lays report.docx
TRANSCRIPT
MARKETING PRACTICES AND IMPLEMENTATIONSTUDY OF LAYS’ BRANDAND ITS ENHANCEMENT
WORD COUNT: 5215
INTRODUCTION
COMPANY - PRODUCTThe company that we have chosen is Pepsi Co India Holdings Pvt. Ltd. PepsiCo is a
world leader in convenient snacks, foods and beverages.
Solid Company, Sold PhilosophyCreating a Better Tomorrow for Future Generations
PepsiCo 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.
PepsiCo Values & Philosophy
Our Values & Philosophy are a reflection of the socially and environmentally responsible company we aspire to be. They are the foundation for every business decision we make.
Corporate
Governance
PepsiCo has adopted strict corporate standards that govern our operations and ensures accountability for our actions. Learn more about the processes and policies guiding our business.
Source: http://www.pepsico.com/Company.html
PepsiCo established its business operations in India in the year 1989
It is now the 4th largest consumer products company in India
PepsiCo has invested more than USD 1 billion in India since its establishment
PepsiCo has a diverse range of products from Tasty Treats to Healthy Eats
It provides direct and indirect employment to 150,000 people in India
It has more than 36 bottling plants including 13 Company & 23 Franchise owned
ones
It has 3 state-of-the-art food plants in Punjab, Maharashtra and West Bengal
Pepsi Co has 5 divisions under it. They are:
1. Pepsi – Cola Division
2. Frito Lay Division
3. Quaker Oats Division
4. Tropicana Division
5. Gatorade Division
We have chosen “Lays” product under the Frito Lays Division. The other products that
Division are:
Uncle Chips
Aliva
Kurkure
Cheetos
Lehar Namkeen
There are many flavors that are available in India. The following are the flavors:
Classic Salted
American Style Cream and Onion
Lime ‘n’ Masala Masti
Magic Masala
Tomato Tango
Lay’s is launched in India in 1995. It has become an indispensable part of the “snacking
culture” and became the world’s largest and favorite snack food brand.
Lay’s has established itself as a youth brand with its irresistible tastes, international and
Indian flavors. It continues to grow in the hearts and minds of its customer.
Lay’s is a SNACKSMARTTM product as it is made with India’s best quality fresh
potatoes, simply sliced and cooked in Rice bran oil, and then seasoned with delicious
flavors.
Lay’s caters to the ever growing ‘health-consciousness’ trend in India. It now has 40%
less Saturated Fat, Zero Trans Fats and no added MSG. Frito-Lay potato chips have
taken out 40% of unhealthy saturated fats.
TOPICThe topic that we have chosen is “Branding”
Branding – Definition American Marketing Association:
A name, term, design, symbol, or any other feature that identifies one seller's good or
service as distinct from those of other sellers. The legal term for brand is trademark. A
brand may identify one item, a family of items, or all items of that seller. If used for the
firm as a whole, the preferred term is trade name.
Philip Kotler says, “a seller’s promise to deliver a specific set of features, benefits and
services consistent to the buyers…such a strong force today that hardly anything goes
unbranded…”.
Branding Strategies
Individual names , e.g. Bisquick, Gold Metal and Betty Crocker offered by General
Mills. The failure of one product does not harm the company’s reputation;
Blanket family names , e.g. Campbell’s, Heinz and General Electric. This limits the
spending on advertising and name research and makes it possible to benefit from
goods names of manufacturers;
Separate family names for all products , for example Sears uses Kenmore brand for
appliances and Craftsman for tools. This is appropriate when a firm offers a quite
different products;
Company trade name with individual product names , e.g. Kellog’s Rice Krispies,
Kellog’s Raisin Bran. This makes it possible to use the company name is used to
legitimize the names of products. Simultaneously products are individualized by their
individual names (Kotler 2001:192).
