MARKETING PROJECT
The Crispy Delight
Introduction
Welcome everyone to the marketing
presentation on Lay’s Chips, the
iconic brand of potato chips loved
by millions around the world.
History Of Lay’s
Herman W.Lay started selling his first
chips in Nashville,Tennessee in 1932 .
Then in 1939,he bought an ailing
snack food manufacturing company
and renamed it the H.W. Lay &
Company
Global Snack Food Market Analysis
The snacks food market size is
expected to grow from USD 256.26
billion in 2023 to USD 559.26 billion
by 2028, at a CAGR of 16.89% during
the forecast period(2023-2028)
Raw Materials used to prepare Lay’s
1.Potatos
2.Vegetable Oil
3.Iodised Salt
4.Flavors
5.Spices and Condiments
6.Packaging Material
Affordable Packet Sizes of Lays
Ranges are:
₹5
₹10
₹20
₹25
More than 72%of consumers thought
the price was justified. Lay’s held a
50% market share for potato chips in
india.
Nutritional Information of Lays
Lays has a high percentage of fat, salt
and sugar and generally lacks fibre,
minerals and vitamins.
It contains around 52 gm of
carbohydrates and 35 gm of fat, out of
which 14.1 gm is saturated fat and 0.1gm
is trans fat.
Further, it has 510-815 mg sodium. These
values may have some changes
depending on the flavour.
Brand Ambassadors
Lays Flavours Available In India
1. India’s Magic Masala
Indian Magic Masala is one of the top flavours in India. The ingredients
that impart the unique masala flavour are onion powder, chilli powder,
dried mango powder, coriander, ginger, garlic, black pepper, turmeric
powder, black salt, tomato powder and spice extract. It also has citric
acid as an additive.
2.Classic Salted
Classic salted has lower sodium content compared to India’s
Magic Masala. While Magic Masala has 815 mg salt per 100
gm, Classic Salted has just 510 mg. The ingredients used are
also just a few in number. They are- potato, palm oil and rice
bran oil and iodised salt. Salt seems to act as a preservative
too here as the label doesn’t show any other additives.
3.American Style Cream And Onion
American Style Cream and Onion gets its unique taste
using milk solids, cheese powder and a variety of spice
powders of onion, parsley, pepper and edible starch.
Its sodium content is 742 mg per 100 gm of lays.
4.Spanish Tomato Tango
Spanish Tomato Tango has a tangy flavour from
tomato powder. The spices used for the flavour are
red pepper powder, black pepper powder, garlic
powder, ginger powder, clove and cinnamon powder.
It also has added dextrose ( simple sugar made from
corn or wheat) and wheat fibre.
5.Chile Limon
Chile Limon has the highest sodium content of
999 mg per 100 gm serving. The ingredients that
give it that spicy and tangy flavours are red chilli
powder, garlic powder, onion powder and lime
juice powder.
6.West Indies Hot n Sweet Chili
Hot n Sweet Chilli uses Palm, Sunflower and peanut oil.
Further, it contains hydrolysed vegetable protein,
anticaking agent 551 which is Silica, Coco solids and
lactose. The label also indicates that it may contain
Sulphite, which is a preservative that can aggravate
asthma.
7.Wafer Style Tangy Treat
While all the flavours mentioned above are lays in chips form,
they sell a few varieties in wafer style, which is similar to the
local style potato chips bought from small bakeries.
it contains spices and condiments and natural and nature
identical flavoring substances. Other additives include acidity
regulators INS330 and INS334 which is citric acid and tartaric
acid respectively. It also contains milk additives and anticaking
agent 551 which is Silica.
8.Wafer Style Sundried Chilli
The sundried chilli flavour is got using ingredients
like chilli, onion powder, garlic powder, sugar and
black pepper. The additives in it are citric acid and
potassium chloride, which is probably added to
increase the salt taste keeping sodium low.
9.Wafer Style Salt With Pepper
The seasonings used in wafer-style salt with pepper include
maltodextrin, which is a highly processed form of
carbohydrate, onion, garlic powder and other spices and
condiments. Further, the label also says it contains natural and
nature-like flavouring substances. The additives are mainly
anticaking agent INS 551 which is silica and flavour enhancers
627 and 631 are Disodium Guanylate and sodium salt of
inosinic acid respectively.
10.Maxx Sizzling Barbeque
Maxx range of Lays are thicker in size. Dextrose, a
simple sugar from corn or wheat is used in the
manufacturing process. The spices used are
powders of chilli, black pepper, onion, coriander,
garlic, turmeric, dried mango and fenugreek. It has a
high sodium content of 875mg per 100 gm of lays.
11.Maxx Macho Chilli
Maxx Macho Chilli used tomato powder for
imparting colour to the chips. The spices used are
powders of chilli, onion, garlic ginger and other
extracts. Citric acid too is added as an additive.
12.Peppery Cheddar
Peppery Cheddar uses milk solids and cheese powder for that
‘cheddar’ effect. In addition, it contains spices like onion, garlic,
black pepper and turmeric. The additives used are INS414,
INS627 and 631. Dextrose too is added to it. INS414 is gum
arabic that acts as an emulsifier and has no known side effects.
INS 627 is Disodium Guanylate which is a natural sodium salt and
INS631 is sodium salt of inosinic acid.
Lays Marketing Strategy
1. Target and Position Strategy: Lays' marketing strategy
focuses on identifying regions where the brand is most
popular and strategically establishing production units in
those areas. By analyzing consumer preferences and
market demand, Lays ensures its products are readily
available and tailored to the tastes of the local population.
2. Celebrity Endorsements: One of the notable
aspects of Lays' marketing approach is its
collaboration with celebrities as brand
ambassadors. By enlisting well-known
personalities to endorse the chips, Lays effectively
taps into the power of influence, creating a strong
association between the brand and popular
figures. This not only boosts brand visibility but
also enhances consumer trust and prompts
increased purchases.
3. Affordability: Lays chips are designed to be
accessible to consumers across all segments of
society. With their pocket-friendly pricing, Lays
ensures that their products can be enjoyed by
people from diverse economic backgrounds. This
affordability factor has contributed to the
widespread popularity and consumption of Lays
chips worldwide.
4. Diverse Flavors: Recognizing the importance of
catering to varied taste preferences, Lays offers an
extensive range of flavors. By providing a diverse
selection, Lays ensures that there is something to
satisfy every individual's unique palate. This
strategy allows Lays to capture a larger market
share and appeal to a broader consumer base.
5. Advertising: Lays employs a robust advertising
campaign to showcase the irresistible taste and wide
range of flavors available. Through compelling
advertisements, Lays creates a desire in consumers
to try their chips, leveraging enticing visuals and
mouthwatering descriptions. The aim is to create a
strong brand presence and generate a sense of
craving among potential customers.
CONCLUSION
In business, success comes when one sticks to a
proper marketing strategy and an intelligent
market mix. Lays as a brand has it all. It is the
favorite of children, adults and old age people.
Lays, which was the idea of Mr. Lays, started
during the early 1930s and is a top brand
worldwide today.
Nothing is impossible, and that's the message we
get from the success story of Lays. It took off
with a scratch and soon became a well-loved
brand among all, with even celebrities advertising
for it. Its production and distribution are high
along with its demand. It makes this brand a true
success.
