Cultural assignment

1. CAA Assignment
POOJA SHARMA
PGP-29
SECD-028

2. Lays is using codes of regions and breaking
cultural barriers through "potato chip" known as a
stable global snack

3. EXPANSION OF FLAVOURS
Since Lays has been trying to enter Asian markets with it's most
acceptable snack they have tried to associate identities of regions
with the packaging designs "Gourmet identifying for something
extra than one's regular food, the flavors are identities of culture
and people, the region they belong to.
USE OF FLAVOURS AND COLOURS
With different flavours being consumed by people, consumption of
culture also takes place. the colour of the packaging resonated with the
flavours or recipes being used. With vintage cheese being blue and Thai
chilli being red, the person can identify of recall the taste of the product
on the basis of the colour of the pacakaging.
Identity
Consumption
Production
GOURMET FOR WHAT IS OUTSIDE YOUR CULTURE
Lays is here to increase their product flavors and lines due to the heavy snack
consumption in the market, with new food tech industries coming in and blogging,
recipe sharing is one of the trends, Sharing recipes in form of new flavors is highly
appreciated.
Representation
GOURMET + MATT LIKE PACKAGING
the Colours used for packaging and using the word gourmet
represent that the snack is exclusive, has been prepared with
greatness, and also something outside of our culture, gourmet is
also used to describe rich food. Thus Lays is representing
exclusivity yet inclusivity via bring different cultural flavours to one.
Culture
Insights

4. Consumer Insights
Mcdonald's introduced Gourmet, Domino did and Lays also followed, trending in the fast food section
Providing variety and options is now of important as conusmers want options to choose from
Eating as per the occasion is a trend very noticeably, you are feeling low- need chips/pasta/ cookie
dough, etc
Lays packaging is very bright, meant to stand out in a shelf, for retail purchases as well as for online ad
banners
Use of gourmet and globla lavours allows lays to charge a higher price for the same.
We can recall the flavour with the indgredients that are mentioned on the packaging, thus making it our
impulse to buy the product when we look at it.
consumers read the ingredients and mentioning, vinatge cheese, thai chilli does the trick for them