Features of a good brand name
Suggest the products benefits and qualities, e.g. DieHard, Sunkis and Craftsman;
Be easy to pronounce, recognize and remember, e.g. short names like Tide, Aim or
Puffs;
Be distinctive, e.g. Kodak, Exxon and Oracle;
Be extendable, e.g. Amazon.com expanded from a bookseller into other categories;
Not carry poor meanings in other countries and languages, e.g. Nova means
“doesn’t go” in Spanish (based on Armstrong and Kotler 2003:290-291, Kotler
2001:192).
PURPOSE OF THE PROJECTThe purpose of the project is to study the brand history, equity and brand value chain of
Lay’s. Suggest ways to improve and leverage its equity keeping in mind the current
world business scenario post the period of recession.
To study
o Brand History
o Brand awareness
o Brand associations
o Brand attitude
o Brand attachment
o Brand investment
o Brand performance
o Brand success
o Competitive reactions to the brand
To suggest ways to improve brand equity
JUSTIFICATION OF THE PROJECT
In India, chips are a major part of evening siesta. Under such conditions, it is better to
have a health conscious brand. PepsiCo India’s responsibility is to continually improve
all aspects of the world in which they operate – Environment, Social, Economic, Health
creating a better tomorrow than today. Lay’s has also included health perspective in its
recent packaging with the launch of Smart Snack idea.
Effective brand management requires a long term view of marketing actions. Because
consumer responses to marketing activity depend on what they know and remember
about a brand, short term marketing actions, by changing brand knowledge, necessarily
increase or decrease the long term success of future marketing actions.
SIGNIFICANCE OF THE PROJECT
Pepsi Co’s major enduring brand Lay’s, needs to be carefully managed so that its value
does not depreciate. By analyzing the brand and its value chain in terms of what the
brand represents, what value it provides to the customer, what makes brand superior,
what strong or unique association exists in the minds of consumers; we can study and
identify issues if any and suggest new ways of branding it.
OUTLINE / FLOW OF THE PROJECT
Study the existing brand strategy
Carrying out a brand valuation
Carrying out a brand tracking study by collecting quantitative data from
consumers to get consistent information about how the brand and marketing
programs are performing on key dimensions.
Analyzing the consumer data to identify issues and areas of improvement
Suggesting improvements in branding strategy
SWOT ANALYSIS
We adopt the procedure of SWOT analysis to critically evaluate the standing of Pepsi
Co’s brand Lay’s. We have constructed a matrix of strengths and weaknesses,
opportunities and finally threats that corroborate our stance on the successful banding
strategy employed at PepsiCo. These matrices help us complete the SWOT matrix
based on derived ranks that we can associate with each of the dimensions.
In our endeavor to find the right selection of dimensions we brainstormed and searched
over the most versatile source of information – Internet and devised a long but not
exhaustive list of parameters that affect the business of an FMCG (fast moving
consumer goods) company like PepsiCo (Frito Lay division). In order to make the list
more comprehensive we also interviewed company employees (Human Resources,
Frito Lay) to provide us with vital insights of the strengths, weaknesses, opportunities
and strengths as identified by them.
STRENGTHS AND WEAKNESS MATRIXWe first identify the possible attributes for classification as Strength/Weakness :
Cost advantage, Effective communication, R&D, Innovation, Consumption Growth,
Loyal customers, Market share leadership, Management team, Secrecy, Brand equity,
Financial position, Supply chain, Shelf Space, Reputation management, Unique
products, Health, Online Presence, Inventory/Stocking
The following classifications were done based on importance or value for product and user:
Cost advantage: Medium importance. In food and beverages industry there are many similar products offering variety and minor price differentiation is not of much significance
Effective communication: High importance. Proper promotion campaigns and consumer awareness are of utmost importance
R&D: Medium. More R&D leads to more differentiation and product diversification and provides strategic advantage. However, for chips category there are limitations to this
Innovation: High. Innovation in promotions, production and products are of utmost importance for consumables
Consumption Growth: High Importance. Consumption growth means increasing demand and the product is in Growth stage.
Loyal customers: High Importance. Loyal customers for foods and beverages is a great advantage
Market share leadership: High Importance. Every company/product wishes to be market leader.
