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Lay’s(INDIA) 
pal banaye magical... 
SWAPNIL BAIKERIKAR 
SHRIJANA DHOLI 
SNEHA DIXIT 
VIKRANT POKHARKAR 
TUSHAR SADHYE 
-- A Product By
INTRODUCTION 
Lay’s, the world’s largest and favorite 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 State 
and now owned by PepsiCo Inc. after it got merged with Frito 
Co. Its market has reach all over the world in many different 
flavors based on the taste and preferences of local customers. 
With its irresistible taste, international and Indian flavours and 
youth-centric imagery, Lay’s has established itself as a youth 
brand and continues to grow in the hearts and mind of its 
consumers.
SWOT ANALYSIS 
OF 
LAY’S
STRENGHTHS 
1.Excellent branding and advertising 
2.Excellent distribution and availability 
3. Loyal Customers 
WEAKNESSES 
1. Western flavors may not appeal to the masses 
2. Less Quantity
OPPORTUNITIES 
1.Leverage successful brand Pepsi 
2.Advertise more 
3.Buy out competition 
THREATS 
1.Threat from local substitute snacks 
2.Boycott by health conscious people 
3.Availability of healthy products
COMPETITORS 
1.Bingo 
2.Haldirams 
3.Parle Wafers 
4.Diamond Wafers 
5.Balaji 
6.Piknik 
7.Local No frills wafers
Marketing Mix Strategy 
of 
Lay’s
PRODUCT STRATEGY 
1. Lay’s is made with India’s best quality fresh potatoes, cooked in edible 
vegetable oils, and then seasoned with delicious flavours. 
2. Very high quality control and stringent production processes followed to 
produce high quality chips. 
3. 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. 
4. To address rising health concerns, Frito-Lay potato chips have been 
manufactured with zero trans-fats and no added MSG. 
5.Introduced many different “westernized as well as indian” flavours to cater 
to urban as well as rural market segment like classic salted, american style 
cream & Onion, chat chaska, magic masala, tangy tomato, mastana mango. 
6.To cater to health conscious market, Lay's India launched new “Lay's 
Baked” range with 50 percent less fat.
PRICE STRATEGY 
1. Lays goal is to provide good quality snack at fair prices so as 
to attract customers. 
2. Since the potato chips MARKET is driven by buyers, there 
is very little scope of different pricing strategies 
by MARKET players. 
3. Prices consistent and comparable to competitors and 
generally inexpensive. 
4. Lays come in many price variants. It has packets of Rs 5, 
Rs 10, Rs 20 and Rs 25. This shows that lays offer different 
packet sizes. Lays also started giving 20% extra on few of 
its packets.
PROMOTIONAL STRATEGY 
1. 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”. 
2.Free samples for new flavours launched. 
3. Displays before check-out line in the store. 
4. Eye-catching displays with special shelves for Lays chips at 
retail stores are also one of their strategies.
5. Use of online media like Orkut, Facebook to promote Lays 
brand and its offerings. 
.
PLACE STRATEGY 
1. The company functions over 40 distribution centers, serving 
more than 2,500 stockiest, reaching approximately 1 million 
retail stores that makes the product available on a mass scale 
and is easily available. And now they have plans to extend 
more the existing distribution network to reach out to 3 tier 
towns and villages in India. 
2. Lay’s are basically sold everywhere including railway 
canteens, gas stations, colleges, groceries, supermarkets, 
convenience stores, amusement parks, movie houses and 
even schools. 
3. Lays displayed at a small Chai wala shop on a hill station.
Thank You !!!

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Lay's(India) - pal banaye magical Lay’s, the world’s largest and favorite snack food brand, has steadily established itself as an indispensable part of India’s snacking culture since its launch in 1995.

  • 1. Lay’s(INDIA) pal banaye magical... SWAPNIL BAIKERIKAR SHRIJANA DHOLI SNEHA DIXIT VIKRANT POKHARKAR TUSHAR SADHYE -- A Product By
  • 2. INTRODUCTION Lay’s, the world’s largest and favorite 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 State and now owned by PepsiCo Inc. after it got merged with Frito Co. Its market has reach all over the world in many different flavors based on the taste and preferences of local customers. With its irresistible taste, international and Indian flavours and youth-centric imagery, Lay’s has established itself as a youth brand and continues to grow in the hearts and mind of its consumers.
  • 4. STRENGHTHS 1.Excellent branding and advertising 2.Excellent distribution and availability 3. Loyal Customers WEAKNESSES 1. Western flavors may not appeal to the masses 2. Less Quantity
  • 5. OPPORTUNITIES 1.Leverage successful brand Pepsi 2.Advertise more 3.Buy out competition THREATS 1.Threat from local substitute snacks 2.Boycott by health conscious people 3.Availability of healthy products
  • 6. COMPETITORS 1.Bingo 2.Haldirams 3.Parle Wafers 4.Diamond Wafers 5.Balaji 6.Piknik 7.Local No frills wafers
  • 8. PRODUCT STRATEGY 1. Lay’s is made with India’s best quality fresh potatoes, cooked in edible vegetable oils, and then seasoned with delicious flavours. 2. Very high quality control and stringent production processes followed to produce high quality chips. 3. 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. 4. To address rising health concerns, Frito-Lay potato chips have been manufactured with zero trans-fats and no added MSG. 5.Introduced many different “westernized as well as indian” flavours to cater to urban as well as rural market segment like classic salted, american style cream & Onion, chat chaska, magic masala, tangy tomato, mastana mango. 6.To cater to health conscious market, Lay's India launched new “Lay's Baked” range with 50 percent less fat.
  • 9. PRICE STRATEGY 1. Lays goal is to provide good quality snack at fair prices so as to attract customers. 2. Since the potato chips MARKET is driven by buyers, there is very little scope of different pricing strategies by MARKET players. 3. Prices consistent and comparable to competitors and generally inexpensive. 4. Lays come in many price variants. It has packets of Rs 5, Rs 10, Rs 20 and Rs 25. This shows that lays offer different packet sizes. Lays also started giving 20% extra on few of its packets.
  • 10. PROMOTIONAL STRATEGY 1. 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”. 2.Free samples for new flavours launched. 3. Displays before check-out line in the store. 4. Eye-catching displays with special shelves for Lays chips at retail stores are also one of their strategies.
  • 11. 5. Use of online media like Orkut, Facebook to promote Lays brand and its offerings. .
  • 12. PLACE STRATEGY 1. The company functions over 40 distribution centers, serving more than 2,500 stockiest, reaching approximately 1 million retail stores that makes the product available on a mass scale and is easily available. And now they have plans to extend more the existing distribution network to reach out to 3 tier towns and villages in India. 2. Lay’s are basically sold everywhere including railway canteens, gas stations, colleges, groceries, supermarkets, convenience stores, amusement parks, movie houses and even schools. 3. Lays displayed at a small Chai wala shop on a hill station.