The TrendSight Group’s Marketing to Women Solution
- About the company: Frito Lay North America is the $12 billion convenient foods business unit of PepsiCo. Frito-Lay provides smart snack choices with a full product line and accounts for 59% of the U.S. snack chip industry.
- Situation: Tostitos’ all-male Brand Team needed a better understanding of woman snack buyer. The team’s goals were to boost usage occasions and build brand affinity.
- TSG’s role:
- Brand FlashBack™ research audit of existing client research to uncover undiscovered insights.
- Customer ViewFinder™ focus groups to capture women’s language and behaviors in-store and at home.
- Expert Insights session with Marketing & Research teams to recommend more focused brand positioning.
- Provided greater clarity on brand’s target audience and usage occasions.
- Provided informed input on agency storyboards and promotion ideas.