Comparitive study between uncle chips and lays

TABLE OF CONTENTS

S. No. Chapter Name Page No.

1. Introduction of the topic

2. Company Profile

3. Objectives of the Market Survey Report

4. Literature Review

5. Research Methodology

6. Data Analysis & Interpretation

7. Findings of the study

8. Conclusion

9. Suggestions

10. Limitations

11. Bibliography

12. Annexure - Questionnaire

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INTRODUCTION

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INTRODUCTION

This market survey report is based on the survey, which has been done in the Moradabad city.

The main objective of the survey is to find out and to analyze the comparison between Uncle

Chips & Lays. The data used for the analysis is primary data and collected through the use of

questionnaire. The respondents were the customer of potato chips. The sample size of my

research is 50, and the respondents are customers, a questionnaire has been used to make this

market survey report. The data have been tabulated and shown in the form of a pie chart.

Then it is interpreted and analyzed and further the conclusion of the study is drawn. And I

will also ask some questions to customers through which I am avail to conduct this market

survey report. I believe that this market survey report will help to the reader for better

understanding of the attitude of the customer.

In 1932, C.E. Doolin entered a small San Antonio cafe and purchased a bag of corn chips. Little did he dream this savory chip would become one of the nation's most popular snacks.

Mr. Doolin learned that the manufacturer of the chips was eager to sell his small business, so he purchased the recipe, and began to sell FRITOS® Corn Chips from his Model T Ford.Meanwhile, that same year, Herman W. Lay began his potato chip business in Nashville by delivering snack foods. Not long after, Mr. Lay purchased the manufacturer, and the H.W. Lay & Company was formed.

The success of Frito-Lay is a tribute to two entrepreneurs' dreams.H.W. Lay & Company became one of the largest snack food companies in the Southeast, and LAY'S® brand Potato Chips is still America's favorite potato chip.Years later, in 1961, the Frito Company and the H.W. Lay company merged to become Frito-Lay, Inc. Today, Frito-Lay brands account for 59% of the U.S. snack chip industry.

These days, our founders' dream to be America's favorite snack food company continues to be fulfilled by more than 45,000 Frito-Lay employees in the United States and Canada who make, sell, and deliver a wide variety of fun and environmentally friendly foods for you to enjoy.

What happens when 48,000 people focus on a single vision?

Something wonderful—a company that’s all about good fun—doing good things when it comes to making snacks and caring for the environment. You get a company called Frito-Lay, a proud member of the PepsiCo family.

For more than 75 years, we have enjoyed making the best snacks on earth, starting with simple, farm-grown ingredients.

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And we're not stopping now. We continue to innovate, so we can provide tasty products that are good as well as fun.And we're reducing our environmental footprint by conserving natural resources as well as harnessing renewable energy technology that reduces harmful emissions.

We know we still have a lot of work to do, but we’re up to the challenge. We've had a lot of good fun along the way, and we'll continue that as we look to the future.

Potato chip

A potato chip is a thin slice of potato that is deep fried or baked until crunchy. Potato chips

are commonly served as an appetizer, side dish, or snack. The basic chips are cooked and

salted; additional varieties are manufactured using various flavorings and ingredients

including seasonings, herbs, spices, cheeses, and artificial additives.

"Crisps", however, may also refer to many different types of savory snack products sold in

the United Kingdom and Ireland, some made from potato, but may also be made from maize,

tapioca or other cereals. An example of these kinds of savory snacks is Monster Munch.[1]

Potato chips are a predominant part of the snack food market in English-speaking countries

and numerous other Western nations. The global potato chip market generated total revenues

of US$16.4 billion in 2005. This accounted for 35.5% of the total savory snacks market in

that year (US$46.1 billion).

Flavored chips

Potato chip flavors include sour cream and onion, barbecue, salt and vinegar, and plain salt.

In an idea originated by the Smiths Potato Crisps Company Ltd, formed in 1920, Frank Smith

originally packaged a twist of salt with his crisps in greaseproof paper bags, which were then

sold around London.

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The potato chip remained otherwise unseasoned until an innovation by Joe "Spud" Murphy

(1923–2001), the owner of an Irish crisp company called Tayto, who developed a technology

to add seasoning during manufacture in the 1950s. After some trial and error, Murphy and his

employee, Seamus Burke, produced the world's first seasoned crisps, Cheese & Onion and

Salt & Vinegar.

The innovation became an overnight sensation in the food industry with the heads of some of

the biggest potato chip companies in the United States traveling to the small Tayto company

in Ireland to examine the product and to negotiate the rights to use the new technology.

Companies worldwide sought to buy the rights to Tayto's technique. The sale of the Tayto

company made the owner and the small family group, who had changed the face of potato

chip manufacturing, very wealthy.

The Tayto's innovation changed the entire nature of the potato chip, and led to the end of

Smith's twist of salt. (Walkers revived the idea of "salt in a bag", following their takeover of

Smith's (UK) in 1979, with their Salt 'n' Shake potato crisps.) Later chip manufacturers added

natural and artificial seasonings to potato chips with varying degrees of success. A product

that had had a large appeal to a limited market on the basis of one seasoning now had a

degree of market penetration through vast numbers of seasonings. Various other seasonings

of chips are sold in different locales, including the original Cheese and Onion, produced by

Tayto, which remains by far Ireland's biggest manufacturer of crisps.

Nomenclature

There is little consistency in the English speaking world for names of fried potato cuttings.

American and Canadian English use "chips" for the above mentioned dish—this term is also

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used (but not universally) in other parts of the world, due to the influence of American

culture—and sometimes "crisps" for the same made from batter.

In the United Kingdom and Ireland crisps are potato chips while chips refer to thick strips

similar to french fries (as in "fish and chips") and served hot. In Australia, some parts of

South Africa, the south of New Zealand, India, the general West Indies especially in

Barbados, both forms of potato product are simply known as "chips", as are the larger "home-

style" potato crisps. In the north of New Zealand they are known as "chippies" but are

marketed as "chips" throughout the country. Sometimes the distinction is made between "hot

chips" (fried potatoes) and "potato chips" in Australia and New Zealand. In Bangladesh, they

are generally known as chip or chips, and much less as crisps (pronounced "kirisp") and

locally Álu Bhaja.

Health concerns

Potato chips were originally fried and seasoned without concern for trans fats, sodium, sugar,

or other nutrient levels. As nutritional intake guidelines were created in various countries and

the nutrition facts label became commonplace, consumers, advocacy groups, and health

organizations have focused on the nutritional value of junk foods, including potato chips.

A recent long term study associates potato chip consumption as the most important

contributor to weight change, before potatoes and soft drinks.

Additionally, the starch in potato chips is known to cause tooth erosion.

Some potato chip companies have responded to the criticism, both informal and legal, by

investing in research and development to modify existing recipes and create health-conscious

products. Kettle Foods was founded in 1978 and currently sells only trans fat-free products,

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including potato chips. Pepsico research shows that approximately 80% of salt on chips is not

sensed by the tongue before being swallowed. Frito-Lay spent $414 million in 2009 on

product development, including development of salt crystals that would reduce the salt

content of Lay's potato chips without adversely affecting flavor.

A big concern about the nutrition of potato chips is that because they are often made with

salt, they may contain substantial levels of sodium. However, it has been claimed that potato

chips may actually contain less sodium/salt than the equivalent weight in corn flakes. The

excessive consumption of potato chips may cause obesity which can produce a rise in blood

pressure. It has been pointed out that potato chips contain less salt than Golden Graham

cereals. It should also be noted potato chips that may contain significant levels of potassium.

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COMPANYPROFILE

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COMPANY PROFILE

UNCLE CHIPPS

Uncle Chipps is a brand of potato chips that is marketed in India owned by Boman Irani.

Nine flavours of potato chips are available under the brand.

