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    Shravan Gupta
    This document discusses the brand Lay's from the consumer's perspective. It provides background on Lay's history and ownership, describing it as a potato chip brand originally founded in 1932 that is now owned by PepsiCo. It analyzes Lay's brand personality, brand knowledge pyramid, brand identity, and advertisements. Lay's identifies itself as a youthful, fun, colorful brand that brings excitement and offers various flavors from across India. The document also maps Lay's brand associations and makes recommendations to improve price to quantity ratio and introduce more varieties.

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    Presentation

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    Shravan Gupta
    111 views18 pages
    This document discusses the brand Lay's from the consumer's perspective. It provides background on Lay's history and ownership, describing it as a potato chip brand originally founded in 1932 that is now owned by PepsiCo. It analyzes Lay's brand personality, brand knowledge pyramid, brand identity, and advertisements. Lay's identifies itself as a youthful, fun, colorful brand that brings excitement and offers various flavors from across India. The document also maps Lay's brand associations and makes recommendations to improve price to quantity ratio and introduce more varieties.

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    This document discusses the brand Lay's from the consumer's perspective. It provides background on Lay's history and ownership, describing it as a potato chip brand originally founded in 1932 that is now owned by PepsiCo. It analyzes Lay's brand personality, brand knowledge pyramid, brand identity, and advertisements. Lay's identifies itself as a youthful, fun, colorful brand that brings excitement and offers various flavors from across India. The document also maps Lay's brand associations and makes recommendations to improve price to quantity ratio and introduce more varieties.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    111 views18 pages

    Presentation

    Uploaded by

    Shravan Gupta
    This document discusses the brand Lay's from the consumer's perspective. It provides background on Lay's history and ownership, describing it as a potato chip brand originally founded in 1932 that is now owned by PepsiCo. It analyzes Lay's brand personality, brand knowledge pyramid, brand identity, and advertisements. Lay's identifies itself as a youthful, fun, colorful brand that brings excitement and offers various flavors from across India. The document also maps Lay's brand associations and makes recommendations to improve price to quantity ratio and introduce more varieties.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    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

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