1. TABLE OF CONTENTS
S. No.
Chapter Name
1.
Introduction of the topic
2.
Company Profile
3.
Objectives of the Market Survey Report
4.
Literature Review
5.
Research Methodology
6.
Data Analysis & Interpretation
7.
Findings of the study
8.
Conclusion
9.
Suggestions
10.
Limitations
11.
Bibliography
12.
Annexure - Questionnaire
-
MALAY SRIVASTAVA
Page No.

2. INTRODUCTION
MALAY SRIVASTAVA

3. INTRODUCTION
This market survey report is based on the survey, which has been done in the Moradabad city.
The main objective of the survey is to find out and to analyze the comparison between Uncle
Chips & Lays. The data used for the analysis is primary data and collected through the use of
questionnaire. The respondents were the customer of potato chips. The sample size of my
research is 50, and the respondents are customers, a questionnaire has been used to make this
market survey report. The data have been tabulated and shown in the form of a pie chart.
Then it is interpreted and analyzed and further the conclusion of the study is drawn. And I
will also ask some questions to customers through which I am avail to conduct this market
survey report. I believe that this market survey report will help to the reader for better
understanding of the attitude of the customer.
In 1932, C.E. Doolin entered a small San Antonio cafe and purchased a bag of corn chips.
Little did he dream this savory chip would become one of the nation's most popular snacks.
Mr. Doolin learned that the manufacturer of the chips was eager to sell his small business, so
he purchased the recipe, and began to sell FRITOS®
Corn Chips from his Model T Ford.Meanwhile, that same year, Herman W. Lay began his
potato chip business in Nashville by delivering snack foods. Not long after, Mr. Lay
purchased the manufacturer, and the H.W. Lay & Company was formed.
The success of Frito-Lay is a tribute to two entrepreneurs' dreams.
H.W. Lay & Company became one of the largest snack food companies in the Southeast, and
LAY'S® brand Potato Chips is still America's favorite potato chip.Years later, in 1961, the
Frito Company and the H.W. Lay company merged to become Frito-Lay, Inc. Today, FritoLay brands account for 59% of the U.S. snack chip industry.
These days, our founders' dream to be America's favorite snack food company continues to
be fulfilled by more than 45,000 Frito-Lay employees in the United States and Canada who
make, sell, and deliver a wide variety of fun and environmentally friendly foods for you to
enjoy.
What happens when 48,000 people focus on a single vision?
Something wonderful—a company that’s all about good fun—doing good things when it
comes to making snacks and caring for the environment. You get a company called FritoLay, a proud member of the PepsiCo family.
For more than 75 years, we have enjoyed making the best snacks on earth, starting with
simple, farm-grown ingredients.
MALAY SRIVASTAVA

4. And we're not stopping now. We continue to innovate, so we can provide tasty products that
are good as well as fun.And we're reducing our environmental footprint by conserving natural
resources as well as harnessing renewable energy technology that reduces harmful emissions.
We know we still have a lot of work to do, but we’re up to the challenge. We've had a lot of
good fun along the way, and we'll continue that as we look to the future.
Potato chip
A potato chip is a thin slice of potato that is deep fried or baked until crunchy. Potato chips
are commonly served as an appetizer, side dish, or snack. The basic chips are cooked and
salted; additional varieties are manufactured using various flavorings and ingredients
including seasonings, herbs, spices, cheeses, and artificial additives.
"Crisps", however, may also refer to many different types of savory snack products sold in
the United Kingdom and Ireland, some made from potato, but may also be made from maize,
tapioca or other cereals. An example of these kinds of savory snacks is Monster Munch.[1]
Potato chips are a predominant part of the snack food market in English-speaking countries
and numerous other Western nations. The global potato chip market generated total revenues
of US$16.4 billion in 2005. This accounted for 35.5% of the total savory snacks market in
that year (US$46.1 billion).
Flavored chips
Potato chip flavors include sour cream and onion, barbecue, salt and vinegar, and plain salt.
In an idea originated by the Smiths Potato Crisps Company Ltd, formed in 1920, Frank Smith
originally packaged a twist of salt with his crisps in greaseproof paper bags, which were then
sold around London.
MALAY SRIVASTAVA