Uncle Chips were India's first homegrown branded potato chips.In the 90s,it was the best

munchies a mother could give to her child. Uncle chips's relevance in a kid's life was that of a

jolly uncle who makes parties,family functions and long car drives bearable,if not fun-filled.

It's popular jingle ‘BOLE MERE LIPS, I LOVE UNCLE CHIPPS’ (My lips say I love Uncle

Chips) was taken to heart by kids Uncle Chips was acquired in 2000 by the multinational

Frito-Lay India.Since then,Uncle chips has kept a low profile.

BRAND HISTORY

Launched in 1992, Uncle Chipps was a pioneer in branded potato chips in India.

The brand was acquired from Amrit Agro Ltd. in 2000 by Frito-Lay India. After the

acquisition, the hugely popular brand has grown from strength to strength and has built a

powerful connection with consumers. Uncle Chipps is warm, playful, lively, companionable

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and traditional at heart, just like the good-natured uncle everyone in the family relates to and

no family gathering is complete without!

Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a

71% market share, thereafter saw competition bring its market share down to 30-35% by

2000. Originally owned by the Uncle Chipps Company Ltd, it was bought over by Frito Lay,

Pepsico's snacks division in October 2000. It was sold for $ 6.6 million. Noted film music

director Shantanu Moitra started his composing career with the hit-jingle, "Bole mere lips. I

love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency.

After the sale of the brand, the Uncle Chipps Company Limited was renamed Amrit Agro

Industries Limited. Though Amrit Agro continued marketing snacks under other brands, it

completely exited the snacks business in December 2002.

Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India. The brand

markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps". Uncle Chipps

until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that

it was looking to market Uncle Chipps on a pan India level.

Brand Advantage

Quality Standards

The production process begins on farms in select regions across India where the best potatoes

are grown specifically for Frito-Lay to make great-tasting chips. Upon the potatoes’ arrival at

plants, it can take as little as 24 hours for the chips to be made. Lay’s Chips are made using

the following simple process:

Wash – the potatoes are thoroughly bathed in water.

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Peel – next, we gently peel the skin off the potatoes, even as the flavour remains

intact.

Slice – the potatoes are thinly sliced and rinsed again to remove any remaining starch.

Cook – the slices are cooked to a crispy crunch in edible vegetable oil.

Season – finally, the chips are topped off with a mouthwatering sprinkle of salt or

seasoning.

The potatoes have now become delicious chips and are packed and delivered to a store near

you.

Quick Brand Facts

Uncle Chips was launched in 1992.

Frito-Lay India took over Uncle Chipps in 2000.

Pioneer in branded potato chips in India.

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and

a product portfolio that includes 22 brands that generate more than $1 billion each in annual

retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola –

make hundreds of enjoyable foods and beverages that are loved throughout the world.

PepsiCo’s people are united by our unique commitment to sustainable growth by investing in

a healthier future for people and our planet, which we believe also means a more successful

future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise

to provide a wide range of foods and beverages for local tastes; to find innovative ways to

minimize our impact on the environment by conserving energy and water and reducing

packaging volume; to provide a great workplace for our associates; and to respect, support

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and invest in the local communities where we operate. For more information, please visit

www.pepsico.com.

PepsiCo India Region: Leadership through Performance with Purpose

PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and

fastest growing food and beverage businesses in the country. PepsiCo India’s growth has

been guided by PepsiCo’s global vision of “Performance with Purpose”. This means that

while businesses maximize shareholder value, they have a responsibility to all the

stakeholders, including the communities in which they operate, the consumers they serve and

the environment whose resources they use.

One of the largest food and beverage businesses in India: PepsiCo India’s diverse

portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade,

Quaker and young, but immensely popular and fast growing brands, such as Nimbooz and

Aliva. PepsiCo India has not only grown to become one of the country’s largest food and

beverage businesses but has also become a powerful and consistent driver of PepsiCo’s

global growth.

A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCo’s

portfolio reflects its commitment to nourish consumers with a diverse range of fun and

healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana

juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lay’s

baked range and Lehar Iron Chusti fortified extruded snack with superior quality iron & B-

vitamins.

Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a

model of partnership with farmers and now works with over 24,000 happy farmers across

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nine states. More than 45 percent of these are small and marginal farmers with a land holding

of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy

back of their produce at pre-agreed prices, quality seeds, extension services, disease control

packages, bank loans, weather insurance, and the latest technological practices.

Global leader in water conservation: In 2009, PepsiCo India achieved a significant

milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage

world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd and has been Water

Positive since then. The company made this possible through innovative irrigation practices

like direct seeding, water recharging, and by reducing the consumption of water in its

manufacturing facilities. PepsiCo is lauded for its efforts for water conservation.

Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30

percent of its energy is today generated from renewable sources such as rice husk boilers and

wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging

initiatives and efficient waste management help reduce load on the environment. PepsiCo

India’s award-winning Waste to Wealth recycling program reaches 465,000 families.

Exemplary employment practices: PepsiCo India presently employs 6,400 people and

provides indirect employment to almost 2,00,000 people. The company believes in providing

employment and growth opportunities to local talent. Its ‘College of Leadership’, ensures

early identification of talent, and employees’ focused development through critical

experiences. The company emphasizes “Winning with Diversity and Inclusion” and has a

significant number of women in the leadership team in India. PepsiCo India has won the

prestigious Hellen Keller Award from the National Centre for Promotion of Employment for

Disabled People (NCPEDP).

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Mission and Vision

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 business.

Mission

Our mission is to be the world's premier consumer products company focused on convenient

foods and beverages. We seek to produce financial rewards to investors even as we provide

opportunities for growth and enrichment to our employees, our business partners and the

communities in which we operate. And in everything we do, we strive for honesty, fairness

and integrity.

Vision

PepsiCo's responsibility is to continually improve all aspects of the world in which we

operate – environmental, social, economic – creating a better tomorrow than today.

Our vision is put into action through programmes and a focus on environmental stewardship,

activities to benefit society and a commitment to build shareholder value by making PepsiCo

a truly sustainable company.

Performance with Purpose

At PepsiCo, we're committed to achieving business and financial success while leaving a

positive imprint on society – delivering what we call Performance with Purpose.

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Our approach to superior financial performance is straightforward – drive shareholder value.

By addressing social and environmental issues, we also deliver on our purpose agenda, which

consists of human, environmental, and talent sustainability.

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Flavors of Uncle Chips

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Lay's

Type Potato ChipsOwner PepsicoCountry United StatesIntroduced 1932

Related brands

Frito-LayWavy LaysK.C. MasterpieceLay's WOW chipsLay's Stax

Markets World

Previous owners1932-1961 Lays1961–1965 Frito-Lay Inc.1965-Pepsico, Inc.

Lay's (known as Walkers in the United Kingdom and Ireland, Chipsy in Egypt, Poca in

Vietnam, Tapuchips in Israel, and Sabritas in Mexico) 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 1932.

Lay's chips has been marketed as a division of Frito-Lay, a company owned by PepsiCo since

1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos, Rold

Gold pretzels, and Sun Chips.

History

In 1932, salesman Herman Lay opened a snack food operation in Dorset, Ohio and, in 1938,

he purchased the Atlanta, Georgia potato chip manufacturer "Barrett Food Company, "

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renaming it "H.W. Lay Lingo & Company." Lay criss-crossed the southern United States

selling the product from the trunk of his car. In 1942, Lay introduced the first continuous

potato processor, resulting in the first large-scale production of the product.

The business shortened its name to "the Lay's Lay Lingo Company" in 1944 and became the

first snack food manufacturer to purchase television commercials, with Bert Lahr as a

celebrity spokesman. His signature line, "so crisp you can hear the freshness," became the

chips' first slogan along with "de-Lay-sious!" As the popular commercials aired during the

1950s, Lay's went national in its marketing and was soon supplying product throughout the

United States.

