LAYS

Lays chips are a delicious and quick snack to eat whenever and wherever. In this project, I will be
investigating how chips sells their product with the 4P’s.

Product

Lays has a variety of different flavors of chips ranging from Dill Pickle to the new Maple Moose. Lays is
owned by the company Frito Lays that sells Doritos, Tostitos and many more. This company is still in its
maturity stage in its life cycle because it has been around for a long time with no decline in sight. It has
the common types of chips that most people buy today. This company is using extension strategies with
their chips brand lays. This product is a new flavor named as CHILLY GARLIC lays. This has been specially
created for those who love some spice to go not only as snacks but also to add some extra flavor to go
with the meal.

PLACE

Lays chips are one of the easiest products to find. These chips are sold at a variety of stores from grocery
stores to convenient stores to gas stations. Lays has the idea of selling their product at convenient
locations that allows easy access. While on the other hand lays does not sell their chips online since
most of their success has come from small and big retail stores. Lays sells through retailers like Walmart,
Big Bazaar and convenient stores like Empire Store. Customers can buy the chis at the store and
participate in activities online.

PRICE

Lays chips can range from $0.99-$4.00 depending on where the chips are sold and how big of a bag you
want. Some stores offer deals like buy 2 for $6 or 3 for $8 like Best Price. The pricing strategy used for
this product would be promotional pricing and competitive pricing. The best alternative would be
promotional pricing because often the chips are sold with a good deal like buy 2 for $5 or $6. They
compete with their competitors to have better price then them. When competitor pricing or
promotional pricing would not appear as effective as assumed, price skimming would go in place. It is
because people don’t always want to buy a unhealthy bag of chip with a completely new flavor of chips
for the price that is offered.

PROMOTION

Lays chips keeps on introducing different contests like “Do me a Flavor”. This provides a new mindset for
different people to come forward and try different flavors and this at last helps to advertise the product
only in the market. Some stores have special offers for a limited time where you can buy more bags for a
good price. People going through these stores tend to take these products just by this kind of
advertising. Along with that online and social media marketing are one of the most effective way to
promote this product among youth and children.