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LAY’S POTATO CHIPS IN HUNGARY
How John F Stevenson, General Manager Of
Pepsico Snacks In Hungary Will Make A
Successful Launch Of Lays Chips
Presented By-
Lakshya Hirwani
Saransh Gupta
Shashank Chakarvorty
ECONOMIC CONDITION OF HUNGARY
 It was a developing country with high inflation
rate.
 Decreasing consumer buying habits.
 Low rate of employment.
PROBLEMS FACED BY LAY’S
 How to split budget between advertisement
media and consumer promotion?
 How to match Chio’s strategy?
 Which specific advertisement media should
be used?
 How promotion must be done, and what
message it must convey?
MARKET SHARE
Chio-46%
Lays-12%
United buscuit-
2%
Bahlsen-8%
COMPARISON OF LAY’S PRICE WITH DIFFERENT
BRANDS
BRAND Percentage
Chio +2
United
biscuits
+12
Bahien +10
Zweifel -5
SWOT ANALYSIS
STRENGTH
•G00D QUALITY AND SUPERIOR
TASTE
•HIGH QUALITY PACKAGING AND
LABELING
•EXPERIENCE WORK FORCE
•COMPETATIVE PRICE
WEAKNESS
•LATE MARKET ENTRY
•LOW BRAND KNOWLEDGE
•LOW MARKET SHAR
•DECREASING PURCHASE
BEHAVIOUR
OPPORTUNITIES
•CONSUMER ARE PRICE CONSCIOUS
•ADDING LOCAL FLAVOUR OF CHIPS
•LAYS CHIPS WAS GOOD IN TASTE
THREATS
•INFLATION AND UNEMPLOYMENT
•COMPRTITION WITH CHIO
•INCREASING CONSUMER BUYING
PRODUCT
•PEPSICO lays
•LOCAL TASTE
•MORE QUANTITY
PRICE
•LESS PRICE THAN CHIO
CHIPS
•DISCOUNT
PLACE
•SUPER MARKET
•RETAIL MARKET
•NORMAL STORES
PROMOTION
•ADVERTISING
•SAMPLING
•COUPONS
•BUY 2 GET 1 FREE
CONCLUSION
• How to manage the expenses on advertising and
promotion
• Firstly pepsico must understand the economic
condition of hungary
• They must focus on local taste prefrences
• Instead of supermarkets they must focus on retail
stores and comman markets to target middle class
and lower class range
• Like chio has jingle chio chio chio, lays must also
have some on tounge jingle
• And pepsico should focus on one thing rather than
both pepsi and salted snacks(chips)

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Ppt lays

  • 1. LAY’S POTATO CHIPS IN HUNGARY How John F Stevenson, General Manager Of Pepsico Snacks In Hungary Will Make A Successful Launch Of Lays Chips Presented By- Lakshya Hirwani Saransh Gupta Shashank Chakarvorty
  • 2. ECONOMIC CONDITION OF HUNGARY  It was a developing country with high inflation rate.  Decreasing consumer buying habits.  Low rate of employment.
  • 3. PROBLEMS FACED BY LAY’S  How to split budget between advertisement media and consumer promotion?  How to match Chio’s strategy?  Which specific advertisement media should be used?  How promotion must be done, and what message it must convey?
  • 5. COMPARISON OF LAY’S PRICE WITH DIFFERENT BRANDS BRAND Percentage Chio +2 United biscuits +12 Bahien +10 Zweifel -5
  • 6. SWOT ANALYSIS STRENGTH •G00D QUALITY AND SUPERIOR TASTE •HIGH QUALITY PACKAGING AND LABELING •EXPERIENCE WORK FORCE •COMPETATIVE PRICE WEAKNESS •LATE MARKET ENTRY •LOW BRAND KNOWLEDGE •LOW MARKET SHAR •DECREASING PURCHASE BEHAVIOUR OPPORTUNITIES •CONSUMER ARE PRICE CONSCIOUS •ADDING LOCAL FLAVOUR OF CHIPS •LAYS CHIPS WAS GOOD IN TASTE THREATS •INFLATION AND UNEMPLOYMENT •COMPRTITION WITH CHIO •INCREASING CONSUMER BUYING
  • 7. PRODUCT •PEPSICO lays •LOCAL TASTE •MORE QUANTITY PRICE •LESS PRICE THAN CHIO CHIPS •DISCOUNT PLACE •SUPER MARKET •RETAIL MARKET •NORMAL STORES PROMOTION •ADVERTISING •SAMPLING •COUPONS •BUY 2 GET 1 FREE
  • 8. CONCLUSION • How to manage the expenses on advertising and promotion • Firstly pepsico must understand the economic condition of hungary • They must focus on local taste prefrences • Instead of supermarkets they must focus on retail stores and comman markets to target middle class and lower class range • Like chio has jingle chio chio chio, lays must also have some on tounge jingle • And pepsico should focus on one thing rather than both pepsi and salted snacks(chips)