In 1961, the Frito Company founded by Elmer Doolin and Lay's merged to form Frito-Lay

Inc., a snack food giant with combined sales of over $127 million annually, the largest of any

manufacturer. Shortly thereafter, Lays introduced its best-known slogan "betcha can't eat just

one." Sales of the chips became international, with marketing assisted by a number of

celebrity endorsers.

In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. and a

barbecue version of the chips appeared on grocery shelves. A new formulation of chip was

introduced in 1991 that was crisper and kept fresher longer. Shortly thereafter, the company

introduced the "Wavy Lays" products to grocery shelves. In the mid to late 1990s, Lay's

modified its barbecue chips formula and rebranded it as "K.C. Masterpiece," named after a

popular sauce, and introduced a lower calorie baked version and a variety that was

completely fat-free (Lay's WOW chips containing the fat substitute olestra).

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In the 2000s, kettle cooked brands appeared as did a processed version called Lay's Stax that

was intended to compete with Pringles, and the company began introducing a variety of

additional flavor variations.

Frito-Lay products currently control 59% of the United States savory snack-food market.

Crisps in the UK. The logo for the British version is notably similar to the American brand,

featuring a red ribbon around a yellow sun. The other Frito-Lay brands are also distributed

through the Walkers label.

In Spain, they are commercialized with the name Lay's and was also very popular in

China.

In the Benelux Lay's are sold in three varieties: Lay's, Lay's Light and Lay's

Sensations (Thai Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme). Lay's

Super Chips (Heinz Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper [all

through Delhaize) and Lay's Baked Chips (Mediterranean Herbs/through Delhaize).

As with Doritos, Lay's are manufactured, distributed and imported in The Netherlands

by Frito Lay's Benelux division, Smith's Food Group.

In India, Bollywood superstar Saif Ali Khan and Indian cricketer Mahendra Singh

Dhoni endorse Lays.

In Argentina, Lays was commercialized before 2001 with the name Frenchitas and

Chizitos for the Cheetos.

In Australia, Pepsico acquired The Smith's Snackfood Company in 1998 and

marketed Frito-Lay products under that label, using the name Thins.

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After Thin's was sold to Snack Brands Australia (Owned by Arnotts), Smith's produced a line

of potato chips under the Lay's brand for a brief period of time. The Lay's line was eventually

rebranded in 2004 as Smith's Crisps, while the traditional Smith's line was renamed Smith's

Crinkles. This is still sold in Australia as a direct competitor to Smith's Crisps.

In Canada, the chips are distributed through the Lay's label.

In Colombia, the chips are sold under the name Margarita. They are still

commercialized under the label Lay's, however.

In Mexico, Pepsico acquired Sabritas S. de R.L. in 1966. Lay's along with other

products such as Cheetos, Fritos, Doritos and Ruffles are marketed under the Sabritas

brand. The logo for the Mexican company sports the red ribbon, but it has a stylized

smiling face instead of the sun. It controls around 80% of the market there.

In Egypt, Lay's was once sold with its own label until it was merged with the local

label Chipsy (شيبسى), which has since become the local unit of Lay's under much

the same arrangement as Walkers.

In United Arab Emirates, Lay's and Walkers are sold as different labels.

In Pakistan, the Lays brand is endorsed by renowned pop star Ali Zafar.

In Israel, the Lay's label is distributed with the name Tapuchips (תפוצ'יפס).

In September 2007, Lays changed their logo. It is similar to the previous one, but with

more of a 3D look and the letters 'a' and 'y' connected. The bags themselves were also

redesigned.

In Brazil, chips are distributed under a Lay's sister-company, Elma Chips.

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In Vietnam, Lay's is distributed as Poca.

Flavors

Barbecue-flavored potato chips, which were introduced in 1958, were the only flavor

available other than the conventional salted chip until the early 1990s. Despite many new

flavors since, the original is still the selection of 79% of consumers.

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North America

In the United States, Lay's offers a number of flavor combinations, in addition to the classic

chips. Flavored products in the traditional fried varieties include Sour Cream & Onion,

Barbecue, Cheddar & Sour Cream, Hidden Valley Ranch, Salt & Pepper, Flamin' Hot, Dill

Pickle, Limón, and a thicker "Deli style" chip. The WOW! brand was rebranded in 2004 as

Lay's Light after the olestra formula was altered and the U.S. Food and Drug Administration

allowed removal of warnings about various health consequences of the fat substitute. In

Mexico is Sabritas.

The following Lay's flavors are available nationally in Canada: Classic, Lightly Salted, Wavy

Original, Dill Pickle, BBQ, Ketchup, Salt & Vinegar, Smoky Bacon, Sea Salt & Pepper, and

Cheddar & Sour Cream. There are also a number of regional flavors, including Fries & Gravy

and Roast Chicken (available in Atlantic Canada), Sour Cream & Onion (available in

Ontario, Atlantic Canada, Western Canada) and Wavy Smoky BBQ and Wavy Old Fashioned

Ketchup (available in Western Canada). Other varieties available nationally include Baked

Lay's, Lay's Kettle Cooked and Lay's Stax.

Europe

There are a number of unique products in the United Kingdom sold under the Walkers label,

including cheese & onion, smoky bacon, prawn cocktail, pickled onion, beef & onion and

Marmite. Walkers also run a 'Nations Flavour' promotion that the public vote for the flavour

they like the best. Flavours included in the 2010 promotion are: Spanish Chicken Paella,

Japanese Teriyaki Chicken, German Bratwurst Sausage, Italian Spaghetti Bolognese, French

Garlic Baguette, American Cheeseburger, Brazilian Salsa, Scottish Haggis, Irish Stew,

English Roast Beef and Yorkshire Pudding, Dutch Edam Cheese, Australian BBQ Kangaroo,

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South African Sweet Chutney, Argentinian Flame Grilled Steak and Welsh Rarebit. The

previous winner of this promotion was Builders Breakfast.

In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks LTD,

with Mediterranean flavours which include Feta cheese flavor, Tzatziki, Olive and Tomato,

Oregano, Sea Salt & Black Pepper and various more. There are hundreds of sub-variations in

the Mediterranean line adjusted to each country's liking.

In Germany, Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations (Thai

Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyne – [available in Cologne/Aachen

only through the German locations of Delhaize). Lay's Super Chips (Heinz Ketchup/Mexican

Pepper/Perfect Pickles/Salt 'n' Pepper [all through Delhaize) and Lay's Baked Chips

(Mediterranean Herbs/through Delhaize). As with Doritos, Lay's are manufactured,

distributed and imported in Germany by Frito Lay's Benelux division, Smith's Food Group.

Several flavours as noted above are only available through Delhaize (Belgian supermarket

chain)] which has opened 2 locations in Cologne and Aachen (Delhaize Germany locations,

Lay's Flavours Benelux).

In the Netherlands, the following flavours are marketed: Lay's (Naturel (Natural), Paprika

(Bell Pepper), Cheese Onion, Bolognese Original, and Barbecue Ham (Barbecue Bacon))

Lay's Super Chips (Salt'n Pepper, and Just Paprika (Bell Pepper)), Lay's Sensations (Red

Sweet Paprika, Thai Sweet Chili, Mexican Peppers & Cream, and Japanese Teriyaki), Lay's

Light (Natural, Paprika (Bell Pepper), and Balsamico), and Lay's Finest (Mixed Pepper &

Sea Salt, and Finest Sea Salt). In addition, Lays started a new campaign in 2010 in the

Netherlands, in which people can enter a competition to suggest new flavours, resulting in

three new flavours being produced, and, after voting, with one of them becoming the winner

(the three new flavours being 'Mango Red Chilli', 'Patatje Joppie' and 'Nr. 66 Babi Pangang').

