Lay’s Advertising Project.pdf

In 2009, PepsiCo Foods Group at its headquarters in Vietnam decided to move all products to Lay's to raise Vietnam's level to be comparable to other countries which Lay's is present Lay’

LAY’S ADVERTISING PROJECT

Group Assignment

MEMBERS:

Thái Qu c Thành ố – SS170530 Trần Nguyễ n Qu nh Vy SS170743 ỳ –

Table Of Content

1 Introduction about the background of the organization/corporation and aspects related to their

IMC .3

1.1 Background: 3

1.2 IMC’s aspects Lay’s: 3

1.2.1 Lay's utilized two media types for their digital advertising: 3

1.2.2 In terms of offline displacement, the brand has two goals: retailers and out of house advertising (OOH): 4

2 The objectives of your promotional campaign, coupled with a detailed analysis about the target audiences and market insight(s) .4

2.1 Objectives: 4

2.1.1 Marketing objectives: 4

2.1.2 Communication objectives: 4

A Digital Advertising: 5

B Offline Displacement: 5

2.2 Target Audience Analysis: 5

2.2.1 Segmentation: 5

2.2.2 Targeting: 7

2.3 Market Insights: 7

2.3.1 Assumption: 7

2.3.2 Assumption verification: 7

2.3.3 Market insight: 10

3 Creative strategy and selection of communication medium/channels for effective communication/message delivery .10

4 IMC action plan the campaign execution throughout various communication channels (with execution timeline and estimated budget) .13

4.1 Budget: 13

4.1.1 Licensing Budget: 13

4.1.2 Promoting Budget: 14

- Digital advertising: 14

- Offline Displacement: 14

5 Expectations and key results after IMC plan execution after and conclusion about the communication campaign related to the business goals .16

Top of mind during the campaign period 17 Implementation methods: 17

6 Creative production based on a variety of formats such as TVC and/or print ad and/or media kit.

18

1 Introduction about the background of the organization/corporation and aspects related to their IMC

1.1 Background:

Lay's brand is a chip brand founded by Mr Herman Lay and after many name changes and mergers, now Lay's belongs to PepsiCo Inc full of growth in 1965 When importing to Vietnam, PepsiCo has 2 brands established since 2006, one is Poca - domestic brand, the other is Lay's - international brand In 2009, PepsiCo Foods Group at its headquarters in Vietnam decided to move all products to Lay's to raise Vietnam's level to be comparable to other countries which Lay's is present (Lay’s Việt Nam, 2019) Lay's has over 10 popular flavors which are Barbecue, Naturel, Bicky Crisp, Barbecue Ham, Sour Cream and Onion and also vary from country to country according to their culinary culture Or even Lay's is launching limited edition flavors to entice customers to try it out In the Vietnam market, Lay's has launched

7 delicious flavors including Natural Classic, Cheddar cheese, Brazil BBQ Pork Rib, Sour Cream & Onion, Texas Tenderloin Steak, Nori Seaweed and Thai Spicy Squid (Lay’s Việt Nam, n.d.)

Potato weaning cake is one of the delicious snacks and is loved by many ages from children to adults Due

to this strong response, the potato snack market has quite a few novelty brands competing with each other Some of Lay's main competitors today are Swing, Slide, O'star, Pringles and Karamucho that everyone knows when it comes to these brands With the slogan and ingredients made from pure fresh potato slices and different flavors to help consumers have different choices (www.bachhoaxanh.com, n.d.)

1.2 IMC ’s aspects Lay’s:

1.2.1 Lay's utilized two media types for their digital advertising:

The first is in-content advertising, in which The brand's advertisement will now appear in all videos that demand that users watch the entire advertisement before moving on to the material they want to watch In particular, Lay's will be asked to pay a fee to apply for this form

Lay's capitalizes on the explosive growth of Facebook and Tiktok and the widespread acceptance of advertising on social media Typically, the company has created challenging trends on Tiktok with attractive prizes, or announced events taking place brand's promotions on its Facebook page with the aim

2 The objectives of your promotional campaign, coupled with a detailed analysis about the target audiences and market insight(s)

2.1 Objectives:

2.1.1 Marketing objectives:

Since Lay’s is a big player in the Vietnamese snack market and also acquiring a high market share proportion, the firm’s marketing objectives over its whole marketing program is to increase sales and volume by stimulating growth through product category diversification That’s also the reason Lay’s is currently having 9 different tastes in its regular collection and 2 more brand new tastes in its Premium collection (Lay’s Việt Nam, 2019b) & (www.bachhoaxanh.com, n.d.)

