LAYS

SUBMITTED TO: SIR MUSTAFA SABIR

RESEARCH & MEDIA PLANNING
SABIQA YOUNAS
62936
 Why did I chose lays? Selection of lays:

I choose lays because I like its flavor whenever I go for outing, for
watching movies I used to take lays with me. In my home everyone
likes lays as a snacks mama brings jumbo packs of lays whenever she
buys home monthly ration. So I feel very satisfying whenever I eat
lays.

INTRODUCTION
LOGO

 The lays logo is actual word lay on red ribbon on bright yellow
gold sphere
that has a glow behind it.
 Yellow stands for freshness, happiness, positivity, clarity, energy,
optimism,
Enlightenment, remembrance, intellect, honor, loyalty, and joy.
 Red stands for energy, strength, power .

HISTORY
 Lays is a product of Frito lay which is a group of PepsiCo.
 1932, Herman W lays opened a snack shop.
 1938, he purchased the Barrette food company and rename it “ H
. W . Lay & company.
 1944, lays was the first potato chip to appear on television.
 1965, Herman W. lay merged Donald Kendall of Pepsi-cola to
form “PepsiCo ”.

BRANDS OF PEPSICO
 Pepsi-cola
 Aquafina
 Lay’s
 Mountain dew
 Marinda
 Cheetos
 Kurkuray etc.

LAYS SLOGANS
  That's another reason to smile! Lay's Potato Chips
 Food for the fun of it!
 Lay's, get your smile on!
 Lay's. Want some?
 Lays ka mazaa lo(Lay's Pakistan)
 You can't eat just one....Lagi bet! (Lay's India)
 No one can eat just one (Lay's India)

FLAVOURS

In the Pakistan, Lay's offers a number of flavor combinations, in

addition to the classic chips. Flavored products in the traditional fried
varieties include:

 Barbeque
 Salted
 French cheese
 Magic Masala
 Paprika
 Yogurt & herbs

COMPETITORS
  Major threats to Lays are Pringles , Kolson and Golden, Tipple Em
which has almost 45% of the market share.
 Lays is outstanding in all ways to the competitors like quality,
quantity, price and variety of the products etc.

Their competition strategies are based on the competitor’s strategy.

They don’t follow the price war competitive strategy. They don’t follow
the standard product quality in competition  .

TARGET AUDIENCE
Demographic:
 Lay’s are not specifically concerned with any religion, race,
occupation, or sex .
 Main segment is ( 12 – 35 ). As well children mainly the student .

Behavioral:
 Occasions - Heavily consumed in parties, outings, theaters,
sharing with friends(canteens, hostel rooms) etc.
 Benefits - Snack of good quality and taste buds satisfaction .

BEHAVOURIAL
 LAY’S snacks is the Convenience type of product in which
consumer buying behavior is impulsive behavior, little planning
and little comparison .
 Price conscious.
 70% are taste sensitive.

PROMOTIONS

 Media (F.M media, TV channels, Internet links etc.)

  News Papers & Magazines
 Billboards & Banners
 Sponsoring various Shows and Matches
 Free samples

BIG IDEA

 Lay’s big idea is that life needs flavor . The idea of fun times
together with family , friend .

UNIQUE SELLING POINT ( USP )

 Lays offers a huge number of flavor for youth .

 

KEY OBJECTIVES
Like every business the primary objective of LAY’S Company is
to be fl ourishing and earn more profits. But it’s possible only when
the company understand the environment of the market,

They pursue following objectives:

1. Produce high quality product at reasonable low price.

2. Facilitate as maximum share of market as they can.
3. Customer satisfaction is the top priority.
4. Acquire the strong distribution channel so  the product
is m a d e a v a i l a b l e o n t h e shelf.

Do you agree with the current communication???

 Yes! I agree with current communication because lay’s marketing

team/creative team planning are very strong. Also use celebrities
endorser in its ad to communicate with the target market,
occasionally it also puts ads on billboards.

