STP Lays

Segmentation
Segmentation refers to how an organisation divides its consumers into smaller groups based
on factors like age, income, personality etc. Lays is available all across India and the focus
recently has been more on the rural and semi-rural areas lately. Lays has segmented its
consumers based on age as the most targeted consumers are teens and children. Lays is one
of the most popular snacks amongst teenagers and it is also a quick snack for adults to enjoy
when in the mood. It is not a premium product, but it is not highly consumed by the lower
income groups. Lays has also focussed on behavioural segmentation as it is extremely
popular as a snack in cinemas, parties, and a favourite amongst hostel students.

Targeting
The brand presents a variety of tastes and targets various groups of people. For example, for
the consumer who is calorie conscious, Lays came up with a product known as Baked Lays,
which was used to target that specific group of consumers. The most significant target
consumers for lays are youngsters. As it classifies under the junk and party snacks category,
Lays is extremely popular as the go to snack for youngsters for consumption at parties and
get together events.

Positioning
Lays has positioned itself as a snack that can be consumed at any time in the day and still be
an enjoyable snack for everyone. It is highly accessible and is available readily around most
of the shops and it also comes in exciting variety of flavours to meet the needs of its various
customers. Lays has also positioned itself a well-known brand ambassador during cricket
matches as it invests on advertisements related to cricket and involving cricket players.
Initially Lays were using the slogan ‘Can’t eat just one’. This was an attempt by the company
to position itself based majorly on ingredient quality and taste rather than the value it
provided to consumers. The recent repositioning of the brand has led them to the use of
slogan “Get your smile “. This line focusses more on how the product creates a moment of
joy for the consumers in the moment of parties, events or even just for the sole purpose of
snacking.
The brand now focusses majorly on how it brings joy to consumers and has adapted to
various campaigns and activations across the world to convey the same.