Marketing Audit OF Lays by hira ismail rais

8/20/2019 Marketing Audit OF Lays by hira ismail rais

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Benazir Bhutto Shaheed University

Lay’s PepsiCo

Annual report

Of

Principles of marketing

By

Hira Ismail Rais

Submitted

To

Mr. Hassaan Ahmed

1 Prepared by:| Hira Ismail Rais


2/14

VISION:

At PepsiCo, we're committed to achieving business and financial success while leaving a positiveimprint on society – delivering what we call performance with purpose.

ISSION!

As one of the largest food and beverage companies in the world, our mission is to provideconsumers around the world with delicious, affordable, convenient and complementary foodsand beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages toevening treats. We are committed to investing in our people, our company and the communitieswhere we operate to help position the company for longterm.

ABO"# LA$’S!

!n "#$% &erman W ay(s opened a snack shop.

!n "#$) he purchased the barrette food company, renaming it *&.W.ay(s and company+ .

ay(s the potato chips brands ever since "#$%, American had been loyal consumer of ay(s potato chips. !n %- the consumer consciousness about healthy food emerge leaders at ritoay(s /orth America to change the composition of their popular potato chip in response tochange in consumer preference.

!n "#00 ay(s was first potato chips to appear on television

!t(s a leading snack food company emerge with PepsiCo in "#12. 3arlier in "##" the companyinstalled *green team+ in its plants to ensure environmental compliance.



3/14

AR%IN' S#RA#&'$!

ay(s recent 45 67 A A859 in this campaign then invent new flavors through contest

challenge customer to think of a new potato chip flavor. Customer submitted their suggestions

and ay(s released three of them: cheesy garlic bread, sriracha and chicken and waffles. ;esides

using traditional marketing strategy they concentrate on staging contest because the consumers

don(t trust that of marketing strategy any more.


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S(O# ANAL$SIS O) LA$’S!

Strenths:

• &igh brand image

• ?a@imum level of consumer satisfaction

• ?arket dealer

• !ncentives are given to

• Worldwide distribution

• >ood advertisement

• Cost advantage

• lavor range

• !nnovation capability

!ea"nesses:

• ow supply to rural areas

• !t is only use by middle class not by elite class

• 9umors: that pig fat is use in ay(s

• !t production uantity is low

#pportunities:

•7upply would be e@tended through supping to rural areas

• ?ark for further improvement through innovation

• !ntroduction /ew local flavors: cricket flavor were introduced

• Advertise more in shops and remotes areas

$hreats:

• Competitors BPringles

• /ew entries in the industry

• 9estriction in >overnment policies

•Change in Customer demand

% Prepared by:| Hira Ismail Rais


5/14

P&S#AL ANAL$SIS!

&'onomi' environment:

&'onomi' 'onditions that a(e't a produ't to sell) *urrent pur'hasin po+er

in an e'onomy depends on the availability o, pri'es- savins and loans and

'redit) $hey have a stron impa't on the business- be'ause +e have to pay

attention to trends a(e'tin pur'hasin po+er)

$he revenues o, the produ'ts depends on the in per 'apita in'ome o, the

'ountry- real people shall o over 'heap ,ast ,ood) But the hih 'lass people

pass throuh my 'lassroom) $he mar"et is divided in the basis o, in'ome )I

have made sets ,or various in'ome 'lasses)

So'ial.'ultural environment:

So'iety shapes belie,s- values and norms larely de/ne 'onsumer taste

pre,eren'es) $his environment dire'tly a(e'ts my 'ompany0s produ'ts and

'onsumer taste)

$e'hnoloi'al environment:

$e'hnoloy shapes the ,uture o, any so'iety) I 'onstantly +at'h ,or "eepin

tra'" o, 'hanes in te'hnoloy and 'ompetition 'ustomer +ants) Plays an

important in determinin the type o, plant and the type o, oods and

servi'es are produ'ed- and the uality o, the euipment is to be used) s

'onsumers demand in +orld mar"ets has 'reated lays demand- ne+

industrializin 'ountries 'aptured prizes and an opportunity to parti'ipate in

the industrial value added o, the oriinal overta"e) $hese 'ountries +ere: to

be in the 4 1)%5 re+ard value added o, the industrial trans,ormation reuired

15 'ents to produ'e a 4 1)65 bo7 o, 8rito 'eremonies ta"e hold) $here is-

there,ore ouht to be su'h that in the lo+er 'ost o, produ'tion o, the produ'tto produ'e the best uality)

Politi'al.leal environment:

$he /nan'ial servi'es industry environment has a ma9or e(e't on the +ay to

'arry out the duties o, a publi') $hen he passes on a reat e(ort in the +ay



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o, /s'al leislation- it is Parliament +hi'h is- ho+ever- apply them to ,ade

a+ay in his +ays) ational overnment ,or'es and the three main politi'al

dire'tion o, the lo'al environment are di(erent ,ootball bodies) Under the

dire'tion o, the rest o, them- overns them- +ould be su'h that the la+s o,

these prin'iples to apply to the supervision o, the individual study roups

and puttin an end to the authority o, the overnment aen'ies and the

di(erent institutions)

B*; ?S:

@ Prepared by:| Hira Ismail Rais


7/14


8/14

LA$’S CHIPS #AR' AR%!