5. The potato chip remained otherwise unseasoned until an innovation by Joe "Spud" Murphy
(1923–2001), the owner of an Irish crisp company called Tayto, who developed a technology
to add seasoning during manufacture in the 1950s. After some trial and error, Murphy and his
employee, Seamus Burke, produced the world's first seasoned crisps, Cheese & Onion and
Salt & Vinegar.
The innovation became an overnight sensation in the food industry with the heads of some of
the biggest potato chip companies in the United States traveling to the small Tayto company
in Ireland to examine the product and to negotiate the rights to use the new technology.
Companies worldwide sought to buy the rights to Tayto's technique. The sale of the Tayto
company made the owner and the small family group, who had changed the face of potato
chip manufacturing, very wealthy.
The Tayto's innovation changed the entire nature of the potato chip, and led to the end of
Smith's twist of salt. (Walkers revived the idea of "salt in a bag", following their takeover of
Smith's (UK) in 1979, with their Salt 'n' Shake potato crisps.) Later chip manufacturers added
natural and artificial seasonings to potato chips with varying degrees of success. A product
that had had a large appeal to a limited market on the basis of one seasoning now had a
degree of market penetration through vast numbers of seasonings. Various other seasonings
of chips are sold in different locales, including the original Cheese and Onion, produced by
Tayto, which remains by far Ireland's biggest manufacturer of crisps.
Nomenclature
There is little consistency in the English speaking world for names of fried potato cuttings.
American and Canadian English use "chips" for the above mentioned dish—this term is also
MALAY SRIVASTAVA

6. used (but not universally) in other parts of the world, due to the influence of American
culture—and sometimes "crisps" for the same made from batter.
In the United Kingdom and Ireland crisps are potato chips while chips refer to thick strips
similar to french fries (as in "fish and chips") and served hot. In Australia, some parts of
South Africa, the south of New Zealand, India, the general West Indies especially in
Barbados, both forms of potato product are simply known as "chips", as are the larger "homestyle" potato crisps. In the north of New Zealand they are known as "chippies" but are
marketed as "chips" throughout the country. Sometimes the distinction is made between "hot
chips" (fried potatoes) and "potato chips" in Australia and New Zealand. In Bangladesh, they
are generally known as chip or chips, and much less as crisps (pronounced "kirisp") and
locally Álu Bhaja.
Health concerns
Potato chips were originally fried and seasoned without concern for trans fats, sodium, sugar,
or other nutrient levels. As nutritional intake guidelines were created in various countries and
the nutrition facts label became commonplace, consumers, advocacy groups, and health
organizations have focused on the nutritional value of junk foods, including potato chips.
A recent long term study associates potato chip consumption as the most important
contributor to weight change, before potatoes and soft drinks.
Additionally, the starch in potato chips is known to cause tooth erosion.
Some potato chip companies have responded to the criticism, both informal and legal, by
investing in research and development to modify existing recipes and create health-conscious
products. Kettle Foods was founded in 1978 and currently sells only trans fat-free products,
MALAY SRIVASTAVA

7. including potato chips. Pepsico research shows that approximately 80% of salt on chips is not
sensed by the tongue before being swallowed. Frito-Lay spent $414 million in 2009 on
product development, including development of salt crystals that would reduce the salt
content of Lay's potato chips without adversely affecting flavor.
A big concern about the nutrition of potato chips is that because they are often made with
salt, they may contain substantial levels of sodium. However, it has been claimed that potato
chips may actually contain less sodium/salt than the equivalent weight in corn flakes. The
excessive consumption of potato chips may cause obesity which can produce a rise in blood
pressure. It has been pointed out that potato chips contain less salt than Golden Graham
cereals. It should also be noted potato chips that may contain significant levels of potassium.
MALAY SRIVASTAVA

