This document discusses John F Stevenson's plan to launch Lays potato chips in Hungary. It outlines the economic challenges in Hungary, including high inflation and low employment. It also examines the competitive landscape, with Chio controlling 46% of the market. The document performs a SWOT analysis and recommends that Lays focus on local flavors, competitive pricing, widespread distribution including retail stores, and promotional strategies like discounts, coupons and sampling to successfully launch the brand in Hungary.

1. LAY’S POTATO CHIPS IN HUNGARY
How John F Stevenson, General Manager Of
Pepsico Snacks In Hungary Will Make A
Successful Launch Of Lays Chips
Presented By-
Lakshya Hirwani
Saransh Gupta
Shashank Chakarvorty

2. ECONOMIC CONDITION OF HUNGARY
 It was a developing country with high inflation
rate.
 Decreasing consumer buying habits.
 Low rate of employment.

3. PROBLEMS FACED BY LAY’S
 How to split budget between advertisement
media and consumer promotion?
 How to match Chio’s strategy?
 Which specific advertisement media should
be used?
 How promotion must be done, and what
message it must convey?

4. MARKET SHARE
Chio-46%
Lays-12%
United buscuit-
2%
Bahlsen-8%

5. COMPARISON OF LAY’S PRICE WITH DIFFERENT
BRANDS
BRAND Percentage
Chio +2
United
biscuits
+12
Bahien +10
Zweifel -5

6. SWOT ANALYSIS
STRENGTH
•G00D QUALITY AND SUPERIOR
TASTE
•HIGH QUALITY PACKAGING AND
LABELING
•EXPERIENCE WORK FORCE
•COMPETATIVE PRICE
WEAKNESS
•LATE MARKET ENTRY
•LOW BRAND KNOWLEDGE
•LOW MARKET SHAR
•DECREASING PURCHASE
BEHAVIOUR
OPPORTUNITIES
•CONSUMER ARE PRICE CONSCIOUS
•ADDING LOCAL FLAVOUR OF CHIPS
•LAYS CHIPS WAS GOOD IN TASTE
THREATS
•INFLATION AND UNEMPLOYMENT
•COMPRTITION WITH CHIO
•INCREASING CONSUMER BUYING

7. PRODUCT
•PEPSICO lays
•LOCAL TASTE
•MORE QUANTITY
PRICE
•LESS PRICE THAN CHIO
CHIPS
•DISCOUNT
PLACE
•SUPER MARKET
•RETAIL MARKET
•NORMAL STORES
PROMOTION
•ADVERTISING
•SAMPLING
•COUPONS
•BUY 2 GET 1 FREE

8. CONCLUSION
• How to manage the expenses on advertising and
promotion
• Firstly pepsico must understand the economic
condition of hungary
• They must focus on local taste prefrences
• Instead of supermarkets they must focus on retail
stores and comman markets to target middle class
and lower class range
• Like chio has jingle chio chio chio, lays must also
have some on tounge jingle
• And pepsico should focus on one thing rather than
both pepsi and salted snacks(chips)