MEANING OF THE BRAND FROM CONSUMERS PERSPECTIVE

GROUP NO: 8
Shalini Kumari Saurav Nishant Shravan Kumar Sumit Kapoor

INTRODUCTION
Type Current owner Country of origin Market Previous owner

Potato Chips PepsiCo United States Whole world 1932- Herman W. Lays
1961- The frito company and lays merged to form Frito- Lay Inc.

1965 Frito- lay merged with the pepsi Cola Company to form PepsiCo, Inc.
CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA 2

Slogan
Happiness is smile Simply made. Simply good Food for the fun of it Lays, get your smile on

BRAND PERSONALITY

Stylish and Cool Crunchy Various flavor Innovative Experimentative

BRAND KNOWLEDGE PYRAMID

Killers

Summary of brand knowledge

Purchase decision making unit (buying centre) of the buying process of Lays
Ad, media ,friends (influenc er)

Canteen, shopkee per (Gateke eper)

Students , custome r (Decider

)

Business buyer for Lays

Students ,friends, relatives (User) student, custome r (Buyer)

Student, custome r (Approv er)

Who am i?? (Brand identity)

Bring excitement to the lives of the customers. A brand which is for the whole country by providing the customers with tastes (flavors) from all around India.

Lays identifies itself as a brand which is youthful, fun

and colorful The unique shapes in which it comes, which makes it easily recognizable amongst the consumers.

Brand identity Prism

Pepsico, Shapes, Games, Poing!!! Innovative , Experimen t-ative

Relationship

Culture

Outgoin g, Fun loving

Indian, Differen t

Cool, Young at heart

I am Bindaas! !!

BRAND NAME
Logo Recallable Trendy and Fun

Easy to pronounce

Catchy

10

BRAND IDENTITY

Bring excitement to the lives of the customers.

A brand which is for the whole country by providing the

customers with tastes (flavors) from all around India. Lays identifies itself as a brand which is youthful, fun and colorful

MARKET WARFARE

ADVERTISEMENTS
Lays does extensive advertising and utilizes all the media resources available Frito Lay used a 360 degree brand building effort to boost the new launch. The variety came through a series of campaigns and advertisement Crowd sourcing which serves two purposes it engages the endconsumer and the campaign is done at the lowest possible cost.

Nodal map of Lays

Time pass

Tast y

Spic y
Crisp y

Qualit y

Easy availa bi-lity

Afford a-ble Time pass

RECOMMENDATION
Price quantity ratio should be improved. More variety needs to be introduced.

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

15

LIMITATIONS
Time limit Less respondents Less components

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

16

REFERENCES
http://www.fritolay.com/aboutus.html http://www.google.co.in/ http://www.authorstream.com

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

17

Thank You
CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA 18