Market segmentation of lays chips

lays marketing strategy pdf

The project was basically designed to understand the preference of the consumer in the snakes industry. This obscure amazing sum is in charge of forceful advertising of Lays.

Lays potato chips marketing strategy

It has well known brand diplomats and supporters cricket occasions. The difference between the latter two categories involves the 21 individuals motivation for compliance. Source: Hawkins It should be noted that innovation is not always an unqualifiedly good thing. Our brain attempts to make sense out of the stimuli to which we are exposed. The aspirational reference group refers to those others against whom one would like to compare oneself. A company can even specialize its products for certain occupational groups. They know the profit of business sector division procedure which is much superior to a formal promoting method. What makes people change preferences in snacks? Successful situating includes a decent understanding of contending items and the profits that are looked for by your target market. The main focus in this project is on two leading competitor in this sector, i. There are various factors that aided the success of Bingo. For example, by understanding that a number of different messages compete for our potential customers attention, we learn that to be effective, advertisements must usually be repeated extensively. The category of snacks is characterized by a few organized players with limited offerings but the unorganized sector continues to rule the market. The persons position in each group can be defined in terms of role and status. We would also try to understand the purchase pattern of the product as in what variables affect the purchase behavior of customers and makes them shift from other snack brands to this product.

Processed snack foods are advertised far more than regular nutritional foods such as fruit, vegetables, meat, dairy productsand the flashiest TV commercials and advertising campaigns are often designed to sell these products. The link back to demographic characteristics is needed in order to estimate the size of the target market and the media that should be used to reach it efficiently.

conclusion on lays chips

Taste 3. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy. The difference between the latter two categories involves the 21 individuals motivation for compliance.

For example, travel agents who get used to booking online may be unable to process manual reservations. That differentiation between age groups has helped us a lot to make a comparative study of Frito-Lays product and ITC bingo.

Target market

Group Influences Humans are inherently social animals, and individuals greatly influence each other. Secondary reference groups tend to have somewhat less influencee. Novelty of the product. But ITC says they are confident of bridging the gap. A brand is an offering from a known source. Major typed of basic offerings: Goods, services, experiences, events, persons, places, properties, organizations,information and ideas. A way to do it is to divide the market into many segments and evaluate the segments to find which segment serves the company best. The link back to demographic characteristics is needed in order to estimate the size of the target market and the media that should be used to reach it efficiently. Traditionally snacks were prepared simply from ingredients commonly available in the home, often leftovers, sandwiches made from cold cuts, nuts, fruit, and the like. It is accessible all around at whatever time, with special cases obviously.

Retail tie-ups, regional flavours and distribution muscle, had helped ITC to hit a bulls eye with its snack Bingo. Then they examine whether these customer segments exhibit different needs or product responses.

Lays positioning statement

The persons position in each group can be defined in terms of role and status. A second application is Public Policy. The company can operate in one or few geographic areas or operate in all but pay attention to local variations. Distribution channels: To display and deliver the physical product or service to the buyer or user. Consequently, heavy promotions are used to convince consumers to buy snack foods. The sample had been a Simple Random Sample, where every element had an equal chance of 36 being selected. Associative reference groups include people who more realistically represent the individuals current equals or near-equalse. Nevertheless age and life cycle can be tricky variables. The surveys were performed in a single cross-sectional design. Lays was the first to localize flavors but Bingo specialized on local flavors and the key differentiator was the Localized flavors. However, we will also need to analyze a firms strengths and weaknesses and those of 5 15 Competing firms. That is, culture represents influences that are imposed on the consumer by other individuals.
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presntation on lays (marketing)