Therefore, the marketing objectives of <Xem Bóng Đá Cùng Siêu Sao, Tận Hưởng Hương Vị Đỉnh Cao=

is simply to increase sales and volume of all products in both regular and premium collection

2.1.2 Communication objectives:

Regarding communication objectives, each of the related aspects of the campaign’s IMC is expected to play different roles Therefore, each of these aspects has its own communication objectives

A Digital Advertising:

Regarding Digital Advertising through 3 main social media platforms (Facebook, YouTube and TikTok), the expectations are:

● Making NFT-cards become a hot topic in the upcoming FIFA World Cup Nation League

● Making Lay’s the top-of-mind brand when it comes to soccer in the World Cup season in Vietnam

● Creating demand for consumers to collect Lay’s collective NFT-cards

B Offline Displacement:

By displaying banners, standees at big malls, supermarkets and convenience stores, mini soccer fields across the country and even in some of the cafeterias at high schools and universities The communication objectives are:

● Gaining consumers’ awareness

● Increasing the brand’s familiarity with consumers

● Increasing sales at the displaying areas

2.2 Target Audience Analysis:

2.2.1 Segmentation:

In Lay’s previous campaigns in India, the firm mostly segmented the market by Demographic factors However, <Xem Bóng Đá Cùng Siêu Sao, Tận Hưởng Hương Vị Đỉnh Cao= campaign took 1 step further, the campaign’s target audience is segmented by 3 filters which are (Demography, Behavioral and

Psychographic)

Demography Behavioral Psycholography

Age: 10 - 40 Usage: High product usage,

- Snacks to consume in parties, theaters, and as a snack for hostel students

Regarding Behavioral segmentation, factors like Usage, Degree of Loyalty and Benefits Sought are put into consideration These variables are meant to reflect the desired behaviors that the firm expects the consumers

to perform during the campaign

Psycholography segmentation of Lay’s in the campaign is divided into 3 elements as Interest, Personality and Lifestyle

Differentiated marketing (or multi-segment targeting) is selected to be the targeting strategy of the campaign due to the fact that Lay’s has a big presence globally Because of being such a big player in the market, the brand appeals to different customer segments

The main customer segment of <Xem Bóng Đá Cùng Siêu Sao, Tận Hưởng Hương Vị Đỉnh Cao= is obviously people age from 10 - 25 that have interest in soccer and collecting NFT-cards These people are also expected to have trading behaviors to hype up the market for NFT-cards

However, it’s important to put other customer segments into consideration These could be people who just simply want to have a good source of snacks with many different flavors for their parties or for their family, they would hardly have interest in NFT-cards and even soccer These could also be switchers who want to try new products available on the market

The assumption was:

<What if these physical cards are transformed into NFTs? These NFT-cards enhance customer’s experience because they are much more tradable and unique compared to the previous physical cards=

2.3.2 Assumption verification:

To verify the consumption, a primary research in the form of a survey was carried out The very first section

of the survey form plays a role as a filter to make sure the survey is carried out by Zoomers who have

10 out of 10 participants are Zoomers and they all have watched soccer, just at different frequencies So the chosen 10 participants were the sample of the potential customer group Next the participants were asked

if they knew about the Poca’s play cards campaign in the past

Remarkably, only 1 out of 10 participants didn’t know about it Moreover, upto 50% of them have joined the trend and actually collected these cards

watching experience 30% expressed a neutral attitude and only 10% disagreed with the statement

When being asked about the opinion toward Lay’s if the brand introduces its NFT-cards campaign, most participants expressed a positive attitude about the brand

2.3.3 Market insight:

After the primary research, the discovered insight is that:

<A large proportion of our potential customers were aware of the previous player cards campaign, they loved it and they even collected these cards Turning these physical cards into NFT-cards will enhance their soccer-watching experience They will be excited about the campaign and will have a positive attitude toward the brand=

3 Creative strategy and selection of communication medium/channels for effective

communication/message delivery

At a time when there are so many football tournaments going on around the world, the project will launch

as a step to kick off some of the most exciting classic matches And this time Lay's will still use the

advertising through 2 main methods: Digital Advertising and Offline Displacement:

Digital advertising : The main features of mobile campaigns are images, videos and

online images about the event's excitement when people see the videos on social networks Platforms like Instagram, then TikTok and Facebook help promote the return event of the player card As people increase their mobile usage, mobile advertising becomes more effective In addition, there are activities to promote the event and increase sales for the newly launched item Lay's Premium It is for social network users, in which people with mobile phones can easily join On the TikTok platform we will also create challenges to attract more participants to know about the event and receive gifts from Lay's

a) In-content advertisements

In addition, we will spend money to promote the Youtube channel specializing in broadcasting the top matches in Europe, which is FPT Bóng đá There will be banners between the innings or in the matches Lay's ads appear for a short period of time and also include event details at the beginning of the match This will make it easier to promote the new card model with NFT integration so that collectors can own the unique cards of Lay's Through advertising on FPT-Bóng đá YouTube channel, Lay's will be imprinted when appearing while viewers watch the match and they will be curious about the new way of NFT cards

b) Social media advertisements (Facebook, TikTok and Youtube)