8. COMPANY
PROFILE
MALAY SRIVASTAVA

9. COMPANY PROFILE
UNCLE CHIPPS
Uncle Chipps is a brand of potato chips that is marketed in India owned by Boman Irani.
Nine flavours of potato chips are available under the brand.
Uncle Chips were India's first homegrown branded potato chips.In the 90s,it was the best
munchies a mother could give to her child. Uncle chips's relevance in a kid's life was that of a
jolly uncle who makes parties,family functions and long car drives bearable,if not fun-filled.
It's popular jingle ‘BOLE MERE LIPS, I LOVE UNCLE CHIPPS’ (My lips say I love Uncle
Chips) was taken to heart by kids Uncle Chips was acquired in 2000 by the multinational
Frito-Lay India.Since then,Uncle chips has kept a low profile.
BRAND HISTORY
Launched in 1992, Uncle Chipps was a pioneer in branded potato chips in India.
The brand was acquired from Amrit Agro Ltd. in 2000 by Frito-Lay India. After the
acquisition, the hugely popular brand has grown from strength to strength and has built a
powerful connection with consumers. Uncle Chipps is warm, playful, lively, companionable
MALAY SRIVASTAVA

10. and traditional at heart, just like the good-natured uncle everyone in the family relates to and
no family gathering is complete without!
Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a
71% market share, thereafter saw competition bring its market share down to 30-35% by
2000. Originally owned by the Uncle Chipps Company Ltd, it was bought over by Frito Lay,
Pepsico's snacks division in October 2000. It was sold for $ 6.6 million. Noted film music
director Shantanu Moitra started his composing career with the hit-jingle, "Bole mere lips. I
love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency.
After the sale of the brand, the Uncle Chipps Company Limited was renamed Amrit Agro
Industries Limited. Though Amrit Agro continued marketing snacks under other brands, it
completely exited the snacks business in December 2002.
Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India. The brand
markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps". Uncle Chipps
until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that
it was looking to market Uncle Chipps on a pan India level.
Brand Advantage
Quality Standards
The production process begins on farms in select regions across India where the best potatoes
are grown specifically for Frito-Lay to make great-tasting chips. Upon the potatoes’ arrival at
plants, it can take as little as 24 hours for the chips to be made. Lay’s Chips are made using
the following simple process:

Wash – the potatoes are thoroughly bathed in water.
MALAY SRIVASTAVA

11. 
Peel – next, we gently peel the skin off the potatoes, even as the flavour remains
intact.

Slice – the potatoes are thinly sliced and rinsed again to remove any remaining starch.

Cook – the slices are cooked to a crispy crunch in edible vegetable oil.

Season – finally, the chips are topped off with a mouthwatering sprinkle of salt or
seasoning.
The potatoes have now become delicious chips and are packed and delivered to a store near
you.
Quick Brand Facts

Uncle Chips was launched in 1992.

Frito-Lay India took over Uncle Chipps in 2000.

Pioneer in branded potato chips in India.
About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and
a product portfolio that includes 22 brands that generate more than $1 billion each in annual
retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola –
make hundreds of enjoyable foods and beverages that are loved throughout the world.
PepsiCo’s people are united by our unique commitment to sustainable growth by investing in
a healthier future for people and our planet, which we believe also means a more successful
future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise
to provide a wide range of foods and beverages for local tastes; to find innovative ways to
minimize our impact on the environment by conserving energy and water and reducing
packaging volume; to provide a great workplace for our associates; and to respect, support
MALAY SRIVASTAVA

12. and invest in the local communities where we operate. For more information, please visit
www.pepsico.com.
PepsiCo India Region: Leadership through Performance with Purpose
PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and
fastest growing food and beverage businesses in the country. PepsiCo India’s growth has
been guided by PepsiCo’s global vision of “Performance with Purpose”. This means that
while businesses maximize shareholder value, they have a responsibility to all the
stakeholders, including the communities in which they operate, the consumers they serve and
the environment whose resources they use.
One of the largest food and beverage businesses in India: PepsiCo India’s diverse
portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade,
Quaker and young, but immensely popular and fast growing brands, such as Nimbooz and
Aliva. PepsiCo India has not only grown to become one of the country’s largest food and
beverage businesses but has also become a powerful and consistent driver of PepsiCo’s
global growth.
A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCo’s
portfolio reflects its commitment to nourish consumers with a diverse range of fun and
healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana
juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lay’s
baked range and Lehar Iron Chusti fortified extruded snack with superior quality iron & Bvitamins.
Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a
model of partnership with farmers and now works with over 24,000 happy farmers across
MALAY SRIVASTAVA

