MARKETING PRACTICES AND

IMPLEMENTATION
STUDY OF LAYS BRAND
AND ITS ENHANCEMENT

INTRODUCTION

WORD COUNT:
5215

COMPANY - PRODUCT
The company that we have chosen is Pepsi Co India Holdings Pvt. Ltd. PepsiCo is a
world leader in convenient snacks, foods and beverages.
Solid Company, Sold Philosophy
Creating a Better Tomorrow for Future Generations
PepsiCo
Mission and At PepsiCo, we believe being a responsible corporate citizen is
not only the right thing to do, but the right thing to do for our
Vision
business.
PepsiCo
Values
& Our Values & Philosophy are a reflection of the socially and
environmentally responsible company we aspire to be. They
Philosophy
are the foundation for every business decision we make.
Corporate
Governance

PepsiCo has adopted strict corporate standards that govern

our operations and ensures accountability for our actions.
Learn more about the processes and policies guiding our
business.

Source: http://www.pepsico.com/Company.html

PepsiCo established its business operations in India in the year 1989

It is now the 4th largest consumer products company in India

PepsiCo has invested more than USD 1 billion in India since its establishment

PepsiCo has a diverse range of products from Tasty Treats to Healthy Eats

It provides direct and indirect employment to 150,000 people in India

It has more than 36 bottling plants including 13 Company & 23 Franchise owned
ones

It has 3 state-of-the-art food plants in Punjab, Maharashtra and West Bengal

Pepsi Co has 5 divisions under it. They are:

1. Pepsi Cola Division
2. Frito Lay Division
3. Quaker Oats Division
4. Tropicana Division
5. Gatorade Division
We have chosen Lays product under the Frito Lays Division. The other products that
Division are:

Uncle Chips

Aliva

Kurkure

Cheetos

Lehar Namkeen

There are many flavors that are available in India. The following are the flavors:
Classic Salted
American Style Cream and Onion
Lime n Masala Masti
Magic Masala
Tomato Tango
Lays is launched in India in 1995. It has become an indispensable part of the snacking
culture and became the worlds largest and favorite snack food brand.
Lays has established itself as a youth brand with its irresistible tastes, international and
Indian flavors. It continues to grow in the hearts and minds of its customer.

Lays is a SNACKSMARTTM product as it is made with Indias best quality fresh

potatoes, simply sliced and cooked in Rice bran oil, and then seasoned with delicious
flavors.
Lays caters to the ever growing health-consciousness trend in India. It now has 40%
less Saturated Fat, Zero Trans Fats and no added MSG. Frito-Lay potato chips have
taken out 40% of unhealthy saturated fats.

TOPIC
The topic that we have chosen is Branding
Branding Definition American Marketing Association:
A name, term, design, symbol, or any other feature that identifies one seller's good or
service as distinct from those of other sellers. The legal term for brand is trademark. A
brand may identify one item, a family of items, or all items of that seller. If used for the
firm as a whole, the preferred term is trade name.
Philip Kotler says, a sellers promise to deliver a specific set of features, benefits and
services consistent to the buyerssuch a strong force today that hardly anything goes
unbranded.
Branding Strategies

Individual names, e.g. Bisquick, Gold Metal and Betty Crocker offered by General
Mills. The failure of one product does not harm the companys reputation;

Blanket family names, e.g. Campbells, Heinz and General Electric. This limits the
spending on advertising and name research and makes it possible to benefit from

goods names of manufacturers;

Separate family names for all products, for example Sears uses Kenmore brand for
appliances and Craftsman for tools. This is appropriate when a firm offers a quite

different products;
Company trade name with individual product names, e.g. Kellogs Rice Krispies,
Kellogs Raisin Bran. This makes it possible to use the company name is used to
legitimize the names of products. Simultaneously products are individualized by their
individual names (Kotler 2001:192).

Features of a good brand name

Suggest the products benefits and qualities, e.g. DieHard, Sunkis and Craftsman;
Be easy to pronounce, recognize and remember, e.g. short names like Tide, Aim or

Puffs;
Be distinctive, e.g. Kodak, Exxon and Oracle;
Be extendable, e.g. Amazon.com expanded from a bookseller into other categories;
Not carry poor meanings in other countries and languages, e.g. Nova means
doesnt go in Spanish (based on Armstrong and Kotler 2003:290-291, Kotler
2001:192).

