Frito-Lay
Worldwide snack food leader

Product Management
New Product Launch


Challenge
The senior product manager on the Baked! and WOW! businesses was assigned to another brand during Frito-Lay’s busy brand planning period, leaving a significant void on these two brands. The Baked! business was also in the final stages of a new product launch.


Result
Marketing Moves filled that void by providing day-to-day product management support, which involved leading a cross-functional task force and developing a three-year strategic plan for each brand. We also executed the launch plan for Baked! Doritos, which included advertising and a national consumer promotion with one of Frito-Lay's key foodservice customers. The Vice President of Marketing for the "sensible snack" portfolio also leveraged our brand marketing knowledge and expertise to develop a long-term strategic plan for the entire business unit, comprised of six distinct brands.

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