TABLE OF CONTENTS

S. No. Chapter Name Page No.

1. Introduction of the topic
2. Company Profile
3. Objectives of the Market Survey Report
4. Literature Review
5. Research Methodoloy
6. !ata "nalysis # Interpretation
7. $indins of the study
8. Conclusion
9. Suestions
1. Limitations
11. %iblioraphy
12. "nne&ure ' (uestionnaire
'
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$NT#O&'CT$ON
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$NT#O&'CT$ON
)his market survey report is based on the survey* which has been done in the Moradabad city+
)he main objective of the survey is to find out and to analy,e the comparison between -ncle
Chips # Lays+ )he data used for the analysis is primary data and collected throuh the use of
.uestionnaire+ )he respondents were the customer of potato chips+ )he sample si,e of my
research is /0* and the respondents are customers* a .uestionnaire has been used to make this
market survey report+ )he data have been tabulated and shown in the form of a pie chart+
)hen it is interpreted and analy,ed and further the conclusion of the study is drawn+ "nd I
will also ask some .uestions to customers throuh which I am avail to conduct this market
survey report+ I believe that this market survey report will help to the reader for better
understandin of the attitude of the customer+
In 1234* C+5+ !oolin entered a small San "ntonio cafe and purchased a ba of corn chips+
Little did he dream this savory chip would become one of the nation6s most popular snacks+
Mr+ !oolin learned that the manufacturer of the chips was eaer to sell his small business* so
he purchased the recipe* and bean to sell $RI)OS
7

Corn Chips from his Model ) $ord+Meanwhile* that same year* 8erman 9+ Lay bean his
potato chip business in :ashville by deliverin snack foods+ :ot lon after* Mr+ Lay
purchased the manufacturer* and the 8+9+ Lay # Company was formed+
The success of Frito-Lay is a tribute to two entrepreneurs' dreams.
8+9+ Lay # Company became one of the larest snack food companies in the Southeast* and
L";6S7 brand Potato Chips is still "merica6s favorite potato chip+;ears later* in 12<1* the
$rito Company and the 8+9+ Lay company mered to become $rito'Lay* Inc+ )oday* $rito'
Lay brands account for /2= of the -+S+ snack chip industry+
)hese days* our founders6 dream to be "merica6s favorite snack food company continues to be
fulfilled by more than >/*000 $rito'Lay employees in the -nited States and Canada who
make* sell* and deliver a wide variety of fun and environmentally friendly foods for you to
enjoy+
9hat happens when >?*000 people focus on a sinle vision@
Somethin wonderfulAa company thatBs all about ood funAdoin ood thins when it
comes to makin snacks and carin for the environment+ ;ou et a company called $rito'Lay*
a proud member of the PepsiCo family+
$or more than C/ years* we have enjoyed makin the best snacks on earth* startin with
simple* farm'rown inredients+
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"nd we6re not stoppin now+ 9e continue to innovate* so we can provide tasty products that
are ood as well as fun+"nd we6re reducin our environmental footprint by conservin natural
resources as well as harnessin renewable enery technoloy that reduces harmful emissions+
9e know we still have a lot of work to do* but weBre up to the challene+ 9e6ve had a lot of
ood fun alon the way* and we6ll continue that as we look to the future+

Potato (h)p
" potato (h)p is a thin slice of potato that is deep fried or baked until crunchy+ Potato chips
are commonly served as an appeti,er* side dish* or snack+ )he basic chips are cooked and
saltedD additional varieties are manufactured usin various flavorins and inredients
includin seasonins* herbs* spices* cheeses* and artificial additives+
ECrispsE* however* may also refer to many different types of savory snack products sold in
the -nited Findom and Ireland* some made from potato* but may also be made from mai,e*
tapioca or other cereals+ "n e&ample of these kinds of savory snacks is Monster Munch+
G1H
Potato chips are a predominant part of the snack food market in 5nlish'speakin countries
and numerous other 9estern nations+ )he lobal potato chip market enerated total revenues
of -SI1<+> billion in 400/+ )his accounted for 3/+/= of the total savory snacks market in
that year J-SI><+1 billionK+
F*a+ore, (h)p-
Potato chip flavors include sour cream and onion* barbecue* salt and vinear* and plain salt+
In an idea oriinated by the Smiths Potato Crisps Company Ltd* formed in 1240* $rank Smith
oriinally packaed a twist of salt with his crisps in reaseproof paper bas* which were then
sold around London+
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)he potato chip remained otherwise unseasoned until an innovation by Loe ESpudE Murphy
J1243M4001K* the owner of an Irish crisp company called )ayto* who developed a technoloy
to add seasonin durin manufacture in the 12/0s+ "fter some trial and error* Murphy and his
employee* Seamus %urke* produced the world6s first seasoned crisps* Cheese # Onion and
Salt # Ninear+
)he innovation became an overniht sensation in the food industry with the heads of some of
the biest potato chip companies in the -nited States travelin to the small )ayto company
in Ireland to e&amine the product and to neotiate the rihts to use the new technoloy+
Companies worldwide souht to buy the rihts to )ayto6s techni.ue+ )he sale of the )ayto
company made the owner and the small family roup* who had chaned the face of potato
chip manufacturin* very wealthy+
)he )ayto6s innovation chaned the entire nature of the potato chip* and led to the end of
Smith6s twist of salt+ J9alkers revived the idea of Esalt in a baE* followin their takeover of
Smith6s J-FK in 12C2* with their Salt 6n6 Shake potato crisps+K Later chip manufacturers added
natural and artificial seasonins to potato chips with varyin derees of success+ " product
that had had a lare appeal to a limited market on the basis of one seasonin now had a
deree of market penetration throuh vast numbers of seasonins+ Narious other seasonins
of chips are sold in different locales* includin the oriinal Cheese and Onion* produced by
)ayto* which remains by far Ireland6s biest manufacturer of crisps+
Nomenclature
)here is little consistency in the 5nlish speakin world for names of fried potato cuttins+
"merican and Canadian 5nlish use EchipsE for the above mentioned dishAthis term is also
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used Jbut not universallyK in other parts of the world* due to the influence of "merican culture
Aand sometimes EcrispsE for the same made from batter+
In the -nited Findom and Ireland crisps are potato chips while chips refer to thick strips
similar to french fries Jas in Efish and chipsEK and served hot+ In "ustralia* some parts of
South "frica* the south of :ew Oealand* India* the eneral 9est Indies especially in
%arbados* both forms of potato product are simply known as EchipsE* as are the larer Ehome'
styleE potato crisps+ In the north of :ew Oealand they are known as EchippiesE but are
marketed as EchipsE throuhout the country+ Sometimes the distinction is made between Ehot
chipsE Jfried potatoesK and Epotato chipsE in "ustralia and :ew Oealand+ In %anladesh* they
are enerally known as chip or chips* and much less as crisps Jpronounced EkirispEK and
locally Plu %haja+
Health concerns
Potato chips were oriinally fried and seasoned without concern for trans fats* sodium* suar*
or other nutrient levels+ "s nutritional intake uidelines were created in various countries and
the nutrition facts label became commonplace* consumers* advocacy roups* and health
orani,ations have focused on the nutritional value of junk foods* includin potato chips+
" recent lon term study associates potato chip consumption as the most important
contributor to weiht chane* before potatoes and soft drinks+
"dditionally* the starch in potato chips is known to cause tooth erosion+
Some potato chip companies have responded to the criticism* both informal and leal* by
investin in research and development to modify e&istin recipes and create health'conscious
products+ Fettle $oods was founded in 12C? and currently sells only trans fat'free products*
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includin potato chips+ Pepsico research shows that appro&imately ?0= of salt on chips is not
sensed by the tonue before bein swallowed+ $rito'Lay spent I>1> million in 4002 on
product development* includin development of salt crystals that would reduce the salt
content of Lay6s potato chips without adversely affectin flavor+
" bi concern about the nutrition of potato chips is that because they are often made with salt*
they may contain substantial levels of sodium+ 8owever* it has been claimed that potato chips
may actually contain less sodiumQsalt than the e.uivalent weiht in corn flakes+ )he e&cessive
consumption of potato chips may cause obesity which can produce a rise in blood pressure+ It
has been pointed out that potato chips contain less salt than Rolden Rraham cereals+ It should
also be noted potato chips that may contain sinificant levels of potassium+
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CO!PAN"
P#OF$LE
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CO!PAN" P#OF$LE

'NCLE C.$PPS
'/(*e Ch)pp- is a brand of potato chips that is marketed in India owned by %oman Irani+
:ine flavours of potato chips are available under the brand+
-ncle Chips were India6s first homerown branded potato chips+In the 20s*it was the best
munchies a mother could ive to her child+ -ncle chips6s relevance in a kid6s life was that of a
jolly uncle who makes parties*family functions and lon car drives bearable*if not fun'filled+
It6s popular jinle S%OL5 M5R5 LIPS* I LON5 -:CL5 C8IPPSB JMy lips say I love -ncle
ChipsK was taken to heart by kids -ncle Chips was ac.uired in 4000 by the multinational
$rito'Lay India+Since then*-ncle chips has kept a low profile+
B#AN& .$STO#"
La0/(he, )/ 19921 '/(*e Ch)pp- 2a- a p)o/eer )/ 3ra/,e, potato (h)p- )/ $/,)a.
