Developing New Packaging for

Lays Potato Chips

Members: UP2080555 & UP2087726

Table of Contents 

Executive summary..............................................

Overview of the opportunity area........................

Product innovation Charter.................................

Details of ideation techniques employed...........

Concept Statement ......,.......................................

Customer concept screening...............................

Product Protocol..,..............................................

Pro-forma sales and financial analysis.............

Final recommendations.....................................

References/Data sources 

Appendices
Executive summary

Product Innovation Charter

 
MARKET AND TECHNOLOGY 

Ideation

CONCEPT STATEMENT
Customer Survey screening

Product Protocol

Target Market
Potato chips and crisps is fondly loved by all groups of people of ages including children while
adults are not left out. It is a product that you can never stick to just one chip but the act of
wanting to eat and enjoy some more. Lay’s Potato Chips and crisps is one of the fastest
products in terms of snack ranging from over 200 flavours globally and has continuously
targeted consumers on the go, at home and even at special occasions.

Competitive comparison
Basically chips are known for two things, salts and fats crisped around the chips and this makes
it why lovers of chips craves for more from the first bite.
PepsiCo, Inc. owner of Lays Potato Chips. holds a huge share role of the U.S snack food market
and approximately 39% of U.S snack food sales, it was published on July 2, 2021 that According
to Stasta Report, Lays Potato Chips consumers has risen to 160million in the U.S alone, in the
year 2020. Therefore, Lays Potato Chips still contends with all other brands from other
companies in terms of nutrition, prices, products range, quality, customer service, technologies,
manufacturing and sales. Few of the contenders are: Pringles, Kettle Chips and Utz Chips.
Pringles as a major contender, has 2.2% market share globally and has consistently known for
its acronym “once you pop, you can’t stop”. The product packaging is shaped in a canlike and
has constantly been criticized for the difficulty experienced in recycling.
Kettle chips is owned by kettle Food company which is also a major competitor in terms is sales,
marketing and well as the tastes also varying from several products which are also distributed
globally. With this hefty status of Kettle Chips, it stands out as the number 1 premium crisp
brand within the United Kingdom region with a 40% market share.
Utz Brand Organization, owners of Utz Potato Chip Company, also has several top notch potato
chips flavours but made only 3.4% market share in 2017.
In summary, Lays Potato Chips holds tops the Market Share of the Leading Potato Chip Brand in
the 2017 with a whopping 29.6% while Pringles was 9.6% and 9.5% largest competitors market
share respectively. Lays Potato chips consumers. Lay’s Potato Chips product can be found
everywhere, at every small shops, supermarkets, consumers can also buy by using any online
shop app (amazon, ebay, tesco, Sainsbury etc) while it’s been delivered at the door step
knowing fully well that availability of products as well as places and where to get this products
is very key to all business goals.

Pro forma sales and financial Analysis

Production:

Purchase intention

AUGMENTATION
Timing and target market

 Benefits and Features

FINAL RECOMMENDATION

References

https://www.insider.com/lays-fun-facts-potato-chips-2018-11

https://www.businessinsider.com/youll-never-guess-what-these-12-brands-are-called-in-other-
countries-2017-8?r=US&IR=T#lays-4

https://kettlefoods.co.uk/our-brands/kettle-chips/#:~:text=KETTLE%C2%AE%20Chips%20was
%20our,with%20a%2040%25%20market%20share.

https://www.statista.com/statistics/277179/us-households-most-eaten-brands-of-potato-chips/

https://craft.co/frito-lay/competitors

https://www.insider.com/lays-fun-facts-potato-chips-2018-11