5ne of the main target markets of ay(s is youngsters and youth crowds of games andamusement e@ampleF purchase in theater while watching movie or stadium even at home. ?ostorganiDations nowadays use massshowcasing methodology to build strong market for their

products to the best number of individuals.


9/14

LA$’S AR%IN' I*!

PROO#ION!

dvertisin:

ay(s engineer their ads for ay(s classic chips although it(s a wellestablished snack thatcompany don(t need to spend capital to inform people about their product but there is an elementof persuasion in the ay(s classic ads that many of people emphasiDe on simplicity and natural benefit of chips although it(s an effort to maintain their customer who are e@posed to an day byday numerous chips flavors in the marked.

Publi' relation:

ay(s sponsors numbers of sport teams like /, the Chicago bears, Caroline panthers, 5aklandraiders and special events like crash the super bowl and introduce such proactive campaign as45 67 A A8569 which encourage customer to create a new flavors and it build an strongsound for ay(s on wed especially on social media people were noted on buDDing about thiscampaign on healthy note it build a great image on websites

Sales promotion:

ay(s offers too many grocery stores for sales promotion like introducing A?!= PACH bagsadding better bulky value, by one get one free offer.


10/14

ay(s pull out direct marketing mostly to be limited to online world where the company keeps its presence through face ;ook with over millions of likes and on =ou


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Produ't mi7 pri'in stratey:

ay(s employs product line strategy o its products, taking the customer perceived value in thevarious contributions lines into consideration when deciding what price step should be use.

Pri'e ad9ustment stratey:

While adEusting the prices for its snacks products ay(s uses promotional pricing strategy, in theway to increase short term sales with promotion such as discount, bulk deal, price packs Be.g. buyone get one free .ay(s also apply psychological price adEustments in order to set a price thatcarry a certain parameter of uality too or it may use reference pricing strategy when it getsinformation on that in what price consumer want to purchase their product.

PLAC&!

#ypes of marketing c+annels!

ay's use indirect marketing channel system for distribution. ritoay's has strength as acompany to incorporate them into the production, retailers and wholesalers into a unified system.

*hannel desin de'isions:

When taking their own measures to consider the channel of which it seems to have determinedthat the consumers will willing to approach lay(s is to suppose that s easy and freuent snacksand of those in company siDe, it would be able to use this supply in a multitude of mediators withthe stock, and the target audience the great willing to share their products.

Aistribution stratey:

ay are carried in many companies, both large and small, and the first place they are in the business for sale 3nergy ;;45 BChicago work of the service based on the market.


12/14

ay ritoay products can be found in many places, especially the lay(s Classic chips and youcan find a lay faithful will likely come across a shelf in the supermarket when shopping, grocerystore, superstore BWal?art, Hmart, gas station, or a convenience store, and office building, orany other area freuented the high.

PRO,"C# LI)& C$CL& O) LA$’S!

"#12 emerge with PepsiCo

P#


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PU>> A PUSH S$R$&;?:

Push stratey:

PepsiCo has e@clusive tieups with several fast food chains, supermarkets and malls. !t also havesales points agreement BP57 with different leading retailers and departmental stores. PepsiCo

also provides incentives to distributors or retailers if they e@ceed the sales target.

Pull stratey:

A?3.

ay(s drafts have been advertising in the 7uper ;owl since "#)-. ;ut in %" ay's opted out ofadvertising on this platform focusing its marketing efforts on the !nternet instead of ending %$year run. rito ay, nothing to advertise in the 7uper ;owl B/;C Associated Press /ews %#.!n %", a second time to recite the ay's is to start advertising on the 7uper ;owl B9euters%".

5n an average, ay's advertising in the 7uper ;owl cost I $ million for $ seconds of airtime in%#. B/;C /ews Associated Press %#.

!s well known, in order to receive the lay's products endorsed by celebrities, some of whom hehad been hugely popular with the people.


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Marketing Audit OF Lays by hira ismail rais

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