PURPOSE OF THE PROJECT

The purpose of the project is to study the brand history, equity and brand value chain of
Lays. Suggest ways to improve and leverage its equity keeping in mind the current
world business scenario post the period of recession.

To study
o Brand History
o Brand awareness
o Brand associations
o Brand attitude
o Brand attachment
o Brand investment
o Brand performance
o Brand success
o Competitive reactions to the brand
To suggest ways to improve brand equity

JUSTIFICATION OF THE PROJECT

In India, chips are a major part of evening siesta. Under such conditions, it is better to
have a health conscious brand. PepsiCo Indias responsibility is to continually improve
all aspects of the world in which they operate Environment, Social, Economic, Health
creating a better tomorrow than today. Lays has also included health perspective in its
recent packaging with the launch of Smart Snack idea.
Effective brand management requires a long term view of marketing actions. Because
consumer responses to marketing activity depend on what they know and remember
about a brand, short term marketing actions, by changing brand knowledge, necessarily
increase or decrease the long term success of future marketing actions.

SIGNIFICANCE OF THE PROJECT

Pepsi Cos major enduring brand Lays, needs to be carefully managed so that its value
does not depreciate. By analyzing the brand and its value chain in terms of what the
brand represents, what value it provides to the customer, what makes brand superior,
what strong or unique association exists in the minds of consumers; we can study and
identify issues if any and suggest new ways of branding it.

OUTLINE / FLOW OF THE PROJECT

Study the existing brand strategy

Carrying out a brand valuation
Carrying out a brand tracking study by collecting quantitative data from
consumers to get consistent information about how the brand and marketing

programs are performing on key dimensions.

Analyzing the consumer data to identify issues and areas of improvement
Suggesting improvements in branding strategy

SWOT ANALYSIS
We adopt the procedure of SWOT analysis to critically evaluate the standing of Pepsi
Cos brand Lays. We have constructed a matrix of strengths and weaknesses,
opportunities and finally threats that corroborate our stance on the successful banding
strategy employed at PepsiCo. These matrices help us complete the SWOT matrix
based on derived ranks that we can associate with each of the dimensions.
In our endeavor to find the right selection of dimensions we brainstormed and searched
over the most versatile source of information Internet and devised a long but not
exhaustive list of parameters that affect the business of an FMCG (fast moving
consumer goods) company like PepsiCo (Frito Lay division). In order to make the list
more comprehensive we also interviewed company employees (Human Resources,

Frito Lay) to provide us with vital insights of the strengths, weaknesses, opportunities
and strengths as identified by them.

STRENGTHS AND WEAKNESS MATRIX

We first identify the possible attributes for classification as Strength/Weakness :
Cost advantage, Effective communication, R&D, Innovation, Consumption Growth,
Loyal customers, Market share leadership, Management team, Secrecy, Brand equity,
Financial position, Supply chain, Shelf Space, Reputation management, Unique
products, Health, Online Presence, Inventory/Stocking

The following classifications were done based on importance or value for product and
user:
Cost advantage: Medium importance. In food and beverages industry there are many
similar products offering variety and minor price differentiation is not of much
significance
Effective communication: High importance. Proper promotion campaigns and consumer
awareness are of utmost importance
R&D: Medium. More R&D leads to more differentiation and product diversification and
provides strategic advantage. However, for chips category there are limitations to this
Innovation: High. Innovation in promotions, production and products are of utmost
importance for consumables
Consumption Growth: High Importance. Consumption growth means increasing
demand and the product is in Growth stage.
Loyal customers: High Importance. Loyal customers for foods and beverages is a great
advantage
Market share leadership: High Importance. Every company/product wishes to be market
leader.
Management team: Medium importance. Marketing management and product
management need to be good but ultimately the product is what matters for
consumables

