Marketing project

1. MARKETING PLANNING & APPLICATION
PROJECT: RELAUNCHING A PRODUCT

2. FACULTY:
GROUP MEMBERS:

3. PRODUCT
Lay's WOW Chips were fat-free
potato chips produced by Frito-Lay
containing Olestra. They were first
introduced in 1998.

4. REASON OF FAILURE
• Olestra, creating health issues
• Variety of Flavors
• Marketing Strategy

5. REASON OF RELAUNCH
People are more diet conscious these day than before so we
decided to relaunch our Lay’s Wow fat free chips which is low in
calories.
VARIATION IN PRODUCT
• Using Z-Trim instead of olestra
• Introducing new flavors

6. • Advertisement through advertisement in magazines
• Advertisement through social media
• Advertisement through TV
• Promotion through dieticians
• Promotion through social media influencers

7. Oven baked potato chips made with real potatoes and sprinkled with just the right
amount of sea salt, all with 65% less fat per serving than other chips and low
Colories.

8. PRICE SETTING STRATEGY:
We have two size of packaging.
Small size Rs, 50 and Large size Rs,80

9. TARGETING:
The target market of Lay's Wow is both the middle and Elliot class,
people who are quality taste as well as diet conscious are the main
target audience of Lay’s Wow chips. Our baked Lay’s Wow chips
which target the calorie conscious consumer group.

10. SEGMENTATION:
• Geographic Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavioral Segmentation

11. CONSUMER BUYYING BEHAVIR:
• This Oven Baked Potato chips
made with real potatoes 65% less
than other chips and low Colories.
• More exciting flavors like Barbecue
and cheese to satisfy our
customers cravings and also to
balance their diet.

12. DIFFERENTIATION:
• Direct Competitor
Lay’s Wow chips has no direct
competitor because no other
company is producing fat free
baked chips.
• Indirect Competitors
Our indirect competitors are
Kurkure, Pringles, Doritos.
LAY’s WOW CHIPS:
Oven baked potato chips made with real potatoes and
sprinkled with just the right amount of sea salt, all with 65%
less fat per serving than other chips and low colories.
OTHER CHIPS:
Fry in oil
High Colories

13. POSITIONING
Lay’s Wow chips is emphatically positioned in the minds of
customers for its low calorie quality.

14. CONCLUSION
Lay’s Wow will surely be a successful product in market. It will Satisfy
your crispy chip craving without the fat.

15. THANK YOU