L AY ’ S : W o r l d W i d e→ Founded: 1932→ Division: Frito-Lay Simple and farm-grown ingredients.→ Company: Pepsi-Co Ltd. L AY ’ S : P a k i s t a n→ Introduced: 22nd January’ 2007→ Growth catalyst (4 months)→ Flavors: BARBECUE SALTED FRENCH CHEESE MASALA
L AY ’ S : M a r k e t→ Market leader→ Sub-continent (spicy flavors)→ Unbiased with any religion, race, occupation, family life cycle or gender.→ Better quality at reasonable price along with the convenience to consume.→ Users: non users, potential users and first time users→ Major threats: Pringles, Kolson and Tripple-em.→ Objectives: High quality product with reasonable low price. Acquiring strong distribution channel→ Slogan: no one can eat just one and betcha can’t eat just one.
L AY ’ S : C a m p a i g n 2 0 0 9→ Issue: Lay’s is HARAM.→ Campaign title: “HALAL ISSUE”→ Campaign period: 2 – 2.5 months.→ Objectives: Building goodwill, diminish negativity and work within CODE OF CONDUCT.→ Goals: Solving the issue by accurate facts and figures and get a favorable response by at least 70% of the targeted public in specified time.→ Geographics: South Asian (Pakistan)→ Demographics: Upper, Upper-middle And Middle Class. Gender: M/F Age: 5 – 60 years.→ Community: Urban→ Activities: Training and Internal Communication.→ PR tools: TVC, Radio ad, Online reports, blogs and printed ad (newspaper)→ Evaluation: Increased sales in the next month. Successful campaign.
S W O T: S t r e n g t h s ALL 100% INCOME VEGETARIAN DISTRIBUTION MARKET LEVELS AND PRICING LEADER STRATEGY BRAND ADVERTISING CONSCIOUS ALL TIME LOYAL USERS EDIBLE CUSTOMERS SNACK SOCIAL NETWORK
S W O T: W e a k n e s s UNREACHABLE NOTHING MORE AT RURAL AREAS THAN CHIPS HEALTH: LESS FLAVORS HIGH CHOLESTEROL LEVEL
S W O T: O p p o r t u n i t i e s ATTEMPT TO ADDITIONS OF NEW REMOTE AREAS PROMPTLY CLARIFY FLAVORS FLARING ISSUES ADD-ONS TO AWARENESS EXTEND MARKET FLAVORS CAMPAIGNS (LOCAL SHOPS) (LIGHT/STRONG) LINE AND BRAND EXTENSION
S W O T: T h r e a t s LOCAL SUBSTITUTE RELIGIOUS ISSUE- BOYCOTTING BY BRANDS: TRIPPLE-EM ORIENTED. HEALTHY USERS. AND KOLSON ALL TIME SNACKS: NEW ENTRANTS: CRACKERS AND FLAVOURS. CATTY CHINS NIMKO LAYS IN OTHER COUNTRIES.
4P’s: Product Consumer Product Maturity Stage Snack Flavors: Masala, Salted, French Cheese And Sour, Cream And Onion (New) Trans Fat Free: Fatty Acids, Bad For Heart, Increases LDL And Decreases HDL. Quality: Its When Customers Come To Us And Our Products Don’t Spicy For Sub-continent Market Pack Colors Reflect The Flavors Small, Medium, Large And Economy Packs
4P’s: Price Pricing strategy: Market-Oriented Equal demands and sales Value for money (10% extra) Low prices with good quality.
4P’s: Place Availability and Accessibility Pull Strategy All Kinds of Stores Cinema Theaters Cafes/Subway Stands
4P’s: Promotion Ali Zafar • Lays Naturalness and Quality Campaign (educate and inform consumers about quality excellence). Various channels Subway Door-to-door selling Bonus packs TVC, Print Media, Online and word of mouth Code of Conduct PRO’s on “Halal Issue” Mother’s Day campaign–March 2012 • The Happiness Exhibit with Flickr
SUCCESS OR FAILURE? EVALUATION PROGRAMMING/ PLANNING OBJECTIVESRESEARCH ROPE MODEL
ROPE: RESEARCH• CLIENT: – Brand name in Potato Chips Industry – Sub division of Frito-Lays by Pepsi Co. – 1965: Frito-Lays merged with Pepsi (Pepsi-Co Inc.) BBQ was displayed. – Qualitative Research: • Case Study, Background Research, Data Collection and Certifications by Authorized Corporations. – Campaigns: • Ali Zafar’s Educational Campaign 2007 • Halal Issue 2009 • Happiness Exhibit Campaign 2012 – Market leader as in Most Edible Snack – Competitors: Tripple-Em, Pringles etc.
ROPE: Research• PROBLEM: – Rumors spread by an unknown American online. Blogs, Articles, Emails and SMS. Lays has Pig Fat (E631) – Hype created on Madni Channel and Daily Ummat Newspaper – Panic on Internet (social media) – Sales dropped by 15%-20% – Boycotting of Lays by mass audience Reactive in Solving Issue: PCSIR (Pakistan Council of Scientific and Industrial Research): testing product immediately and certifications. Helpline: for clarifying issue at once on calls. SANHA (South African National Halal Authority): Certifications. IFF (International Flavours and Fragrances): revision of E631code. Local Jamia Ashrafi.
ROPE: Research • AUDIENCE: – Gender: Male/Female. – Age: 5 – 60 years. – Class: Upper, upper-middle and middle. – User type: Heavy users. – VAL: Experiencers, Liberal but Religious. – Publics: Organization, Media, General, Internal & external and Consumers.
ROPE: Objectives IMPACT/MOTIVATIONAL: Positive Image Building and Mitigate “Bad Press” News• INFORMATIONAL: – Issue Clarification – Awareness campaigns – Certificates to ensure code of ethics – Raise sales and maintain goodwill• ATTITUDINAL: – Creating strong relations with consumers – Online and print media buzz• BEHAVIORAL: – Influencing potential buyers – Capturing old demands
ROPE: Programming/Planning • THEME: Lays 100% Halal Hai! • CONTROLLED/UNCONTROLLED MEDIA TOOLS: – Training: Internal Staff – Tutorials: Sales team – Media campaigns – B2B newsletters – TVC (JJ), Radio, Print Ads, Online (Blogs and Articles) – Helpline: aware mass audience – Paid logo of PCSIRs – Opinion Leader: Junaid Jamshed
ROPE: Evaluation • Evaluating Informational Objectives: – Issue Clarified by Authorized Certifications proofs – Highest Sales in a month’s time – Increase in demand • Evaluating Attitudinal Objectives: – Better Customer Relations than before – Online Buzz created – Consumer Participations • Evaluating Behavioral Objectives: – Faith is back! – Proved there’s no PIG since it’s HARAM in Islam.
C R I T I C A L A N A LY S I S Junaid Jamshed’s Case Mulahs Still Have Aversions Lays Adverts Difference (Pakistan And India) Pack Has More Halal Information than any Other information (Conservative). Consumers Still Love Lay’s!
CONCLUSIONSELL ONLY PRODUCTS WE CAN BE PROUD OF!