)he brand was ac.uired from "mrit "ro Ltd+ in 4000 by $rito'Lay India+ "fter the
ac.uisition* the huely popular brand has rown from strenth to strenth and has built a
powerful connection with consumers+ -ncle Chipps is warm* playful* lively* companionable
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and traditional at heart* just like the ood'natured uncle everyone in the family relates to and
no family atherin is complete withoutT
-ntil 122?* the !elhi'based -ncle Chipps was the market leader in the industry* enjoyin a
C1= market share* thereafter saw competition brin its market share down to 30'3/= by
4000+ Oriinally owned by the -ncle Chipps Company Ltd* it was bouht over by $rito Lay*
Pepsico6s snacks division in October 4000+ It was sold for I <+< million+ :oted film music
director Shantanu Moitra started his composin career with the hit'jinle* E%ole mere lips+ I
love -ncle ChippsE* with Pradeep Sarkar* then the Creative 8ead of the aency+
"fter the sale of the brand* the -ncle Chipps Company Limited was renamed "mrit "ro
Industries Limited+ )houh "mrit "ro continued marketin snacks under other brands* it
completely e&ited the snacks business in !ecember 4004+
-ncle Chipps is the pioneer of branded nitroen'foil packed potato chips in India+ )he brand
markets its potato chips with the taline E%ole mere lips* I love -ncle ChippsE+ -ncle Chipps
until 4010* was distributed only in :orthern India+ In "uust 4010* $rito Lay announced that
it was lookin to market -ncle Chipps on a pan India level+
Bra/, A,+a/tage
40a*)t5 Sta/,ar,-
)he production process beins on farms in select reions across India where the best potatoes
are rown specifically for $rito'Lay to make reat'tastin chips+ -pon the potatoesB arrival at
plants* it can take as little as 4> hours for the chips to be made+ LayBs Chips are made usin
the followin simple processU
9ash M the potatoes are thorouhly bathed in water+
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Peel M ne&t* we ently peel the skin off the potatoes* even as the flavour remains
intact+
Slice M the potatoes are thinly sliced and rinsed aain to remove any remainin starch+
Cook M the slices are cooked to a crispy crunch in edible veetable oil+
Season M finally* the chips are topped off with a mouthwaterin sprinkle of salt or
seasonin+
)he potatoes have now become delicious chips and are packed and delivered to a store near
you+
40)(6 Bra/, Fa(t-
-ncle Chips was launched in 1224+
$rito'Lay India took over -ncle Chipps in 4000+
Pioneer in branded potato chips in India+
A3o0t Pep-)Co
PepsiCo is a lobal food and beverae leader with net revenues of more than I</ billion and
a product portfolio that includes 44 brands that enerate more than I1 billion each in annual
retail sales+ Our main businesses M (uaker* )ropicana* Ratorade* $rito'Lay and Pepsi'Cola M
make hundreds of enjoyable foods and beveraes that are loved throuhout the world+
PepsiCoBs people are united by our uni.ue commitment to sustainable rowth by investin in
a healthier future for people and our planet* which we believe also means a more successful
future for PepsiCo+ 9e call this commitment Performance with PurposeU PepsiCoBs promise
to provide a wide rane of foods and beveraes for local tastesD to find innovative ways to
minimi,e our impact on the environment by conservin enery and water and reducin
packain volumeD to provide a reat workplace for our associatesD and to respect* support
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and invest in the local communities where we operate+ $or more information* please visit
www+pepsico+com+
Pep-)Co $/,)a #eg)o/7 Lea,er-h)p thro0gh Per8orma/(e 2)th P0rpo-e
PepsiCo entered India in 12?2 and in a short period* has rown into one of the larest and
fastest rowin food and beverae businesses in the country+ PepsiCo IndiaBs rowth has been
uided by PepsiCoBs lobal vision of VPerformance with PurposeW+ )his means that while
businesses ma&imi,e shareholder value* they have a responsibility to all the stakeholders*
includin the communities in which they operate* the consumers they serve and the
environment whose resources they use+
O/e o8 the *arge-t 8oo, a/, 3e+erage 30-)/e--e- )/ $/,)a7 PepsiCo IndiaBs diverse
portfolio includes iconic brands like Pepsi* LayBs* Furkure* )ropicana 100=* Ratorade*
(uaker and youn* but immensely popular and fast rowin brands* such as :imboo, and
"liva+ PepsiCo India has not only rown to become one of the countryBs larest food and
beverae businesses but has also become a powerful and consistent driver of PepsiCoBs
lobal rowth+
A gro2)/g port8o*)o o8 e/9o5a3*e a/, 2ho*e-ome -/a(6- a/, 3e+erage- PepsiCoBs
portfolio reflects its commitment to nourish consumers with a diverse rane of fun and
healthier products+ )he portfolio includes several healthier treats like (uaker Oats* )ropicana
juices* multirain "liva rane which is baked* rehydrator Ratorade* )ata 9ater plus* LayBs
baked rane and Lehar Iron Chusti fortified e&truded snack with superior .uality iron # %'
vitamins+
!o,e* part/er-h)p 2)th o+er 241 8armer-7 PepsiCo has pioneered and established a
model of partnership with farmers and now works with over 4>*000 happy farmers across
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nine states+ More than >/ percent of these are small and marinal farmers with a land holdin
of one acre or less+ PepsiCo provides 3<0'deree support to the farmer throuh assured buy
back of their produce at pre'areed prices* .uality seeds* e&tension services* disease control
packaes* bank loans* weather insurance* and the latest technoloical practices+
:*o3a* *ea,er )/ 2ater (o/-er+at)o/7 In 4002* PepsiCo India achieved a sinificant
milestone* by becomin the first business to achieve SPositive 9ater %alanceB in the beverae
world* a fact verified by !eloitte )ouchX )ohmatsu India Pvt+ Ltd and has been 9ater
Positive since then+ )he company made this possible throuh innovative irriation practices
like direct seedin* water recharin* and by reducin the consumption of water in its
manufacturin facilities+ PepsiCo is lauded for its efforts for water conservation+
Care 8or the e/+)ro/me/t7 PepsiCo is focused on reducin its carbon footprint+ :early 30
percent of its enery is today enerated from renewable sources such as rice husk boilers and
wind turbines+ Initiatives such as reduction of use of chemicals* eco'friendly packain
initiatives and efficient waste manaement help reduce load on the environment+ PepsiCo
IndiaBs award'winnin 9aste to 9ealth recyclin proram reaches ></*000 families+
E;emp*ar5 emp*o5me/t pra(t)(e-7 PepsiCo India presently employs <*>00 people and
provides indirect employment to almost 4*00*000 people+ )he company believes in providin
employment and rowth opportunities to local talent+ Its SCollee of LeadershipB* ensures
early identification of talent* and employeesB focused development throuh critical
e&periences+ )he company emphasi,es V9innin with !iversity and InclusionW and has a
sinificant number of women in the leadership team in India+ PepsiCo India has won the
prestiious 8ellen Feller "ward from the :ational Centre for Promotion of 5mployment for
!isabled People J:CP5!PK+
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!)--)o/ a/, %)-)o/
"t PepsiCo* we believe bein a responsible corporate citi,en is not only the riht thin to do*
but the riht thin to do for our business+
!)--)o/
Our mission is to be the world6s premier consumer products company focused on convenient
foods and beveraes+ 9e seek to produce financial rewards to investors even as we provide
opportunities for rowth and enrichment to our employees* our business partners and the
communities in which we operate+ "nd in everythin we do* we strive for honesty* fairness
and interity+
%)-)o/
PepsiCo6s responsibility is to continually improve all aspects of the world in which we
operate M environmental* social* economic M creatin a better tomorrow than today+
Our vision is put into action throuh prorammes and a focus on environmental stewardship*
activities to benefit society and a commitment to build shareholder value by makin PepsiCo
