This document summarizes Lay's marketing campaign in Pakistan to address concerns that the product contained pork fat. [1] Lay's conducted research and worked with certification organizations to prove the product is halal. [2] The campaign used TV, radio, and online ads featuring Junaid Jamshed to clarify the issue and reassure consumers. [3] Evaluation found the campaign successfully increased sales and restored consumer faith in the brand.

1. ZAREEN KHAN 090303003
HURIYAH KHALID BUTT 090303006

2. CONTENTS
BACKGROUND
MARKET
THE “CAMPAIGN”
SWOT ANALYSIS
4P’S
ROPE
CRITICAL ANALYSIS
CONCLUSION
REFERENCES

3. 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

4. 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.

5. 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.

7. 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

8. 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

9. 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

10. 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.

12. 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

13. 4P’s: Price
Pricing strategy: Market-Oriented
Equal demands and sales
Value for money (10% extra)
Low prices with good quality.

14. 4P’s: Place
Availability and Accessibility
Pull Strategy
All Kinds of Stores
Cinema Theaters
Cafes/Subway
Stands

15. 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

16. SUCCESS
OR
FAILURE?
EVALUATION
PROGRAMMING/
PLANNING
OBJECTIVES
RESEARCH
ROPE MODEL

17. 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.

18. 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.

19. 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.

20. 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

21. 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

22. 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.

25. ZAREEN KHAN

26. 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!

27. CONCLUSION
SELL ONLY PRODUCTS WE CAN BE PROUD OF!

28. REFERENCES
http://en.wikipedia.org/wiki/Trans_fat
http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml
http://www.mindtools.com/pages/article/newSTR_94.htm
http://en.wikipedia.org/wiki/Lay's
http://scepticlife.blogspot.com/2009/06/eat-lays-chip-halal-haram.html
http://www.forumpakistan.com/lays-potato-chips-halal-or-haram-t27669.html
http://iml.jou.ufl.edu/projects/Fall2000/Nasca/rope.htm
http://www.pepsico.com/company/pepsico-values-and-philosophy.html
http://www.itdunya.com/t79910/
http://joshsamper.wordpress.com/analysis-of-pepsi-refresh-project-pr-campaign-r-o-p-e-format/