Typically, when designing brands specifically for either males only or females only, marketers often assume that each gender understands itself better. A fascinating article in Advertising Age suggests otherwise, at least in terms of the male market. The article describes branding, product design, and advertising by Frito-Lay.
Discussion Questions:
- When it came to designing Frito-Lay products and advertising, did the women executives of Frito-Lay correctly understand the male market? Why or why not?
- What are the advantages of having the opposite sex research a product? What are the disadvantages?
- Discuss the consumer behavior elements found in this article in how men purchase and consumer potato chips. How are they different for females?
- Identify and discuss the various methods of research used by Frito-Lay. How was this research used to design the product, its packaging, and advertising?
Clow/Baack 