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    Marketing Research Guided By: Prof. Abhishek Mishra Group 02 - BCDE

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    ashutosh trivedi
    Lay's has approximately 50% market share in the Indian potato chips business. It has established itself as the favorite brand across all age groups through its diversity of flavors and adaptation to local tastes. While Uncle Chips was previously dominant, Lay's became the main competitor within five years of its 1995 launch in India. The document examines Lay's consumption patterns and branding, as well as factors influencing consumer preferences and perceptions around chips packaging.

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    Marketing Research Guided By: Prof. Abhishek Mishra Group 02 - BCDE

    Uploaded by

    ashutosh trivedi
    28 views9 pages
    Lay's has approximately 50% market share in the Indian potato chips business. It has established itself as the favorite brand across all age groups through its diversity of flavors and adaptation to local tastes. While Uncle Chips was previously dominant, Lay's became the main competitor within five years of its 1995 launch in India. The document examines Lay's consumption patterns and branding, as well as factors influencing consumer preferences and perceptions around chips packaging.

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    Lay's has approximately 50% market share in the Indian potato chips business. It has established itself as the favorite brand across all age groups through its diversity of flavors and adaptation to local tastes. While Uncle Chips was previously dominant, Lay's became the main competitor within five years of its 1995 launch in India. The document examines Lay's consumption patterns and branding, as well as factors influencing consumer preferences and perceptions around chips packaging.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    28 views9 pages

    Marketing Research Guided By: Prof. Abhishek Mishra Group 02 - BCDE

    Uploaded by

    ashutosh trivedi
    Lay's has approximately 50% market share in the Indian potato chips business. It has established itself as the favorite brand across all age groups through its diversity of flavors and adaptation to local tastes. While Uncle Chips was previously dominant, Lay's became the main competitor within five years of its 1995 launch in India. The document examines Lay's consumption patterns and branding, as well as factors influencing consumer preferences and perceptions around chips packaging.

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    Marketing Research

    Guided By: Prof. Abhishek Mishra


    Group 02 | BCDE
    INTRODUCTION
    Objective: To study the buying behavior of
    consumers towards air filled potato chips packet.

    Problem Statement:Should Lays change the


    packaging/ marketing campaign to counter the
    negative brand perception/social media image of too
    much air in the packet?
    INSIGHTS FROM LAY’S
    Lay’s Company has ~50% market
    For those who are quite health-conscious,
    share in the Indian potato chips a baked version with 50% less fat was
    business. It has become everyone’s also introduced. Furthermore, Lay’s also
    favorite irrespective of age. planned to crowdsource its flavors or vote
    for the most desirable/favorite flavor which
    the Company should introduce in the
    market.

    The reason it was able to establish a strong foothold in the Indian Market
    was due to its diversity and adaptation strategy. It was able to adjust itself
    in the Indian market based on the geographical locations and the citizen’s
    taste buds—one of the most iconic flavors of it being Magic Masala
    (literally means Magic Spice).
    COMPETITORS
    Before being launched in India in 1995, Uncle Chips ruled
    almost every Indian’s heart. However, in only five years, Lay’s
    was established as the primary competitor of ‘Uncle Chips’ and
    went on to become the largest chips company in the Indian
    Market.
    ● There are total 200 flavors of Lay’s all over the
    world
    ● There have been several competitions held by
    Lay’s where it would reward $1 million to
    anyone who would come up with an interesting
    or a unique flavor.
    ● It is one of the first snacks which was
    advertised on Television back in 1944 and has
    been one of the most famous salty snacks for
    75 years.
    ● Some of the most unique flavors are
    Cappuccino, vegetable soup, and Beer n
    Brats.
    While a Rs 10 pack of Lays or Bingo has around 13 grams of chips in
    it, a Rs 10 pack of Balaji contains 20 grams chips.
    MRP
    01 02
    To examine the To examine the
    factors that people
    consumption 01 consider in the
    pattern of lays and
    packaging of a fried
    chips consumer.
    02 chips?

    03 04
    To measure the
    To ascertain the
    brand loyalty of Lays 03
    customer and their important factors in
    perception. choosing a chips packet
    and quantify the relative
    importance

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