Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: To make Baken-ets pork rinds for No. 1 client Frito-Lay, the $13 billion-a-year snack arm of PepsiCo Inc., Rudolph Foods Inc. uses what it calls a secret two-step process at its flagship plant in Lima, Ohio — “the pork rind capital of the world,” Rudolph claims.


Date: 09/15/2011


Questions for discussion:

  • What does this report have to say about the growth in popularity of this snack food?
  • Describe the marketing effort employed.
  • Could you conceive of this food as a “healthy alternative” to other snack foods?

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