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.

3. SWOT ANALYSIS
OF
LAY’S

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

7. Marketing Mix Strategy
of
Lay’s

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.

13. Thank You !!!