Secrecy: Medium. Much secrecy cannot be maintained but certain recipe may be
important for the success of the product.
Brand equity: High. Though the brand offering or value may not be good but the brand
name and its association in the minds of customer matter the most
Financial position: High. A company with a good financial position can invest more in
R&D, advertising and take more risks.
Supply chain: High. A product may be good but it is of no use if it doesnt reach the right
customers.
Shelf Space: High. A product that has more shelf space has a advantage over the
competitors
Reputation management: High. A product that is reputed and trustworthy is preferred
over the one that not reputed especially in food and beverages consumption.
Unique products: Medium. Though differentiation matters, in food and beverages
differentiation is more difficult.
Health: High. Consumers are getting more and more health conscious.
Online Presence: Low. Online advertising may increase sales to some extent for food
items but TV, Radio and Printed commercials are more effective
Inventory/Stocking: Low. For food and beverages, inventories are maintained by
retailers depending on demand.

Performance Ranking:
5: Major Strength, 4: Minor Strength, 3: Neutral, 2: Minor Weakness, 1:Major Weakness

Based on the current market scenario and survey, the performance card for Lays is as
follows:
E.g. Cost Advantage is Ranked 3 Neutral as competitors have same priced products so
it is neither a weakness nor strength
Effective Communication is Ranked 5 Major Strength as Lays has created demand and
Brand Equity with effective promotion and communication strategies.

Health is Ranked 2 Minor Weakness as people are getting more and more health
conscious but part of the younger generation still prefers to have chips.

Dimension

Performance
5

Cost advantage
Effective communication

High

X
X

R&D
Innovation

Importance

X
X

Consumption Growth

Loyal customers

Market share leadership

Med

Management team

Secrecy

Brand equity

Financial position

Supply chain

Low

Shelf Space
Reputation management
Unique products
Health

X
X

X
X

Online Presence
Inventory/Stocking

X
X

X
X

ATTRACTIVENESS

OPPORTUNITY MATRIX
SUCCESS PROBABILITY
HIGH
Emerging markets and expansion

HIGH

LOW

Innovation

abroad

LOW

Product and services expansion

Acquisitions

Online promotion

Takeover

SERIOUSNESS

THREAT MATRIX
PROBABILITY OF OCCURENCE
HIGH

HIGH
External changes

LOW

Maturity products

Lower cost competitors

or imports
Price Wars

LOW

Low Cost technology

Product substitution

Economic Slowdown

SWOT MATRIX
Strength

Weakness

Effective communication

Health

Innovation

Online Presence

Financial position

Inventory/Stocking

Market share leadership

Supply chain

Brand equity

Consumption Growth

Shelf Space

Loyal customers

Opportunities

Emerging markets and expansion

Threats

External changes

Maturity products

Low Cost technology

Product substitution

Economic Slowdown

Lower cost competitors or imports

Price Wars

abroad

Product and services expansion

Innovation
Acquisitions
Online promotion
Takeover

STUDY OF LAYS BRAND AND HOW IT CAN BE ENHANCED

IN INDIAN SCENARIO

Today the chips industry in India is at a mature stage and the competition in this product
category is increasing. The low entry barriers, less bargaining power of buyers and
suppliers have all contributed to the increase in competition in for chips in India. The
modern Indian also prefers to have chips as an impulse snack so there is demand for
the different chips products. Lays is a major player in this category and if the status
needs to be maintained then an edge is needed over the competitors. The Lays brand
needs to be carefully studied and enhanced with the changing customer preferences
and inclinations. We are studying Lays brand, its current status and how it can be
improved through a qualitative study based on primary data collected from chip
consumers.

Literature Review
Brand interest and perceived Brand quality can be enhanced through Advertising
creativity. The effects are mediated by consumer-perceived creativity, suggesting that
consumers are important judges of creativity. An extra degree of creativity may send
signals about the advertiser that rub off on consumer perceptions of the brand (Dahlen,
Rosengren, Torn, 2008).
Consumer perceptions of the creativity in an advertisement mediate the advertisement's
effects on the brand and make the impact of the manipulated ("hidden") creativity much
greater. (Dahlen, Rosengren, Torn, 2008). Another research has found that, when
bypassing functional aspects of high spending, for example, that bigger advertisements
increase attention or that repeated exposures facilitate comprehension and breed liking,
wasteful expenses have positive effects on brand perceptions (Ambler and Houier,
2004; Kirmani and Rao, 2000).

