integrated marketing communication plan for lays

Like any other flavoured snackproduct, Lay''''s Cheddar Cheese seeks to provide consumers acheese and are searching for a savoury and cheesy snack by... Increase brand awareness by 5% or ab

IMC PLAN

LECTURE: BUI THI HANH THAO

Nguyen Minh Anh

Ho Thi Phuong Thao Nguyen Thi Quynh Anh Dinh Quoc Binh Luu Vu Truong Giang Nguyen Cong Phu Trong

Analysis of Communication Process

Develop IMC Program

Budget Determination

Evaluate promotional program results/effectiveness

Lay's is the world's most popular

market since 1940, it has been more than 80 years now It was owned by Herman Lay until 1961 In 1961, Lays incorporated Frito, a subsidiary of Pepsico And merged into Frito-Lay Inc.

It is dubbed as a snack food giant At that time, Frito-Lay's annual sales exceeded $180 million in 1965 There were more than 8,000 employees and

46 manufacturing plants.

INTRODUCTION

1.1 Company

Belonging to the famous PepsiCo corporation , Lay's is present in

more than 100 countries And received the love of people all over the world Each stage, Lay's introduces new french fries recipes.

From there, a ttracting and meeting the diverse needs of

customers In 2012, Frito-Lay accounted for 59% of the US salty snack food market According to Statista, Frito-Lay's revenue will

be about US$4.81 billion in 2020.

In 2019, in Vietnam, Pepsi-Cola's Poca was renamed to Layshi brand, the same name in the world Belonging to Pepsico helps Lay's compete with domestic and foreign brands Thereby, bringing consumers many interesting and exciting experiences at the same time in all countries where Lay's is present.

1.2 Product

In Vietnam market, Lay's has

launched 7 delicious flavors

including Natural Classic, Cheddar cheese, Brazilian BBQ Pork Rib, Sour Cream & Onion, Texas Tenderloin Steak, Nori Seaweed and Thai Spicy Squid.

Lay's Wavy Cheddar is the primary product in this IMC A

flavour of Lay's potato chips called Lay's Cheddar Cheese has

a cheddar cheese flavouring Like any other flavoured snack product, Lay's Cheddar Cheese seeks to provide consumers a

cheese and are searching for a savoury and cheesy snack by

Increase brand awareness by 5% or about 700 thousand people in 4 months

Increase the company's market share by 1.5% through: + Increase the official selling point in Vietnam to at least

20 establishments

+ Increase interaction with customers on social media

1000 times/week/4 months

1.3 Objectives

ANALYSIS OF PROMOTIONAL

PROGRAM SITUATION

2.1 Internal analysis

Promotional/ Marketing Department organization

The Advertising/Marketing Department is an important part

of the organization and is the bridge between internal and

external , between product and customer, between product

attributes and customer needs This is the department

responsible for promoting and marketing the company's

products The main task of this department is to figure out how

to attract new customers, retain old customers, foster customer

loyalty and increase sales.

To achieve this goal, this division of Lay's regularly develops

creative and effective advertising campaigns, combining

communication activities such as TV advertising, online

advertising, outdoor advertising, and other communication

activities.

Besides, Lays also develops and implements strategic

marketing plans such as 4Ps: product, price, distribution,

promotion; 4Cs: Lays' needs, wants, and amenities 4Ps:

To have success in Lay's Marketing strategies, it is impossible

Firm's ability to implement promotional program

SWOT

Pepsico is the parent company

The company has launched

many flavors, imbued with

culinary culture

Strong dealer network with

loyal customers

Diversified sources of supply

from different localities

The target group is young

people and the middle class,

people with high demand for

snacks at affordable prices

The Combination of Traditional

and Digital Marketing

The trend of snack consumptionplummeted: people are moreand more inclined to use

healthy products

Poor profit margin: faces stiffcompetition

Low innovation propensity: face

of losing market share as well asdifficult to "retain" customers

Consumers are also gradually

becoming aware of the value

of brands This is a great

opportunity for Lays

products to expand their

market share

Typical flavors in some

countries will attract a large

number of customers

Many big competitors in theVietnamese market: Oishi,Swing,

Consumers are becomingmore and more healthconscious It will be a bigchallenge with the productsthat Lays is offering

