Lays Branding Strategy

8/10/2019 Lays Branding Strategy

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LAYS : Brand Story

Group -4


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1995Launched

May,2008 Fight for your

flavorcampaign

November,2008

Chip and saucepack

June,2009 Newpositioning

platform Lays-Be a littledillogical

Currentpositioning

strategy -Whats the

programme?

Introduction & Timeline

With its irresistible taste, international and Indian flavours andyouth-centric imagery , Lays has established itself as a youth

brand and continues to grow in the hearts and minds of itsconsumers.


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Vision

At Frito- Lay, were all about good fun from making tastysnacks to get your party started to taking care of our 50,000employees who know how to find the fun in everydaychallenges. As a proud member ofthe PepsiCo family, Performance with Purpose is what wework to achieve every day.

And to us, that means creating the high-quality snacks ourfans deserve, while caring for our people, communities andthe environment we share.
http://www.pepsico.com/http://www.pepsico.com/Purpose/Performance-with-Purposehttp://www.pepsico.com/Purpose/Performance-with-Purposehttp://www.pepsico.com/


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Brand Identity

Brand Value $12.1 B #42 In Forbes Worlds Most Valuable Brands

Brand Logo : 3D Glowing Sun Brand Tonality : Funny, youth centric imagery Brand Philosophy/Slogan :Pal Banaye Magical Brand Advantage : 100% Vegetarian(India)


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Brand Architecture BrandedHouse

American Style Cream andOnion

West Indies Hot and Chilli

Indias Magic Masala

French Salt and CrackedPepper

Lays baked cream, herband Onion

Lays baked sunkissedtomato

Lays Swiss grilled cheese

Classic Salted

Indias Lime andMasala Masti flavour

Spanish TomatoTango

Chile Limon Flavour

Lays Baked OriginalSalted

Lays Thai SweetChilli


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Branding Strategy

Mainly focused on the product. Taste , flavours , aroma& crispiness are highlighted

The whole experience of eating Lays is alsocommunicated as event of joy and happinessThe proposition like Be a Little Dillogical or Pal BanayeMagical is emphasized upon

Lays has been associated as a happy or a fun brandwhich stands for simple joys of everyday and fortogethernessConstant customer engagement with contests and flavor

co-creation too


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Fight for your Flavor

Two flavoursshortlisted:-

Khans SpunkyPimento

Dhonis BalsamicBlast

Be a LittleDillogical


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Pal Banaye Magical

Dilemma: The brand never really found asustainable positioning platform ever sinceit ditched its " No One Can Eat Just One

The brand decided to experiment yet again with the tagline , bringing inthe new one - "Pal Banaye Magical " meaning " Making Moments

Magical "

" Pal Banaye Magical " sounds good and the creatives can work on thistheme with a variety of stories. But it never comes anyway near to thebrand's original tagline.And these frequent changes in the positioningdoesn't augur well for the brand's overall strength.


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Best Buddies TVC 2014-Youth Connect & Social Media

As part of strengthening the brand philosophy Pal banaye magical,the potato chip maker plans to make Lays Best Buddies as the

coolest group on campus with the most happening and magical funmoments.

Conceptualised by JWT, the brand has launched a TVC featuring Lays

Best Buddies, following teaser updates and an exclusive trailer videoon its social networks since January. Interestingly, the ad is beingpromoted as episode 1 of Lays Best Buddies Season 2014,suggesting that there will be additional episodes to this college story.


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Best Buddies TVC 2014-Youth Connect & Social Media

An exclusive trailer video of the ad (projected as an episode) was then shared onthe wall. Titled Lays Best Buddies First Look, the one minute trailerintroduces the group through bits and pieces from the TVC, while bracing up

fans for the season of friendship.

When you think of snack foods and beverages, you cant help imagine a collegecanteen or the crowds of students thronging away at food stalls. So the conceptof a cool college gang, the Lays Best Buddies in this ad isnt particularlyexciting. But, the concept of storytelling surely is! The well targeted storytelling

has been well reflected on the brands social platforms too.


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Brand Evaluation (BAV Analysis)Brand Strength

Cool Classy Imaginative Trust- worthy Mischievous

Crispness Variety Quantity in a packet Taste

Availability


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Brand Evaluation(BAV Analysis)Brand Stature

Visibility Top of Mind Recall


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C ul t ur e

R el a

t i on

s h i

p

Brand Prism

H a r m o n

i s t i c

F r i e n

d s

h i p


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Lays IMC

Focus on extensive use of television commercials As the brand targets mainly the youth the ads feature insporting events as well as music channels

Celebrities are featured in almost all of themSocial media promotions are pursued now with thefacebook page having 3.8 M likes


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Lays Brand Ambassadors

To reach to a larger base of the population Lays hasrelied on celebrities from the world of movies as well assports

Most are already in contract with Pepsi Co.Celebrities are used as per the occasion


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Negative Publicity

There has been cases where it was found that duplicateproducts were being sold in the name of lays.

Also it is accused that Lays or any other potato chips arenot good for your health and consumption may lead toobesity.

Demands are being made to put some health relatedadvice in the acka e itself.


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Thank You

Lays Branding Strategy

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