Another study says that there is no guarantee that creativity in an advertisement makes
it more memorable or appealing to consumers (Kover, Goldberg, and James, 1995).
Many creative advertising efforts may be wasted, in the sense that they do not add to
the functionality of the advertisement (i.e., they neither enhance consumer recall and
liking of the advertising, nor increase comprehension and persuasiveness of the
communicated message). In tests of advertising expense, Kirmani (1990, 1997)
manipulates advertising sizes, colors, endorsers, and repetition and finds that they may
all increase perceived marketing effort.
Interestingly, Kirmani (1990) notes that it is possible that perceived advertising quality
("includes the care and creativity used to design the ad") could also have an effect on
perceptions of marketing effort. A survey among top-level agency creatives ranked the
sameness among brands as the number one reason for improved creativity; rather than
communicating a specific message (which is likely to resemble competitors'),
advertising creativity must make the brand interesting and exciting (Reid, Whitehill King,
and DeLorme, 1998). The impact of agency creativity on campaign outcomes is positive
but the impact of excessive creativity is negative, and agency creativity is more powerful
in high rather than low competitive intensity and in low rather than high market
dynamism (Li, Wenyu, Guanping, Nan, 2008). Creative advertising can provide a
competitive edge for a brand, add to its value, and give it an advantage over its rivals in
terms of more positive market response (Frazer 1983; Newman 1993).
Divergence and originality alone are not sufficient for advertising creativity, which also
must be relevant (Smith and Yang 2004) or appropriate (Koslow, Sasser, and
Riordan 2003) for the task at hand. Creative advertising must be able to communicate
effectively and achieve the advertisers goals efficiently. We seek to determine if the
current creative ads of Lays are relevant, convey the right message and thereby have a
positive impact on the Lays Brand.
Consumers who have bought and/or used a brand have established memory structures
about the brand through these interactions, which makes processing and retrieval of
brand information easier (Romaniuk and Samuel Wight, 2008). Brand users, by virtue of

their past usage experience, or repeated exposure to brand promotions have the brand
name stronger in memory, and therefore are more easily able to encode any encounters
with the brand which in turn influences sales. Further, the more stimuli that are provided,
the easier it is to retrieve items from memory (Crowder 1976; Zinkhan et al. 1986; Craik
& Tulving 2000).
Therefore retrieval of all brands for advertising awareness measures will depend on the
nature of the cue and the difficulty of the measure. Top-of-mind brand awareness can
reflect the increased propensity for the consumer to remember the brand at the point of
purchase, over other brands (Miller & Berry 1998). The level of promotional activity for
the top five firms generates a relatively high level of top-of-mind awareness regardless
of transaction intention ( Gulas, Larsen, Coleman 2009). We intend to determine if Lays
is a Top-of-mind brand and if it influences the buying decision over its competitors.
According to a survey done on Frito Lays, good health is a concern for every customer,
and so they continue to provide them with the products which they require. They focus
on the areas of weight management and positive nutrition, with along heart health. Frito
Lays had come up with an idea of Baked Lays and Tostitos which are low in calories as
compared to others. Frito Lays products contain 3 basic ingredients: corn or potato,
healthier oils, and salt/seasonings. In 2003, Frito Lays has eliminated trans-fat in all
their products and shifted to corn oil which is a healthier one. In 2006, they removed
saturated fat from the potato chips by using sun flower oil.
According to another survey on global food industry growth, it is found out that the long
term growth is because of the increasing needs and demands of the customers which
are met by the brilliant innovations by the players in the industry. Lays had adopted the
strategy of providing them with 100-calorie packaging. They have also repositioned
them as snack foods rather than something to eat when youre hungry. They also
came up with fruit and vegetable based chips.
Attractive images on packaging post a great advantage to a brand as compared to
others of the same category. Explicit graphical images have always been a way to

