Lays - marketing presentation

1. L
Division – A
22148 – Chiranjeev Arora
22149 – Jasveer Kumar
22150 – Manish Hanse
22151 – Pruthviraj Shinde
22152 – Shubneet Singh
22154 – Atharva Kumbhar

2.  Product Offerings by Pepsico
 Market structure
 Market segmentation - STP analysis
 4Ps Marketing Mix
 SWOT analysis
CONTENTS

3. Introduction
 Lay’s, the world’s largest and favourite snack food
brand, has steadily established itself as an indispensable
part of India’s snacking culture since its launch in 1995.
 Lay’s was first introduced by Harman W. Lay in the
United States in 1932 and now owned by PepsiCo Inc.
after it got merged with Frito Co. Its market has reach all
over the world in many different flavours based on the
taste and preferences of local customers.

4. PRODUCT OFFERING BY PepsiCO
1/8/2024 4

5. COMPETITORS

6. The Indian snacks industry
is divided into
 Ethnic Snacks such as Namkeen ,Bhujia
 Western Snacks such as Chips
CHART 1
CHART 2

7. MARKET SHARE
Lay’s Company has 33% market share in the Indian potato chips business.

12. Product
 Lay’s product line includes
Regular chips, Kettle cooked, Poppables, Wavy, Barbeque,
Gourmet
 To cater to health-conscious market, Lay's India launched “Lay's
Baked” range with 50 percent less fat.
 To deliver top quality products the focus is on 4 key areas
1. Top quality ingredients
2. Strict adherence to recipe
3. Monitor the manufacturing process
4. Quality wall
Marketing Mix Strategy of Lay’s

13.  Lay’s is made with India’s best quality fresh potatoes
In 2009, imported the FL-2027 potato variety
 Cooked in edible vegetable oils, and then seasoned with delicious
flavours
 Very high-quality control and stringent production processes followed to
produce high-quality chips.
 Undergone International Quality control certifications like ISO 14000,
HACCP(Hazard Analysis and Critical Control Point) USA, Certification
by TQCSI (Australia), American Institute of Baking (USA), OHSAS 18001
(Occupational Health and Safety Assessment Series),USA
 To address rising health concerns, Frito-Lay potato chips have been
manufactured with zero trans-fats and no added MSG

15. SHRINKFLATION
Lays chips are available in
Rs 10,Rs 20,Rs 30,Rs 50 and
Rs 78(family size) packs.
Without increasing the price,
Lays has reduced the quantity
of chips in the pack. Also,it has
introduced different size packs
so that customers can buy as per
their requirements

16. Lay’s are basically sold
everywhere including
•Railway Stations
•Colleges,
•Grocery Shops
•Supermarkets
•Convenience stores
•Amusement parks
PLACE

17. Promotion
Lay's has been known for its captivating & innovative promotions and
campaigns.
Lay's roped in various brand ambassadors like Saif Ali Khan, Dhoni,
Ranbir kapoor to promote Lays with tag lines “No One can eat just one”
and “Be a little Dillogical”.
Kaun jitega world cup

18. Free samples for new flavours launched.
Displays before check-out line in the store.
Eye-catching displays with special shelves for Lays
chips at retail stores are also one of their strategies.

20. Use of online media like Facebook to promote Lays
brand and its offerings.

21. W
Weaknesses
 Expensive compared
to regional players
 Availability of Raw
materials
Health concerns
T
Threats
 Availability of
healthy products from
competitors
 Impulse purchase
product.
Strengths
Well established
network
Strong Brand
recognization
 Diversified
portfolio
S
Opportunities
 Healthier Options
 Market
Globalization
 Innovation O
SWOT ANALYSIS

22. Thank
You