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'Patatje Joppie' became the winner of the competition and is now being sold as limited

edition. 'Patatje Joppie' mean French Fries with Joppiesaus. In Belgium, the same contest was

held and their choices were 'Bicky Crisp' and 'Indian Curry Style'. Bicky is a sort of

hamburger sauce with mayonnaise, onions and pickles. Bicky Crisp won. In the Netherlands

Lays announced another contest to find a new flavour and replace 'Patatje Joppie'.

In Belgium, there is a Cucumber and Goats flavour. Russia has "Lay's MAX" chips (Chicken,

Sour cream & Onion, Sour cream & Cheese, Ham & cheese flavours) and some international

"Lay's" flavours plus Russian specific flavours, including Mushroom & Sour cream, Crab,

Red Caviar, Salted Cucumber. In Romania the Lay's flavours are Salt, Paprika, Cheese,

Barbecue, Sour Cream & Dill; the Lay's Sensations flavours are: Thai Chili, Baked chicken

with lemon and thyme; Lay's Max and Lay’s Sticks flavours are: Paprika and Salt.

In Poland, the chips flavours are: Cheese, Green Onion, Chicken with Spices, Salted, Paprika,

Hot green peppers, Fromage, Cucumber and Guacamole. There is also the Lays Apettite

flavor of Cheese and Onion, Classic salted, Ham and cheese, Ketchup and cheese. Lay's

Strong: Chilli and Knuckle of pork and horseradish. 'Lay's from the Oven' flavours are:

Natural salted, Mediterranean herbs and Grilled paprika and lastly the '4 Pory Roku' ('4

Season of the Year') which change flavour every Season. Lay's Appettite Stix: Ketchup,

Garlic and sour cream dip.

Australia

Under the Smith's label in Australia, unique flavours include Greek Feta & Herb, Italian

Tomato & Basil, and cilantro exist. In the baked products, there are classic, barbecue and

sour cream & onion varieties. The kettle cooked version includes original, sea salt & vinegar,

mesquite barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch

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and Au Gratin flavours while Lay's Stax offers original, sour cream & onion, Cheddar,

barbecue, ranch, pizza and salt & vinegar. The Lay's Natural includes thick cut barbecue and

sea salt brands

.

South America

In some countries such as Argentina, Chile and Uruguay, some of the Lay's flavoured

products are sold with the "Lay's Mediterráneas" label, and include such flavours as Ham,

Olive Oil and Parmesan Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek Tzatziki

Cheese with onions, Lasagna, Beef Carpaccio with Parmeggiano, and Smoked Manchego

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Cheese. In Chile there are Lemon and Cilantro, and Sour Cream and Onions versions. Peru

has Lay's Sabores Peruanos" (Lay's Peruvian Flavours), with flavours like Andean cheese.

Peru also has the Lay's Dips brand, which includes a Peruvian Criollo Chili sauce sachet.

Asia

One flavour sold primarily in southern Asia is called "Magic Masala". This flavour is very,

very popular in India, Pakistan, and Bangladesh. It is also sold in Indian deli stores in Canada

and the United States. South Asian Lay's chips are ridged, closely resembling another Frito-

Lay brand in North America, Ruffles.

Beside Magic Masala, Flavours popular in India are "American Style Cream and Onion" and

"Spanish tomato tango". "World Classic Salted" is available as well. Recently, Lays India

introduced a contest to name new flavours, and then invited the public to taste and vote on the

best of them. The new flavors in production now are HipHop Honey and Chili, Cheesy

Mexicana, Mango Mastana, and Tangy Twist. The winner of the contest was "Mango

Mastana".

Flavours featured in Thailand include Nori Seaweed, Basil, Squid, Spicy Chili Squid,

Seafood and Mayonnaise, and Spicy Seafood.

In Thailand, there are Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q,

and Japanese Nori Seaweed. Temporary international flavours have also been introduced,

such as French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab

(Hong Kong), Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon & Cheese (America).

Other traditional "Thai" flavours include Tom Yum, Thai Chili Paste, Thai Seafood Dip,

Chili and Lime.

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Lay's China has four ranges of flavours: Cool & Refreshing (Cucumber, Kiwi, Blueberry,

Cherry Tomato, and Lime), Classic Flavours (American Classic, Italian Red Meat, Mexican

Tomato Chicken, Texas Grilled BBQ, and French Chicken), Intense & Stimulating (Numb &

Spicy Hot Pot, and Hot & Sour Fish Soup), and Stax (Authentic Original, Finger Licking

Braised Pork, Seafood Barbecue, Spicy Seafood, Tomato, Crispy Roasted Chicken, Black

Pepper Rib Eye Steak, Cucumber, Kiwi, Blueberry, and Lime).

Flavors in Vietnam include Original, Brazilian BBQ, Beijing Roasted Duck, Manhattan

Steak, Nori, and Mornay Shrimp.

In Indonesia, Malaysia, and Brunei Darussalam, the flavours are Salmon Teriyaki, Classic

Salty, Nori Seaweed, Grilled Chicken Paprika, and Fiesta BBQ. It is produced by Indonesian-

based PT Indofood Fritolay Makmur, a joint venture between PT Indofood CBP Sukses

Makmur with Seven-Up Nederland B.V.

Since its acquisition of Chipsy, Lay's chips (marketed as Chipsy) in Egypt inherited the

Chipsy range of flavours as well as the pre-merger Lay's flavours. These flavours include salt

and vinegar, cheese (most likely based on Rumi cheese and the most popular flavour),

seasoned cheese, tomato, kebab on charcoal, and chili and lemon.

Lay's, with its original brand, is also produced by the Saudi Snack Foods Company in Saudi

Arabia, and is exported to the other GCC countries. It is available in several flavours,

including ready-salted, salt & vinegar, chilli, chilli-lemon, ketchup, and French cheese.

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Nutritional information

As with most snack foods, the Lay's brands contain very few vitamins and minerals in any

variety. At ten percent of the daily requirement per serving, vitamin C is the highest. Salt

content is particularly high, with a serving containing as much as 380 mg of sodium.

A one-ounce (28 gram) serving of Lay's regular potato chips has 160 Calories, and contains

ten grams of fat, with one gram of saturated fat. Kettle-cooked brands have seven to eight

grams of fat and one gram of saturated fat, and are 140 Calories. Lays Natural has nine grams

of fat, two grams of saturated fat and 150 Calories. Stax chips typically contain ten grams of

fat, 2.5 grams saturated fat and are 160 calories per serving. Wavy Lays are identical to the

regular brand, except for a half-gram less of saturated fat in some combinations. The various

brands do not contain any trans fats.

The baked variety, introduced in the mid 90's, feature 1.5 grams of fat per one ounce serving,

and have no saturated fat. Each serving has 110 to 120 Calories. Lay's Light servings are 75

Calories per ounce and have no fat.

Lay's Classic Potato chips were cooked in hydrogenated oil until 2003. Currently, the chips

are made with sunflower and/or corn oil.

Baked Lays are produced in cheddar, barbecue, sour cream and onion, and original flavors.

Animal origin enzymes

Some Frito-Lay brand seasoned products manufactured for the U.S. market may contain

rennet or pork enzymes that are added in cheese production. This makes them unsuitable for

vegetarians, pescatarians and vegans. Snacks marked "kosher" are free of animal enzymes.

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WINNING FLAVOUR

Lay’s, the world and India’s No 1 potato chips brand from Frito-Lay India, is all set to

provide some new lip smacking tastes to its consumers. The four short listed flavors from a

whopping 1.3 million ideas came from four winning consumers, each of whom gets Rs 5 lakh

for their dillogical flavor ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip

Hop Honey & Chilly from a three-month long Give Us Your Delicious Flavor (GUYDF)

campaign.

