Lays chips

Week 1.6 Marketing in international markets and globalization

The brand of Lays belongs to international brand, which is the level of global marketing. The Lays company already has exported to the worldwild. The company made marketing strategies based on the global market. According to different requirement of markets, the company is adapted the local needs. For example, the different Lays chips market, where were provided different tastes of potato chips for local people. The Lays chips is available in many countries. For example, India’s Lays chips had high market share in potato chips market. According to the table, the market share of Lays accounts to 50% approximately. 

(Market share of Lay's potato chips India 2015 | Statistic, 2016)

 Lays company uses a lot of marketing strategies to enter India market. For example, the prices strategies, which Lays company provides varies prices to customer. In addition, Lays offers different packet sizes. Lays also started giving 20% extra on few of its packets(Marketing Strategy Frito Lays In India Marketing Essay, 2016) For India market, Lays also provides promotion strategies, which ‘its campaigns are supported by mega 360-degree communication medium on TV, Radio, Print, Viral, Outdoor and Cinema’ (Marketing Strategy Frito Lays In India Marketing Essay, 2016). 

According to the research, ‘PepsiCo Inc. warned the global economy appears to be weakening, singling out South America and Eastern Europe in particular, even as its first-quarter results topped Wall Street expectations’(Esterl, 2016). The economic situation has effected on Lays’s products. The recovery of economy has good influence on the sales of Lay chips. 

The US. Food&Drug  administration announces some regulations for potato chips. They gave the new definition for potato chips.The name "potato chips" may be used without qualification to describe the article made by frying thin slices of potato in deep fat(CPG Sec. 585.710 Potato Chips, Ingredients - Labeling, 2016). To be honest, I did not found some relevant national or international  laws about Lays chips. 

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References:

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

2. Market share of Lay's potato chips India 2015 | Statistic. (2016). Statista. Retrieved 12 October 2016, from https://www.statista.com/statistics/562659/market-share-of-lays-in-the-potato-chip-segment-in-india/ 

3. Marketing Strategy Frito Lays In India Marketing Essay. (2016). https://www.ukessays.com. Retrieved 12 October 2016, from https://www.ukessays.com/essays/marketing/marketing-strategy-frito-lays-in-india-marketing-essay.php 

4. Esterl, M. (2016). PepsiCo Warns of Weakening Global Economy. WSJ. Retrieved 12 October 2016, from http://www.wsj.com/articles/pepsico-earnings-top-expectations-1460978140 

5. CPG Sec. 585.710 Potato Chips, Ingredients - Labeling. (2016). Fda.gov. Retrieved 12 October 2016, from http://www.fda.gov/ICECI/ComplianceManuals/CompliancePolicyGuidanceManual/ucm074634.htm