Marketing Audit lays by Hira Ismail Rais

7/24/2019 Marketing Audit lays by Hira Ismail Rais

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Benazir Bhutto Shaheed University

Lays PepsiCo

Annual report

Of

Principles of marketing

ByHira 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 long term.

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.



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

ay(s recent 45 67 A A859 in this campaign then invent new flavors through contestchallenge customer to think of a new potato chip flavor. Customer submitted their suggestionsand ay(s released three of them: cheesy garlic bread, sriracha and chicken and waffles. ;esidesusing traditional marketing strategy they concentrate on staging contest because the consumersdon(t trust that of marketing strategy any more.


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S(O# ANAL$SIS O) LA$S!

Stren ths: &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

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P&S#AL ANAL$SIS!

&'onomi' environment:

&'onomi' 'onditions that a(e't a produ't to sell) *urrent pur'hasin po+erin an e'onomy depends on the availability o, pri'es- savin s and loans and'redit) $hey have a stron impa't on the business- be'ause +e have to payattention 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 hi h 'lass peoplepass throu h my 'lassroom) $he mar"et is divided in the basis o, in'ome )Ihave made sets ,or various in'ome 'lasses)

So'ial.'ultural environment:

So'iety shapes belie,s- values and norms lar ely de/ne 'onsumer tastepre,eren'es) $his environment dire'tly a(e'ts my 'ompany0s produ'ts and'onsumer taste)

$e'hnolo i'al environment:

$e'hnolo y shapes the ,uture o, any so'iety) I 'onstantly +at'h ,or "eepintra'" o, 'han es in te'hnolo y and 'ompetition 'ustomer +ants) Plays animportant in determinin the type o, plant and the type o, oods andservi'es are produ'ed- and the uality o, the e uipment is to be used) s'onsumers demand in +orld mar"ets has 'reated lay s demand- ne+industrializin 'ountries 'aptured prizes and an opportunity to parti'ipate inthe industrial value added o, the ori inal overta"e) $hese 'ountries +ere: tobe in the 4 1)%5 re+ard value added o, the industrial trans,ormation re uired15 'ents to produ'e a 4 1)65 bo7 o, 8rito 'eremonies ta"e hold) $here is-

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

Politi'al.le al 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 le islation- it is Parliament +hi'h is- ho+ever- apply them to ,adea+ay in his +ays) ational overnment ,or'es and the three main politi'aldire'tion o, the lo'al environment are di(erent ,ootball bodies) Under thedire'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 roupsand puttin an end to the authority o, the overnment a en'ies and the

di(erent institutions)

B*; < $RI= #8 > ? S:

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7/14

LA$S CHIPS AR% S&' &N#A#ION!

;eo raphi': 9egion available across the countries Bface tuff competition from competitors in potato

chips industry Available in cities and face completion with local market !n rural areas availability is limited because those areas were dominated by local

producers

Aemo raphi': Age mostly among teens, uick bite for adult. amily siDe party packs are available in all flavors for families. !ncome not a premium product because generally it isn(t consume by low income

group. 5ther gender, occupation etc don(t lies in its parameters of demographic.

Psy'ho raphi's: ife style consumed by people as Eunk food mainly use on outdoors, picnics, movies

etc to grab uick and easy bites. Personality nota deciding factor.

Behavioral: !t(s an 5ccasions snack mainly consumed in parties, outing, threats, sharing with friends

and family as a brunch snack. ;enefits snack of great uality and taste buds satisfaction

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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 mass showcasing methodology to build strong market for their

products to the best number of individuals.


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LA$S AR%IN' I*!

PRO O#ION!

dvertisin :ay(s engineer their ads for ay(s classic chips although it(s a well established 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.


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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 strate y: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 strate y: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. rito ay's has strength as acompany to incorporate them into the production, retailers and wholesalers into a unified system.

*hannel desi n 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 fre uent 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 strate y: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 .


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ay rito ay 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 fre uented the high.

PRO,"C# LI)& C$CL& O) LA$S!

"#12 emerge with PepsiCo

< $URI$?

"#00 first potato chip in television

A&*>I &

;R#!$H

"#$% purchased barrette ood Company

I $R#AU*$I#

R&S& R*H

A

A&*&>P#


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

Push strate y:PepsiCo has e@clusive tie ups 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 strate y: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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S#88 < $RI=:

1% Prepared by :| Hira Ismail Rais

Marketing Audit lays by Hira Ismail Rais

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