13. nine states. More than 45 percent of these are small and marginal farmers with a land holding
of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy
back of their produce at pre-agreed prices, quality seeds, extension services, disease control
packages, bank loans, weather insurance, and the latest technological practices.
Global leader in water conservation: In 2009, PepsiCo India achieved a significant
milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage
world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd and has been Water
Positive since then. The company made this possible through innovative irrigation practices
like direct seeding, water recharging, and by reducing the consumption of water in its
manufacturing facilities. PepsiCo is lauded for its efforts for water conservation.
Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30
percent of its energy is today generated from renewable sources such as rice husk boilers and
wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging
initiatives and efficient waste management help reduce load on the environment. PepsiCo
India’s award-winning Waste to Wealth recycling program reaches 465,000 families.
Exemplary employment practices: PepsiCo India presently employs 6,400 people and
provides indirect employment to almost 2,00,000 people. The company believes in providing
employment and growth opportunities to local talent. Its ‘College of Leadership’, ensures
early identification of talent, and employees’ focused development through critical
experiences. The company emphasizes “Winning with Diversity and Inclusion” and has a
significant number of women in the leadership team in India. PepsiCo India has won the
prestigious Hellen Keller Award from the National Centre for Promotion of Employment for
Disabled People (NCPEDP).
MALAY SRIVASTAVA

14. 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.
Mission
Our mission is to be the world's premier consumer products company focused on convenient
foods and beverages. We seek to produce financial rewards to investors even as we provide
opportunities for growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for honesty, fairness
and integrity.
Vision
PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate – environmental, social, economic – creating a better tomorrow than today.
Our vision is put into action through programmes and a focus on environmental stewardship,
activities to benefit society and a commitment to build shareholder value by making PepsiCo
a truly sustainable company.
Performance with Purpose
At PepsiCo, we're committed to achieving business and financial success while leaving a
positive imprint on society – delivering what we call Performance with Purpose.
MALAY SRIVASTAVA

15. Our approach to superior financial performance is straightforward – drive shareholder value.
By addressing social and environmental issues, we also deliver on our purpose agenda, which
consists of human, environmental, and talent sustainability.
MALAY SRIVASTAVA

16. Flavors of Uncle Chips
MALAY SRIVASTAVA

17. MALAY SRIVASTAVA

18. Lay's
Type
Potato Chips
Owner
Pepsico
Country
United States
Introduced
1932
Related brands
Frito-Lay
Wavy Lays
K.C. Masterpiece
Lay's WOW chips
Lay's Stax
Markets
World
Previous owners
1932-1961
Lays
1961–1965 Frito-Lay Inc.
1965-Pepsico, Inc.
Lay's (known as Walkers in the United Kingdom and Ireland, Chipsy in Egypt, Poca in
Vietnam, Tapuchips in Israel, and Sabritas in Mexico) is the brand name for a number of
potato chip varieties as well as the name of the company that founded the chip brand in 1932.
Lay's chips has been marketed as a division of Frito-Lay, a company owned by PepsiCo since
1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos, Rold
Gold pretzels, and Sun Chips.
History
In 1932, salesman Herman Lay opened a snack food operation in Dorset, Ohio and, in 1938,
he purchased the Atlanta, Georgia potato chip manufacturer "Barrett Food Company, "
MALAY SRIVASTAVA

