The company also boasts as having a very strong distribution network in the country since it is able to distribute its snack products to over 60,000 outlets spread all over the country every ten days. The company’s main products include Smith Crisps, Ruffles, and Lays while its snack brands include Lays, Doritos, Twitties, Cheetos, Parker’s, Burger Rings, and Red Rock Deli. Salty snack food industry is said to contribute greatly to the Australian economy. Salty snack food industry in Australia is worth $26 million according to a report. The industry grew by about 12% in the year 2011, and the growth is expected to continue due to the increased demand for salty snacks in the country. As earlier stated, Smiths Snackfood Company is the leading supplier of salty snacks in Australia with its snack brands reported to have grown by 25% in 2011. However, the company’s market is divided into three segments namely potato (68%), Corn (14%) and Extruded/ Cereal (18%). The company’s dominance is the industry emanates from its strong presence in every product segments, where its main brands such as Doritos, Smith Crisps, and Twisties have remained leaders (Friend, 2012). The snack food industry in Australia is marred by stiff competition among leading plays, which competes for the sensitive segments in the country. For instance, Smiths Snackfood Company faces stiff competition from other key players such as Arnotts Snack Foods, and Proctor and Gamble, Smiths Snackfood Company. As a result, Smiths Snackfood Company has always engaged in a strong advertising campaign aimed at attracting certain market segment in the country so as to maintain its dominance and improve its performance. In fact, the company was ranked 21st overall in Australia in terms of the advertising campaign according to 2001survey.