3. Lay's, get your smile
on!
Introduction:
PepsiCo
1965, Herman W. Lay of Frito lay and Donald
Kendall of Pepsi-cola formed PepsiCo
1986, operations of PepsiCo worldwide food
and beverages were combined
2007, November, PepsiCo was divided in three
units
5. Lay's, get your smile on!
History of Frito lays and PepsiCo merger:
1932, Herman W Lay opened a snack shop
1938, he purchased the Barrette Food
Company, renaming it “H.W. Lay & company
1944, Lays was the first potato chip to appear on
television
1965, Frito lay merged with pepsi-cola to form
“PepsiCo”
6. Lay's, get your smile on!
Brands of PepsiCo:
• Pepsi Cola
• Aquafina
• Mountain Dew
• Marinda
• 7up
• Lay’s
• Kurkuray
• Cheetos
8. Lay's, get your smile on!
• Something wonderful—a company that’s all
about good fun—doing good things when it
comes to making snacks and caring for the
environment..
Vision
9. Lay's, get your smile on!
Mission:
•Focus on convenient foods
•Provide opportunities for growth & enrichment
•Strive for honesty, fairness and integrity
10. Lay's, get your smile on!
Objectives :
•Produce high quality product & reasonable
price.
• Facilitate as maximum share of market
•Customer satisfaction is the top priority
•Acquire the strong distribution channel
11. Lay's, get your smile on!
Food for the fun of it!
Lay's, get your smile on!
Lay's. Want some?
Lays ka mazaa lo(Lay's Pakistan)
You can't eat just one....Lagi bet! (Lay's India)
No one can eat just one (Lay's India)
Slogans!!!
13. Lay's, get your smile on!
Flavors:
Barbecue
Salted
French Cheese
Magic Masala
New flavors:
Roasted Onions & Balsamic
Vinegar
Salsa
Sour Cream and Onions
Chicken Achari
14. Lay's, get your smile on!
Scandal on Lay’s-
Haram:
•Lays’s
Masala has
E631 flavor
•Sardine
fish, Yeast
use in beer
making, Ani
mal Fats
16. Lay's, get your smile on!
Level and type of competition:
•Competitor’s strategy
•Standard of product and quality
•Nature of products
17. Lay's, get your smile on!
The activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for
customers, clients, partners, and society at large.
18. Lay's, get your smile on!
•Capture market share
•Customer attraction
•Strong distribution channels
•Profit maximization
Marketing objectives:
20. Lay's, get your smile on!
Marketing environment:
•Micro environment
•Macro environment
21. Lay's, get your smile on!
•Suppliers
•Marketing Intermediaries
•Customers
Micro environment
•Competitors
•Publics
22. Lay's, get your smile on!
Macro environment:
•Demographic
•Economic
•Natural
•Technological
•Political
•Cultural
23. Lay's, get your smile on!
Marketing strategy:
• Market segmentation
• Target market
• Positioning
• Differentiation
24. Lay's, get your smile on!
Marketing Mix of Lay’s:
•Product
•Place
•Price
•Promotion
•Customer Satisfaction
•Convenience
•Customer Cost
•Communication
25. Lay's, get your smile on!
P
R
O
D
U
C
T
•Level of products
•Augmented products
•Consumer products
•Convenience type of product
•Product attributes
•Quality
•Features
•Style and design
•Branding
26. Lay's, get your smile on!
Price:
•The pricing strategy to be used
•Lays uses cost based pricing strategy
•Lays cost consists of:
•Man Power
•Machinery
•Electricity
•Raw material
•Employees
•Profit maximization
•Consumer satisfaction
•Affordable price
27. Lay's, get your smile on!
Place:
The place is where you can expect to find your
customer and consequently, where the sale is realize
How to reach you customers
Lay’s target markets
Core benefit
Market of Lay’s
28. Lay's, get your smile on!
Promotion:
Advertisement Sales promotion
31. Lay's, get your smile on!
BCG Growth Matrix:
•Stars
•Cash cows
•Question marks
•Dogs
32. Lay's, get your smile on!
Pepsi
PepsiCo Strategy to Market their
products:
•Having consideration on marketing strategy create th
impression that the products market share and growth
can be enhanced
•Products have some personality & characteristics
•Customers have a channel to express themselve
33. Lay's, get your smile on!
SWOT Analysis:
•Strengths
•Weakness
•Opportunities
•Threats
34. Lay's, get your smile on!
Strength:
•High brand image
•Market dealer
•Maximum level of satisfaction
•Incentives are given
•Worldwide distribution
•Good Advertisement
•Cost advantage, flavor range
•Innovative capability
35. Lay's, get your smile on!
Weakness
•Low supply remote area
•Elite class is not consuming it
•Rumors e.g. that lays has pig fat in them
•Less quantity
36. Lay's, get your smile on!
Opportunities:
•Supply could be extended to rural areas
•Room for improvement
•New local flavors e.g. cricket flavors were
introduced
•Reach to the elite class
•Advertise more in shops and rural areas
37. Lay's, get your smile on!
Threats:
•Competitors
•New entries
•Substitutes of snack food
•Government policies
•Customer demand
38. Lay's, get your smile on!
•In our analysis we discovered that 82 % people prefer
lays
•The most liked flavor is salted
•62 % consumes lays in colleges and universities
•56 % is compelled by it due to its quality
•More than 60 % families consume lays
•38 % prefers the smallest packet of Rs. 10
Analysis made through the
Questionnaire:
39. Lay's, get your smile on!
Lays has been segmented at different levels with
attributes. It chooses its distribution channels
sensibly, while its cost-based pricing strategy is profit
maximizing. With the promotion being done through
advertising and “sales promotion” and according to
our analysis, lays is yet to remain at the highest rank in
the world of potato chips.
Conclusion:
