Professional Documents
Culture Documents
ON
FRITO LAY’S
LAY’S
Submitted to Submitted by
RUCHIKA JAISWAL RAHUL
(Faculty of marketing research) PREETI SINGH
IMS Ghaziabad BBA IVsem.
Group “C”
CERTIFICATE
SIGNATURE OF STUDENT
Rahul
Preeti Singh
ACKNOWLEDGEMENT
Sr.no Topics
1) INTRODUCTION
2) HISTORY OF lay’s
3) STUDY OF SELECTED RESEARCH
PROBLEM
4) QUESTIONNAIRE
5) ANALYSIS OF DATA
6) BIBLOGRAPHY
Frito lay’s
The project purports to decipher the satisfaction level as well as the preferences of
consumers pertaining to the various flavors of Lay’s a new range of savory snacks
launched by C. We aim to analyse the success, marketability and future growth prospects
of LAY’S. Basically we intend to find out the most popular flavor of LAY’S in the
market from our sample. Snacks as such are a very minor part of the food processing
industry because snacks sample. Snacks as such are sector is largely unorganized. Here
we will also look into the market For this a survey was conducted in Delhi, Ghaziabad
where respondents were asked to fill a questionnaire. The data was collected and
analyzed to obtain conclusions This report carries an introduction of the company profile,
detail of the methodology followed detailed data analysis and the results so obtained with
the variety of graphs along with given.
lay's
Haldiram
ITC
Others
rest is divided between a handful of new entrants, wannabes and many regional players
Of the wide range of snacks available, potato chips constitute a sizeable segment of the
Indian snack food industry, according to India Info line. The potato chip market is
generally an unorganized industry. Nearly all potato chip snack products are
manufactured and sold locally. There is also no uniform standard for packaging, as there
is in Europe, the United States and other more developed regions. Many snack foods are
sold loose or packaged in poly-pouches, which may only be folded, or in some cases,
stapled closed. As the Indian economy continues to grow, and production standards
improve, many snack food companies are making significant investments into plant
equipment and packaging machinery.
Pepsi Foods Ltd., now known as Frito-Lay India Ltd., produces India's largest snack food
Manufacturer’s brands, including Ruffles, Hostess, Cheetos and Uncle Chips. Frito Lay's
story is an example of how American recipes were adjusted to satisfy local tastes. Procter
& Gamble's Pringles brand of potato crisp was launched in Delhi in 1999. Pringles is also
a baked potato crisp, unlike many other potato based Indian snack foods that are fried.
P&G currently imports the Pringles product and therefore the product has been priced at a
premium and is marketed to a micro-niche
HISTORY
Lay's 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 1938. Lay's chips are marketed as a division of
Frito-Lay, a company owned by PepsiCo Inc. since 1965. Other brands in the Frito-Lay
group include Fritos, Doritos, Ruffles, Cheetos and Rold Gold pretzels. Contents
Southern United States selling the product from the trunk of his car. In 1942, Lay
introduced the first continuous potato processor, resulting in the first large-scale
production of the product.
The business shortened its name to "the Lay's Company" in 1944 and became the first
Snack food manufacturer to purchase television commercials, with Bert Lahr as a
celebrity spokesman. His signature line, "so crisp you can hear the freshness," became the
chips' first slogan along with "de-Lay-sious!" As the popular commercials aired during
the 1950s, Lay's went national in its marketing and was soon supplying product
throughout the United States.
In 1961, the Frito Company founded by Elmer Doolin and Lay's merged to form Frito-
Lay Inc., a snack food giant with combined sales of over $127 million annually, the
largest of any manufacturer. Shortly thereafter, Lays introduced its best-known slogan
"betcha you can't eat just one." Sales of the chips became international, with marketing
assisted by a number of celebrity endorsers.
In 1965, Frito-Lay merged with the Pepsi Cola Company to form PepsiCo, Inc. and a
barbecue version of the chips appeared on grocery shelves. A new formulation of chip
was introduced in 1991 that was crisper and kept fresher longer. Shortly thereafter, the
company introduced the "Wavy Lays" products to grocer shelves. In the mid to late
1990s, Lay's modified its barbecue chips formula and rebranded it as "K.C. Masterpiece,"
named after a popular sauce, and introduced a lower calorie baked version and a variety
that was completely fat-free (Lay's WOW chips containing the fat substitute olestra).
In the 2000s, kettle cooked brands appeared as did a processed version called Lay's Stax
that was intended to compete with Pringles, and the company began introducing a variety
of additional flavor variations.
Frito-Lay products presently control 55% of the United States salty foods marketplace
Flavors
Except for barbecue-flavor potato chips, which were introduced no later than 1958, up
until the last 20 years, the only flavor of potato chips had been the conventional one.
Despite an explosion of new flavors, the unadorned original is still the selection of 81%
of consumers.
In the United States, Lay's offers a number of flavor combinations, in addition to the
classic chips. Flavored products in the traditional fried varieties include sour cream &
Onion, Barbecue, cheddar & sour cream, Hidden Valley Ranch, salt & vinegar, salt &
pepper, Flamin' Hot, dill pickle, Limon (Lime) and a thicker "Deli style" chip. Canadian
sellers have a number of varied flavors, with curry, ketchup, poutine, pizza, Fire’s Gravy,
roast chicken, Smokey bacon, salsa, wasabi, spicy Indian masala and sea salt and pepper
brands available. The marketing success of these flavors in Canada sometimes leads to a
limited time offering of a flavor to the south, with the dill pickle recently appearing in the
United States after a successful run.
Interestingly the name 'sour cream' has got Lay's into a lot of confusion in some
countries. In India for instance the name was changed to American style cream and onion
after consumers reported their discomfort with the idea of 'sour' cream
In the baked products, there are classic, barbecue and sour cream & onion varieties. The
kettle cooked version includes original, sea salt & vinegar, mesquite barbecue and
jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch and Au Gratin
flavors while Lay's Stax offers original, sour cream & onion, cheddar, barbecue, ranch,
pizza and salt & vinegar. The newest variety, Lay's Natural has thick cut barbecue and sea
salt brands.
The WOW! Brand was rebranded in 2004 as Lay's light after the olestra formula was
altered and the U.S. Food and Drug Administration allowed removal of warnings about
various health consequences of the fat substitute.
Outside North America, Lay's in Greece and Cyprus are made and packed by Tasty Foods
and Carina Snacks LTD, with Mediterranean flavors which include Feta cheese flavor,
Tzatziki flavor, Olive and Tomato, Oregano, Sea Salt & Black Pepper and various more.
There are hundreds of sub-variations of the Mediterranean line and the company
performs
Constant experimentations to create new flavors and adjust them to each country's liking.
In some countries such as Argentina variations of the Mediterranean tastes exist include
Olive Oil and Parmesan Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek
Tzatziki Cheese with onions, Lasagna, Beef Capriccio with Parmeggiano and Smoked
Manchego Cheese. In Belgium there is a version of Cucumber and Goats Cheese. Finally
in Chile there is a version of Lemon and Cilantro (Coriander) and Sour Cream and
Onions.
In Australia, a cilantro version exists while a hot & sweet chili, sweet corn and cotija
cheese brand can be found in South America.
Another flavor sold primarily in southern Asia is called "Magic Masala." This flavor is
very popular in India, Pakistan, and Bangladesh. Flavors featured in Thailand include
Nori Seaweed, Basil, Squid, Spicy Chili Squid, Seafood and Mayonnaise, and Spicy
Seafood.
There are a number of unique products in the United Kingdom sold under the Walkers
label, including prawn cocktail, beef & onion, Greek kebab and Marmite yeast extract.
Under the Smith's label in Australia, unique flavors include Greek Feta & Herb and
Italian Tomato & Basil.
Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese,
and Ham & cheese flavors) and some international "Lay's" flavors plus Russian "Lay's"
flavor - Mushrooms & Sour cream, Crab and Red caviar.
In Poland the chips flavors are: Green Onion, Mushrooms & Sour Cream, Chicken,
Original, Paprika, Hot pepper, Original, Ketchup, Forage, new potatoes with basil. Also
there is Lays Appetite which is also part of lays and has the following flavors Kebab,
Pepper and Cheese, Onion and Cheese.
In parts of South America (notably Argentina and Uruguay), Lay's flavored products are
sold with the "Lay's Mediterranean" label, and include such flavors as ham, tomato and
basil, tomato Parmesan, and oregano. Peru has
"Lay's Sabores Peruanos" (Lay's Peruvian Flavors), with flavors like queso andino
(Andean cheese); also recently was released Lay's Dips, that includes a "Peruvian Criollo
Chili" sauce sachet.
In Ukraine there is crab, bacon, cheddar, and sour cream and green onion
In Thailand there is Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q,
and And Japanese Nori Seaweed. Flavors also come and go usually with an international
theme, for example: French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic
Soft Shelled Crab (Hong Kong), Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon &
Cheese (America). Also traditional "Thai" flavors include Tom Yum, Thai Chili Paste,
Thai Seafood Dip, Chili and Lime. Popular flavors are often kept in circulation longer.
There are currently 12 regular Lay's flavors in Canada, though there are more, available
only in certain parts of the country. The flavors available nationwide are the following:
Classic (yellow), BarBQ (black), Salt & Vinegar (teal), Ketchup (dark red), Wavy
Original (red), Dill Pickle (bright green), Smokey Bacon (brown), Sea Salt & Pepper
(silver), Sour Cream & Onion (green), Roast Chicken (light brown) and finally Lightly
Salted (bright blue). Also, in select Canadian markets (Toronto & Vancouver) Lay's has
introduced international flavors such as "Spicy Curry" and "Spicy Indian Masala" to
appeal to a wider consumer group.
