Lays marketing strategy in India

 

                                      

Lay’s was launched in India in 1995 and since has become the largest snack food brand. Lay’s has established itself as a youth brand and it is still Growing.

Lays come in many price variants.  It has packets of Rs10, Rs20 and Rs25.  This show that lays offer different packet sizes.

Lay’s target young generation and the brand have positioned itself as a youth brand. the major chunks of its consumer are of age between 13-18

 and 18-26.

As Indian masala are most famous, Lay’s developed and marketed close to 7 flavours with their run-away hit bring “Magic Masala”.

The company functions over 40 distribution centers, reaching approximately 1 million retail stores that makes the product available on a mass scale and is easily available.

The advertisements of lays are seen across various channels like Newspapers, TV, magazines and other print media.  The brand also has good visibility on social media.

The new marketing strategy of Lays is the “Lays Local” campaign that focuses on the eighty farms sattered acrtoss 27 states in India that grow the potatoes to make Indian customers have more affinity towards the brand.

In their latest advertisement, Lay’s tied up with close to 750influencers to amplify this narrative of how da smile and sharing food is instant bonding.