a truly sustainable company+
Per8orma/(e 2)th P0rpo-e
"t PepsiCo* we6re committed to achievin business and financial success while leavin a
positive imprint on society M deliverin what we call Performance with Purpose+
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Our approach to superior financial performance is straihtforward M drive shareholder value+
%y addressin social and environmental issues* we also deliver on our purpose aenda* which
consists of human* environmental* and talent sustainability+
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F*a+or- o8 '/(*e Ch)p-
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Lay's
T5pe Potato Chips
O2/er Pepsico
Co0/tr5 -nited States
$/tro,0(e, 1234
#e*ate, 3ra/,-
$rito'Lay
9avy Lays
F+C+ Masterpiece
Lay6s 9O9 chips
Lay6s Sta&
!ar6et- 9orld
Pre+)o0- o2/er-
1234'12<1 Lays
12<1M12</ $rito'Lay Inc+
12</'Pepsico* Inc+
La5<- Jknown as =a*6er- in the -nited Findom and Ireland* Ch)p-5 in 5ypt* Po(a in
Nietnam* Tap0(h)p- in Israel* and Sa3r)ta- in Me&icoK is the brand name for a number of
potato chip varieties as well as the name of the company that founded the chip brand in 1234+
Lay6s chips has been marketed as a division of $rito'Lay* a company owned by PepsiCo since
12</+ Other brands in the $rito'Lay roup include $ritos* !oritos* Ruffles* Cheetos* Rold
Rold pret,els* and Sun Chips+
History
In 1234* salesman 8erman Lay opened a snack food operation in !orset* Ohio and* in 123?*
he purchased the "tlanta* Reoria potato chip manufacturer E%arrett $ood Company* E
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renamin it E8+9+ Lay Lino # Company+E Lay criss'crossed the southern -nited States
sellin the product from the trunk of his car+ In 12>4* Lay introduced the first continuous
potato processor* resultin in the first lare'scale production of the product+
)he business shortened its name to Ethe Lay6s Lay Lino CompanyE in 12>> and became the
first snack food manufacturer to purchase television commercials* with %ert Lahr as a
celebrity spokesman+ 8is sinature line* Eso crisp you can hear the freshness*E became the
chips6 first sloan alon with Ede'Lay'siousTE "s the popular commercials aired durin the
12/0s* Lay6s went national in its marketin and was soon supplyin product throuhout the
-nited States+
In 12<1* the $rito Company founded by 5lmer !oolin and Lay6s mered to form $rito'Lay
Inc+* a snack food iant with combined sales of over I14C million annually* the larest of any
manufacturer+ Shortly thereafter* Lays introduced its best'known sloan Ebetcha can6t eat just
one+E Sales of the chips became international* with marketin assisted by a number of
celebrity endorsers+
In 12</* $rito'Lay mered with the Pepsi'Cola Company to form PepsiCo* Inc+ and a
barbecue version of the chips appeared on rocery shelves+ " new formulation of chip was
introduced in 1221 that was crisper and kept fresher loner+ Shortly thereafter* the company
introduced the E9avy LaysE products to rocery shelves+ In the mid to late 1220s* Lay6s
modified its barbecue chips formula and rebranded it as EF+C+ Masterpiece*E named after a
popular sauce* and introduced a lower calorie baked version and a variety that was
completely fat'free JLay6s 9O9 chips containin the fat substitute olestraK+
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In the 4000s* kettle cooked brands appeared as did a processed version called Lay6s Sta& that
was intended to compete with Prinles* and the company bean introducin a variety of
additional flavor variations+
$rito'Lay products currently control /2= of the -nited States savory snack'food market+
Crisps in the -F+ )he loo for the %ritish version is notably similar to the "merican brand*
featurin a red ribbon around a yellow sun+ )he other $rito'Lay brands are also distributed
throuh the 9alkers label+
In Spain* they are commerciali,ed with the name Lay6s and was also very popular in
China+
In the %enelu& Lay6s are sold in three varietiesU Lay6s* Lay6s Liht and Lay6s
Sensations J)hai Sweet ChiliQRed PaprikaQOven Roasted Chicken and )hymeK+ Lay6s
Super Chips J8ein, FetchupQMe&ican PepperQPerfect PicklesQSalt 6n6 Pepper Gall
throuh !elhai,eK and Lay6s %aked Chips JMediterranean 8erbsQthrouh !elhai,eK+
"s with !oritos* Lay6s are manufactured* distributed and imported in )he :etherlands
by $rito Lay6s %enelu& division* Smith6s $ood Rroup+
In India* %ollywood superstar Saif "li Fhan and Indian cricketer Mahendra Sinh
!honi endorse Lays+
In "rentina* Lays was commerciali,ed before 4001 with the name $renchitas and
Chi,itos for the Cheetos+
In "ustralia* Pepsico ac.uired )he Smith6s Snackfood Company in 122? and
marketed $rito'Lay products under that label* usin the name Th)/-+
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"fter )hin6s was sold to Snack %rands "ustralia JOwned by "rnottsK* Smith6s produced a line
of potato chips under the Lay6s brand for a brief period of time+ )he Lay6s line was eventually
rebranded in 400> as Smith6s Crisps* while the traditional Smith6s line was renamed Smith6s
Crinkles+ )his is still sold in "ustralia as a direct competitor to Smith6s Crisps+
In Canada* the chips are distributed throuh the Lay6s label+
In Colombia* the chips are sold under the name Mararita+ )hey are still
commerciali,ed under the label Lay6s* however+
In Me&ico* Pepsico ac.uired Sabritas S+ de R+L+ in 12<<+ Lay6s alon with other
products such as Cheetos* $ritos* !oritos and Ruffles are marketed under the Sabritas
brand+ )he loo for the Me&ican company sports the red ribbon* but it has a styli,ed
smilin face instead of the sun+ It controls around ?0= of the market there+
In 5ypt* Lay6s was once sold with its own label until it was mered with the local
label Chipsy JYZ[\]K* which has since become the local unit of Lay6s under much the
same arranement as 9alkers+
In -nited "rab 5mirates* Lay6s and 9alkers are sold as different labels+
In Pakistan* the Lays brand is endorsed by renowned pop star "li Oafar+
In Israel* the Lay6s label is distributed with the name )apuchips J^_`6ab_cK+
In September 400C* Lays chaned their loo+ It is similar to the previous one* but with
more of a 3! look and the letters 6a6 and 6y6 connected+ )he bas themselves were also
redesined+
In %ra,il* chips are distributed under a Lay6s sister'company* 5lma Chips+
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In Nietnam* Lay6s is distributed as Poca+
Flavors
%arbecue'flavored potato chips* which were introduced in 12/?* were the only flavor
available other than the conventional salted chip until the early 1220s+ !espite many new
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flavors since* the oriinal is still the selection of C2= of consumers+
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North America
In the -nited States* Lay6s offers a number of flavor combinations* in addition to the classic
chips+ $lavored products in the traditional fried varieties include Sour Cream # Onion*
%arbecue* Cheddar # Sour Cream* 8idden Nalley Ranch* Salt # Pepper* $lamin6 8ot* !ill
Pickle* Limdn* and a thicker E!eli styleE chip+ )he 9O9T brand was rebranded in 400> as
Lay6s Liht after the olestra formula was altered and the -+S+ $ood and !ru "dministration
allowed removal of warnins about various health conse.uences of the fat substitute+ In
Me&ico is Sabritas+
)he followin Lay6s flavors are available nationally in CanadaU Classic* Lihtly Salted* 9avy
Oriinal* !ill Pickle* %%(* Fetchup* Salt # Ninear* Smoky %acon* Sea Salt # Pepper* and
Cheddar # Sour Cream+ )here are also a number of reional flavors* includin $ries # Rravy
and Roast Chicken Javailable in "tlantic CanadaK* Sour Cream # Onion Javailable in
Ontario* "tlantic Canada* 9estern CanadaK and 9avy Smoky %%( and 9avy Old $ashioned
Fetchup Javailable in 9estern CanadaK+ Other varieties available nationally include %aked
Lay6s* Lay6s Fettle Cooked and Lay6s Sta&+
Europe
)here are a number of uni.ue products in the -nited Findom sold under the 9alkers label*