19. renaming it "H.W. Lay Lingo & Company." Lay criss-crossed the southern United States
selling the product from the trunk of his car. In 1942, Lay introduced the first continuous
potato processor, resulting in the first large-scale production of the product.
The business shortened its name to "the Lay's Lay Lingo Company" in 1944 and became the
first snack food manufacturer to purchase television commercials, with Bert Lahr as a
celebrity spokesman. His signature line, "so crisp you can hear the freshness," became the
chips' first slogan along with "de-Lay-sious!" As the popular commercials aired during the
1950s, Lay's went national in its marketing and was soon supplying product throughout the
United States.
In 1961, the Frito Company founded by Elmer Doolin and Lay's merged to form Frito-Lay
Inc., a snack food giant with combined sales of over $127 million annually, the largest of any
manufacturer. Shortly thereafter, Lays introduced its best-known slogan "betcha can't eat just
one." Sales of the chips became international, with marketing assisted by a number of
celebrity endorsers.
In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. and a
barbecue version of the chips appeared on grocery shelves. A new formulation of chip was
introduced in 1991 that was crisper and kept fresher longer. Shortly thereafter, the company
introduced the "Wavy Lays" products to grocery shelves. In the mid to late 1990s, Lay's
modified its barbecue chips formula and rebranded it as "K.C. Masterpiece," named after a
popular sauce, and introduced a lower calorie baked version and a variety that was
completely fat-free (Lay's WOW chips containing the fat substitute olestra).
MALAY SRIVASTAVA

20. In the 2000s, kettle cooked brands appeared as did a processed version called Lay's Stax that
was intended to compete with Pringles, and the company began introducing a variety of
additional flavor variations.
Frito-Lay products currently control 59% of the United States savory snack-food market.
Crisps in the UK. The logo for the British version is notably similar to the American brand,
featuring a red ribbon around a yellow sun. The other Frito-Lay brands are also distributed
through the Walkers label.

In Spain, they are commercialized with the name Lay's and was also very popular in
China.

In the Benelux Lay's are sold in three varieties: Lay's, Lay's Light and Lay's
Sensations (Thai Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme). Lay's
Super Chips (Heinz Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper [all
through Delhaize) and Lay's Baked Chips (Mediterranean Herbs/through Delhaize).
As with Doritos, Lay's are manufactured, distributed and imported in The Netherlands
by Frito Lay's Benelux division, Smith's Food Group.

In India, Bollywood superstar Saif Ali Khan and Indian cricketer Mahendra Singh
Dhoni endorse Lays.

In Argentina, Lays was commercialized before 2001 with the name Frenchitas and
Chizitos for the Cheetos.

In Australia, Pepsico acquired The Smith's Snackfood Company in 1998 and
marketed Frito-Lay products under that label, using the name Thins.
MALAY SRIVASTAVA

21. After Thin's was sold to Snack Brands Australia (Owned by Arnotts), Smith's produced a line
of potato chips under the Lay's brand for a brief period of time. The Lay's line was eventually
rebranded in 2004 as Smith's Crisps, while the traditional Smith's line was renamed Smith's
Crinkles. This is still sold in Australia as a direct competitor to Smith's Crisps.

In Canada, the chips are distributed through the Lay's label.

In Colombia, the chips are sold under the name Margarita. They are still
commercialized under the label Lay's, however.

In Mexico, Pepsico acquired Sabritas S. de R.L. in 1966. Lay's along with other
products such as Cheetos, Fritos, Doritos and Ruffles are marketed under the Sabritas
brand. The logo for the Mexican company sports the red ribbon, but it has a stylized
smiling face instead of the sun. It controls around 80% of the market there.

In Egypt, Lay's was once sold with its own label until it was merged with the local
label Chipsy (‫ ,)شيبسى‬which has since become the local unit of Lay's under much the
same arrangement as Walkers.

In United Arab Emirates, Lay's and Walkers are sold as different labels.

In Pakistan, the Lays brand is endorsed by renowned pop star Ali Zafar.

In Israel, the Lay's label is distributed with the name Tapuchips (‫.)תפוצ'יפס‬

In September 2007, Lays changed their logo. It is similar to the previous one, but with
more of a 3D look and the letters 'a' and 'y' connected. The bags themselves were also
redesigned.