Management team: Medium importance. Marketing management and product management need to be good but ultimately the product is what matters for consumables
Secrecy: Medium. Much secrecy cannot be maintained but certain recipe may be important for the success of the product.
Brand equity: High. Though the brand offering or value may not be good but the brand name and its association in the minds of customer matter the most
Financial position: High. A company with a good financial position can invest more in R&D, advertising and take more risks.
Supply chain: High. A product may be good but it is of no use if it doesn’t reach the right customers.
Shelf Space: High. A product that has more shelf space has a advantage over the competitors
Reputation management: High. A product that is reputed and trustworthy is preferred over the one that not reputed especially in food and beverages consumption.
Unique products: Medium. Though differentiation matters, in food and beverages differentiation is more difficult.
Health: High. Consumers are getting more and more health conscious.
Online Presence: Low. Online advertising may increase sales to some extent for food items but TV, Radio and Printed commercials are more effective
Inventory/Stocking: Low. For food and beverages, inventories are maintained by retailers depending on demand.
Performance Ranking:
5: Major Strength, 4: Minor Strength, 3: Neutral, 2: Minor Weakness, 1:Major Weakness
Based on the current market scenario and survey, the performance card for Lays is as follows:
E.g. Cost Advantage is Ranked 3 Neutral as competitors have same priced products so it is neither a weakness nor strength
Effective Communication is Ranked 5 Major Strength as Lays has created demand and Brand Equity with effective promotion and communication strategies.
Health is Ranked 2 Minor Weakness as people are getting more and more health conscious but part of the younger generation still prefers to have chips.
Dimension Performance Importance5 4 3 2 1 High Med Low
Cost advantage X XEffective communication X XR&D X XInnovation X XConsumption Growth X XLoyal customers X XMarket share leadership X XManagement team X XSecrecy X XBrand equity X XFinancial position X XSupply chain X XShelf Space X XReputation management X XUnique products X XHealth X XOnline Presence X XInventory/Stocking X X
OPPORTUNITY MATRIXA
TTR
AC
TIVE
NES
S
SUCCESS PROBABILITY
HIGH LOW
HIGH Emerging markets and expansion
abroad
Product and services expansion
Innovation
LOW Acquisitions Online promotion
Takeover
THREAT MATRIX
SER
IOU
SNES
S
PROBABILITY OF OCCURENCE
HIGH LOW
HIGH External changes
Maturity products
Economic Slowdown
Lower cost competitors
or imports
LOW Low Cost technology
Product substitution
Price Wars
SWOT MATRIX Strength
Effective communication
Innovation
Financial position
Market share leadership
Supply chain
Brand equity
Consumption Growth
Shelf Space
Loyal customers
Weakness
Health
Online Presence
Inventory/Stocking
Opportunities Threats
Emerging markets and expansion
abroad
Product and services expansion
Innovation
Acquisitions
Online promotion
Takeover
External changes
Maturity products
Low Cost technology
Product substitution
Economic Slowdown
Lower cost competitors or imports
Price Wars
STUDY OF LAYS’ BRAND AND HOW IT CAN BE ENHANCED
IN INDIAN SCENARIO
Today the chips industry in India is at a mature stage and the competition in this product
category is increasing. The low entry barriers, less bargaining power of buyers and
suppliers have all contributed to the increase in competition in for chips in India. The
modern Indian also prefers to have chips as an impulse snack so there is demand for
the different chips products. Lays’ is a major player in this category and if the status
needs to be maintained then an edge is needed over the competitors. The Lays’ brand
needs to be carefully studied and enhanced with the changing customer preferences
and inclinations. We are studying Lays’ brand, its current status and how it can be
improved through a qualitative study based on primary data collected from chip
consumers.
Literature Review
Brand interest and perceived Brand quality can be enhanced through Advertising
creativity. The effects are mediated by consumer-perceived creativity, suggesting that
consumers are important judges of creativity. An extra degree of creativity may send
signals about the advertiser that rub off on consumer perceptions of the brand (Dahlen,
Rosengren, Torn, 2008).