includin cheese # onion* smoky bacon* prawn cocktail* pickled onion* beef # onion and
Marmite+ 9alkers also run a 6:ations $lavour6 promotion that the public vote for the flavour
they like the best+ $lavours included in the 4010 promotion areU Spanish Chicken Paella*
Lapanese )eriyaki Chicken* Rerman %ratwurst Sausae* Italian Spahetti %olonese* $rench
Rarlic %auette* "merican Cheeseburer* %ra,ilian Salsa* Scottish 8ais* Irish Stew*
5nlish Roast %eef and ;orkshire Puddin* !utch 5dam Cheese* "ustralian %%( Fanaroo*
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South "frican Sweet Chutney* "rentinian $lame Rrilled Steak and 9elsh Rarebit+ )he
previous winner of this promotion was %uilders %reakfast+
In Rreece and Cyprus* Lay6s are made and packed by )asty $oods and Corina Snacks L)!*
with Mediterranean flavours which include $eta cheese flavor* ),at,iki* Olive and )omato*
Oreano* Sea Salt # %lack Pepper and various more+ )here are hundreds of sub'variations in
the Mediterranean line adjusted to each country6s likin+
In Rermany* Lay6s are sold in three varietiesU Lay6s* Lay6s Liht and Lay6s Sensations J)hai
Sweet ChiliQRed PaprikaQOven Roasted Chicken and )hyne M Gavailable in ColoneQ"achen
only throuh the Rerman locations of !elhai,eK+ Lay6s Super Chips J8ein, FetchupQMe&ican
PepperQPerfect PicklesQSalt 6n6 Pepper Gall throuh !elhai,eK and Lay6s %aked Chips
JMediterranean 8erbsQthrouh !elhai,eK+ "s with !oritos* Lay6s are manufactured*
distributed and imported in Rermany by $rito Lay6s %enelu& division* Smith6s $ood Rroup+
Several flavours as noted above are only available throuh !elhai,e J%elian supermarket
chainKH which has opened 4 locations in Colone and "achen J!elhai,e Rermany locations*
Lay6s $lavours %enelu&K+
In the :etherlands* the followin flavours are marketedU Lay6s J:aturel J:aturalK* Paprika
J%ell PepperK* Cheese Onion* %olonese Oriinal* and %arbecue 8am J%arbecue %aconKK
Lay6s Super Chips JSalt6n Pepper* and Lust Paprika J%ell PepperKK* Lay6s Sensations JRed
Sweet Paprika* )hai Sweet Chili* Me&ican Peppers # Cream* and Lapanese )eriyakiK* Lay6s
Liht J:atural* Paprika J%ell PepperK* and %alsamicoK* and Lay6s $inest JMi&ed Pepper #
Sea Salt* and $inest Sea SaltK+ In addition* Lays started a new campain in 4010 in the
:etherlands* in which people can enter a competition to suest new flavours* resultin in
three new flavours bein produced* and* after votin* with one of them becomin the winner
Jthe three new flavours bein 6Mano Red Chilli6* 6Patatje Loppie6 and 6:r+ << %abi Panan6K+
!ALA" S#$%ASTA%A
6Patatje Loppie6 became the winner of the competition and is now bein sold as limited
edition+ 6Patatje Loppie6 mean $rench $ries with Loppiesaus+ In %elium* the same contest was
held and their choices were 6%icky Crisp6 and 6Indian Curry Style6+ %icky is a sort of
hamburer sauce with mayonnaise* onions and pickles+ %icky Crisp won+ In the :etherlands
Lays announced another contest to find a new flavour and replace 6Patatje Loppie6+
In %elium* there is a Cucumber and Roats flavour+ Russia has ELay6s M"eE chips JChicken*
Sour cream # Onion* Sour cream # Cheese* 8am # cheese flavoursK and some international
ELay6sE flavours plus Russian specific flavours* includin Mushroom # Sour cream* Crab*
Red Caviar* Salted Cucumber+ In Romania the Lay6s flavours are Salt* Paprika* Cheese*
%arbecue* Sour Cream # !illD the Lay6s Sensations flavours areU )hai Chili* %aked chicken
with lemon and thymeD Lay6s Ma& and LayBs Sticks flavours areU Paprika and Salt+
In Poland* the chips flavours areU Cheese* Rreen Onion* Chicken with Spices* Salted* Paprika*
8ot reen peppers* $romae* Cucumber and Ruacamole+ )here is also the Lays "pettite
flavor of Cheese and Onion* Classic salted* 8am and cheese* Fetchup and cheese+ Lay6s
StronU Chilli and Fnuckle of pork and horseradish+ 6Lay6s from the Oven6 flavours areU
:atural salted* Mediterranean herbs and Rrilled paprika and lastly the 6> Pory Roku6 J6>
Season of the ;ear6K which chane flavour every Season+ Lay6s "ppettite Sti&U Fetchup*
Rarlic and sour cream dip+
Australia
-nder the Smith6s label in "ustralia* uni.ue flavours include Rreek $eta # 8erb* Italian
)omato # %asil* and cilantro e&ist+ In the baked products* there are classic* barbecue and sour
cream # onion varieties+ )he kettle cooked version includes oriinal* sea salt # vinear*
mes.uite barbecue and jalapefo brands+ 9avy Lay6s have oriinal* hickory barbecue* ranch
!ALA" S#$%ASTA%A
and "u Rratin flavours while Lay6s Sta& offers oriinal* sour cream # onion* Cheddar*
barbecue* ranch* pi,,a and salt # vinear+ )he Lay6s :atural includes thick cut barbecue and
!ALA" S#$%ASTA%A
sea salt brands
!ALA" S#$%ASTA%A
+
South America
In some countries such as "rentina* Chile and -ruuay* some of the Lay6s flavoured
products are sold with the ELay6s MediterrgneasE label* and include such flavours as 8am*
Olive Oil and Parmesan Cheese* Olive Oil and )omato* Olive Oil and %asil* Rreek ),at,iki
Cheese with onions* Lasana* %eef Carpaccio with Parmeiano* and Smoked Mancheo
Cheese+ In Chile there are Lemon and Cilantro* and Sour Cream and Onions versions+ Peru
has Lay6s Sabores PeruanosE JLay6s Peruvian $lavoursK* with flavours like "ndean cheese+
Peru also has the Lay6s !ips brand* which includes a Peruvian Criollo Chili sauce sachet+
!ALA" S#$%ASTA%A
Asia
One flavour sold primarily in southern "sia is called EMaic MasalaE+ )his flavour is very*
very popular in India* Pakistan* and %anladesh+ It is also sold in Indian deli stores in Canada
and the -nited States+ South "sian Lay6s chips are rided* closely resemblin another $rito'
Lay brand in :orth "merica* Ruffles+
%eside Maic Masala* $lavours popular in India are E"merican Style Cream and OnionE and
ESpanish tomato tanoE+ E9orld Classic SaltedE is available as well+ Recently* Lays India
introduced a contest to name new flavours* and then invited the public to taste and vote on the
best of them+ )he new flavors in production now are 8ip8op 8oney and Chili* Cheesy
Me&icana* Mano Mastana* and )any )wist+ )he winner of the contest was EMano
MastanaE+
$lavours featured in )hailand include :ori Seaweed* %asil* S.uid* Spicy Chili S.uid*
Seafood and Mayonnaise* and Spicy Seafood+
In )hailand* there are Classic* Sour Cream # Onion* Cheese # Onion* Me&ican %ar'%'(*
and Lapanese :ori Seaweed+ )emporary international flavours have also been introduced*
such as $rench Mayonnaise* %alsamic Ninear and Salt J5nlandK* Rarlic Soft Shelled Crab
J8on FonK* Soy Sauce* Salmon )eriyaki JLapanK* Lobster* %acon # Cheese J"mericaK+
Other traditional E)haiE flavours include )om ;um* )hai Chili Paste* )hai Seafood !ip* Chili
and Lime+
Lay6s China has four ranes of flavoursU Cool # Refreshin JCucumber* Fiwi* %lueberry*
Cherry )omato* and LimeK* Classic $lavours J"merican Classic* Italian Red Meat* Me&ican
)omato Chicken* )e&as Rrilled %%(* and $rench ChickenK* Intense # Stimulatin J:umb #
Spicy 8ot Pot* and 8ot # Sour $ish SoupK* and Sta& J"uthentic Oriinal* $iner Lickin
!ALA" S#$%ASTA%A
%raised Pork* Seafood %arbecue* Spicy Seafood* )omato* Crispy Roasted Chicken* %lack
Pepper Rib 5ye Steak* Cucumber* Fiwi* %lueberry* and LimeK+
$lavors in Nietnam include Oriinal* %ra,ilian %%(* %eijin Roasted !uck* Manhattan
Steak* :ori* and Mornay Shrimp+
In Indonesia* Malaysia* and %runei !arussalam* the flavours are Salmon )eriyaki* Classic
Salty* :ori Seaweed* Rrilled Chicken Paprika* and $iesta %%(+ It is produced by Indonesian'
based P) Indofood $ritolay Makmur* a joint venture between P) Indofood C%P Sukses
Makmur with Seven'-p :ederland %+N+
Since its ac.uisition of Chipsy* Lay6s chips Jmarketed as ChipsyK in 5ypt inherited the
Chipsy rane of flavours as well as the pre'merer Lay6s flavours+ )hese flavours include salt
and vinear* cheese Jmost likely based on Rumi cheese and the most popular flavourK*
seasoned cheese* tomato* kebab on charcoal* and chili and lemon+
Lay6s* with its oriinal brand* is also produced by the Saudi Snack $oods Company in Saudi
"rabia* and is e&ported to the other RCC countries+ It is available in several flavours*
