LAY’S POTATO CHIP CASE QUESTIONS

While reading the case, think of the following questions:

Case A

Three communication objectives that Lay’s potato chips were to 1) increase Lay’s
brand awareness, 2) communicate a brand image of superior quality, and 3) generate
trial.

1. Do you think Lay’s succeeded in providing superior taste quality compared with
Chio?

2. Lay’s marketing budget for 1996 was US$1 million. Between media advertising
and sales promotions, which one would you invest more money? Why?

Case B1

3. Do you think MIB will undermine brand image? Will trial improve brand image?

4. Do you think MIB will lead to each communication objective being reached?