LAY’S BRAND POSITIONINGWhat is Lays target market, maybe students,as we known that children were driving Frito-Lay's growth in US. And anther major target market of Lays is young audiences of sports and entertainments like consumers in theaters or stadiums or at home;The brand is a very popular and it has a long history over 100 years(POD),it was founded in 1932 ,at the beginning it has been among the top selling products,because of its success,the company started production of other snacks,like Sun Chips ,Ruffles...They were originally made of potatoes, salt, and oil with no preservatives added. And now, they come in several different flavors which are packed in a bag.
It’s worth to notice Lay’s strategy,it pays more attention on the food itself(POD),they focus on what eating in every region means,and Lay’s product was a consumer-oriented food specially suited for the cuisine traditions of every region .
I’m interested in Lay’s advertising,I still remember one advertising which won the hearts of consumers was targeted at associating Lay’s chips with life happy moment,the company invited people show their photo of happy events creating new perception of the snack,in order to tell us that happiness is simple when you eat Lay’s.And another advertising mention the poster of hanging from the ceiling potatoes,it would like tell consumers that Lay’s potatoes are grown specially for you and it is much more closer than you could think.So I think it’s a reason why it wins(POD).
Lay’s is win in creating many ways of cooking methods(POD) ,and it also experiment with new tastes and amazing flavors(POD) and different shapes(POP). Of course it focus on health benefits(POP).
REFERENCE：
Aucun commentaire:
Enregistrer un commentaire