My View on LAYS Current Communication:

I agree with LAYS current way of communication, it advertises
according to the Pakistan’s audience and only relies on whatever sales
happen at local grocery stores

How Can lays Leverage the Current Communication on

Media?

Social media is less expensive way of promotion and it reaches

hundreds of people in few minutes and millions of people spending
their time on digital platform.

lays can also promote through Pakistani influencers and bloggers by

showing that they eat lays with family and friends having happiest
moment with it.

They should arrange “Brand Activation Event”. Activities will start 3 to

4 weeks before the actual event they should make all activities in
reflection of brands image and promise which is “life needs flavor”.

After the event sending feedback messages to check on the scale of 10

how much did participants like the activities and over all branding.
Through these activities consumer will get a chance to talk to interact
with the activities of brand. Everybody will enjoy the activities as they
are interacting and filled with fun and will release the stress of life.
Then consumer will be giving their feedbacks and reviews that how
much they find these activities interesting and fun, these activities will
hit consumers emotionally as they will be creating some of the best
memories with their friends, colleagues and family by taking part in
these fun activities.Already lays are sponsoring in different events .

SWOT Analysis
Strengths:

 Almost all income level especially below 5000 and even above
10000 can buy and consume LAY’S.
 LAY’S being the multi national company having the
huge investment spending massive amount on advertising
campaigns to aware the customer towards LAY’S
 People are comfortable with the Price of LAY’S.
 LAY’S chip is such kind of product which has no any restriction of
age or gender.
 LAY’S being a new product in snacks which is also useful for
health conscious people because it is made of grains (wheat, rice
and many others).

 Weaknesses:

 Facing the enormous competitors prevailing in the market.

 Competitors like Kolson and Triple M are investing heavily
in branding.
 Although they are trying to make their efforts best to make their
supply excellent but still they are not reached to the rural areas
of Pakistan.
 Some areas like Highways (especially on Motorway) and
many others exist in Pakistan where still LAY’S cannot manage
to fulfill their requirements and where the products of
competitors are available
 Rumors e.g that lays has a pig fat in them

Opportunities:
  Improvement in its Quality as there is always room for the
improvements in anything.
 Addition of new local flavors helps a lot to sustain in the market.
 Sponsoring major events and festivals for huge awareness
campaigns.
 Try to make supply in all the areas where the other competitors
are existing already.
 Design such strategies and advance planning to become
the market leader in the smallest span of time.
 
Threats:
 Competitors like kolson and Tripple M are the biggest threats to
lays.
 BUSCUITS and NIMKO hold major share of Market.
 New entrants can also the threat for the LAY’S chips and
may create hurdles in the growth.
 Government policies may effect company.

How much do you plan to spend on which medium

and why???

 40% on digital because mostly youth spending their time on

digital platform.
 55% on television because there’s a vast chance of exposure of
target audience
 10% on print because people were going school , offices , and
going for outing , movies, so they will exposure from outdoor
advertisements .
 
 4 PS OF MARKETING
PRODUCT:
Lays has introduced various flavor of potato chips catering all kinds of
snacks lovers and making sure that each lover is satisfied with its
products.

PRICE :
They also set their strategy on cost based price.
Their cost includes:
Man Power 
Machinery
Electricity
Raw material
Employees
Consumer Satisfaction: (First priority)
Affordable Price: (The price is adjusted according to the demand of the
product. When Lays extra pack was launched, its price was Rs.25 now
they reduced it Rs.20 that’s caused an increase demand of lays.)

PLACE:
Lays supplies to wide distribution and sales network, and place itself
on all small shops as well as large superstores malls and cinema
houses.

PROMOTION:
Lays promote itself on TV, digital, outdoor advertisements also sponsor
different events . Television actor sajal ali , ahad mirza and zafar ali are
hired as an brand ambassadors.