Download - Lays Branding Strategy
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LAYS : Brand Story
Group -4
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1995Launched
May,2008 Fight for your
flavorcampaign
November,2008
Chip and saucepack
June,2009 Newpositioning
platform Lays-Be a littledillogical
Currentpositioning
strategy -Whats the
programme?
Introduction & Timeline
With its irresistible taste, international and Indian flavours andyouth-centric imagery , Lays has established itself as a youth
brand and continues to grow in the hearts and minds of itsconsumers.
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Vision
At Frito- Lay, were all about good fun from making tastysnacks to get your party started to taking care of our 50,000employees who know how to find the fun in everydaychallenges. As a proud member ofthe PepsiCo family, Performance with Purpose is what wework to achieve every day.
And to us, that means creating the high-quality snacks ourfans deserve, while caring for our people, communities andthe environment we share.
http://www.pepsico.com/http://www.pepsico.com/Purpose/Performance-with-Purposehttp://www.pepsico.com/Purpose/Performance-with-Purposehttp://www.pepsico.com/ -
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Brand Identity
Brand Value $12.1 B #42 In Forbes Worlds Most Valuable Brands
Brand Logo : 3D Glowing Sun Brand Tonality : Funny, youth centric imagery Brand Philosophy/Slogan :Pal Banaye Magical Brand Advantage : 100% Vegetarian(India)
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Brand Architecture BrandedHouse
American Style Cream andOnion
West Indies Hot and Chilli
Indias Magic Masala
French Salt and CrackedPepper
Lays baked cream, herband Onion
Lays baked sunkissedtomato
Lays Swiss grilled cheese
Classic Salted
Indias Lime andMasala Masti flavour
Spanish TomatoTango
Chile Limon Flavour
Lays Baked OriginalSalted
Lays Thai SweetChilli
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Branding Strategy
Mainly focused on the product. Taste , flavours , aroma& crispiness are highlighted
The whole experience of eating Lays is alsocommunicated as event of joy and happinessThe proposition like Be a Little Dillogical or Pal BanayeMagical is emphasized upon
Lays has been associated as a happy or a fun brandwhich stands for simple joys of everyday and fortogethernessConstant customer engagement with contests and flavor
co-creation too
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Fight for your Flavor
Two flavoursshortlisted:-
Khans SpunkyPimento
Dhonis BalsamicBlast
Be a LittleDillogical
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Pal Banaye Magical
Dilemma: The brand never really found asustainable positioning platform ever sinceit ditched its " No One Can Eat Just One
The brand decided to experiment yet again with the tagline , bringing inthe new one - "Pal Banaye Magical " meaning " Making Moments
Magical "
" Pal Banaye Magical " sounds good and the creatives can work on thistheme with a variety of stories. But it never comes anyway near to thebrand's original tagline.And these frequent changes in the positioningdoesn't augur well for the brand's overall strength.
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Best Buddies TVC 2014-Youth Connect & Social Media
As part of strengthening the brand philosophy Pal banaye magical,the potato chip maker plans to make Lays Best Buddies as the
coolest group on campus with the most happening and magical funmoments.
Conceptualised by JWT, the brand has launched a TVC featuring Lays
Best Buddies, following teaser updates and an exclusive trailer videoon its social networks since January. Interestingly, the ad is beingpromoted as episode 1 of Lays Best Buddies Season 2014,suggesting that there will be additional episodes to this college story.
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Best Buddies TVC 2014-Youth Connect & Social Media
An exclusive trailer video of the ad (projected as an episode) was then shared onthe wall. Titled Lays Best Buddies First Look, the one minute trailerintroduces the group through bits and pieces from the TVC, while bracing up
fans for the season of friendship.
When you think of snack foods and beverages, you cant help imagine a collegecanteen or the crowds of students thronging away at food stalls. So the conceptof a cool college gang, the Lays Best Buddies in this ad isnt particularlyexciting. But, the concept of storytelling surely is! The well targeted storytelling
has been well reflected on the brands social platforms too.
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Brand Evaluation (BAV Analysis)Brand Strength
Cool Classy Imaginative Trust- worthy Mischievous
Crispness Variety Quantity in a packet Taste
Availability
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Brand Evaluation(BAV Analysis)Brand Stature
Visibility Top of Mind Recall
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C ul t ur e
R el a
t i on
s h i
p
Brand Prism
H a r m o n
i s t i c
F r i e n
d s
h i p
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Lays IMC
Focus on extensive use of television commercials As the brand targets mainly the youth the ads feature insporting events as well as music channels
Celebrities are featured in almost all of themSocial media promotions are pursued now with thefacebook page having 3.8 M likes
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Lays Brand Ambassadors
To reach to a larger base of the population Lays hasrelied on celebrities from the world of movies as well assports
Most are already in contract with Pepsi Co.Celebrities are used as per the occasion
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Negative Publicity
There has been cases where it was found that duplicateproducts were being sold in the name of lays.
Also it is accused that Lays or any other potato chips arenot good for your health and consumption may lead toobesity.
Demands are being made to put some health relatedadvice in the acka e itself.
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Thank You