VISION /

MISSION
IND .
FEASIBILITY
S. W. O.
T.
S.P.E.L.T.
FMCG ( LAYS /

STRATEGIC COMPETITIVE
ADV
MARKETING
TOOLS
KURKURE )

RECOMMENMDATIO
NS
CONCLUSION
 Frito-Lay Today
Today, Frito-Lay has more than fifteen $100 million
brands: LAY'S®, FRITOS®, CHEE.TOS®, BAKEN-ETS®,
RUFFLES® DORITOS®, FUNYUNS®, TOSTITOS®, BAKED
LAY'S®, WOW!®, SUNCHIPS®, MUNCHIES®, OBERTO®,
ROLD GOLD®, GRANDMA'S® Cookies and Quaker Chewy
Bars ®
, Quakeslogo,
The Frito-Lay
®
andaFruit & Oatmeal
red logo with a Bars
®
banner . suggesting
"celebration" and a sun denoting "universality." The logo,
WELCOME

along with the company's long-held marketing image of

the "irresistibility" of its chips, would underpin the
company's global expansion.
Lay's is the brand name for a number of potato chip
varieties as well as the name of the company that
founded the chip brand in 1938. Lay's chips are
marketed as a division of Frito-Lay, a company owned
by PepsiCo Inc. since 1965. Other brands in the Frito-
Lay group include Fritos, Doritos, Ruffles, Cheetos and
Rold Gold pretzels.
VISION /
MISSION
 Indian snack food market has reached a value of Rs 1530 crore. It is one of
the largest snack markets in the world. Potato chips are by far the largest
product category within snacks, with 85% of the total market share &
growing at 10%
• The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015.
•The snack food industry is worth Rs 1530 Cr in value and over 4,00,000 tonnes in
terms of volume.
• According to an Apeda survey almost 1,000 snack items and 300 types of
savouries are sold across India. The branded snacks are sold at least 25% higher
than the unbranded products.
• The industry has been growing around 10% for the last three years, while the
branded segment is growing around 25% per annum. Major players are PepsiCo's
FEASIBILITY
IND.

Frito Lays and Haldiram's, the Delhi-based Bikanervala Foods ,Besides Balaji
Wafers, competitors in the local potato chips market .
•With 200 million people expected to shift to processed and packaged food by
2010, India needs around US$ 28 billion of investment in the food-processing
industry
 Strengths:
•Well-established distribution network extending to rural areas.
•Strong brands in the FMCG sector.
•Low cost operations

Weaknesses:
•Low export levels.
•Small scale sector reservations limit ability to invest in technology and
achieve economies of scale.
•Several "me-too’’ products.

Opportunities:
•Large domestic market.
•branded foods is growing at a healthy
10%-15%.
•Export potential
•Increasing income levels will result in faster revenue growth.
T.
S. W. O.

Threats :
•Imports
•Tax and regulatory structure
•Slowdown in rural demand
MARKETING TOOLS
/
STORYBOARD
 POLITICAL
TECHNOLOGICAL
SOCIAL
•Innovation
Government’s and high
launching of for
priority newdevelopment
brands of
•Changing
The
food companies
processinghave
ECONOMICAL lifestyles
added new variants into
industry
LEGAL
their
•Liberalexisting brands including
•Hugh
There is reform measures
advertising
multiplicity of and
and
taxes, various
local taxand
taxes benefits
levies
Harmonization
stylish
Policy packaging
Initiatives of
taken multiple
by the food laws
Government is
in an
the
awareness
charged
urgent
trying
Food to programs
on different
necessity.
differentiate
Processing Sectortheir brands to reflect their
Commodities
•will
Growing
superior
ItPrevention
which include
give : younger
quality
of Food to
employment population
Adulteration
large laws is not
population
through
The National
• Rising superior
Policy packaging.
aimslevels
to increase the level of
only income
stringent
.
S.P.E.L.T

food
Food processing
standards from 2 per not be overlapping,
should
•Many
cent to 10 per MNC’s
cent byand strong
2010 and 25 perlocal
cent by 2025
contradictory
players
 Advantages :
Market Leader having a market share of 70%.
Distribution Channel spread across all over
India
Attractive Packaging and promotion
ADV.
COMPETITIVE
STRATEGIC

campaigns.
Variety – keeps on innovating on taste
Quality – maintains a high quality for delivering
value for money.
 Always in search of new markets all over the world –
irresistibility.
 Increase visibility at all public places
 Promote new ways to eat – Lays / Kurkure
Diversification
Capture the market of Baked Products –
Biscuits …
BY 5%
MARKET SHARE
INCREASE
SRATEGIES TO

Promote its consumption with beverages –

Hard and Soft , Hot and Cold
PHOTOSH
OP
ON
CONCLUSI

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