Slide 1

Marketing Mix Strategy of

A Product By:SUBJECT: MM

PRESENTION BY: RUCHA PANDIT

ROLL NO.: 15

TABLE OF CONTEXT

Introduction of Lays

Marketing Mix Strategy of Lays

ProductPrizePlacePromotion

Introduction of Lays

Lays, the worlds largest and favorite snack food brand, has steadily established itself as an indispensable part of Indias snacking culture since its launch in 1995.

lays 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 flavors and youth-centric imagery.

Lays has established itself as a youth brand and it is still growing its image as an indispensible bit of the snacking culture.

ProductLays is made with Indias best quality fresh potatoes, cooked in edible vegetable oils, and then seasoned with delicious flavours .

high quality control.

To cater to health conscious market, Lay's India launched Lay's Baked range with 50 percent less fat.No.GramsRs.112.55226/271033915455/5720510035618060Marketing Mix Strategy of LaysDifferent flowers of lays in india

Magic Masala

American StyleCream and Onion

Spanish TomatoTango

World Classic Salted

Thai Sweet ChillyMint Mishchief

Chile limon & Salt & cracked pepper

Lime & MasalaGive us your delicious flavor Contest (GUYDFC) 2009

PriceLays goal is to provide good quality snack at fair prices so as to attract customers.

Since the potato chipsMARKETis driven by buyers, there is very little scope of different pricing strategies byMARKET players.

Prices consistent and comparable to competitorsan generally inexpensive.

Lays come in many price variants. It has packets oaf 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.

PlaceThe company functions over 40 distribution centers, serving more than 2,500 stockiest, reaching approximately 1 million retail stores.

And now they have plans to extend more the existing distribution network to reach out to 3 tier towns and villages in India.

Lays are basically sold everywhere including railway canteensgas stationscolleges, GroceriesSupermarketsconvenience storesamusement parksmovie houses and even schools.

Lays displayed at a small Chai wala shop on a hill station.PromotionLay's has been known for its captivating & innovative promotions and campaigns.

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.

Koun jitega world cup(2011)

Free samples for new flavours launched.

Displays before check-out line in the store.

Eye-catching displays with special shelves for Lays chips at retail stores are also one of their strategies.

Use of online media like Orkut, Facebook to promote Lays brand and its offerings.