attract or distract probable customers towards or away from a product. graphic

images in a bid to drive home the habit's harmful effects (Packaging News, 2008)
Marco Stoll et all in their research paper Neural Correlates of Attractive Packaging have
clearly identified In order to survive against their competitors, companies often invest
large amounts of money in product differentiation. Nevertheless, empirical studies show
that the perception of distinguished products is decreasing on a long-term basis.
Attractive packages will trigger different brain activity than unattractive packages. It
could be possible that attractive packages, due to attention and memory effects
contribute to brands much better than unattractive ones unattractive packages will
have some negative influence (expected risk, uncertainty) on brand equity and thus
marketing management should take care of the valence of one specific package.
Most products are also influenced in terms of branding activity by the complementary
co-brands. Co-branding represents a long-term brand alliance strategy in which one
product is branded and identified simultaneously by two brands. Norris (1992) was the
first to formulate the potential benefits of co-branded products. His study was followed
by two conceptual articles, one by Rao and Rueckert (1994), who analyze co-branded
products from a signaling perspective, and the second by Hillyer and Tikoo (1995), who
use process models of attitude formation and change (e.g., Petty et al. (1983); Eagly
and Chaiken (1993)) to understand the influence of co-branded products. Following the
conceptual work of Rao and Rueckert (1994) and Rao (1997), Rao et al. (1999)
published a deeper analysis of co-branded products from a signaling perspective, in
which they show that consumers can better evaluate the quality of a brand with
unobservable attributes when that brand is allied with a second brand that is perceived
as vulnerable to consumer sanctions. As a result of their double-branding feature,
cobranded products now provide an enhanced quality signal compared with a monobranded product. Studies on prerequisites that generate spill-over effects are scarce.
Simonin and Ruth (1998) develop a structural equation model that shows that
consumers attitudes toward co-branded products positively influence their subsequent
attitudes toward each partners brand.

We consider the following hypothesis for our study

H1 : Creative Advertising has a positive effect on Brand Image
H2 : Complementary Co-brands have a positive effect on Brand Preference
H3 : Health Products have a positive effect on Brand Preference
H4 : Top-of-Mind status has a positive effect on Brand Preference
H5 : Attractive images/colors on packaging have a positive effect on Brand Preference
Research Design
To confirm the hypothesis, we have designed a survey based on the factors under
consideration. The sample is randomly chosen Lays consumers, not necessarily loyal
to Lays brand. With a representative sample of 50 to 60 responses, we will verify the
various hypotheses and based on the responses we will make suggestions on how to
enhance the Lays brand.

Data Analysis
Hypothesis
H1 : Creative Advertising has a positive effect on Brand Image
Related Graphs
Which of the following ads do you appreciate?
Lays Be a little Dillogical Ad
20 37%
feat. Dhoni
Bingos
Mad
Angle-Glad
12 22%
Bangle Ad
Kurkures
Maaro
Tedho
21 39%
Family Ad feat. Juhi Chawla
Alivas Ad feat. Chitrangada
14 26%
Singh
Smart Chips Ad feat. Aamir
13 24%
Khan with huge sized T-shirts
People may select more than one
checkbox, so percentages may add up to
more than 100%.
Description
37% of the respondents like the Lays Ad and 39% like Kurkures Ad showing that
people have a liking for creative ads. Hence, the hypothesis is proved right.
Creative Advertising has a positive effect on Brand Image.

Hypothesis
H2 : Complementary Co-brands have a positive effect on Brand Preference
Related Graphs
You have chips with:
Soft
drinks

38

69%

Dips (cheese etc.)

4 7%

Other namkeen like bhujiya

etc.

1 2%

Sandwiches

5 9%

Tea/Coffee

6 11%

If you get a discounted combo pack (like chips and a drink), would you prefer it over chips
alone?
Yes
39
71%
No

15

27%

Description: As seen in the graphs above, the percentage of respondents who would
like to have soft drinks with chips is the largest at 69%. Also 71% of the respondents
preferred a discounted combo rather than individual item of chips. These confirm that
our hypothesis is right.
Complementary Co-brands have a positive effect on Brand Preference.

Hypothesis
H3 : Health Products have a positive effect on Brand Preference
Related Graphs
Which of these products to you regularly buy?
Aliva
10
19%
Smart
2
4%
Chips
Bingo
10
19%
Lays Chips
42 78%
Kurkure

17 31%

Description: Though people are becoming more health conscious these days, they still
prefer taste when it comes to snacks. This fact is shown by just 19% and 4% of people
choosing to eat Aliva and Smart Chip Products respectively. Hence, the hypothesis is
proved wrong.
Promoting Health Products does not have a positive effect on Brand Preference
for chips.