The four flavors will be sold in the market across India for the next two months with the

theme bachega sirf tastiest (survival of the tastiest). The flavor that elicits the maximum

consumer votes will not only continue to stay in the market as the mega winner, but its

ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.

VARIANTS OF FRITO LAYS

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Lays Uncle chips1. Spanish tangy tomato

1.Spicy treat

2. American cream and onion

2. Chatpata Masala

3. Classic salted

4. Magic Masala

Winning flavors

5. Hip hop honey

6. Cheesy Mexicana

7. Tangy twist

8. Mastana mango

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PRODUCT COMPARISION

When we compare Lays and Uncle Chips as a product they exhibit similarities in various

ways:

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Both FRITO Lay product and Uncle Chips product are available in different packet

sizes such as Rs 20 pack, Rs 10 pack, Rs 5 pack and so on.

• FRITO Lay and Uncle Chips product are available in various flavours to suit the

taste and preferences of different consumers.

In spite of various similarities there are a few differences which cannot be

overlooked:

PRICE COMPARISION

The price of LAYS and Uncle Chips is competitive in nature. Both charges same price for

same packet sizes. However they have advantage over one another in following ways:

Similarly the pricing strategy for LAYS is consistent with other competiting players.

As this market is driven by high impulsive buyers of snack foods there is very little

dichotomy in the pricing strategies of all major players.

PLACE COMPARISION

FRITO LAY boasts of reaching more than 1 million retail outlets countrywide

covering 100 towns. The company with its manufacturing plants in Punjab and pune

aims at investing 20 crores to extend distribution facilities to improve coverage and

increase product shelf life to 120 days.

Uncle Chips already had a well established distribution network through its cigarettes

and tobacco related offerings which were leveraged in case of Uncle Chips. Further

company distributed 4 lakh racks across all retailers to display the brand at all point of

sale.

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PROMOTION COMPARISION

When we talk about promotion strategies for LAYS and Uncle Chips they show remarkable

differences:

Uncle Chips was strategically launched at the time of world cup to cash in on the

popularity of snacks among cricket lovers of country.

The advertising strategy revolved around slapstick humour and irrelevant themes to

hold eyeballs garner attention and interest and stand out from clutter.

Realizing the threat posed by Uncle Chips to its market share. FRITO LAY revamped

its branding strategy for all leading brands. For Lays, the company signed Saif Ali

Khan and MS Dhoni. Indianite version of Lays were also launched after Uncle Chips

success with Indian flavors.

.

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Brand History

Lay’s, the world’s largest and favourite snack food brand, has steadily established itself

as an indispensable part of India’s snacking culture since its launch in 1995.

With its irresistible taste, international and Indian flavours and youth-centric imagery, Lay’s

has established itself as a youth brand and continues to grow in the hearts and mind of its

consumers.

Over the years, Lay’s has become known for its engaging and innovative promotions and

campaigns. The brand known for its ‘No one can eat just one’ campaign has moved its

positioning to ‘What’s the programme?’ making Lay’s ‘the main food of every

programme‘! Saif Ali Khan has been the face of the brand for over five years, and has

recently been joined by the captain of the Indian cricket team M.S. Dhoni. Both embody the

youthful energy and appeal of the brand.

In 2008, Lay’s launched the never-before ‘Fight for Your Flavour’ allowing consumers to

vote for the flavour of their choice. The flavour with the maximum votes would continue in

the market. The flavours have been selected by the Lay’s brand ambassadors Saif Ali Khan

and M.S. Dhoni with each celebrity rooting for the flavour of their choice.

In November 2008, Lay’s made yet another innovative breakthrough – the Chip-n-Sauce

pack. This first-to-market pack has been launched for cricket lovers as they settle in their

seats to savour the best sporting action of the season. The Lay’s Chip-n-Sauce large pack

comes in two unique flavours – Chilli Chinese with a Schezwan Sauce sachet and Chatpata

Indian with a Tamarind Sauce sachet inside the pack.

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In June 2009, Lay’s launched its new positioning platform: ‘Lay’s – Be a Little Dillogical’.

The new Dillogical concept makes an instant connect with youth caught between the desire to

succeed and the desire to remain engaged with certain moments that offer a deep emotional

fulfilment. This friction is like a game between the heart and the head, a struggle between

what you want to do and what you have to do. It’s all about making things that matter to the

heart, happen.

The new platform has been launched with a series of ads built around the universal consumer

struggle between what the mind asks one to do and what the heart desires. A powerful 360

degree approach supports the new TVC, and has indeed prompted consumers to be a little

Dillogical.

Brand Advantage

Lay’s is 100 percent vegetarian.

Quality Standards

1. HACCP(Hazard Analysis and Critical Control Point).

2. Certification by TQCSI (Australia), which confirms that products are manufactured

in a food safety environment and the manufacturing process has adequate controls to

track products.

3. American Institute of Baking (USA), one of the best auditing bodies for confirming

process and product safety.

4. Our Plants are ISO 14000 certified , which confirms that the manufacturing process

ensures environmental safety.

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5. Our plants are also certified to ensure that the safety of products, processes,

environment and people is maintained at a very high level. This certification is issued

by OHSAS 18001 (Occupational Health and Safety Assessment Series), USA.

The production process begins on farms in select regions across India where the best potatoes

are grown specifically for Frito-Lay. Upon the potatoes’ arrival at plants, it can take as little

as 24 hours for the chips to be made. Lay’s chips are made using the following simple

process:

Wash – the potatoes are thoroughly bathed in water.

Peel – next, we gently peel the skin off the potatoes, even as the flavour remains

intact.

Slice – The potatoes are thinly sliced and rinsed again to remove any remaining

starch.

Cook - The slices are cooked to a crispy crunch in edible vegetable oils.

Season – Finally, the chips are topped off with a mouthwatering sprinkle of salt or

seasoning

The potatoes have now become delicious chips and are packed and delivered to a store near

you.

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OBJECTIVESOF THE

MARKET SURVEY REPORT

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OBJECTIVES OF THE MARKET SURVEY REPORT

To study comparative analysis between the products of Uncle Chips and Lays

To check which product is better in taste.

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LITERATURE REVIEW

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LITERATURE REVIEW

According to Wellenius and Stern (2001) 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. In 1932 salesman Herman W. Lay opened a snack food operation in Nashville,

Tennessee and, in 1938, he purchased the Atlanta, Georgia potato chip manufacturer "Barrett

Food Company," renaming it "H.W. Lay & Company." Lay criss-crossed the Southern

United States selling the product from the trunk of his car. In 1942, Lay introduced the first

continuous potato processor, resulting in the first large-scale production of the product. The

business shortened its name to "the Lay's Company" in 1944 and became the first Snack food

manufacturer to purchase television commercials, with Bert Lahr as a celebrity spokesman.

His signature line, "so crisp you can hear the freshness," became the chips' first slogan along

with "de-Lay-sious!" As the popular commercials aired during the 1950s, Lay's went national

in its marketing and was soon supplying product throughout the United States.

Adam Braff, Passmore and Simpson (2003) In 1961, the Frito Company founded by Elmer

Doolin and Lay's merged to form Frito-Lay Inc., a snack food giant with combined sales of

over $127 million annually, the largest of any manufacturer. Shortly thereafter, Lays

introduced its best-known slogan "betcha you can't eat just one." Sales of the chips became

international, with marketing assisted by a number of celebrity endorsers. In 1965, Frito-Lay

merged with the Pepsi Cola Company to form PepsiCo, Inc. and a barbecue version of the

chips appeared on grocery shelves. A new formulation of chip was introduced in 1991 that

was crisper and kept fresher longer. Shortly thereafter, the company introduced the "Wavy

Lays" products to grocer shelves. In the mid to late 1990s, Lay's modified its barbecue chips

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formula and rebranded it as "K.C. Masterpiece," named after a popular sauce, and introduced

a lower calorie baked version and a variety that was completely fat-free (Lay's WOW chips

containing the fat substitute olestra). In the 2000s, kettle cooked brands appeared as did a

processed version called Lay's Stax that was intended to compete with Pringles, and the

company began introducing a variety of additional flavor variations.

