Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortilla chip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortilla chips.The launch of Santitas would be considered a _____________ for Frito-Lay.

Question

Quizplus · Accepted Answer

A fighting brand is a product launched by a company to compete fiercely against the competitors in the market. In this case, Frito-Lay introduced Santitas-brand tortilla chip to compete with the regional tortilla chip brands that were affecting the sales of their flagship products, Doritos- and Tostitos-brand tortilla chips. Therefore, the best choice for this scenario would be a fighting brand.

Frito-Lay Introduced Santitas-Brand Tortilla Chip to Go Head-To-Head Against Regional