The document summarizes a marketing plan for launching Lay's Potato Chips in Hungary. It outlines objectives to successfully launch the brand and increase its market share from 12% to 32% through promotional and advertising activities. The plan analyzes the competitive and economic context in Hungary. It evaluates alternative budget allocation options and decides on a 60% promotion and 40% advertising split. The implementation plan details promotional activities, pricing, placement strategies and advertising approaches. It also outlines risks and ways to monitor the program's success based on brand awareness, market share, and ROI metrics.

1. Lay´sPotato Chips in HungaryCreatingAwareness and BuildingBrandImageat ProductLaunchGroup D

2. AgendaMarketing ObjectivesProblem StatementSituation AnalysisAlternative Courses of ActionEvaluation of AlternativesDecisionImplementation planRisk AnalysisProgram Monitoring

3. ObjectiveHow John F Stevenson, General Manager of PepsiCoSnacks in Hungarywillmake a successfullaunch of Lays chips.

4. Marketing ObjectivesSuccessfulLaunch of Lays in HungaryWhat will the future environment be like?Consumer spending will decreaseChio will protect its Brand : packaging, increase spending, lower price

5. Problem StatementHowtosplitbudgetbetweenadvertising media and consumerpromotions?Match Chio´s (44% to 56%)?Whichspecificadvertising media shouldbeused?Whatmessageshouldadvertisingconvey?Whichpromotionactivitiesshouldbeincluded?

6. Situation AnalysisContextCompetitionConsumerCompany

7. ContextHungaryInflation28%Unemployment 12%DecreasingconsumerbuyinghabitsPopulation: 10,064,000 Hungrypeople

8. CompetitionMktbudget: U$ 500,000TV media & radio$ 110% LaysPrice positionPrice promotions$ 95% LaysMktbudget: U$ 1 Mill

9. 44% mass media

10. 56% promos

11. Price discounts

12. $102% Lays

13. “Chioequals Chips”

14. Mktbudget: U$ 500,000

15. TV media & radio

16. $112% LaysConsumerPrice conscious68% are taste sensitiveTarget segment: 8 – 54 years oldSnack purchase driven by impulse buying and promosPurchase of Potato Chips is based on impulsive behaviors, the emotions linked with the brand play an important role in impacting the buying behavior, leading to an increase in sales and brand awareness.

17. Consumer ResearchBlindtests69% preferredLaysoverChioBrandperceptionGoodqualityevaluation:Chio 81%Lays 47%GoodvalueChio 55%Lays 17%

18. Company SWOTStrengthsOpportunitiesWeaknessesThreats

19. Alternative Courses of ActionAdvertising 60% - Promotion 40%Advertising 40% - Promotion 60%Advertising 50%- Promotion 50%Chio: Advertising 44% - Promotion 56%

20. Alternative Courses of ActionMarketing PlanCross PromotionwithPepsibrands2 Layspackages Get1 Pepsi2 Pepsi Get 1 Layspackage

21. Alternative Courses of ActionObjective of CampaignIncreasemarket share (12% - 32%)Take SOM fromChioPepsi and brandconsumersIncreasebrandawarenessIncrease trial toreinforce taste and qualityLink brandequitytoyounggeneration and fun

22. Alternative Courses of ActionNationalcampaign in alliancewithPepsibrandsAdvantagesDoubletheresources (Pepsibrandspays)Increaseawareness and leverageonestablishedbrandequity (Pepsi 30% SOM)LeverageondistributionCross exhibitionsDisadvantagesNottargeting Coca Cola consumers

23. Evaluation of AlternativesNeedtoincreasemarket share to 32%Needtoconcentrate more resourcesonpromotionthanonadvertising

24. Evaluation of Alternatives

25. DecisionBasedon ROI and qualitativeanalysis, weshouldallocateresources:

26. 60%forpromotion