Dutt and Sundram (2004) Frito-Lay products presently control 55% of the United States

salty foods marketplace Except for barbecue-flavor potato chips, which were introduced no

later than 1958, up until the last 20 years, the only flavor of potato chips had been the

conventional one. Despite an explosion of new flavors, the unadorned original is still the

selection of 81% of consumers. In the United States, Lay's offers a number of flavor

combinations, in addition to the classic chips. Flavored products in the traditional fried

varieties include sour cream & Onion, Barbecue, cheddar & sour cream, Hidden Valley

Ranch, salt & vinegar, salt & pepper, Flamin' Hot, dill pickle, Limon (Lime) and a thicker

"Deli style" chip. Canadian sellers have a number of varied flavors, with curry, ketchup,

poutine, pizza, Fire’s Gravy, roast chicken, Smokey bacon, salsa, wasabi, spicy Indian masala

and sea salt and pepper brands available. The marketing success of these flavors in Canada

sometimes leads to a limited time offering of a flavor to the south, with the dill pickle

recently appearing in the United States after a successful run. Interestingly the name 'sour

cream' has got Lay's into a lot of confusion in some countries. In India for instance the name

was changed to American style cream and onion after consumers reported their discomfort

with the idea of 'sour' cream In the baked products, there are classic, barbecue and sour cream

& onion varieties. The kettle cooked version includes original, sea salt & vinegar, mesquite

barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch and Au

Gratin flavors while Lay's Stax offers original, sour cream & onion, cheddar, barbecue,

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ranch, pizza and salt & vinegar. The newest variety, Lay's Natural has thick cut barbecue and

sea salt brands. The WOW! Brand was rebranded in 2004 as Lay's light after the olestra

formula was altered and the U.S. Food and Drug Administration allowed removal of

warnings about various health consequences of the fat substitute.Outside North America,

Lay's in Greece and Cyprus are made and packed by Tasty Foods and Carina Snacks LTD,

with Mediterranean flavors which include Feta cheese flavor, Tzatziki flavor, Olive and

Tomato, Oregano, Sea Salt & Black Pepper and various more. There are hundreds of sub-

variations of the Mediterranean line and the company performs Constant experimentations to

create new flavors and adjust them to each country's liking. In some countries such as

Argentina variations of the Mediterranean tastes exist include Olive Oil and Parmesan

Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek Tzatziki Cheese with onions,

Lasagna, Beef Capriccio with Parmeggiano and Smoked Manchego Cheese. In Belgium there

is a version of Cucumber and Goats Cheese. Finally in Chile there is a version of Lemon and

Cilantro (Coriander) and Sour Cream and Onions. In Australia, a cilantro version exists while

a hot & sweet chili, sweet corn and cotija cheese brand can be found in South America.

Another flavor sold primarily in southern Asia is called "Magic Masala." This flavor is very

popular in India, India, and Bangladesh. Flavors featured in Thailand include Nori Seaweed,

Basil, Squid, Spicy Chili Squid, Seafood and Mayonnaise, and Spicy Seafood. There are a

number of unique products in the United Kingdom sold under the Walkers label, including

prawn cocktail, beef & onion, Greek kebab and Marmite yeast extract. Under the Smith's

label in Australia, unique flavors include Greek Feta & Herb and Italian Tomato & Basil.

Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese, and

Ham & cheese flavors) and some international "Lay's" flavors plus Russian "Lay's" flavor -

Mushrooms & Sour cream, Crab and Red caviar. In Poland the chips flavors are: Green

Onion, Mushrooms & Sour Cream, Chicken, Original, Paprika, Hot pepper, Original,

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Ketchup, Forage, new potatoes with basil. Also there is Lays Appetite which is also part of

lays and has the following flavors Kebab, Pepper and Cheese, Onion and Cheese. In parts of

South America (notably Argentina and Uruguay), Lay's flavored products are sold with the

"Lay's Mediterranean" label, and include such flavors as ham, tomato and basil, tomato

Parmesan, and oregano. Peru has

A study by Jeanette Carless on and Salvador Arias (2004) "Lay's Sabores Peruanos" (Lay's

Peruvian Flavors), with flavors like queso andino (Andean cheese); also recently was

released Lay's Dips, that includes a "Peruvian Criollo Chili" sauce sachet. In Thailand there is

Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q, and And Japanese Nori

Seaweed. Flavors also come and go usually with an international theme, for example: French

Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab (Hong Kong),

Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon & Cheese (America). Also traditional

"Thai" flavors include Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.

Popular flavors are often kept in circulation longer. There are currently 12 regular Lay's

flavors in Canada, though there are more, available only in certain parts of the country. The

flavors available nationwide are the following: Classic (yellow), BarBQ (black), Salt &

Vinegar (teal), Ketchup (dark red), Wavy Original (red), Dill Pickle (bright green), Smokey

Bacon (brown), Sea Salt & Pepper (silver), Sour Cream & Onion (green), Roast Chicken

(light brown) and finally Lightly Salted (bright blue). Also, in select Canadian markets

(Toronto & Vancouver) Lay's has introduced international flavors such as "Spicy Curry" and

"Spicy Indian Masala" to appeal to a wider consumer group. Lays have entered the German

market with some success in the last couple years. All 3 key Lay's brands are distributed with

2 flavors for each brand. The following flavors are marketed in Germany.

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T.V. Ramachandran (2005) Concerning geographical factor, Frito-Lay is trying to expand

its wings to cover towns, villages, cities; making it available to everybody. The product Frito-

Lay Snacks are specially designed for the Gulf & South Asian region specially India & India

considering the taste & style of the traditional foods & flavors Concerning demographical

environment, Frito-Lay will focus on several variables such as age, gender and income level.

Age: Frito-Lay will focus heavily on children and young people. Gender: Frito-Lay is

generalized product for any sex, male or female. Income level: Frito-Lay packs are easily

affordable and company is trying to give more for less making it best value of money.

Considering psychographic factors, Frito-Lay will heavily focus on customer’s life style,

tastes, and personal values that best math with the product usage and distinctive from

competitors. Making an image of style, standardized taste and variety of flavors, Frito-Lay

will impact positively on individual customer satisfaction. As India is the agriculture based

country, 70% of our population is connected directly or indirectly with the agriculture sector.

Potatoes, rice, Corn, Gram & Spices are the main & basic ingredients of our food. In fact

Frito-Lay is such type of item which is specially designed for this region but it does not have

any threat from the subculture of this region. Market in this region and its culture is

extremely favorable for such type of snacks, which come in the head of extruded item, and

people buy snacks frequently in this region. By understanding the culture company is

advertising their product for all age groups because their product is for everybody’s use. This

understanding is also very important for their purchasing patterns and use. The company is

mainly concentrating on upper & middle class. The target market of Frito-Lay is generalized

including children, young and old people. In precise target market, Frito-Lay is focusing

heavily in children and young segment. Frito-Lay is such kind of product which is easily

affordable for every class of the market either quality conscious or price conscious, excluding

lower lowers and upper lowers. The main focus of the company is the middle class along

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with a bit of elite class and also working class. Middle class is the best responding class for

Frito-Lay products. The price of the small Frito-Lay products pack is Just Rs.5/-, so it is

affordable to every class of the country although those are not who are below working class

(labors). Frito-Lay is a legally registered company and applying labor laws and

market laws of India. But it is known to them that Government interaction got much

importance in every business and if there are some restrictions on them then it may be a

hurdle in their way to success. That’s why some harsh Government rules may influence a

wrong impact on company’s goals and achievements in future.