AGENCY EVALUATION AND SELECTION REVIEW

OF PREVIOUS PROGRAM RESULTS

Within a week, Crispy Subtitleswas listed on Google searchtrends and appeared in about

200 global publications, vlogs,podcasts and talk shows With1.2 billion impressions, $9million in media earned, globalreach of 210 million people andthousands of downloads in 80different countries,

Achieved with a budget of

$15,000 la It can be seen that

Lay's unique marketing

campaign has achieved great

success, creating a strong

spillover effect and leaving a

deep brand mark in the

minds of consumers

In addition, Lays alsocombined with Rap Vietseason 2 and receivedgreat support from theaudience, increasing sales

Snacking is one of the most

important trends in the food

industry today with junk food

taking up a large share of the

market The Vietnamese snack

market consists of three main

product lines These are french

fries (use 24%), nuts (use 30%)

and processed snacks (use

33%)

2.2 External analysis

Consumer behavior analysis

The size of the snack market in Vietnam was estimated at 518 million

USD in 2015, of which processed snacks accounted for 33%, nuts 30%

and chips 24%, according to Savory's statistics Snacks Market in

Vietnam Databook to 2020 It is estimated that by 2020, the market size

will nearly double, equivalent to more than 1 billion USD If averaged

with growth estimates, the size of the snack market in 2017 could reach

700 million USD This number can actually be much larger if you look at

the way investors accelerate here

2.2 External analysis

Consumer behavior analysis

However, by 2020, the industry's revenue will decline to only about

429 million USD The average consumption per capita is only 0.7 kg,

equivalent to 4.41 USD/person It is forecasted that the annual growth

rate (CAGR) is 4.9% from 2020 to 2023 According to PepsiCo, the

Vietnamese snack market is a fertile ground Large number of

consumers, high purchasing power offers a lot of business potential

No longer an entertainment, snacks have become an essential need,

especially for young people

Modern life is increasingly busy leading to consumers looking for

snacks when moving, these dishes are not only delicious, but also

meet their nutritional needs Therefore, Bim Bim Lays is a highly

convenient product, easy to buy at any grocery store or supermarket

near home and can be taken anywhere, without preliminary

processing or processing

Moreover, Lay’s is easy to eat, diverse in choice, along with easy

storage so it is always the first choice in picnic sessions, watching

good movies in friends gathering, Tri, relax, free time or need to

increase force, with many different designs and flavors, meeting the

needs of customers

Thanks to the increase in the average Vietnamese income, life

changes in industrial style, young consumers more and snacking

becomes an essential need in each meeting So Lays is the first

choice for young people

Market segmentation and target marketing, Market

positioning

DEMOGRAPHIC SEGMENT GEOGRAPHY SEGMENT

Can easily target different

age groups

Expand the object file of all

ages, all genders

children and young people

are still the top priority

women will be able to

choose snack products than

men

Has an affordable price,

suitable for young customers,

low average income

marketing strategies foreach region

For example: in the North,

promoting the flavor of Layschips, while in the South,the company focused onthe spicy sour shrimp flavordue to the culinary interestsand the middle of the

a snack for dormitories

POSITIONING

Lays Vietnam is considered

to be a popular and diverse

Vietnam market

Lays is considered to be the

leading product in place

available everywhere

With the convenience and

diverse flavor, Lays Vietnam

has become a popular snack

product, a snack that can be

eaten at any time of the day

for everyone to enjoy,

accessible for all ages

=> Is currently focusing on the

customers and has adjustedmany campaigns as well asdifferent activities to convey themessage to the stores toeveryone

ANALYSIS OF

COMMUNICATION

PROCESS

Analyze receiver’s response processes

AIDA model is the most suitable model for analyzing the

receiver’s response processes of Lay’s.

AIDA is one of the classic marketing models applied by

most businesses in marketing and communication activities.

The AIDA model addresses the awareness stages in the entire

buying journey, thereby helping to identify specific

activities that need to be done to help the business achieve

the desired effect at each stage, leading to action successful

purchase at the last step.