Social networks will also be a support to develop the event as well as a place to answer questions from participants through two platforms, FaceBook and TikTok:

continuously updated on Lay's personal page on how to own player cards and how collectors can participate in Lay's NFTs card website Lay's design team will also be releasing cards about the stars on the pitch to create an emotional appeal through the love, enjoyment, and respect when seeing their idols on the Idols cards.Accompanying the product posts, we will post reels of the program's slogan to leave an imprint in their memory when just hearing: "Xem bóng đá cùng siêu sao,trải nghiệm hương vị đỉnh cao= with Lay's Snack No 1 in the world Thanks to this, every time viewers watch football matches, they will always accompany Lay's to enjoy the full 90 minutes of drama

TikTok : Lay's VN & UEFA Cups 2022

Like Facebook, Lay's Tiktok channel will also post clips of the event's slogan and also videos of players' collected achievements During the event period, We will create challenges for viewers to participate in to receive rewards such as: collectibles or random cards when they enter codes on the Metamask platform (Shatz, n.d.)

https://effectiviology.com/appeal-to-emotion/

Offline displacement:

Retailers (supermarkets, grocery stores, convenience stores, canteens, etc.)

Brands will contact retailers to offer banner ads at good prices Thanks to this advertising,

it will generate income for both sides when attracting more potential customers and increasing the connection of both sides

For advertising or direct marketing activities, Lay's will pay to hire the most high-traffic locations such as malls, fairs and stadiums For example, in the context of a stadium, the audience while watching the match will need a little snack to relax Therefore, places with a lot of people passing by have great potential for brands to display advertisements about their products and store promotions

promote the revenue from the event As well as create the spread of the NFT card in Vietnam

Creative Brief:

1 Switching from physical cards to NFTs

The special thing about the return of Lay's MATCH ATTAX this time is the new transition from –physical player cards to NFTs format

2 Features of NFTs Cards (Uniqueness of Cards)

With a whole new face for player cards, Lay's will bring collectors the most exciting new features and experiences when owning cards of IDOLS

Players will have the opportunity to completely own their favorite superstar, completely unique that no one else can own through the NFTs platform developed by Lay's using TOPPS

The cards will bring a lasting value and will never become obsolete And that's what we aim for through the 3 card seasons Accompanied by the event slogan <Xem bóng đá cùng siêu sao,trải nghiệm hương vị đỉnh cao=

4 IMC action plan the campaign execution throughout various communication channels (with execution timeline and estimated budget)

4.1 Budget:

4.1.1 Licensing Budget:

We have dealt with each club and player for image copyrights so that we can produce NFT cards without breaking the law However, we realize that buying rights directly from UEFA will be extremely expensive Therefore, we decided to use the same copyright with Topp to minimize the costs

the profit for the 200,001th package onwards (applicable to all sold packages)

Example: The profit for the first 200,000 packages is estimated at 1,230,000,000 VND -> The amount we have to pay to Topp is: 1,230,000,000 x 7% = 86.100.000 VND

Profit for 300,000 packages is 1,930,000,000 VND

-> The amount we have to pay to Topp is: 1,930,000,000 x 10% = 193,000,000 VND

4.1.2 Promoting Budget:

- Digital advertising:

.We have partnered with FPT Bóng đá to display product advertisements between matches Lays' advertising video fluctuates in 20 seconds, so there will be prices for 20-second-long ads, specifically as follows:

In-content advertising in tournaments, including Victory Moment advertising and Ads

on frame within 3 months, is estimated to range from VND 700 million - VND 800

million (including 10% VAT) (Quảng Cáo IN-CONTENT, 2020)

Advertising on social media platforms (Facebook, TikTok): On Facebook, with the goal of reaching 10 million - 15 million customers per day, the cost for a 3-month advertising post is about 50 million VND On Tiktok, we sponsor every video featuring a Lays product or an NFT token (500.000VNĐ for each video)

-> Total cost for Digital advertising: ~900 million VND

- Offline Displacement:

We do not pay the cost of displaying products at supermarket chains, convenience stores, grocery stores, etc Instead, we will have the discount so that retailers can import Lay's products with cheaper prices Depending on the type of store, we will have appropriate