includin ready'salted* salt # vinear* chilli* chilli'lemon* ketchup* and $rench cheese+
Nutritional information
"s with most snack foods* the Lay6s brands contain very few vitamins and minerals in any
variety+ "t ten percent of the daily re.uirement per servin* vitamin C is the hihest+ Salt
content is particularly hih* with a servin containin as much as 3?0 m of sodium+
" one'ounce J4? ramK servin of Lay6s reular potato chips has 1<0 Calories* and contains
ten rams of fat* with one ram of saturated fat+ Fettle'cooked brands have seven to eiht
!ALA" S#$%ASTA%A
rams of fat and one ram of saturated fat* and are 1>0 Calories+ Lays :atural has nine rams
of fat* two rams of saturated fat and 1/0 Calories+ Sta& chips typically contain ten rams of
fat* 4+/ rams saturated fat and are 1<0 calories per servin+ 9avy Lays are identical to the
reular brand* e&cept for a half'ram less of saturated fat in some combinations+ )he various
brands do not contain any trans fats+
)he baked variety* introduced in the mid 206s* feature 1+/ rams of fat per one ounce servin*
and have no saturated fat+ 5ach servin has 110 to 140 Calories+ Lay6s Liht servins are C/
Calories per ounce and have no fat+
Lay6s Classic Potato chips were cooked in hydroenated oil until 4003+ Currently* the chips
are made with sunflower andQor corn oil+
%aked Lays are produced in cheddar* barbecue* sour cream and onion* and oriinal flavors+
Animal origin enzymes
Some $rito'Lay brand seasoned products manufactured for the -+S+ market may contain
rennet or pork en,ymes that are added in cheese production+ )his makes them unsuitable for
veetarians* pescatarians and veans+ Snacks marked EkosherE are free of animal en,ymes+
=$NN$N: FLA%O'#
LayBs* the world and IndiaBs :o 1 potato chips brand from $rito'Lay India* is all set to
provide some new lip smackin tastes to its consumers+ )he four short listed flavors from a
whoppin 1+3 million ideas came from four winnin consumers* each of whom ets Rs / lakh
for their dilloical flavor ideas+ Cheesy Me&icana* )any )wist* Mastana Mano and 8ip
!ALA" S#$%ASTA%A
8op 8oney # Chilly from a three'month lon Rive -s ;our !elicious $lavor JR-;!$K
campain+
)he four flavors will be sold in the market across India for the ne&t two months with the
theme bachea sirf tastiest Jsurvival of the tastiestK+ )he flavor that elicits the ma&imum
consumer votes will not only continue to stay in the market as the mea winner* but its
ideator would be awarded a rand pri,e of Rs /0 lakh and 1= of sales revenue+
!ALA" S#$%ASTA%A
%A#$ANTS OF F#$TO LA"S

Lays -ncle chips
1+ Spanish
tany tomato
1+Spicy treat
4+ "merican
cream and
onion
4+ Chatpata
Masala
3+ Classic
salted
>+ Maic
Masala
=)//)/g 8*a+or-
/+ 8ip hop
honey
<+ Cheesy
Me&icana
C+ )any twist
?+ Mastana
mano
!ALA" S#$%ASTA%A

PRODUCT COMPARISION
9hen we compare Lays and -ncle Chips as a product they e&hibit similarities in various
waysU
!ALA" S#$%ASTA%A
%oth $RI)O Lay product and -ncle Chips product are available in different packet
si,es such as Rs 40 pack* Rs 10 pack* Rs / pack and so on+
h $RI)O Lay and -ncle Chips product are available in various flavours to suit the
taste and preferences of different consumers+
In spite of various similarities there are a few differences which cannot be overlookedU

PRICE COMPARISION
)he price of L";S and -ncle Chips is competitive in nature+ %oth chares same price for
same packet si,es+ 8owever they have advantae over one another in followin waysU
Similarly the pricin stratey for L";S is consistent with other competitin players+
"s this market is driven by hih impulsive buyers of snack foods there is very little
dichotomy in the pricin strateies of all major players+
PLACE COMPARISION
$RI)O L"; boasts of reachin more than 1 million retail outlets countrywide
coverin 100 towns+ )he company with its manufacturin plants in Punjab and pune
aims at investin 40 crores to e&tend distribution facilities to improve coverae and
increase product shelf life to 140 days+
-ncle Chips already had a well established distribution network throuh its ciarettes
and tobacco related offerins which were leveraed in case of -ncle Chips+ $urther
company distributed > lakh racks across all retailers to display the brand at all point of
sale+
PROMOTION COMPARISION
!ALA" S#$%ASTA%A
9hen we talk about promotion strateies for L";S and -ncle Chips they show remarkable
differencesU
-ncle Chips was strateically launched at the time of world cup to cash in on the
popularity of snacks amon cricket lovers of country+
)he advertisin stratey revolved around slapstick humour and irrelevant themes to
hold eyeballs arner attention and interest and stand out from clutter+
Reali,in the threat posed by -ncle Chips to its market share+ $RI)O L"; revamped
its brandin stratey for all leadin brands+ $or Lays* the company sined Saif "li
Fhan and MS !honi+ Indianite version of Lays were also launched after -ncle Chips
success with Indian flavors+
+
!ALA" S#$%ASTA%A
!ALA" S#$%ASTA%A
Bra/, .)-tor5
La5>-1 the 2or*,>- *arge-t a/, 8a+o0r)te -/a(6 8oo, 3ra/,* has steadily established itself
as an indispensable part of IndiaBs snackin culture since its launch in 122/+
9ith its irresistible taste* international and Indian flavours and youth'centric imaery* LayBs
has established itself as a youth brand and continues to row in the hearts and mind of its
consumers+
Over the years* LayBs has become known for its enain and innovative promotions and
campains+ )he brand known for its SNo o/e (a/ eat 90-t o/eB campain has moved its
positionin to S=hat>- the programme?B makin LayBs Sthe ma)/ 8oo, o8 e+er5
programmeST Saif "li Fhan has been the face of the brand for over five years* and has
recently been joined by the captain of the Indian cricket team M+S+ !honi+ %oth embody the
youthful enery and appeal of the brand+
In 400?* LayBs launched the never'before SF)ght 8or "o0r F*a+o0rB allowin consumers to
vote for the flavour of their choice+ )he flavour with the ma&imum votes would continue in
the market+ )he flavours have been selected by the LayBs brand ambassadors Saif "li Fhan
and M+S+ !honi with each celebrity rootin for the flavour of their choice+
In :ovember 400?* LayBs made yet another innovative breakthrouh M the Ch)p@/@Sa0(e
pa(6+ )his first'to'market pack has been launched for cricket lovers as they settle in their
seats to savour the best sportin action of the season+ )he LayBs Chip'n'Sauce lare pack
comes in two uni.ue flavours M Chilli Chinese with a Sche,wan Sauce sachet and Chatpata
Indian with a )amarind Sauce sachet inside the pack+
!ALA" S#$%ASTA%A
In Lune 4002* LayBs launched its new positionin platformU SLa5>- A Be a L)tt*e &)**og)(a*B+
)he new !illoical concept makes an instant connect with youth cauht between the desire to
succeed and the desire to remain enaed with certain moments that offer a deep emotional
fulfilment+ )his friction is like a ame between the heart and the head* a strule between
what you want to do and what you have to do+ ItBs all about makin thins that matter to the
heart* happen+
)he new platform has been launched with a series of ads built around the universal consumer
strule between what the mind asks one to do and what the heart desires+ " powerful 3<0
deree approach supports the new )NC* and has indeed prompted consumers to be a little
!illoical+
Bra/, A,+a/tage
LayBs is 100 percent veetarian+
40a*)t5 Sta/,ar,-
1+ .ACCPJ8a,ard "nalysis and Critical Control PointK+
4+ Certification by T4CS$ BA0-tra*)aC* which confirms that products are manufactured
in a food safety environment and the manufacturin process has ade.uate controls to
track products+
3+ Amer)(a/ $/-t)t0te o8 Ba6)/g B'SAC* one of the best auditin bodies for confirmin
process and product safety+
>+ Our Plants are $SO 14 (ert)8)e, * which confirms that the manufacturin process
ensures environmental safety+
!ALA" S#$%ASTA%A
/+ Our plants are also certified to ensure that the safety of products* processes*
environment and people is maintained at a very hih level+ )his certification is issued
by O.SAS 181 BO((0pat)o/a* .ea*th a/, Sa8et5 A--e--me/t Ser)e-C1 'SA.