(Note that this study doesnt consider the effect of health initiatives like reducing calorie
content or trans-fats in chips on the Brand Preference. It only considers that promoting
health products does not have any positive influence on the preference for that Brand)

Hypothesis
H4 : Top-of-Mind status has a positive effect on Brand Preference
Related Graphs
Whenever hungry, which of the following comes to your mind first?
Kurkure

Which of the following do you eat most:

Lays Chips

34

62%

Bingo

5%

Kurkure

12

22%

Aliva

0%

Monaco

4%

Digestive
Biscuits

5%

12 22%

Lays

34 62%

Cheese Balls

4 7%

Piknik

3 5%

Peppy

1 2%

Description: When asked what comes to the mind first when they are hungry, 62% of
the respondents answered Lays. Exactly the same percentage of people again came up
with the answer of Lays when questioned what they eat most. These two responses in
conjunction prove the hypothesis correct.
Top-of-Mind status has a positive effect on Brand Preference.

Your
favourite
celebrity

7%

Tetra
Pack

20 36%

Hypothesis

1222% H5 : Relevent images/colors

on packaging have a positive
effect on Brand Preference
2240%

Very vibrant colours

Plastic
container
1 33%
8 Zip pouch

Cartoon characters

7 13%

Images
itself

2 45% Which of the following illustration do you like to see

5
on your snacks package?

of the content

Related Graphs

Which of the following package do you think keeps your snack the way you wish to find it?

Description:
In the above graph, 45% of the responses favoured Images of inner content and 33%
preferred vibrant colors while just13% preferred Cartoon characters and 7% preferred
celebrity images. This indicates that people prefer relevant images on the packages as
compared to attractive images. The same applied to Cartoon characters however our
sample is not truly representative to confirm this as it doesnt have many responses
from age group under 14. Also the second figure shows that people look for appropriate
packaging like Zip pouch and Tetra Pack. Hence the hypothesis is confirmed.

Relevent images/colors on packaging have a positive effect on Brand Preference.

Results
From the research based on our five hypotheses we have determined that
1. Creative advertising makes a mark in the minds of the people that enhances their
brand recall and positively influences their purchase decision
2. Lays has the benefit of having a complementary soft-drink brand Pepsi as people
prefer to have Lays with soft-drinks over other beverages
3. Product packaging that is attractive and has images related to the contents inside
influences purchase decision.
4. Lays is a Top-of-Mind brand and this has a Positive influence on Brand
Preference
5. Positioning chips as health product does not have a positive influence on sales
6.

Conclusion & Recommendations

We have studied the Lays brand and how it can be enhanced and based on the
research we recommend that
1. Creative advertising pursued by Lays has a positive influence on brand recall and
purchase decision and can be continued.
2. A promotional discount on the combo purchase of Lays with Pepsi should be
offered. This will improve the sales of Lays.
3. Relevant images on the packaging like images of inner content and colors have a
positive influence on Brand preference. It is advisable to have attractive images
of inner content and color combinations than images of celebrities.
4. Consumers prefer to have convenient and utility packaging like tetra-pack and
zip-pouch. It is preferable to have a zip-pouch because it increases customer
perceived utility since the pack can be sealed again after it is partially eaten and
the contents remain fresh for next consumption.
5. Consumers prefer a food product that is similar but offers more quantity for the
same price.

Implications
1. Continuing the creative advertising will ensure that there is brand awareness and
recall for Lays.
2. Having a complementary co-brand in Pepsi has provides an additional benefit
and having a promotional offer on combo offer will ensure that both will together
will be preferred over a competitors product
3. Relevant images of the content of the package can influence the purchase
decision to some extent and does not have any negative implications
4. Zip-pouches can improve sales as consumers donot have to eat all the chips in
one go and can reseal the pack to consume it later, the contents still remaining
fresh.

