strategy includes everything from the earth tone packaging, shelf placement, and in store promotions. The focus is completely around how the female shopper buys snack foods.

Using Customer In Sight to Brand

Frito Lay’s SmartFood brand has been around quite awhile. So why is Frito Lay changing the brand strategy? It’s because Frito Lay relied on recent in sight from customer research to lead the change. Here’s what research has revealed about the female shopper:

1) Recent research reveals woman snack more then men.

2) Women are on the go. They look for products which they can put in their purse, diaper bags, or through in the car.

3) Women are the primary shoppers in the household. Smart and healthy snacks for woman should be placed in the store where she will most likely buy something for other household members.

Frito Lay used the above research information to narrow down the specific they needed to make for the brand. The packaging will be in smaller quantities, easily available to grab and place in a purse to go. Female consumers lean towards goods that visually appear healthy. Out goes the shiny packaging associated with potato chips and in comes a subdued, natural look.

The best part of Frito Lay’s strategy comes at the retail shelf.

The key to Frito Lays’ brand will be at the point of sale. Frito Lay will be working with merchandisers to place the products towards the end of the snack food isle. The positioning will allow for the products to be differentiate enough from other snack foods, but not geographically separated in the store which would make it out of sight. Most importantly, CPG Matters article states Frito Lay will be working with stores to customize the merchandising strategy.

It’s the insight into consumer shopping behavior that allows for brands to successful integrate entire processes into the branding. From the product start in production to the end in customer’s home, branding extends.

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