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