INTRODUCTION OF LAYS AND MARKETING STRATEGIES USED BY THE COMPANY PDF

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This document contains the introduction of the company lays and it's marketing strategies...

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How It All Started Herman W. Lay started a small business in Nashville Tennessee in 1932, selling potato chips from a company in Atlanta, Georgia. Herman found the company to build H. W. Lay & Company after six years. In 1944, the company's name was simplified into Lay's and became the first light-weight food company to advertise on television. The business shortened its name to “The Lay’s Company” in 1944 and became the first snack food manufacturer to purchase television commercials, with Bert Lahr as a celebrity spokesman. His signature line, “so crisp you can hear the freshness,” became the chips” first slogan along with “de-Lay-sious!” As the popular commercials aired during the 1950s, Lay’s went national in its marketing and was soon supplying product throughout the United States.

Lay's was launched in India 1995.[27] In India Lay's has the following flavors- American style onion and sour cream, India's magic masala, Spanish tomato tango, classic salted, West indies' hot 'n' sweet Chilli, chille Limón, Lay's Crispz herb and onion.[28] In 2010 there was a competition in making new flavors and the flavor 'Mastana Mango' was selected.[29] In 2015 Lay's Maxx (Maxx Sizzling barbeque and Maxx Macho chilli) was launched

Marketing Strategy of Lays

Type of Youth: Young people are the most targeted customer for Lay. The majority of its consumer base is between the ages of 12-28. The youth brand ambassador advertising this brand takes the new image forward.

Certificates: Lay's are made from India's best quality fresh potatoes, cooked in edible vegetable oil, and spiced with a delicious flavor. High quality control and strict production procedures followed to produce high quality chips. It holds international quality control certificates such as ISO 14000 HACCP (Hazard Analysis and Critical Control Point) USA, Certification by TQCSI (Australia) American Institute of Baking (USA), OHSAS 18001 (Occupational Health and Safety Assessment Series), USA Frito-Lay potato chips made with zero trans-fats and no additional MSG to take care of growing health concerns.

Price: Lays has used a few pricing strategies to satisfy its discerning prices. Price-based company prices are a reflection of its position as a product with distinctive features such as easy access, easy access, good taste and high quality. Lays is always different from its competitors and sets competitive prices in order to keep its product prices up to date and retain customers. It also uses the promotional pricing system on a regular basis to increase its sales volume. The company offers several incentives such as bulk deals, discounts and price packs. This helps in higher sales in less time and earns more profit.

Taste: It has introduced many different Western and Indian flavors to cater to the urban and rural market segment such as Classic Salted, American Style Cream & Onion, Chat Chaska, Magic Masala, Tangy Tomato, Astana Mango. To address the health care market, Lay's India has unveiled a new range of "Lay's Baked" with 50 percent less fat. Advertising Strategy:

Lays are one of the companies that saw the importance of advertising at its inception. In 1944, he appointed Bert Lahr as his celebrity spokesperson for his television commercials and became the first producer of easy-to-eat food items. Lay's has always kept its product a celebrity brand and participated in various brand ambassadors. The involvement of celebrities has created a huge boost in the product as campaigns are so attractive and captivating that people can't resist buying a product, the product is in high spirits when buying chips.

The promotion includes free samples of newly launched flavors, pre-exit line displays, eyecatching displays with special Lays chips shelves in store stores, a new chip maker at various canteens companies has made this type reach the highest value. level. All of its campaigns promote all forms of communication on TV, Radio, Print, Viral, Outdoor and Cinema.

Distribution channels It has a large distribution channel that operates with more than 50 distribution centers, distributes more than 3000 in supermarkets and has access to approximately 1 million department stores that make the product more accessible and accessible. They currently have plans to expand the existing distribution network to reach 3-level cities and towns in India.

Conclusion Lay’s products are made available to the general public through various, integrated marketing initiatives. Its value proposition of bold flavor and loud image, coupled with competitive prices, is the marketing drivers behind Lay’s. Lay’s offers consumers great tasting chips made from the freshest, best quality natural potatoes, made from best quality seasonings which contain zero MSG, and are cooked in rice bran oil. Lay’s boasts for its wide array of snack foods and dips that complement the needs and lifestyle of the target segments that demand for convenience and foods on the go. It is the chips brand which is on tip of consumers while purchasing snacks....