Accordingly, AIDA stands for 4 steps:

A I D A

Attention Interest Desire Action

AIDA

The bold and colorful

packaging of Lays chips

instantly grabs attention on

supermarket shelves and can

capture the attention of

customers Lay's is also

noticed when sponsoring

Rap Viet

Lay's attracted a lot ofcustomers when sponsoringthe program Rap Viet, a veryhot program with hugeratings Lays with a variety offlavors to suit every taste,delighting customers

Capturing customers' needs for

the crispy texture and

delicious taste of French fries,

thereby satisfying customers'

needs

• By displaying a variety ofpromotions and discounts, Layscan encourage customers topurchase and try their chips

• Invest in digital marketingcampaigns, TV ads, and in-storedisplays to convince potentialcustomers to try their chips

Analyze source, message, channel factors

Lay's recent marketing campaigns involve the snack's "swallowing

blistering" experience To serve the IMC plan, Lay's has taken

advantage of many sources such as computers, mobile phones,

tablets, televisions

Source

Message

The campaign is inspired by the fact that users are often annoyed

by the "bubbling" sound of potato chips, which drowns out the

sound of the video At the same time, touching the volume up and

down buttons on the laptop with greasy fingers is even more

annoying

Using a machine learning algorithm that runs directly on the

Traditional Media: Lay's uses traditional media such as TV, radio,

magazine and newspaper ads to promote their products

Television advertisements often appear during popular

programs and sporting events, highlighting social interaction

and reaching a wide audience

Social networks: Lay's uses social networks such as Facebook,

Instagram, Twitter and YouTube to interact with customers,

share product information, promote special marketing

campaigns and create engaging content to attract public

attention

Lay's uses the following platforms to market their products:

Analyze source, message, channel factors

The campaign concept gained global media attention and was

downloaded for use in more than 80 countries, generating over

$9 million in media promotion for Lay's Vietnam

The campaign earned more than 1.2 billion impressions, was

shared widely around the world and became a trending topic on

Google and social networks

210,000 impressions from 200 global publications, such as

Gizmodo, Yahoo News & VirginRadio

Accordingly, the Lay's Crispy Subtitles campaign has obtained the

following results:

Channel Factor

Live events and activities: Lay's participates in live events and

activities such as exhibitions, fairs, promotional programs and

enjoy live products This helps to create brand awareness and

create a direct connection with customers

Lay's uses a combination of these marketing platforms to

Analyze source, message, channel factors

Lay's website: Lay's has an official website where customers can

learn about products, view advertising campaigns and find

information about Lay's products The site also provides a way to

contact and support customers

Establish communication goals and objectives

Reach

Participations

Short video: 15 million views in all platforms, 1

million interactions

3D Billboard: 12 million hits

Short story "Potato in Cheezeverse" : 5 million hits

4.1 Advertising

DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM

Advertising brings a lot of benefits to Lays in appearing widely on

media channels in many forms Thereby increasing brand awareness,

boosting sales, building sustainable trust with customers and finding

more potential customer sources Here are some ways to advertise Lays

snacks products that we build:

Short video: Selecting short videos for ads to attract customers on a

large scale, increase the ability to reach viewers and new customer

sources on social platforms Besides, short videos also convey the

product message quite fully and effectively through engaging and

attractive content to help viewers understand more specific

information about the product

Short videos will be communicated on social platforms such as

Facebook, Tik tok, Youtube, to increase customer awareness of the

brand

Interspersed in the program Rap Viet season 3 on Vieon Channel

This is a popular TV show, attracting a lot of viewers through the

seasons, always topping the top trending on Youtube within the first

few hours of its premiere Lays is a sponsor that has been with the

show for three seasons, and appearing on such an influential show

would be very effective

OOH: Using outdoor 3D billboards also increases the product's reach

to people on a large scale Using billboards in 3D will also attract

more people's attention

Using about 60 large 3D billboards in big city centers such as Hanoi,

Ho Chi Minh, Ha Long,

Using the tiktok platform, the short-form video application has

attracted more than a billion users and has become a famous

application in the technology village ahead of giants like facebook

and instagram Stir up the transformation trend with Lays,

encouraging users to participate in creating short videos recording

the transformation change, transform according to your own styles

and styles posted on tiktok with the hashtag #bienhinhcungLays

#bungchatstyle

Increase direct interaction with customers, reach more potential

customers Through the opening of a kiosk on the pedestrian

street designed in the shape of a cheese-flavored Lays snack pack,

with check-in photo frames following the outline of a sandwich

Walking street is a place where many people travel, especially

young people at home and abroad with many different rooms This

is consistent with the message of the campaign being given, and

will also attract a lot of young people

4.2 Direct Marketing