What Potato Chips Can Teach Entrepreneurs?
Lays Potato Chips and snacks became ubiquitous on store shelves in the American south during and after the war. The Company bought up small, under-capitalized competitors and expanded aggressively. Eventually the H. W. Lay Company purchased the Frito Company of San Antonio, Texas. Frito had perfected the production of a corn chip which we eat in huge quantities to this day. The combined Frito Lay Company became the strongest national salted snack producer.Frito Lay and a number of regional brands dominated the salted snack category through the post-war years. The simple potato chip was basically unchanged in appearance, flavor and consistency, except for adding new tastes such as garlic, green onion and bar-b-cue. The industry seemed to have settled into a maturing, slow growth category, with limited entrepreneurial opportunities for new offerings. However, the most entrepreneurial consumer product Company in the world, Cincinnati’s Procter & Gamble (P&G), is always seeking to cultivate and grow new product niches. They had their corporate eye on the snack industry and, in particular, the P&G management felt they had identified a chink in the armor of the potato chip producers. That chink was in packaging. Potato chips had been sold since the late 1930’s in flexible, pliable bags.
While this insured freshness, it made breakage an issue. Consumers taking part in focus groups had told P&G that they did not like the small, cracked, broken pieces of chips that settled in the bottom of the bags. Research and Development at P&G began to work on an answer to the problem.
P&G is famous for its creation of Brand Management.
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Texaccêèé_êaêòyc comment`s:
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25.02.2010
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