Fritolays

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FRITOLAYS

Name of the product- Frito-Lay’s

Name of the company- PepsiCo

Name of the ad agency- JWT

Type of advertising-Advertising intended to target audience, direct advertising

Position in the market - Frito Lay is positioned no.1 in the snack food industry

Market share – Frito Lay commands a share of 45%

PRODUCT

Product line

Lay’s potato chips style sub range
·Classic Salted
·Magic Masala
·American Style cream and Onion
·Spanish Tomato Tango
·Caribbean Hot and Sweet Chilli

Theme based flavours

CHAAT STREET
·Golgappa Flavour
·Bhelpuri Flavour
·Papdi chaat Flavour

FIGHT FOR MY FLAVOUR CAMPAIGN
·Saif Ali Khan's Spunky Pimento
·Mahendra Singh Dhoni’s Balsamic Blast

UNCLE CHIPS
·The Salty
·Pudina Pataka
·Papri Chaat
·Spicy Treat

CHEETOS
·Tomato wheelz
·Masala balls
·Masala cheese puffs

Lay's wafer style sub-range
·Hint of Fresh Butter with Toasted Garlic
·Hint of Roasted Red Chilly with Coriander,

Lay’s test marketing flavours
·Chicken Barbeque, an innovative chicken Flavour
·Mint mischief

UNCLE CHIPPS
Six months after it acquired Uncle Chipps — the potato chips brand from cash-strapped Amrit Agro Ltd — PepsiCo subsidiary Frito-Lay India relaunched the brand with a sharper complimentary positioning by pricing it downwards than its flagship potato chips brand Lays. ·Lays has used complimentary price points rather than competing price points. ·The company has also pruned the number of flavours available in Uncle Chipps from five to four. The Salty, Pudina Pataka, Papri Chaat and Spicy Treat have been retained, the tomato flavour has been dropped as it was found to be in conflict with its saucy ketchup, a newly introduced flavour launched under the Lays brand and targeted at the western market.

Future Plans
ENTHUSED by the profits that Frito-Lay has generated, parent Pepsi, and is adding more to its snack food subsidiary. The company is set to roll out a new nut-based snack, Nutyumz, nationally. That Nutyumz will be launched in different flavours. The brand has been innovated for the Indian market alone. Nutyumz will be manufactured in the company-owned plant in Pune.

Product failures
·The company has relaunched its chicken flavour Lays as Barbeque Chicken following a not-so-favourable market response to its chicken flavour. ‘‘Consumers were probably expecting a strong Tandoori chicken flavour which obviously did not match with the product.” The company has now relaunched the same and branded it Barbeque Chicken thus implying a milder chicken flavour. Competition

FRITO LAY’S VS BINGO
NAME OF THE PRODUCTS
·Frito lay’s potato chips
·ITC Foods’ Bingo

MARKET SHARE
·Lays- 45%
·Bingo- 16%

PRODUCT FEATURES IN COMPARISON
FLAVOURS
·Frito lay’s has a line of westernized flavours like ‘the American style cream n onion’, ‘Spanish Tomato Tango’ and ‘Caribbean Hot and Sweet Chilli’. The company has successfully flavoured its product according to specialities of different regions, giving the Indian population, a taste of delicacies prepared across the globe. ·While ITC’s Bingo has Indianized flavours catering to Indian tastes and preferences like the Tandoori Paneer flavour. Together with the relaunch, Lays has introduced new flavours: Lay's Chaat Street, Mint Mischief and Wafer Style; the Indian flavours. THE HEALTHY COMPETITION

·Now Lays is with 40% less saturated fat. That means same taste and more healthy. The latest launch is in line with the announcement made by PepsiCo's Global Chief Ms Indra Nooyi that the Company is moving towards a healthy platform. This initiative is intended to silence the critics that Potato Wafers are junk food. But Bingo is not sleeping either, if you have noticed the pack of Bingo, it says " Baked, Not Fried " to remind the consumer that no oil is used.

PACKAGING
·Another area Frito-Lay is bullish on is the 35-gm Rs 5 packs. "This segment is growing at least three...
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