Lays have entered the German market with some success in the last couple years. All 3
key Lay's brands are distributed with 2 flavors for each brand. The following flavors are
marketed in Germany.
STUDY OF SELECTED RESEARCH PROBLEM
To analyze the reason for the popularity of the most preferred snack.
Research design is the basic framework which provides guidelines for the rest of
research process. It specifies the methods for data collection and data analysis .In this
research project we have used the survey method of data collection, to be more specific
questionnaire method. We conducted a survey in Delhi. Out of the universe of 500 our
sample size is 50. Respondents in the sample size were asked to fill the questionnaires to
gather the data
QUESTIONNAIRE
We are Rahal and Preeti singh, pursuing my BBA from IMS Ghaziabad, a division
of IMS group of institutions.
Please fill up the form for a market survey on “…………………”
Name…………………………..
Age………………………..…...
Qualification ……………….....
Gender…………………………
Q13. Are you satisfied with the number of flavors it has provided?
a. Yes
b. No
Date…………..
Place…………..
Thank you for filling up this questionnaire and giving your valuable time to us.
ANALYSIS OF DATA
In order to extract the meaningful information from the data collected an analysis of data
is done using pie charts, bar graphs etc.
The first objective of the research project is concerned with finding out what
Percentage of people likes to eat snacks. The pie chart given below is clear on
the percentage of people who like to eat snacks. Out of 50 respondents 49 like to
While 1 don’t.
Yes
No
YES 98%
NO 2%
Pie chart shows that 49 of our respondent like snacks while 1 don’t.
Our second objective is concerned with finding out which snacks they preferred.
Chips
Biscuits
Namkeen
Bhujia
Others
CHIPS 34%
BISCUITS 22%
NAMKEEN 14%
BUJIA 22%
OTHERS 8%
The pie chart shows the responses of the people. It is clear that chips dominate
the market. The second spot is shared by Namkeens and third spot by Bhujia.
The third objective was to analyse the preference of chips by the people. Following pie
Yes
No
YES 84%
NO 16%
From the above pie chart we can see that people like the chips most i.e. they
Morning
Afternoon
Evening
Night
MORNING 64%
AFTERNOON 14%
EVENING 6%
NIGHT 14%
This shows that chips are eaten by the respondent mainly at evening.
The fifth objective was to analyze the reasons for the popularity of the most preferred
chips. For this the respondents were asked various brands of chips. Following pie chart
Haldriam wafers
Uncle Chips
Lays chips
Bingo
HALDIRAM 6%
LAY’S 82%
BINGO 2%
Most.
Plain salt
American flavor
Tangy tomato
Chat Street
PLAIN SALT 8%
chips most.
COLLAGES
RAILWAY STATION
PUBLIC PLACE
BUS STOP
COLLAGES 62%
From the above pie chart we can draw a conclusion that the respondent eats lay’s chips in
collage
The eighth objective was to find what compels them to buy lay’s chips.
Brand name
Quality
Variants
Price
Any other
QUALITY 56%
VARIANTS 6%
PRICE 6%
OTHERS 8%
This shows that the quality of lay’s chips is best as people buy lay’s chips because of its
quality.
Ninth objective was to find out how people rate the lay’s chips.
Excellent
Good
Average
EXCELLENT 26%
GOOD 52%
AVERAGE 22%
the most.
Large
Medium
Small
LARGE 10%
MEDIUM 52%
SMALL 38%
Very often
Often
Sometimes
Rarely
OFTEN 24%
SOMETIMES 40%
RARELY 14%
All
children
Parents
ALL 60%
CHILDREN 36%
PARENTS 4%
GRANPARENTS 0%
As it seems that every member in the family eats lay’s chips but it is not so familiar with
grandparents.
The thirteenth objective was to find the opinion about the lay’s market position in the
commutative market.
Yes
No
Can't say
YES 92%
NO 6%
CAN’T SAY 4%
Most of the people think that lay’s acquire a good name in the market.
Fourteenth objective was to find out the opinion of the people as they need lay’s chips
Yes
No
YES 84%
NO 16%
This shows that people is eager to grab the new flavor of lay’s chips.
Our fifteenth objective is concerned with the sources of information regarding lay’s
chips.
Advertising
Live demonstration
Retail outlets
Home shopping
ADVERTISING 68%
LIVE DEMONSTRATION 4%
Here advertisement is having lion share while live demonstration least share.
Our sixteenth and last objective was concerned people opinion about the health. We
Yes
No
YES 58%
NO 42%
This pie diagram shows that all though people consume lay’s chips around 44%
People think it is a junk food and bad for health. They also specified that consuming very
IMS Ghaziabad.
www.google.com.