)he production process beins on farms in select reions across India where the best potatoes
are rown specifically for $rito'Lay+ -pon the potatoesB arrival at plants* it can take as little
as 4> hours for the chips to be made+ LayBs chips are made usin the followin simple
processU
9ash M the potatoes are thorouhly bathed in water+
Peel M ne&t* we ently peel the skin off the potatoes* even as the flavour remains
intact+
Slice M )he potatoes are thinly sliced and rinsed aain to remove any remainin
starch+
Cook ' )he slices are cooked to a crispy crunch in edible veetable oils+
Season M $inally* the chips are topped off with a mouthwaterin sprinkle of salt or
seasonin
)he potatoes have now become delicious chips and are packed and delivered to a store near
you+
!ALA" S#$%ASTA%A
OBDECT$%ES
OF T.E
!A#EET S'#%E"
#EPO#T
!ALA" S#$%ASTA%A
OBDECT$%ES OF T.E !A#EET S'#%E" #EPO#T
)o study comparative analysis between the products of -ncle Chips and Lays
)o check which product is better in taste+
!ALA" S#$%ASTA%A
L$TE#AT'#E
#E%$E=
!ALA" S#$%ASTA%A
L$TE#AT'#E #E%$E=
"ccordin to =e**e/)0- a/, Ster/ B21C Lay6s is the brand name for a number of potato
chip varieties as well as the name of the company that founded the chip brand in 123?+ Lay6s
chips are marketed as a division of $rito'Lay* a company owned by PepsiCo Inc+ since 12</+
Other brands in the $rito'Lay roup include $ritos* !oritos* Ruffles* Cheetos and Rold Rold
pret,els+ In 1234 salesman 8erman 9+ Lay opened a snack food operation in :ashville*
)ennessee and* in 123?* he purchased the "tlanta* Reoria potato chip manufacturer E%arrett
$ood Company*E renamin it E8+9+ Lay # Company+E Lay criss'crossed the Southern
-nited States sellin the product from the trunk of his car+ In 12>4* Lay introduced the first
continuous potato processor* resultin in the first lare'scale production of the product+ )he
business shortened its name to Ethe Lay6s CompanyE in 12>> and became the first Snack food
manufacturer to purchase television commercials* with %ert Lahr as a celebrity spokesman+
8is sinature line* Eso crisp you can hear the freshness*E became the chips6 first sloan alon
with Ede'Lay'siousTE "s the popular commercials aired durin the 12/0s* Lay6s went national
in its marketin and was soon supplyin product throuhout the -nited States+
A,am Bra881 Pa--more a/, S)mp-o/ B23C In 12<1* the $rito Company founded by 5lmer
!oolin and Lay6s mered to form $rito'Lay Inc+* a snack food iant with combined sales of
over I14C million annually* the larest of any manufacturer+ Shortly thereafter* Lays
introduced its best'known sloan Ebetcha you can6t eat just one+E Sales of the chips became
international* with marketin assisted by a number of celebrity endorsers+ In 12</* $rito'Lay
mered with the Pepsi Cola Company to form PepsiCo* Inc+ and a barbecue version of the
chips appeared on rocery shelves+ " new formulation of chip was introduced in 1221 that
was crisper and kept fresher loner+ Shortly thereafter* the company introduced the E9avy
LaysE products to rocer shelves+ In the mid to late 1220s* Lay6s modified its barbecue chips
!ALA" S#$%ASTA%A
formula and rebranded it as EF+C+ Masterpiece*E named after a popular sauce* and introduced
a lower calorie baked version and a variety that was completely fat'free JLay6s 9O9 chips
containin the fat substitute olestraK+ In the 4000s* kettle cooked brands appeared as did a
processed version called Lay6s Sta& that was intended to compete with Prinles* and the
company bean introducin a variety of additional flavor variations+
&0tt a/, S0/,ram B24C $rito'Lay products presently control //= of the -nited States
salty foods marketplace 5&cept for barbecue'flavor potato chips* which were introduced no
later than 12/?* up until the last 40 years* the only flavor of potato chips had been the
conventional one+ !espite an e&plosion of new flavors* the unadorned oriinal is still the
selection of ?1= of consumers+ In the -nited States* Lay6s offers a number of flavor
combinations* in addition to the classic chips+ $lavored products in the traditional fried
varieties include sour cream # Onion* %arbecue* cheddar # sour cream* 8idden Nalley
Ranch* salt # vinear* salt # pepper* $lamin6 8ot* dill pickle* Limon JLimeK and a thicker
E!eli styleE chip+ Canadian sellers have a number of varied flavors* with curry* ketchup*
poutine* pi,,a* $ireBs Rravy* roast chicken* Smokey bacon* salsa* wasabi* spicy Indian masala
and sea salt and pepper brands available+ )he marketin success of these flavors in Canada
sometimes leads to a limited time offerin of a flavor to the south* with the dill pickle
recently appearin in the -nited States after a successful run+ Interestinly the name 6sour
cream6 has ot Lay6s into a lot of confusion in some countries+ In India for instance the name
was chaned to "merican style cream and onion after consumers reported their discomfort
with the idea of 6sour6 cream In the baked products* there are classic* barbecue and sour cream
# onion varieties+ )he kettle cooked version includes oriinal* sea salt # vinear* mes.uite
barbecue and jalapefo brands+ 9avy Lay6s have oriinal* hickory barbecue* ranch and "u
Rratin flavors while Lay6s Sta& offers oriinal* sour cream # onion* cheddar* barbecue* ranch*
!ALA" S#$%ASTA%A
pi,,a and salt # vinear+ )he newest variety* Lay6s :atural has thick cut barbecue and sea salt
brands+ )he 9O9T %rand was rebranded in 400> as Lay6s liht after the olestra formula was
altered and the -+S+ $ood and !ru "dministration allowed removal of warnins about
various health conse.uences of the fat substitute+Outside :orth "merica* Lay6s in Rreece and
Cyprus are made and packed by )asty $oods and Carina Snacks L)!* with Mediterranean
flavors which include $eta cheese flavor* ),at,iki flavor* Olive and )omato* Oreano* Sea
Salt # %lack Pepper and various more+ )here are hundreds of sub'variations of the
Mediterranean line and the company performs Constant e&perimentations to create new
flavors and adjust them to each country6s likin+ In some countries such as "rentina
variations of the Mediterranean tastes e&ist include Olive Oil and Parmesan Cheese* Olive Oil
and )omato* Olive Oil and %asil* Rreek ),at,iki Cheese with onions* Lasana* %eef
Capriccio with Parmeiano and Smoked Mancheo Cheese+ In %elium there is a version of
Cucumber and Roats Cheese+ $inally in Chile there is a version of Lemon and Cilantro
JCorianderK and Sour Cream and Onions+ In "ustralia* a cilantro version e&ists while a hot #
sweet chili* sweet corn and cotija cheese brand can be found in South "merica+ "nother
flavor sold primarily in southern "sia is called EMaic Masala+E )his flavor is very popular in
India* India* and %anladesh+ $lavors featured in )hailand include :ori Seaweed* %asil*
S.uid* Spicy Chili S.uid* Seafood and Mayonnaise* and Spicy Seafood+ )here are a number
of uni.ue products in the -nited Findom sold under the 9alkers label* includin prawn
cocktail* beef # onion* Rreek kebab and Marmite yeast e&tract+ -nder the Smith6s label in
"ustralia* uni.ue flavors include Rreek $eta # 8erb and Italian )omato # %asil+ Russia has
ELay6s M"eE chips JChicken* Sour cream # Onion* Sour cream # Cheese* and 8am #
cheese flavorsK and some international ELay6sE flavors plus Russian ELay6sE flavor '
Mushrooms # Sour cream* Crab and Red caviar+ In Poland the chips flavors areU Rreen
Onion* Mushrooms # Sour Cream* Chicken* Oriinal* Paprika* 8ot pepper* Oriinal*
!ALA" S#$%ASTA%A
Fetchup* $orae* new potatoes with basil+ "lso there is Lays "ppetite which is also part of
lays and has the followin flavors Febab* Pepper and Cheese* Onion and Cheese+ In parts of
South "merica Jnotably "rentina and -ruuayK* Lay6s flavored products are sold with the
ELay6s MediterraneanE label* and include such flavors as ham* tomato and basil* tomato
Parmesan* and oreano+ Peru has

" study by Dea/ette Car*e-- o/ a/, Sa*+a,or Ar)a- B24C ELay6s Sabores PeruanosE JLay6s
Peruvian $lavorsK* with flavors like .ueso andino J"ndean cheeseKD also recently was
released Lay6s !ips* that includes a EPeruvian Criollo ChiliE sauce sachet+ In )hailand there is
Classic* Sour Cream # Onion* Cheese # Onion* Me&ican %ar'%'(* and "nd Lapanese :ori
Seaweed+ $lavors also come and o usually with an international theme* for e&ampleU $rench
Mayonnaise* %alsamic Ninear and Salt J5nlandK* Rarlic Soft Shelled Crab J8on FonK*
Soy Sauce* Salmon )eriyaki JLapanK* Lobster* %acon # Cheese J"mericaK+ "lso traditional
E)haiE flavors include )om ;um* )hai Chili Paste* )hai Seafood !ip* Chili and Lime+
Popular flavors are often kept in circulation loner+ )here are currently 14 reular Lay6s
flavors in Canada* thouh there are more* available only in certain parts of the country+ )he
flavors available nationwide are the followinU Classic JyellowK* %ar%( JblackK* Salt #
Ninear JtealK* Fetchup Jdark redK* 9avy Oriinal JredK* !ill Pickle Jbriht reenK* Smokey
%acon JbrownK* Sea Salt # Pepper JsilverK* Sour Cream # Onion JreenK* Roast Chicken
Jliht brownK and finally Lihtly Salted Jbriht blueK+ "lso* in select Canadian markets
J)oronto # NancouverK Lay6s has introduced international flavors such as ESpicy CurryE and
ESpicy Indian MasalaE to appeal to a wider consumer roup+ Lays have entered the Rerman
market with some success in the last couple years+ "ll 3 key Lay6s brands are distributed with
4 flavors for each brand+ )he followin flavors are marketed in Rermany+
!ALA" S#$%ASTA%A
T.%. #ama(ha/,ra/ B25C Concernin eoraphical factor* $rito'Lay is tryin to e&pand
its wins to cover towns* villaes* citiesD makin it available to everybody+ )he product $rito'
Lay Snacks are specially desined for the Rulf # South "sian reion specially India # India
considerin the taste # style of the traditional foods # flavors Concernin demoraphical
environment* $rito'Lay will focus on several variables such as ae* ender and income level+
"eU $rito'Lay will focus heavily on children and youn people+ RenderU $rito'Lay is
enerali,ed product for any se&* male or female+ Income levelU $rito'Lay packs are easily
affordable and company is tryin to ive more for less makin it best value of money+
Considerin psychoraphic factors* $rito'Lay will heavily focus on customerBs life style*
tastes* and personal values that best math with the product usae and distinctive from