Rajan Bharti Mittal (2005) There are several factors affecting consumer behavior.

Consumer behavior is major challenge for  every product. Some factors which affect

the consumer behavior on Lays are: Basically the Lays is launched for children and teen age

but because of its taste and variety, everyone is fan for Lays. It has fats, soft and crisp. The

older people like those can’t eat hard snacks, are prefer to Lays. The consumer of Lays is

not only for children and also everyone. The buyer’s are almost parents. They

prefer the Lays rather than other chips. Parents believe that Lays is not bad for health,

which does not mean that, it is good for health. Even though Lays is suitable to everyone, the

children are major influencer. The children mainly influenced by social factors that are

friends, family. Perception is also one of the influencing factors. In this, the people perceived

as, it’s made up of corn, rice meal and others. So that it is not bad for health. Brand is one

of the factors. It is come from PepsiCo. So that people have confident about

quality. The following data shows the influencer. From the above table we can understand

the influence of children rather than parents. It implies that t he ch i l d r en have pe s t e r ed

power . We can unde r s t and t ha t , a cco rd ing t o Food commiss ion and

Advertisement Board, the Lays doesn’t full the children by its advertisement. Its

advertisement is major part of its success. It believes that, parents are the main

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factor and buyer. It is come with different advertisement for each flavor. It is food

products. So the product should be very hygienic and available to everywhere. It

is major task for every product. In this case, Lays is available everywhere in

market. That is the major success factor. Lays is available from small petty shop,

small bakery to big malls and multiplexes. When I met the people for survey, I can

realize that it is available everywhere. I met the people who purchase the product from

reliance fresh and small bakery shop. There is no specific season or time for  to

purchase the Lays. Most of the people purchase as the daily evening snakes. But,

during any special program like watching cricket matches, then the sale may

increase. Otherwise it is available product to everyone. The perception is different for

everyone. Perception means that how the person receive the data and how he use in

different situations. In this case, the perception varied according to people,

culture, demographic. Some people believe that, it is made up of corn, rice meal. So, it is

healthier than other products. The social factors are mainly family and friends.

According to me, the initial advertisement and promotions were attracting the

parents and all age peoples. But, the product is more dependent on the children.

From that we can understand the influence of the family on product. S imi l a r l y , f r i ends

a r e a l so ma jo r soc i a l i n f l uence f ac to r s . They a r e t he r e a l p romote r s o f

t he product. A c c o r d i n g t o u s t h e l i f e s t y l e m u s t i n f l u e n c e t h e

p r o d u c t . W h e n I w e n t t o s t o r e , t h e o l d e r   generation people go for low cost

snacks, more quantity products. But, younger generation does not wor ry abou t t he p r i c e

o r quan t i t y . They a lways p r e f e r t a s t e . Even t hough o ld gene ra t i on l i ke

Lays than other packed snacks, they give first preference to local or  other

product which satisfies the needs. We already mentioned that different flavors like

French Cheese, Salted, Tango and etc. why they give different things because of

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demographic factors. Normally the people in Karachi prefer very spicy and

hard. For them, plain Masala or Tomato Tango is suitable. Similarly , the Punjabi

people prefer differ from others. Lays is mostly fulfilling the needs according to

demographic this not only for those state people, it’s also uses all other people

Launched a s a na t i ona l b r and , i t was a cha l l enge fo r t he company t o

dev i s e f l avo r s t ha t wou ld appeal to regional taste buds. However, the focus

on developing hot and tangy flavors that suit Indian taste palettes has helped win the

hearts of Indian consumers.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Data sources : Primary and Secondary.

Data approaches : Questionnaire.

Sample size : 50

Sample procedure : Convenience sampling.

Research Design : Descriptive.

Research design: Research design is simply the framework or plan for a study, Used guide

in collecting and analyzing data.

For the study: for conducting that research Descriptive research design is selected

Descriptive research design: Descriptive research is also called Statistical Research. The

main goal of this type of research is to describe the data and characteristics about what is

being studied. The idea behind this type of research is to study frequencies, averages, and

other statistical calculations. Although this research is highly accurate, it does not gather the

causes behind a situation. Descriptive research is mainly done when a researcher wants to

gain a better understanding of a topic. that is, analysis of the past as opposed to the future.

Descriptive research is the exploration of the existing certain phenomena. The details of the

facts wont be known. The existing phenomena’s facts are not known to the persons.

1. Sampling design:

I. Sample Unit:

Customers of Potato Chips

II. Sample size:

The sample size of the report is 50 in numbers.

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Data collection method:

Primary data:

The primary data are those which are collected afresh and for the first time, and thus

happened to be original in character. There are several methods of collecting primary data

particularly in surveys.

For the study: Questionnaire method is used for collecting the data while conducting the

research.

Secondary data:

The secondary data are those which have already been collected by someone and which have

already been passed through the statistical process. Secondary data may either be published

data or un- published data.

For the study: Internet is used for collecting the data while conducting the research.

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DATA ANALYSIS&

INTERPRETATION

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DATA ANALYSIS & INTERPRETATIONS

Ques 1: Do you like to have potato chips?

a. Yes 48

b. No 2

INTERPRETATION:

This chart shown that out 50 respondent 96% respondents like potato chips & 4%

respondents don’t like potato chips.

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Ques 2: What makes a particular potato chips brand your favorite?

a. Quality 42

b. Availability 4

c. Promotion 2

d. Brand Loyalty 2

INTERPRETATION:

This chart shown that out 50 respondent 84% respondents said that Quality, 8% respondents

said that Availability, 4% respondents said that Promotion & 4% respondents said that Brand

Loyalty potato chips brands favorite.

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Ques 3: Which is your favorite brand in potato chips?

a. Uncle Chips 26

b. Lays 22

c. Others 2

INTERPRETATION:

This chart shown that out 50 respondent 52% respondents said that they favorite brand is

Uncle Chips, 44% respondents said that they favorite brand is Lays & 4% respondents said

that they favorite other brands.

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Ques 4: Which potato chips are tastier?

a. Uncle Chips 28

b. Lays 22

INTERPRETATION:

This chart shown that out 50 respondent 56% respondents said that Uncle Chips are tastier &

44% respondents said that Lays are tastier.

MALAY SRIVASTAVA

Ques 5: Which Potato chips is easily available in market or nearby shops like kirana shops?

a. Uncle Chips 32

b. Lays 18

INTERPRETATION:

This chart shown that out 50 respondent 64% respondents said that Uncle Chips is easily

available in market or nearby shops like kirana shops & 36% respondents said that Lays is

easily available in market or nearby shops like kirana shops.

MALAY SRIVASTAVA

Ques 6: Which potato chips have more flavors?

a. Uncle Chips 12

b. Lays 38

INTERPRETATION:

This chart shown that out 50 respondent 24% respondents said that Uncle Chips have more

flavors & 76% respondents said that Lays have more flavors.

MALAY SRIVASTAVA

Ques 7: Which potato chips are available with more offers?

a. Uncle Chips 14

b. Lays 36

INTERPRETATION:

This chart shown that out 50 respondent 28% respondents said that Uncle Chips are available

with more offers & 72% respondents said that Lays are available with more offers.

MALAY SRIVASTAVA

Ques 8: Which potato chips has lowest price?

a. Uncle Chips 8

b. Lays 8

c. Both rates are same 24

INTERPRETATION:

This chart shown that out 50 respondent 16% respondents said that Uncle Chips has lowest

price, 16% respondents said that Lays has lowest price & 48% respondents said that both rate

are same.

MALAY SRIVASTAVA

Ques 9: Do you think Uncle Chips is giving tough competition to Lays?

a. Yes 18

b. No 32

INTERPRETATION:

This chart shown that out 50 respondent 36% respondents said that Uncle Chips is giving

tough competition to Lays & 64% respondents said that Uncle Chips is not giving tough

competition to Lays.