Consumer perceptions of the creativity in an advertisement mediate the advertisement's
effects on the brand and make the impact of the manipulated ("hidden") creativity much
greater. (Dahlen, Rosengren, Torn, 2008). Another research has found that, when
bypassing functional aspects of high spending, for example, that bigger advertisements
increase attention or that repeated exposures facilitate comprehension and breed liking,
wasteful expenses have positive effects on brand perceptions (Ambler and Houier,
2004; Kirmani and Rao, 2000).
Another study says that there is no guarantee that creativity in an advertisement makes
it more memorable or appealing to consumers (Kover, Goldberg, and James, 1995).
Many creative advertising efforts may be wasted, in the sense that they do not add to
the functionality of the advertisement (i.e., they neither enhance consumer recall and
liking of the advertising, nor increase comprehension and persuasiveness of the
communicated message). In tests of advertising expense, Kirmani (1990, 1997)
manipulates advertising sizes, colors, endorsers, and repetition and finds that they may
all increase perceived marketing effort.
Interestingly, Kirmani (1990) notes that it is possible that perceived advertising quality
("includes the care and creativity used to design the ad") could also have an effect on
perceptions of marketing effort. A survey among top-level agency creatives ranked the
sameness among brands as the number one reason for improved creativity; rather than
communicating a specific message (which is likely to resemble competitors'),
advertising creativity must make the brand interesting and exciting (Reid, Whitehill King,
and DeLorme, 1998). The impact of agency creativity on campaign outcomes is positive
but the impact of excessive creativity is negative, and agency creativity is more powerful
in high rather than low competitive intensity and in low rather than high market
dynamism (Li, Wenyu, Guanping, Nan, 2008). Creative advertising can provide a
competitive edge for a brand, add to its value, and give it an advantage over its rivals in
terms of more positive market response (Frazer 1983; Newman 1993).
Divergence and originality alone are not sufficient for advertising creativity, which also
must be “relevant” (Smith and Yang 2004) or “appropriate” (Koslow, Sasser, and
Riordan 2003) for the task at hand. Creative advertising must be able to communicate
effectively and achieve the advertiser’s goals efficiently. We seek to determine if the
current creative ads of Lay’s are relevant, convey the right message and thereby have a
positive impact on the Lay’s Brand.
Consumers who have bought and/or used a brand have established memory structures
about the brand through these interactions, which makes processing and retrieval of
brand information easier (Romaniuk and Samuel Wight, 2008). Brand users, by virtue of
their past usage experience, or repeated exposure to brand promotions have the brand
name stronger in memory, and therefore are more easily able to encode any encounters
with the brand which in turn influences sales. Further, the more stimuli that are
provided, the easier it is to retrieve items from memory (Crowder 1976; Zinkhan et al.
1986; Craik & Tulving 2000).
Therefore retrieval of all brands for advertising awareness measures will depend on the
nature of the cue and the difficulty of the measure. Top-of-mind brand awareness can
reflect the increased propensity for the consumer to remember the brand at the point of
purchase, over other brands (Miller & Berry 1998). The level of promotional activity for
the top five firms generates a relatively high level of top-of-mind awareness regardless
of transaction intention ( Gulas, Larsen, Coleman 2009). We intend to determine if Lay’s
is a Top-of-mind brand and if it influences the buying decision over its competitors.
According to a survey done on Frito Lays’, good health is a concern for every customer,
and so they continue to provide them with the products which they require. They focus
on the areas of weight management and positive nutrition, with along heart health. Frito
Lays’ had come up with an idea of Baked Lays and Tostitos which are low in calories as
compared to others. Frito Lays’ products contain 3 basic ingredients: corn or potato,
healthier oils, and salt/seasonings. In 2003, Frito Lays’ has eliminated trans-fat in all
their products and shifted to corn oil which is a healthier one. In 2006, they removed
saturated fat from the potato chips by using sun flower oil.
