"Customer perceived value is the difference between the total cost customer benefits and cost".
Edouard de Joussineau
LAY'S
PRODUCT attributes
Slogans:
- That’s another reason to SMILE ! Lay’s potato chips (2007)
- Food for the fun of it! (2007)
- Lays, Get your smile on! (2006)
- Betcha can’t eat just one (60’ to present)
- No one can eat juste one.
key objectives: high quality product at a reasonable price for a snack.
Quality : Lay’s chips are pursuing the quality/price ratio in their product and communicate on this added value as far as they can.
Features: All the features like spiciness and caracteristics of Lay’s are compiled by the company on the need of their customers.
Design: It matter as Lays really want to show in the mind of consumers like the traditionnal way of making chips
Size : available in two different sizes one of 100gms and one of 200gms.
PROMOTION
Lays brand image is all about good fun and tradition and when Lay’s launched a new product they use package of «buy 2 get 1 free».
Lays advertise throught various channels:
- Media, social medias
- News Papers and magazines
- Banners
- Sponsoring
- Free samples
PLACE
Lay’s is availaible in India, Pakistant, China, US, EU, Australia, Russia, Romania, Poland, Argentina. In retails stores, snacks, supermarkets.
PRICE
Price strategy at Lay's is set by keeping the quality of the product and price offer by the competition. Lay’s try to pursue the best Quality/price ratio goal with a 3,68 $ basic 180g pack . They decrease their prices to increase the sales to capture the market.
They decrease prices in winter to lower the seasonality of sales.
PRINGLES
PRODUCT attributes
Pop-top can’s changed the way we consume chips. their chips remain fresh and unbroken, the can holds as much chips as a bag, and their curvy shape allows them to be stacked
They meet eighty percent of customer demand with only six flavor options and just one simple package design
No matter what your tastes may be, you'll find a flavor of Pringles Potato Crisps that will suit you perfectly. Not all of the flavors are available everywhere, and some are seasonal, but examples include: Original, Loaded Baked Potato, Jalapeño, Ranch, Salt & Vinegar, Spicy Guacamole, Fat Free Sour Cream & Onion, Firey Hot and so on. These are just a few examples of the many flavors Pringles Potato Crisps are made in.
PROMOTION
Pringles leads an agressive Promotion:
Starting in the 1990s and continuing today, Pringles has advertised their products by comparing them to bagged chips, which they view as greasy and broken. In each ad, a group of people are enjoying Pringles, while another person (alone) is enjoying a bag of generic potato chips (the bags themselves resemble either Lays.
Pringles is advertised in the United States, the United Kingdom, Canada, Australia, and Ireland with the slogan "Once you pop, the fun don't stop" along with the original slogan "Once you pop, you can't stop". Or again: "Other potato chips just don't stack up."
PLACE
In the United States, Pringles are seen in grocery stores, convenience stores, and many other places. Pringles uses an indirect channel to get its products to customers here and worldwide. Because Pringles are so widespread, it would require way too much effort to sell them directly to customers without the help of wholesalers. P&G uses middlemen and wholesalers so Pringles will be shipped to stores and stocked by others. Without the wholesalers, P&G would have to make huge investments to vertically integrate the marketing channel.
Pringles is a very Mass Marketed brand that is distributed through a mainly indirect channel. Also a Global Marketing Strategy is used to get business in foreign countries. Pringles is distributed through the use of wholesalers.
PRICE
Pringles prices are ones of the highest on the market (around 2,5 £) for a 180g pack. Pringles can sell its chips at this price because the customer's perceived value allow it (The difference between cost and benefits for the customer)
Sources:
http://en.wikipedia.org/wiki/Pringles#Marketing
Edouard de Joussineau
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