MEANING OF THE BRAND FROM CONSUMERS PERSPECTIVE

GROUP NO: 8
Shalini Kumari Saurav Nishant Shravan Kumar Sumit Kapoor

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

INTRODUCTION
Type Current owner Country of origin Market Previous owner

Potato Chips PepsiCo United States Whole world 1932- Herman W. Lays
1961- The frito company and lays merged to form Frito- Lay Inc.

1965 Frito- lay merged with the pepsi Cola Company to form PepsiCo, Inc.
CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

OBJECTIVE
To know the relationship between the brand and the customer To know how lays chips is perceived by the customer

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

RESEARCH METHODOLOGY
SOURCES OF DATA: Primary and secondary SAMPLING TECHNIQUE: Convenient sampling SAMPLE SIZE: 5 DATA COLLECTION INSTRUMENT:
Questionnaire

RESEARCH DESIGN : Qualitative research

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SLOGAN
Happiness is smile Simply made. Simply good Food for the fun of it Lays, get your smile on so crisp you can hear the freshness

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ADVERTISEMENTS
Lays does extensive advertising and utilizes all the media

resources available
Frito Lay used a 360 degree brand building effort to boost the new launch.

The variety came through a series of campaigns and

advertisement Crowd sourcing which serves two purposes it engages the endconsumer and the campaign is done at the lowest possible cost.
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BRAND KNOWLEDGE PYRAMID

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BRAND LOYALTY

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BRAND IDENTITY PRISM

Pepsico, Shapes, Games Innovative, Experiment -ative

Relationship

Culture

Outgoing , Fun loving

Indian, Different

Cool, Young at heart

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I am Bindaas!!!

BRAND IDENTITY
Bring excitement to the lives of the customers. A brand which is for the whole country by providing the customers with tastes (flavors) from all around India. Lays identifies itself as a brand which is youthful, fun

and colorful

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BRAND PERSONALITY
Stylish and Cool Crunchy Various flavor

Innovative
Experimentative

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PURCHASE DECISION MAKING UNIT (BUYING CENTRE) OF THE BUYING PROCESS OF LAYS
Ad, media ,friends (influenc er)

Canteen, shopkee per (Gateke eper)

Students , custome r (Decider

)

Business buyer for Lays

Students ,friends, relatives (User) student, custome r (Buyer)

Student, custome r (Approv er)

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MARKET WARFARE

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NODAL MAP OF LAYS

Tasty Time pass Spicy

Quality

Crispy

Easy availability Time pass

Affordable

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ANALYSIS AND CONCLUSION:

The general words that consumer connects with Lays are Time pass, Crunchy, crispy, affordable, less spicy, healthy, saif ali khan and dhoni , fresh, different variety, easy availability, high quality packaging, consistency in quality,etc. The Brands easy availability and visibility plays a very prominent role The most favorable time when people consumes it comes out to be fun or pass time activity.
CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

ANALYSIS AND CONCLUSION:

Its an impulsive buying product and people doesnt think much and here the role of celebrities plays a vital role, the respondents clearly mentions their names. The brand Pepsi influences the buyers. They presume it to be trust worthy.

CHANDRAGUPT INSTITUTE OF MANAGEMENT, PATNA

RECOMMENDATION
Price quantity ratio should be improved. More variety needs to be introduced. Distinct advertisements should be planned.

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LIMITATIONS
Time limit Less respondents Less components

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REFERENCES
http://www.fritolay.com/aboutus.html http://www.google.co.in/ http://www.authorstream.com

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Thank You
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