competitors+ Makin an imae of style* standardi,ed taste and variety of flavors* $rito'Lay
will impact positively on individual customer satisfaction+ "s India is the ariculture based
country* C0= of our population is connected directly or indirectly with the ariculture sector+
Potatoes* rice* Corn* Rram # Spices are the main # basic inredients of our food+ In fact
$rito'Lay is such type of item which is specially desined for this reion but it does not have
any threat from the subculture of this reion+ Market in this reion and its culture is
e&tremely favorable for such type of snacks* which come in the head of e&truded item* and
people buy snacks fre.uently in this reion+ %y understandin the culture company is
advertisin their product for all ae roups because their product is for everybodyBs use+ )his
understandin is also very important for their purchasin patterns and use+ )he company is
mainly concentratin on upper # middle class+ )he taret market of $rito'Lay is enerali,ed
includin children* youn and old people+ In precise taret market* $rito'Lay is focusin
heavily in children and youn sement+ $rito'Lay is such kind of product which is easily
affordable for every class of the market either .uality conscious or price conscious* e&cludin
lower lowers and upper lowers+ )he main focus of the company is the middle class alon
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with a bit of elite class and also workin class+ Middle class is the best respondin class for
$rito'Lay products+ )he price of the small $rito'Lay products pack is Lust Rs+/Q'* so it is
affordable to every class of the country althouh those are not who are below workin class
JlaborsK+ $rito'Lay is a leally reistered company and applyin labor laws and
market laws of India+ %ut it is known to them that Rovernment interaction ot much
importance in every business and if there are some restrictions on them then it may be a
hurdle in their way to success+ )hatBs why some harsh Rovernment rules may influence a
wron impact on companyBs oals and achievements in future+
#a9a/ Bhart) !)tta* B25C )here are several factors affectin consumer behavior+
Consumer behavior is major challene for every product+ Some factors which affect
the consumer behavior on Lays areU %asically the Lays is launched for children and teen ae
but because of its taste and variety* everyone is fan for Lays+ It has fats* soft and crisp+ )he
older people like those canBt eat hard snacks* are prefer to Lays+ )he consumer of Lays is
not only for children and also everyone+ )he buyerBs are almost parents+ )hey
prefer the Lays rather than other chips+ Parents believe that Lays is not bad for health*
which does not mean that* it is ood for health+ 5ven thouh Lays is suitable to everyone* the
children are major influencer+ )he children mainly influenced by social factors that are
friends* family+ Perception is also one of the influencin factors+ In this* the people perceived
as* itBs made up of corn* rice meal and others+ So that it is not bad for health+ %rand is one
of the factors+ It is come from PepsiCo+ So that people have confident about
.uality+ )he followin data shows the influencer+ $rom the above table we can understand
the influence of children rather than parents+ It implies that t he chi l dr en have pes t er ed
power+ 9e can under s t and t hat * accor di n t o $ood commi s s i on and
"dvertisement %oard* the Lays doesnBt full the children by its advertisement+ Its
advertisement is major part of its success+ It believes that* parents are the main
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factor and buyer+ It is come with different advertisement for each flavor+ It is food
products+ So the product should be very hyienic and available to everywhere+ It
is major task for every product+ In this case* Lays is available everywhere in
market+ )hat is the major success factor+ Lays is available from small petty shop*
small bakery to bi malls and multiple&es+ 9hen I met the people for survey* I can
reali,e that it is available everywhere+ I met the people who purchase the product from
reliance fresh and small bakery shop+ )here is no specific season or time for to
purchase the Lays+ Most of the people purchase as the daily evenin snakes+ %ut*
durin any special proram like watchin cricket matches* then the sale may
increase+ Otherwise it is available product to everyone+ )he perception is different for
everyone+ Perception means that how the person receive the data and how he use in
different situations+ In this case* the perception varied accordin to people*
culture* demoraphic+ Some people believe that* it is made up of corn* rice meal+ So* it is
healthier than other products+ )he social factors are mainly family and friends+
"ccordin to me* the initial advertisement and promotions were attractin the
parents and all ae peoples+ %ut* the product is more dependent on the children+
$rom that we can understand the influence of the family on product+ Si mi l ar l y* f r i ends
ar e al s o maj or s oci al i nf l uence f act or s + )hey ar e t he r eal pr omot er s of
t he product+ "c c o r d i n t o u s t h e l i f e s t y l e mu s t i n f l u e n c e t h e
p r o d u c t + 9h e n I we n t t o s t o r e * t h e o l d e r eneration people o for low cost
snacks* more .uantity products+ %ut* youner eneration does not wor r y about t he pr i ce
or .uant i t y+ )hey al ways pr ef er t as t e+ 5ven t houh ol d ener at i on l i ke
Lays than other packed snacks* they ive first preference to local or other
product which satisfies the needs+ 9e already mentioned that different flavors like
$rench Cheese* Salted* )ano and etc+ why they ive different thins because of
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demoraphic factors+ :ormally the people in Farachi prefer very spicy and
hard+ $or them* plain Masala or )omato )ano is suitable+ Similarly* the Punjabi
people prefer differ from others+ Lays is mostly fulfillin the needs accordin to
demoraphic this not only for those state people* itBs also uses all other people
Launched as a nat i onal br and* i t was a chal l ene f or t he company t o
devi s e f l avor s t hat woul d appeal to reional taste buds+ 8owever* the focus
on developin hot and tany flavors that suit Indian taste palettes has helped win the
hearts of Indian consumers+
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#ESEA#C.
!ET.O&OLO:"
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#ESEA#C. !ET.O&OLO:"
&ata -o0r(e- 7 Primary and Secondary+
&ata approa(he- 7 (uestionnaire+
Samp*e -)Fe 7 /0
Samp*e pro(e,0re 7 Convenience samplin+
#e-ear(h &e-)g/ 7 !escriptive+
#e-ear(h ,e-)g/7 Research desin is simply the framework or plan for a study* -sed uide
in collectin and analy,in data+
For the -t0,57 for conductin that research !escriptive research desin is selected
&e-(r)pt)+e re-ear(h ,e-)g/7 &e-(r)pt)+e re-ear(h is also called Statistical Research+ )he
main oal of this type of research is to describe the data and characteristics about what is
bein studied+ )he idea behind this type of research is to study fre.uencies* averaes* and
other statistical calculations+ "lthouh this research is hihly accurate* it does not ather the
causes behind a situation+ !escriptive research is mainly done when a researcher wants to
ain a better understandin of a topic+ that is* analysis of the past as opposed to the future+
!escriptive research is the e&ploration of the e&istin certain phenomena+ )he details of the
facts wont be known+ )he e&istin phenomenaBs facts are not known to the persons+
1. Samp*)/g ,e-)g/7
$. Samp*e '/)t7
Customers of Potato Chips
$$. Samp*e -)Fe7
)he sample si,e of the report is /0 in numbers+
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&ata (o**e(t)o/ metho,7
Pr)mar5 ,ata7
)he primary data are those which are collected afresh and for the first time* and thus
happened to be oriinal in character+ )here are several methods of collectin primary data
particularly in surveys+
For the -t0,57 (uestionnaire method is used for collectin the data while conductin the
research+
Se(o/,ar5 ,ata7
)he secondary data are those which have already been collected by someone and which have
already been passed throuh the statistical process+ Secondary data may either be published
data or un' published data+
For the -t0,57 Internet is used for collectin the data while conductin the research+
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&ATA ANAL"S$S
G
$NTE#P#ETAT$ON
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&ATA ANAL"S$S G $NTE#P#ETAT$ONS
(ues 1U !o you like to have potato chips@
a+ ;es >?
b+ :o 4
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 2<= respondents like potato chips # >=
respondents donBt like potato chips+
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(ues 4U 9hat makes a particular potato chips brand your favorite@
a+ (uality >4
b+ "vailability >
c+ Promotion 4
d+ %rand Loyalty 4
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent ?>= respondents said that (uality* ?= respondents
said that "vailability* >= respondents said that Promotion # >= respondents said that %rand
Loyalty potato chips brands favorite+
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(ues 3U 9hich is your favorite brand in potato chips@
a+ -ncle Chips 4<
b+ Lays 44
c+ Others 4
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent /4= respondents said that they favorite brand is
-ncle Chips* >>= respondents said that they favorite brand is Lays # >= respondents said
that they favorite other brands+
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(ues >U 9hich potato chips are tastier@
a+ -ncle Chips 4?
b+ Lays 44
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent /<= respondents said that -ncle Chips are tastier #
>>= respondents said that Lays are tastier+
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(ues /U 9hich Potato chips is easily available in market or nearby shops like kirana shops@
a+ -ncle Chips 34
b+ Lays 1?
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent <>= respondents said that -ncle Chips is easily
available in market or nearby shops like kirana shops # 3<= respondents said that Lays is
easily available in market or nearby shops like kirana shops+
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(ues <U 9hich potato chips have more flavors@
a+ -ncle Chips 14
b+ Lays 3?
