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 cant eat just one.
5. L AY S : C a m p a i g n 2 0 0 9 Issue: Lays 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. 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
7. 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
8. 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
9. 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.
10. 4Ps: 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 Dont
Spicy For Sub-continent Market Pack Colors Reflect The Flavors
Small, Medium, Large And Economy Packs
11. 4Ps: Price Pricing strategy: Market-Oriented Equal demands
and sales Value for money (10% extra) Low prices with good
quality.
12. 4Ps: Place Availability and Accessibility Pull Strategy All
Kinds of Stores Cinema Theaters Cafes/Subway Stands
13. 4Ps: 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 PROs on Halal Issue
Mothers Day campaignMarch 2012 The Happiness Exhibit with
Flickr
14. SUCCESS OR FAILURE? EVALUATION PROGRAMMING/ PLANNING
OBJECTIVESRESEARCH ROPE MODEL
15. 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 Zafars Educational
Campaign 2007 Halal Issue 2009 Happiness Exhibit Campaign 2012
Market leader as in Most Edible Snack Competitors: Tripple-Em,
Pringles etc.
16. 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.
17. 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.
18. 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
19. 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
20. ROPE: Evaluation Evaluating Informational Objectives: Issue
Clarified by Authorized Certifications proofs Highest Sales in a
months time Increase in demand Evaluating Attitudinal Objectives:
Better Customer Relations than before Online Buzz created Consumer
Participations Evaluating Behavioral Objectives: Faith is back!
Proved theres no PIG since its HARAM in Islam.
21. ZAREEN KHAN
22. C R I T I C A L A N A LY S I S Junaid Jamsheds Case Mulahs
Still Have Aversions Lays Adverts Difference (Pakistan And India)
Pack Has More Halal Information than any Other information
(Conservative). Consumers Still Love Lays!
23. CONCLUSIONSELL ONLY PRODUCTS WE CAN BE PROUD OF!