According to another survey on global food industry growth, it is found out that the long
term growth is because of the increasing needs and demands of the customers which
are met by the brilliant innovations by the players in the industry. Lays had adopted the
strategy of providing them with 100-calorie packaging. They have also repositioned
them as “snack foods” rather than “something to eat when you’re hungry”. They also
came up with fruit and vegetable based chips.
Attractive images on packaging post a great advantage to a brand as compared to
others of the same category. Explicit graphical images have always been a way to
attract or distract probable customers towards or away from a product. “…graphic
images in a bid to drive home the habit's harmful effects… “(Packaging News, 2008)
Marco Stoll et all in their research paper ‘Neural Correlates of Attractive Packaging have
clearly identified ‘In order to survive against their competitors, companies often invest
large amounts of money in product differentiation. Nevertheless, empirical studies show
that the perception of distinguished products is decreasing on a long-term basis.’
‘Attractive packages will trigger different brain activity than unattractive packages.’ ‘It
could be possible that attractive packages, due to attention and memory effects
contribute to brands much better than unattractive ones… unattractive packages will
have some negative influence (expected risk, uncertainty) on brand equity and thus
marketing management should take care of the valence of one specific package.’
Most products are also influenced in terms of branding activity by the complementary
co-brands. Co-branding represents a long-term brand alliance strategy in which one
product is branded and identified simultaneously by two brands. Norris (1992) was the
first to formulate the potential benefits of co-branded products. His study was followed
by two conceptual articles, one by Rao and Rueckert (1994), who analyze co-branded
products from a signaling perspective, and the second by Hillyer and Tikoo (1995), who
use process models of attitude formation and change (e.g., Petty et al. (1983); Eagly
and Chaiken (1993)) to understand the influence of co-branded products. Following the
conceptual work of Rao and Rueckert (1994) and Rao (1997), Rao et al. (1999)
published a deeper analysis of co-branded products from a signaling perspective, in
which they show that consumers can better evaluate the quality of a brand with
unobservable attributes when that brand is allied with a second brand that is perceived
as vulnerable to consumer sanctions. As a result of their double-branding feature,
cobranded products now provide an enhanced quality signal compared with a mono-
branded product. Studies on prerequisites that generate spill-over effects are scarce.
Simonin and Ruth (1998) develop a structural equation model that shows that
consumers’ attitudes toward co-branded products positively influence their subsequent
attitudes toward each partner’s brand.
We consider the following hypothesis for our study
H1 : Creative Advertising has a positive effect on Brand Image
H2 : Complementary Co-brands have a positive effect on Brand Preference
H3 : Health Products have a positive effect on Brand Preference
H4 : Top-of-Mind status has a positive effect on Brand Preference
H5 : Attractive images/colors on packaging have a positive effect on Brand Preference
Research Design
To confirm the hypothesis, we have designed a survey based on the factors under consideration. The sample is randomly chosen Lays’ consumers, not necessarily loyal to Lays’ brand. With a representative sample of 50 to 60 responses, we will verify the various hypotheses and based on the responses we will make suggestions on how to enhance the Lays’ brand.
Data Analysis
Hypothesis
H1 : Creative Advertising has a positive effect on Brand Image
Related Graphs
Which of the following ads do you appreciate?Lay’s “Be a little Dillogical” Ad feat. Dhoni 20 37%
Bingo’s “Mad Angle-Glad Bangle” Ad 12 22%
Kurkure’s “Maaro Tedho Family” Ad feat. Juhi Chawla 21 39%
Aliva’s Ad feat. Chitrangada Singh 14 26%
Smart Chips’ Ad feat. Aamir Khan with huge sized T-shirts 13 24%
People may select more than one checkbox, so percentages may add up to more than 100%.
Description37% of the respondents like the Lay’s Ad and 39% like Kurkure’s Ad showing that
people have a liking for creative ads. Hence, the hypothesis is proved right.
Creative Advertising has a positive effect on Brand Image.