MALAY SRIVASTAVA

Ques 10: Which potato chips focus on effective advertisements?

a. Uncle Chips 22

b. Lays 28

INTERPRETATION:

This chart shown that out 50 respondent 44% respondents said that Uncle Chips focus on

effective advertisements & 56% respondents said that Lays focus on effective advertisements.

MALAY SRIVASTAVA

Ques 11: Which potato chips use effective celebrity endorsement?

a. Uncle Chips 14

b. Lays 36

INTERPRETATION:

This chart shown that out 50 respondent 28% respondents said that Uncle Chips use effective

celebrity endorsement & 72% respondents said that Lays use effective celebrity endorsement.

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Ques 12: How do you rank Uncle Chips for its marketing strategies?

a. Top 12

b. Best 14

c. Average 18

d. Poor 6

INTERPRETATION:

This chart shown that out 50 respondent 24% respondents said that Top, 28% respondents

said that Best, 36% respondents said that Average & 12% respondents said that Poor rank

Uncle Chips for its marketing strategies.

MALAY SRIVASTAVA

Ques 13: How do you rank Lays for its marketing strategies?

a. Top 10

b. Best 18

c. Average 20

d. Poor 2

INTERPRETATION:

This chart shown that out 50 respondent 20% respondents said that Top, 36% respondents

said that Best, 40% respondents said that Average & 4% respondents said that Poor rank Lays

for its marketing strategies.

MALAY SRIVASTAVA

Ques 14: In your opinion which potato company is best?

a. Uncle Chips 28

b. Lays 22

INTERPRETATION:

This chart shown that out 50 respondent 56% respondents said that Uncle Chips is best &

44% respondents said that Lays is best.

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FINDINGS

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FINDINGS

o Maximum no. of respondents like potato chips

o Maximum no. of respondents said that they favorite brand is Uncle Chips

o Maximum no. of respondents said that Uncle Chips are tastier

o Maximum no. of respondents said that Uncle Chips is easily available in

market or nearby shops like kirana shops

o Maximum no. of respondents said that Lays have more flavors

o Maximum no. of respondents said that Lays available with more offers

o Maximum no. of respondents said that Lays focus on effective advertisements.

o Maximum no. of respondents said that Lays use effective celebrity

endorsement.

o Maximum no. of respondents said that Uncle Chips is best

MALAY SRIVASTAVA

CONCLUSION

MALAY SRIVASTAVA

CONCLUSION

The packet size preferred by consumers for branded snacks is medium size RS 10 packet.

Lays is the market leader in the branded snacks market followed by Uncle Chips, however

there is huge gap between them. The quality and availability is the major factor for

consumers to prefer their favorite brand. Most preferred brand of Frito lay is Lays followed

by uncle chips after conducting the survey it can be said that ever since its launch, lays as a

preferred brand is on a rise. Although Lays is the most popular brand. Lays is in the growth

stage of its life cycle. It has been taking the shelf space of popular brands like Frito Lays due

to its strong distribution and marketing strategies. Given more time it is capable of capturing

a larger market share and giving tough competition to other brands. However Lays is a better

established brand and enjoys brand loyalty and to retain this brand loyalty the marketing

strategies used by Pepsi Co especially advertisement is really remarkable.

MALAY SRIVASTAVA

SUGGESTIONS

MALAY SRIVASTAVA

SUGGESTIONS

There is vast distribution gap between Uncle Chips and Frito-Lays which has to be filled

up in order to increase the sales.

Uncle chips can give advertisement at television, if we talk with cable operators for

our advertisement. They can show our ad. In their local channels in between their

movies shows.

We can introduce new consumer offer packs.

To some of posh area uncle chips can provide free sample so that the people get

aware of the product quality.

Uncle Chips has been around for a longer time and has its loyalists. Lays scores on

flavor while uncle chips are crunchier.

There is a need to put the image of uncle chips in the mind of customers before they

come to purchase at shop.

Lays uses celebrities as their Brand ambassadors to endorse their product and their

advertisements stands out in clutter. Though uncle chips humor element in

advertisement makes the ad unique it must not ignore the competitor approach and

design the Ads accordingly.

Uncle Chips should effectively use pull and push promotion strategy to win and

capture larger market share.

As lays always participates in world cup promotion and other sponsorships, Uncle

Chips should not overlook such platform.

MALAY SRIVASTAVA

LIMITATIONS

MALAY SRIVASTAVA

LIMITATIONS

Although the study was carried out with extreme enthusiasm and careful planning there are

several limitations, which handicapped the research viz,

1. Time Constraints: The time stipulated for the project to be completed is less and thus

there are chances that some information might have been left out, however due care is taken

to include all the relevant information needed.

2. Sample size: Due to time constraints the sample size was relatively small and would

definitely have been more representative if I had collected information from more

respondents.

3. Accuracy: It is difficult to know if all the respondents gave accurate information; some

respondents tend to give misleading information.

4. Availability: It was difficult to find respondents as they were busy in their schedule, and

collection of data was very difficult

MALAY SRIVASTAVA

BIBLIOGRAPHY

MALAY SRIVASTAVA

BIBLIOGRAPHYBooks:

Kothari, C.R., Research Methodology, New Age Publications.

Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,

Pearson Prentice Hall, 2005, Part II, pp. 71-340.

Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.

Newspapers

Times Of India

Financial Express

Economic Times

WEBLIOGRAPHY

www.lays.com/

en.wikipedia.org/wiki/Lay's

pepsicoindia.co.in/brands/lays.html

en.wikipedia.org/wiki/Uncle_Chipps

pepsicoindia.co.in/brands/uncle-chipps.html

www.unclechips.com/

MALAY SRIVASTAVA

ANNEXURE

MALAY SRIVASTAVA

QUESTIONNAIRE

Dear respondent,

I am the student of …………….conducting a market survey report. Kindly spare few minutes to fill up this questionnaire. Any information provided by you will be used for academic purpose only.

RESPONDENT PROFILE

Name of the respondent :................................................................................................

Residential/ office address :............................................................................................

........................................................................................................................................

........................................................................................................................................

Contact no. :..................................................................................................................

Age group of the respondent : 18-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( )

Education/ qualification: .............................................................................................

Occupation :.................................................................................................................

Designation :................................................................................................................

Ques 1: Do you like to have Potato chips?

a. Yes

b. No

Ques 2: What makes a particular Potato chips brand your favourite?

a. Quality

b. Availability

c. Promotion

d. Brand Loyality

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Ques 3: Which is your favorite brand in Potato chips?

a. Uncle Chips

b. Lays

c. Others

Ques 4: Which Potato chips is tastier?

a. Uncle Chips

b. Lays

Ques 5: Which Potato chips is easily available in market or nearby shops like kirana shops?

a. Uncle Chips

b. Lays

Ques 6: Which Potato chips has more flavors?

a. Uncle Chips

b. Lays

Ques 7: Which Potato chips is available with more offers?

a. Uncle Chips

b. Lays

Ques 8: Which Potato chips has lowest price?

a. Uncle Chips

b. Lays

c. Both rates are same

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Ques 9: Do you think Uncle Chips is giving tough competition to Lays?

a. Yes

b. No

Ques 10: Which potato chips focus on effective advertisements?

a. Uncle Chips

b. Lays

Ques 11: Which potato chips use effective celebrity endorsement?

a. Uncle Chips

b. Lays

Ques 12: How do you rank Uncle Chips…

a. Top

b. Best

c. Average

d. Poor

Ques 13: How do you rank Lays...

a. Top

b. Best

c. Average

d. Poor

MALAY SRIVASTAVA

Ques 14: In your opinion which potato company is best?

a. Uncle Chips

b. Lays

SignatureThank You

MALAY SRIVASTAVA