Lays company

Week 2.3 Targeting and positioning   Chapter 8

Good day, I want conduct the research about the consumer perceptions of your Lays potato chips. Through this brief survey, you answers will be helpful in my Marketing study. Your response will only be used for survey purposes. In case you have any questions regarding the survey, please call NanWang at +31 0624478599. Thank you very much for your time and suggestions.

Name: __________________

Gender: _________________

Age: ____________________

1. Please name top 3 brands of potato chips.

__________________

__________________

__________________

1. Do you know Lays brand?

A: Yes   B: No

3.  Do you trust in Lays brand?

A: Yes   B: No

3. The price of Lays potato chips (yasiniub, 2016)

A: Is as your expectations

B: Is more than your expectations 

C: Is less than your expectations

D: Is hard to say

4. How often do you buy Lays potato chips per week?

_________________________

5. Where are you know the information about Lays potato chips?

A: Family members and Friends 

B: TV

C: Website 

D: Newspaper/Magazine

E: Other_____________

6. To what extent has the product been successful to meet your needs?

A: 80%—100%

B: 60%—80%

C: less than 60%

7: Can you give some suggestions to improve Lays brand?

____________________________________________________________ 

    

  

    

  

There are chart above is conducted based on the response of questionnaires. It worth to mention that the Lays potato chips is the favorable product. Almost everyone knows that brand. The bran loyalty and awareness are the best comparing with other brands. The main competitors are Bingo and Soya puff. The Bingo is well know chips producer as well, but most interviewees chosen Lays chips. However, some of interviewees are not satisfy with the taste of potato chips, they like to choose Soya puff. I think It is necessary to develop a new product in the same market for Lays company. For example, the Soya puff.  According to the book, developing the new product which are meet to same customer group, that is product development(Dibbs,2012). Through this way lays company can account to majority of the snack market. 

Here is my blogger link

Bibliography

Lays Chips logo, Vector Logo of Lays Chips brand free download (eps, ai, png, cdr) formats. (2016). Logotypes101.com. Retrieved 14 September 2016, from http://www.logotypes101.com/logo/lays-chips

Dibbs, S. (2012). Marketing conccepts and strategies. Andover: Cengage Learning.

yasiniub,. (2016). Brand questionnaire. Slideshare.net. Retrieved 30 November 2016, from http://www.slideshare.net/yasiniub/brand-questionnaire

Lays company

Week 2.2 Segmenting markets   Chapter 7

Lays product as a convenience good focuses on all potential customers. There are no exactly potential buyer for Lays product. However teenager is more likely to buy Lays chips to some extent (Teens and young adults eat more junk food than anyone else, 2014). Moreover, the teenager does not have enough purchasing power, so their parents could buy it for them. So that there is not specific potential buyer. For lays company, there is undifferentiated marketing. It means Lays company ‘attempts to reach all potential buyers using one marketing strategy. In this way, undifferentiated marketing treats all segments of the population the same, and the strategy is to use one approach that aims to appeal to as many people as possible’ (Bass , 2016). Therefore, Lays company can make segmentation by demographic variables. For instance, according to the different ages, Lays company makes advertisement based on teenager preference. Because the teenager is the main potential consumer. Moreover, Lays company can also design the different kinds of package to meet the requirements of various family size. In other words, the big family is willing to buy big package of potato chips in order to share with their family members. Lays company uses various positioning strategies. There are five position strategies which consist of information positioning, transformational positioning, two sides positioning, execution positioning and comparing with other brands(Dibbs, 2012). As I did research, there two types of positioning strategies has been used by Lays company. Firstly, it was information positioning, using the cartoon to show that lays chips taste so good. Secondly, Lays advertisement is made by well-known football athlete, Messi, which uses the execution positioning. 

 (Lay's Checkout, 2015)

 

(Lionel Messi Lays Chips Commercial Champions League, 2016)

Segmentation effectiveness divides into five factors, Homogeneity of segments, Heterogeneity between segments, Accessibility, Stability and Buying power(Dibbs, 2012). In term of Lays potato chips, the homogeneity means people like to eat potato chips. The heterogeneity between segmentation means people can choose different tastes of Lays potato chips. The accessibility means people buy it easily and the price of Lays chips is quite cheap. 

Bibliography

Bass , B. (2016). What Is Undifferentiated Marketing? Retrieved November 22, 2016, from Small Business: http://smallbusiness.chron.com/undifferentiated-marketing-20797.html

Lay's Checkout. (2015, April 2). Retrieved November 22, 2016, from YouTuBe: https://www.youtube.com/watch?v=pdyBQzpiWLA

Lionel Messi Lays Chips Commercial Champions League. (2016, March 15). Retrieved Novembr 22, 2016, from YouTuBe: https://www.youtube.com/watch?v=p2DoTEQMAcE

Teens and young adults eat more junk food than anyone else. (2014, May 9). Retrieved November 22, 2016, from Sunshine Coast Daily: http://www.sunshinecoastdaily.com.au/news/Teens-young-adults-eat-more-junk-food/2253817/

Lays Chips logo, Vector Logo of Lays Chips brand free download (eps, ai, png, cdr) formats. (2016). Logotypes101.com. Retrieved 14 September 2016, from http://www.logotypes101.com/logo/lays-chips

Dibbs, S. (2012). Marketing conccepts and strategies. Andover: Cengage Learning.