Lay’s(INDIA)pal banaye magical...

SWAPNIL BAIKERIKAR

SHRIJANA DHOLI

SNEHA DIXIT

VIKRANT POKHARKAR

TUSHAR SADHYE

-- A Product By

INTRODUCTION

Lay’s, the world’s largest and favorite snack food brand, has

steadily established itself as an indispensable part of India’s

snacking culture since its launch in 1995.

lay’s was first introduced by Harman W. Lay in the United State

and now owned by PepsiCo Inc. after it got merged with Frito

Co. Its market has reach all over the world in many different

flavors based on the taste and preferences of local customers.

With its irresistible taste, international and Indian flavours and

youth-centric imagery, Lay’s has established itself as a youth

brand and continues to grow in the hearts and mind of its

consumers.

SWOT ANALYSIS OF

LAY’S

STRENGHTHS

1.Excellent branding and advertising

2.Excellent distribution and availability

3. Loyal Customers

WEAKNESSES1. Western flavors may not appeal to the masses

2. Less Quantity

OPPORTUNITIES1.Leverage successful brand Pepsi

2.Advertise more

3.Buy out competition

THREATS1.Threat from local substitute snacks

2.Boycott by health conscious people

3.Availability of healthy products

COMPETITORS

1.Bingo

2.Haldirams

3.Parle Wafers

4.Diamond Wafers

5.Balaji

6.Piknik

7.Local No frills wafers

Marketing Mix Strategy of

Lay’s

PRODUCT STRATEGY

1. Lay’s is made with India’s best quality fresh potatoes, cooked in edible vegetable oils, and then seasoned with delicious flavours.

2. Very high quality control and stringent production processes followed to produce high quality chips.

3. Undergone International Quality control certifications like ISO 14000, HACCP (Hazard Analysis and Critical Control Point) USA, Certification by TQCSI (AUSTRALIA), American Institute of Baking (USA), OHSAS 18001(Occupational Health and Safety Assessment Series),USA.

4. To address rising health concerns, Frito-Lay potato chips have been manufactured with zero trans-fats and no added MSG.

5.Introduced many different “westernized as well as indian” flavours to cater to urban as well as rural market segment like classic salted, american style cream & Onion, chat chaska, magic masala, tangy tomato, mastana mango.

6.To cater to health conscious market, Lay's India launched new “Lay's Baked” range with 50 percent less fat.

PRICE STRATEGY

1. Lays goal is to provide good quality snack at fair prices so as

to attract customers.

2. Since the potato chips MARKET is driven by buyers, there

is very little scope of different pricing strategies

by MARKET players.

3. Prices consistent and comparable to competitors and

generally inexpensive.

4. Lays come in many price variants. It has packets of Rs 5,

Rs 10, Rs 20 and Rs 25. This shows that lays offer different

packet sizes. Lays also started giving 20% extra on few of

its packets.

PROMOTIONAL STRATEGY

1. Lay's roped in various brand ambassadors like Saif Ali

Khan, Dhoni, Ranbir kapoor to promote Lays with tag lines

“No One can eat just one” and “Be a little Dillogical”.

2.Free samples for new flavours launched.

3. Displays before check-out line in the store.

4. Eye-catching displays with special shelves for Lays chips at

retail stores are also one of their strategies.

5. Use of online media like Orkut, Facebook to promote Lays

brand and its offerings.

.

PLACE STRATEGY

1. The company functions over 40 distribution centers, serving

more than 2,500 stockiest, reaching approximately 1 million

retail stores that makes the product available on a mass scale

and is easily available. And now they have plans to extend

more the existing distribution network to reach out to 3 tier

towns and villages in India.

2. Lay’s are basically sold everywhere including railway

canteens, gas stations, colleges, groceries, supermarkets,

convenience stores, amusement parks, movie houses and

even schools.

3. Lays displayed at a small Chai wala shop on a hill station.

Thank You !!!