3. L AY ’ S : W o r l d W i d e
→ Founded: 1932
→ Division: Frito-Lay
Simple and farm-grown ingredients.
→ Company: Pepsi-Co Ltd.
L AY ’ S : P a k i s t a n
→ Introduced: 22nd January’ 2007
→ Growth catalyst (4 months)
→ Flavors:
BARBECUE
SALTED
FRENCH CHEESE
MASALA
4. L AY ’ S : M a r k e t
→ Market leader
→ Sub-continent (spicy flavors)
→ Unbiased with any religion, race, occupation, family life cycle or gender.
→ Better quality at reasonable price along with the convenience to consume.
→ Users: non users, potential users and first time users
→ Major threats: Pringles, Kolson and Tripple-em.
→ Objectives:
High quality product with reasonable low price.
Acquiring strong distribution channel
→ Slogan: no one can eat just one and betcha can’t eat just one.
5. L AY ’ S : C a m p a i g n 2 0 0 9
→ Issue: Lay’s is HARAM.
→ Campaign title: “HALAL ISSUE”
→ Campaign period: 2 – 2.5 months.
→ Objectives: Building goodwill, diminish negativity and work within CODE OF CONDUCT.
→ Goals: Solving the issue by accurate facts and figures and get a favorable response by at least
70% of the targeted public in specified time.
→ Geographics: South Asian (Pakistan)
→ Demographics:
Upper, Upper-middle And Middle Class.
Gender: M/F
Age: 5 – 60 years.
→ Community: Urban
→ Activities: Training and Internal Communication.
→ PR tools: TVC, Radio ad, Online reports, blogs and printed ad (newspaper)
→ Evaluation:
Increased sales in the next month.
Successful campaign.
6.
7. S W O T: S t r e n g t h s
ALL 100%
INCOME VEGETARIAN
DISTRIBUTION
MARKET
LEVELS
AND PRICING LEADER
STRATEGY
BRAND
ADVERTISING CONSCIOUS
ALL TIME LOYAL USERS
EDIBLE CUSTOMERS
SNACK
SOCIAL NETWORK
8. S W O T: W e a k n e s s
UNREACHABLE NOTHING MORE
AT RURAL AREAS THAN CHIPS
HEALTH:
LESS FLAVORS HIGH CHOLESTEROL
LEVEL
9. S W O T: O p p o r t u n i t i e s
ATTEMPT TO
ADDITIONS OF NEW
REMOTE AREAS PROMPTLY CLARIFY
FLAVORS
FLARING ISSUES
ADD-ONS TO
AWARENESS EXTEND MARKET
FLAVORS
CAMPAIGNS (LOCAL SHOPS)
(LIGHT/STRONG)
LINE AND BRAND
EXTENSION
10. S W O T: T h r e a t s
LOCAL SUBSTITUTE
RELIGIOUS ISSUE- BOYCOTTING BY
BRANDS: TRIPPLE-EM
ORIENTED. HEALTHY USERS.
AND KOLSON
ALL TIME SNACKS:
NEW ENTRANTS:
CRACKERS AND FLAVOURS.
CATTY CHINS
NIMKO
LAYS IN OTHER
COUNTRIES.
11.
12. 4P’s: Product
Consumer Product
Maturity Stage
Snack
Flavors: Masala, Salted, French Cheese And Sour, Cream And Onion (New)
Trans Fat Free: Fatty Acids, Bad For Heart, Increases LDL And Decreases HDL.
Quality: Its When Customers Come To Us And Our Products Don’t
Spicy For Sub-continent Market
Pack Colors Reflect The Flavors
Small, Medium, Large And Economy Packs
13. 4P’s: Price
Pricing strategy: Market-Oriented
Equal demands and sales
Value for money (10% extra)
Low prices with good quality.
14. 4P’s: Place
Availability and Accessibility
Pull Strategy
All Kinds of Stores
Cinema Theaters
Cafes/Subway
Stands
15. 4P’s: Promotion
Ali Zafar
• Lays Naturalness and Quality Campaign (educate and inform consumers about quality
excellence).
Various channels
Subway
Door-to-door selling
Bonus packs
TVC, Print Media, Online and word of mouth
Code of Conduct
PRO’s on “Halal Issue”
Mother’s Day campaign–March 2012
• The Happiness Exhibit with Flickr
16. SUCCESS
OR
FAILURE?
EVALUATION
PROGRAMMING/
PLANNING
OBJECTIVES
RESEARCH
ROPE MODEL
17. ROPE: RESEARCH
• CLIENT:
– Brand name in Potato Chips Industry
– Sub division of Frito-Lays by Pepsi Co.
– 1965: Frito-Lays merged with Pepsi (Pepsi-Co Inc.) BBQ was displayed.
– Qualitative Research:
• Case Study, Background Research, Data Collection and Certifications by Authorized
Corporations.
– Campaigns:
• Ali Zafar’s Educational Campaign 2007
• Halal Issue 2009
• Happiness Exhibit Campaign 2012
– Market leader as in Most Edible Snack
– Competitors: Tripple-Em, Pringles etc.
18. ROPE: Research
• PROBLEM:
– Rumors spread by an unknown American online.
Blogs, Articles, Emails and SMS.
Lays has Pig Fat (E631)
– Hype created on Madni Channel and Daily Ummat Newspaper
– Panic on Internet (social media)
– Sales dropped by 15%-20%
– Boycotting of Lays by mass audience
Reactive in Solving Issue:
PCSIR (Pakistan Council of Scientific and Industrial Research): testing product immediately
and certifications.
Helpline: for clarifying issue at once on calls.
SANHA (South African National Halal Authority): Certifications.
IFF (International Flavours and Fragrances): revision of E631code.
Local Jamia Ashrafi.
19. ROPE: Research
• AUDIENCE:
– Gender: Male/Female.
– Age: 5 – 60 years.
– Class: Upper, upper-middle and middle.
– User type: Heavy users.
– VAL: Experiencers, Liberal but Religious.
– Publics: Organization, Media, General, Internal &
external and Consumers.
20. ROPE: Objectives
IMPACT/MOTIVATIONAL:
Positive Image Building and Mitigate “Bad
Press” News
• INFORMATIONAL:
– Issue Clarification
– Awareness campaigns
– Certificates to ensure code of ethics
– Raise sales and maintain goodwill
• ATTITUDINAL:
– Creating strong relations with consumers
– Online and print media buzz
• BEHAVIORAL:
– Influencing potential buyers
– Capturing old demands
21. ROPE: Programming/Planning
• THEME: Lays 100% Halal Hai!
• CONTROLLED/UNCONTROLLED MEDIA TOOLS:
– Training: Internal Staff
– Tutorials: Sales team
– Media campaigns
– B2B newsletters
– TVC (JJ), Radio, Print Ads, Online (Blogs and Articles)
– Helpline: aware mass audience
– Paid logo of PCSIRs
– Opinion Leader: Junaid Jamshed
22. ROPE: Evaluation
• Evaluating Informational Objectives:
– Issue Clarified by Authorized Certifications proofs
– Highest Sales in a month’s time
– Increase in demand
• Evaluating Attitudinal Objectives:
– Better Customer Relations than before
– Online Buzz created
– Consumer Participations
• Evaluating Behavioral Objectives:
– Faith is back!
– Proved there’s no PIG since it’s HARAM in Islam.
26. C R I T I C A L A N A LY S I S
Junaid Jamshed’s
Case
Mulahs Still Have
Aversions
Lays Adverts
Difference (Pakistan
And India)
Pack Has More Halal
Information than any Other
information (Conservative).
Consumers Still Love
Lay’s!