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 4>= respondents said that -ncle Chips have more
flavors # C<= respondents said that Lays have more flavors+
!ALA" S#$%ASTA%A
(ues CU 9hich potato chips are available with more offers@
a+ -ncle Chips 1>
b+ Lays 3<
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 4?= respondents said that -ncle Chips are available
with more offers # C4= respondents said that Lays are available with more offers+
!ALA" S#$%ASTA%A
(ues ?U 9hich potato chips has lowest price@
a+ -ncle Chips ?
b+ Lays ?
c+ %oth rates are same 4>
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 1<= respondents said that -ncle Chips has lowest
price* 1<= respondents said that Lays has lowest price # >?= respondents said that both rate
are same+
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(ues 2U !o you think -ncle Chips is ivin touh competition to Lays@
a+ ;es 1?
b+ :o 34
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 3<= respondents said that -ncle Chips is ivin
touh competition to Lays # <>= respondents said that -ncle Chips is not ivin touh
competition to Lays+
!ALA" S#$%ASTA%A
(ues 10U 9hich potato chips focus on effective advertisements@
a+ -ncle Chips 44
b+ Lays 4?
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent >>= respondents said that -ncle Chips focus on
effective advertisements # /<= respondents said that Lays focus on effective advertisements+
!ALA" S#$%ASTA%A
(ues 11U 9hich potato chips use effective celebrity endorsement@
a+ -ncle Chips 1>
b+ Lays 3<
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 4?= respondents said that -ncle Chips use effective
celebrity endorsement # C4= respondents said that Lays use effective celebrity endorsement+
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(ues 14U 8ow do you rank -ncle Chips for its marketin strateies@
a+ )op 14
b+ %est 1>
c+ "verae 1?
d+ Poor <
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 4>= respondents said that )op* 4?= respondents
said that %est* 3<= respondents said that "verae # 14= respondents said that Poor rank
-ncle Chips for its marketin strateies+
!ALA" S#$%ASTA%A
(ues 13U 8ow do you rank Lays for its marketin strateies@
a+ )op 10
b+ %est 1?
c+ "verae 40
d+ Poor 4
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent 40= respondents said that )op* 3<= respondents
said that %est* >0= respondents said that "verae # >= respondents said that Poor rank Lays
for its marketin strateies+
!ALA" S#$%ASTA%A
(ues 1>U In your opinion which potato company is best@
a+ -ncle Chips 4?
b+ Lays 44
$NTE#P#ETAT$ON7
)his chart shown that out /0 respondent /<= respondents said that -ncle Chips is best #
>>= respondents said that Lays is best+
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F$N&$N:S
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F$N&$N:S
o Ma&imum no+ of respondents like potato chips
o Ma&imum no+ of respondents said that they favorite brand is -ncle Chips
o Ma&imum no+ of respondents said that -ncle Chips are tastier
o Ma&imum no+ of respondents said that -ncle Chips is easily available in
market or nearby shops like kirana shops
o Ma&imum no+ of respondents said that Lays have more flavors
o Ma&imum no+ of respondents said that Lays available with more offers
o Ma&imum no+ of respondents said that Lays focus on effective advertisements+
o Ma&imum no+ of respondents said that Lays use effective celebrity
endorsement+
o Ma&imum no+ of respondents said that -ncle Chips is best
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CONCL'S$ON
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CONCL'S$ON
)he packet si,e preferred by consumers for branded snacks is medium si,e RS 10 packet+
Lays is the market leader in the branded snacks market followed by -ncle Chips* however
there is hue ap between them+ )he .uality and availability is the major factor for
consumers to prefer their favorite brand+ Most preferred brand of $rito lay is Lays followed
by uncle chips after conductin the survey it can be said that ever since its launch* lays as a
preferred brand is on a rise+ "lthouh Lays is the most popular brand+ Lays is in the rowth
stae of its life cycle+ It has been takin the shelf space of popular brands like $rito Lays due
to its stron distribution and marketin strateies+ Riven more time it is capable of capturin
a larer market share and ivin touh competition to other brands+ 8owever Lays is a better
established brand and enjoys brand loyalty and to retain this brand loyalty the marketin
strateies used by Pepsi Co especially advertisement is really remarkable+
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S'::EST$ONS
!ALA" S#$%ASTA%A
S'::EST$ONS
)here is vast distribution ap between -ncle Chips and $rito'Lays which has to be filled
up in order to increase the sales+

-ncle chips can ive advertisement at television* if we talk with cable operators for
our advertisement+ )hey can show our ad+ In their local channels in between their
movies shows+
9e can introduce new consumer offer packs+
)o some of posh area uncle chips can provide free sample so that the people et
aware of the product .uality+
-ncle Chips has been around for a loner time and has its loyalists+ Lays scores on
flavor while uncle chips are crunchier+
)here is a need to put the imae of uncle chips in the mind of customers before they
come to purchase at shop+
Lays uses celebrities as their %rand ambassadors to endorse their product and their
advertisements stands out in clutter+ )houh uncle chips humor element in
advertisement makes the ad uni.ue it must not inore the competitor approach and
desin the "ds accordinly+
-ncle Chips should effectively use pull and push promotion stratey to win and
capture larer market share+
"s lays always participates in world cup promotion and other sponsorships* -ncle
Chips should not overlook such platform+
!ALA" S#$%ASTA%A
L$!$TAT$ONS
!ALA" S#$%ASTA%A
L$!$TAT$ONS
"lthouh the study was carried out with e&treme enthusiasm and careful plannin there are
several limitations* which handicapped the research vi,*
1. T)me Co/-tra)/t-7 )he time stipulated for the project to be completed is less and thus
there are chances that some information miht have been left out* however due care is taken
to include all the relevant information needed+
2. Samp*e -)Fe7 !ue to time constraints the sample si,e was relatively small and would
definitely have been more representative if I had collected information from more
respondents+
3. A((0ra(57 It is difficult to know if all the respondents ave accurate informationD some
respondents tend to ive misleadin information+
4. A+a)*a3)*)t57 It was difficult to find respondents as they were busy in their schedule* and
collection of data was very difficult
!ALA" S#$%ASTA%A
B$BL$O:#AP."
!ALA" S#$%ASTA%A
B$BL$O:#AP."
Boo6-7
Fothari* C+R+* Research Methodoloy* :ew "e Publications+
Malhotra* :aresh F+* Marketin Research* "n "pplied Orientation* $ourth 5dition*
Pearson Prentice 8all* 400/* Part II* pp+ C1'3>0+
Chisnall* P+M+ J12?/K+ MarketinU " %ehavioural "nalysis+ 4nd edn+ McRraw'8ill+
Ne2-paper-
)imes Of India
$inancial 5&press
5conomic )imes
=EBL$O:#AP."
www+lays+comQ
en+wikipedia+orQwikiQLay6s
pepsicoindia+co+inQbrandsQlays+html
en+wikipedia+orQwikiQ-ncleiChipps
pepsicoindia+co+inQbrandsQuncle'chipps+html
www+unclechips+comQ
!ALA" S#$%ASTA%A
ANNEH'#E
!ALA" S#$%ASTA%A
4'EST$ONNA$#E
!ear respondent*
I am the student of jjjjj+conductin a market survey report+ Findly
spare few minutes to fill up this .uestionnaire+ "ny information provided by you will be used
for academic purpose only+
#ESPON&ENT P#OF$LE
:ame of the respondent U++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
ResidentialQ office address U++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Contact no+ U++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
"e roup of the respondent U 1?'4/ J K 4/'3/ J K 3/'>/ J K >/ or MoreJ K
5ducationQ .ualificationU +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Occupation U+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
!esination U++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
(ues 1U !o you like to have Potato chips@
a+ ;es
b+ :o
(ues 4U 9hat makes a particular Potato chips brand your favourite@
a+ (uality
b+ "vailability
c+ Promotion
d+ %rand Loyality
(ues 3U 9hich is your favorite brand in Potato chips@
a+ -ncle Chips
b+ Lays
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c+ Others
(ues >U 9hich Potato chips is tastier@
a+ -ncle Chips
b+ Lays
(ues /U 9hich Potato chips is easily available in market or nearby shops like kirana shops@
a+ -ncle Chips
b+ Lays
(ues <U 9hich Potato chips has more flavors@
a+ -ncle Chips
b+ Lays
(ues CU 9hich Potato chips is available with more offers@
a+ -ncle Chips
b+ Lays
(ues ?U 9hich Potato chips has lowest price@
a+ -ncle Chips
b+ Lays
c+ %oth rates are same
(ues 2U !o you think -ncle Chips is ivin touh competition to Lays@
a+ ;es
b+ :o
!ALA" S#$%ASTA%A
(ues 10U 9hich potato chips focus on effective advertisements@
a+ -ncle Chips
b+ Lays
(ues 11U 9hich potato chips use effective celebrity endorsement@
a+ -ncle Chips
b+ Lays
(ues 14U 8ow do you rank -ncle Chipsj
a+ )op
b+ %est
c+ "verae
d+ Poor
(ues 13U 8ow do you rank Lays+++
a+ )op
b+ %est
c+ "verae
d+ Poor
(ues 1>U In your opinion which potato company is best@
a+ -ncle Chips
b+ Lays
!ALA" S#$%ASTA%A
Sinature
)hank ;ou
!ALA" S#$%ASTA%A