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:

  1. 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?
  2. What are the advantages of having the opposite sex research a product? What are the disadvantages?
  3. Discuss the consumer behavior elements found in this article in how men purchase and consumer potato chips. How are they different for females?
  4. 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?

About Dr. Ken Clow

Co-author of textbook.

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