Limitations
We studied how brand preference is affected by positioning as a health brand but did
not consider the affect on sales of an existing product by upgrading its health value. The
study considered affect of packaging cartoon characters, celebrity images, etc on
purchase decision on population as a whole but did not consider affect of this on
different age demography as preferences might vary according to age. In this case the
packaging would then depend on the age range of customer group that contributes to
the maximum sales.

Future research

First, further study may consider how the sales are affected by further improving the
health value of a popular product. Second, the impact of packaging on purchase
decision for different age demography can be studied. Third, the study could be carried
out from insights/data obtained from stores, malls, etc. that might provide more
insights.References

(http://www.marketingpower.com/mg-dictionary-view329.php - 2007-05-07)
http://www.pepsico.com
Advertising Creativity Matters; Dahlen, Rosengren, Torn; Journal Of Advt.

Research; Sept 2008

Long Tail Media in the Store, Sorensen, Journal Of Advt. Research; Sept 2008

Consumer evaluation of Brand Extensions, An Empirical Assessment in Indian

Context; Bapat, Panwar; The Journal of Business Perspective l Vol. 13 l No. 2 l
AprilJune 2009

The Effect of Agency Creativity on Campaign Outcomes; Li, Dou, Wang, Zhou;
Journal of Advertising, vol. 37, no. 4

Brand and Message Recall: The Effects of Situational Involvement and Brand
Symbols in the Marketing of Real Estate Services; Gulas, Larsen, Coleman;
Department of Marketing, Raj Soin College of Business, Wright State University

The influence of brand usage on responses to advertising awareness measures;

Romaniuk, Wight; The Market Research Society; 2009

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1446491/pdf/11189801.pdf

http://www.enotalone.com/article/8355.html

http://business.highbeam.com/industry-reports/food/potato-chips-corn-chipssimilar-snacks

http://www.brandchannel.com/features_profile.asp?pr_id=378

Getting the last laugh: Dairy products woo kids with colorful fun images; By Judy
Sutton

Tobacco Packaging: Stark images reignite cigarette pack debate; Packaging

News, November 2008

Neural Correlates of Attractive Packaging; Journal of Consumer Behavior, Marco

Stoll, Sebastian Back and Peter Kenning, 2008

Co-branding: The State of the Art; Bernd Helmig/Jan-Alexander Huber/Peter S.

H. Leeflang, October 2008

Ingredient Branding: A Strategy Option with Multiple Beneficiaries, Journal of

Consumer Marketing, Norris, Donald G. 1992.

Brand Alliances as Signals of Product Quality, Sloan Management Review, Rao,

Akshay R. and Robert W. Rueckert 1994.

Effect of Cobranding on Consumer Product: Evaluations, Advances in Consumer

Research. Hillyer, Clayton and Surinder Tikoo (1995).

The Psychology of Attitudes, Fort Worth: Harcourt Brace Jovanovich, Eagly, Alice
H. and Shelly Chaiken 1993.

Strategic Brand Alliances, Journal of Brand Management, Rao, Akshay R.1997.

Appendices
Questionnaire. Everyone can answer this one :) Foodie or no foodie, you can't say no to them!
Which of the following ads do you appreciate? *

Lays Be a little Dillogical Ad feat. Dhoni

Bingos Mad Angle-Glad Bangle Ad

Kurkures Maaro Tedho Family Ad feat. Juhi Chawla

Alivas Ad feat. Chitrangada Singh

Smart Chips Ad feat. Aamir Khan with huge sized T-shirts

You have chips with: *

Soft drinks

Dips (cheese etc.)

Other namkeen like bhujiya etc.

Sandwiches

Tea/Coffee
Which of the following do you eat most: *

Lays Chips

Bingo

Kurkure

Aliva

Monaco

Digestive Biscuits
If you get a discounted combo pack with chips and a drink, would you prefer it over chips alone?

Yes

No
Which of the following illustration do you like to see on your snacks package? *

Your favourite celebrity

Very vibrant colours

Cartoon characters

Images of the content itself

Which of these products to you regularly buy? *

Aliva

Smart Chips

Bingo

Lays Chips

Kurkure
Whenever hungry, which of the following comes to your mind first? *

Kurkure

Lays

Cheese Balls

Piknik

Peppy
Which of the following package do you think keeps your snack the way you wish to find it? *

Tetra Pack

Plastic container