HypothesisH2 : Complementary Co-brands have a positive effect on Brand Preference
Related GraphsYou have chips with:Soft drinks 3869%
Dips (cheese etc.) 4 7%
Other namkeen like bhujiya etc. 1 2%
Sandwiches 5 9%
Tea/Coffee 6 11%
If you get a discounted combo pack (like chips and a drink), would you prefer it over chips alone?
Yes 39 71%
No 15 27%
Description: As seen in the graphs above, the percentage of respondents who would
like to have soft drinks with chips is the largest at 69%. Also 71% of the respondents
preferred a discounted combo rather than individual item of chips. These confirm that
our hypothesis is right.
Complementary Co-brands have a positive effect on Brand Preference.
Hypothesis
H3 : Health Products have a positive effect on Brand Preference
Related GraphsWhich of these products to you regularly buy?
Aliva 10 19%
Smart Chips 2 4%
Bingo 10 19%
Lay’s Chips 42 78%
Kurkure 17 31%
Description: Though people are becoming more health conscious these days, they still
prefer taste when it comes to snacks. This fact is shown by just 19% and 4% of people
choosing to eat Aliva and Smart Chip Products respectively. Hence, the hypothesis is
proved wrong.
Promoting Health Products does not have a positive effect on Brand Preference for chips.(Note that this study doesn’t consider the effect of health initiatives like reducing calorie content or trans-fats in chips on the Brand Preference. It only considers that promoting health products does not have any positive influence on the preference for that Brand)
Hypothesis
H4 : Top-of-Mind status has a positive effect on Brand Preference
Related GraphsWhenever hungry, which of the following comes to your mind first?
Kurkure 12 22%
Lay’s 34 62%
Cheese Balls 4 7%
Piknik 3 5%
Peppy 1 2%
Which of the following do you eat most:
Lay’s Chips 34 62%
Bingo 3 5%
Kurkure 12 22%
Aliva 0 0%
Monaco 2 4%
Digestive Biscuits
3 5%
Description: When asked what comes to the mind first when they are hungry, 62% of
the respondents answered Lays. Exactly the same percentage of people again came up
with the answer of Lay’s when questioned what they eat most. These two responses in
conjunction prove the hypothesis correct.
Top-of-Mind status has a positive effect on Brand Preference.
Hypothesis
H5 : Relevent images/colors on packaging have a positive effect on Brand Preference
Related GraphsWhich of the following illustration do you like to see on your snack’s package?
Your favourite celebrity 4 7%
Very vibrant colours 1833%
Cartoon characters 7 13%
Images of the content itself
2545%
Which of the following package do you think keeps your snack the way you wish to find it?
Tetra Pack 2036%
Plastic container
1222%
Zip pouch 2240%
Description:
In the above graph, 45% of the responses favoured Images of inner content and 33%
preferred vibrant colors while just13% preferred Cartoon characters and 7% preferred
celebrity images. This indicates that people prefer relevant images on the packages as
compared to attractive images. The same applied to Cartoon characters however our
sample is not truly representative to confirm this as it doesn’t have many responses
from age group under 14. Also the second figure shows that people look for appropriate
packaging like Zip pouch and Tetra Pack. Hence the hypothesis is confirmed.
Relevent images/colors on packaging have a positive effect on Brand Preference.
Results
From the research based on our five hypotheses we have determined that
1. Creative advertising makes a mark in the minds of the people that enhances their
brand recall and positively influences their purchase decision
2. Lays has the benefit of having a complementary soft-drink brand Pepsi as people
prefer to have Lays with soft-drinks over other beverages
3. Product packaging that is attractive and has images related to the contents inside
influences purchase decision.
4. Lays is a Top-of-Mind brand and this has a Positive influence on Brand
Preference
5. Positioning chips as health product does not have a positive influence on sales
6.
Conclusion & Recommendations
We have studied the Lays brand and how it can be enhanced and based on the research we recommend that
1. Creative advertising pursued by Lays has a positive influence on brand recall and
purchase decision and can be continued.
2. A promotional discount on the combo purchase of Lays with Pepsi should be
offered. This will improve the sales of Lays.
