Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Consumer Behavior - Lays Potato Chips Hungary
1. Lay´sPotato Chips in Hungary CreatingAwareness and BuildingBrandImageat ProductLaunch Group D
2. Agenda Marketing Objectives Problem Statement Situation Analysis Alternative Courses of Action Evaluation of Alternatives Decision Implementation plan Risk Analysis Program Monitoring
3. Objective How John F Stevenson, General Manager of PepsiCoSnacks in Hungarywillmake a successfullaunch of Lays chips.
4. Marketing Objectives SuccessfulLaunch of Lays in Hungary What will the future environment be like? Consumer spending will decrease Chio will protect its Brand : packaging, increase spending, lower price
5. Problem Statement Howtosplitbudgetbetweenadvertising media and consumerpromotions? Match Chio´s (44% to 56%)? Whichspecificadvertising media shouldbeused? Whatmessageshouldadvertisingconvey? Whichpromotionactivitiesshouldbeincluded?
20. Alternative Courses of Action Marketing Plan Cross PromotionwithPepsibrands 2 Layspackages Get1 Pepsi 2 Pepsi Get 1 Layspackage
21. Alternative Courses of Action Objective of Campaign Increasemarket share (12% - 32%) Take SOM fromChio Pepsi and brandconsumers Increasebrandawareness Increase trial toreinforce taste and quality Link brandequitytoyounggeneration and fun
22. Alternative Courses of Action Nationalcampaign in alliancewithPepsibrands Advantages Doubletheresources (Pepsibrandspays) Increaseawareness and leverageonestablishedbrandequity (Pepsi 30% SOM) Leverageondistribution Cross exhibitions Disadvantages Nottargeting Coca Cola consumers
23. Evaluation of Alternatives Needtoincreasemarket share to 32% Needtoconcentrate more resourcesonpromotionthanonadvertising
43. ROI- Initialinvestment done byLays and Peps, evaluate vs. increase in sales duringtheactivityperiod, toseewhodiditworkbetterfor
44. Conclusions How to split budget: 60% P – 40% Ad Which specific advertising: TV, Radio, Sports, Cinema, Outdoor What message should advertising convey? Focus on taste Which promotion activities should be included? Sampling, price discounts, subsidize activity