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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Stoll, Sebastian Back and Peter Kenning, 2008

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H. Leeflang, October 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