3. Relevant images on the packaging like images of inner content and colors have a
positive influence on Brand preference. It is advisable to have attractive images
of inner content and color combinations than images of celebrities.
4. Consumers prefer to have convenient and utility packaging like tetra-pack and
zip-pouch. It is preferable to have a zip-pouch because it increases customer
perceived utility since the pack can be sealed again after it is partially eaten and
the contents remain fresh for next consumption.
5. Consumers prefer a food product that is similar but offers more quantity for the
same price.
Implications
1. Continuing the creative advertising will ensure that there is brand awareness and recall for Lays.
2. Having a complementary co-brand in Pepsi has provides an additional benefit and having a promotional offer on combo offer will ensure that both will together will be preferred over a competitor’s product
3. Relevant images of the content of the package can influence the purchase decision to some extent and does not have any negative implications
4. Zip-pouches can improve sales as consumers donot have to eat all the chips in one go and can reseal the pack to consume it later, the contents still remaining fresh.
Limitations
We studied how brand preference is affected by positioning as a health brand but did not consider the affect on sales of an existing product by upgrading its health value. The study considered affect of packaging cartoon characters, celebrity images, etc on purchase decision on population as a whole but did not consider affect of this on different age demography as preferences might vary according to age. In this case the packaging would then depend on the age range of customer group that contributes to the maximum sales.
Future research
First, further study may consider how the sales are affected by further improving the health value of a popular product. Second, the impact of packaging on purchase decision for different age demography can be studied. Third, the study could be carried out from insights/data obtained from stores, malls, etc. that might provide more insights.
References
(http://www.marketingpower.com/mg-dictionary-view329.php - 2007-05-07)
http://www.pepsico.com
Advertising Creativity Matters; Dahlen, Rosengren, Torn; Journal Of Advt.
Research; Sept 2008
Long Tail Media in the Store, Sorensen, Journal Of Advt. Research; Sept 2008
Consumer evaluation of Brand Extensions, An Empirical Assessment in Indian
Context; Bapat, Panwar; The Journal of Business Perspective l Vol. 13 l No. 2 l
April–June 2009
The Effect of Agency Creativity on Campaign Outcomes; Li, Dou, Wang, Zhou;
Journal of Advertising, vol. 37, no. 4
Brand and Message Recall: The Effects of Situational Involvement and Brand
Symbols in the Marketing of Real Estate Services; Gulas, Larsen, Coleman;
Department of Marketing, Raj Soin College of Business, Wright State University
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http://www.enotalone.com/article/8355.html
http://business.highbeam.com/industry-reports/food/potato-chips-corn-chips-
similar-snacks
http://www.brandchannel.com/features_profile.asp?pr_id=378
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Sutton
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News, November 2008
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Appendices
Questionnaire. Everyone can answer this one :) Foodie or no foodie, you can't say no to them!
Which of the following ads do you appreciate? * • Lay’s “Be a little Dillogical” Ad feat. Dhoni • Bingo’s “Mad Angle-Glad Bangle” Ad • Kurkure’s “Maaro Tedho Family” Ad feat. Juhi Chawla • Aliva’s Ad feat. Chitrangada Singh • Smart Chips’ Ad feat. Aamir Khan with huge sized T-shirts
You have chips with: * • Soft drinks • Dips (cheese etc.) • Other namkeen like bhujiya etc. • Sandwiches • Tea/Coffee
Which of the following do you eat most: * • Lay’s Chips • Bingo • Kurkure • Aliva • Monaco • Digestive Biscuits
If you get a discounted combo pack with chips and a drink, would you prefer it over chips alone? • Yes • No
Which of the following illustration do you like to see on your snack’s package? * • Your favourite celebrity • Very vibrant colours • Cartoon characters • Images of the content itself
Which of these products to you regularly buy? * • Aliva • Smart Chips • Bingo • Lay’s Chips • Kurkure
Whenever hungry, which of the following comes to your mind first? * • Kurkure • Lay’s • Cheese Balls • Piknik • Peppy
Which of the following package do you think keeps your snack the way you wish to find it? * • Tetra Pack • Plastic container