In Brazil, chips are distributed under a Lay's sister-company, Elma Chips.
MALAY SRIVASTAVA

22. 
In Vietnam, Lay's is distributed as Poca.
Flavors
Barbecue-flavored potato chips, which were introduced in 1958, were the only flavor
available other than the conventional salted chip until the early 1990s. Despite many new
flavors
since,
the
consumers.
MALAY SRIVASTAVA
original
is
still
the
selection
of
79%
of

23. North America
In the United States, Lay's offers a number of flavor combinations, in addition to the classic
chips. Flavored products in the traditional fried varieties include Sour Cream & Onion,
Barbecue, Cheddar & Sour Cream, Hidden Valley Ranch, Salt & Pepper, Flamin' Hot, Dill
Pickle, Limón, and a thicker "Deli style" chip. The WOW! brand was rebranded in 2004 as
Lay's Light after the olestra formula was altered and the U.S. Food and Drug Administration
allowed removal of warnings about various health consequences of the fat substitute. In
Mexico is Sabritas.
The following Lay's flavors are available nationally in Canada: Classic, Lightly Salted, Wavy
Original, Dill Pickle, BBQ, Ketchup, Salt & Vinegar, Smoky Bacon, Sea Salt & Pepper, and
Cheddar & Sour Cream. There are also a number of regional flavors, including Fries & Gravy
and Roast Chicken (available in Atlantic Canada), Sour Cream & Onion (available in
Ontario, Atlantic Canada, Western Canada) and Wavy Smoky BBQ and Wavy Old Fashioned
Ketchup (available in Western Canada). Other varieties available nationally include Baked
Lay's, Lay's Kettle Cooked and Lay's Stax.
Europe
There are a number of unique products in the United Kingdom sold under the Walkers label,
including cheese & onion, smoky bacon, prawn cocktail, pickled onion, beef & onion and
Marmite. Walkers also run a 'Nations Flavour' promotion that the public vote for the flavour
they like the best. Flavours included in the 2010 promotion are: Spanish Chicken Paella,
Japanese Teriyaki Chicken, German Bratwurst Sausage, Italian Spaghetti Bolognese, French
Garlic Baguette, American Cheeseburger, Brazilian Salsa, Scottish Haggis, Irish Stew,
English Roast Beef and Yorkshire Pudding, Dutch Edam Cheese, Australian BBQ Kangaroo,
MALAY SRIVASTAVA

24. South African Sweet Chutney, Argentinian Flame Grilled Steak and Welsh Rarebit. The
previous winner of this promotion was Builders Breakfast.
In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks LTD,
with Mediterranean flavours which include Feta cheese flavor, Tzatziki, Olive and Tomato,
Oregano, Sea Salt & Black Pepper and various more. There are hundreds of sub-variations in
the Mediterranean line adjusted to each country's liking.
In Germany, Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations (Thai
Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyne – [available in Cologne/Aachen
only through the German locations of Delhaize). Lay's Super Chips (Heinz Ketchup/Mexican
Pepper/Perfect Pickles/Salt 'n' Pepper [all through Delhaize) and Lay's Baked Chips
(Mediterranean Herbs/through Delhaize). As with Doritos, Lay's are manufactured,
distributed and imported in Germany by Frito Lay's Benelux division, Smith's Food Group.
Several flavours as noted above are only available through Delhaize (Belgian supermarket
chain)] which has opened 2 locations in Cologne and Aachen (Delhaize Germany locations,
Lay's Flavours Benelux).
In the Netherlands, the following flavours are marketed: Lay's (Naturel (Natural), Paprika
(Bell Pepper), Cheese Onion, Bolognese Original, and Barbecue Ham (Barbecue Bacon))
Lay's Super Chips (Salt'n Pepper, and Just Paprika (Bell Pepper)), Lay's Sensations (Red
Sweet Paprika, Thai Sweet Chili, Mexican Peppers & Cream, and Japanese Teriyaki), Lay's
Light (Natural, Paprika (Bell Pepper), and Balsamico), and Lay's Finest (Mixed Pepper & Sea
Salt, and Finest Sea Salt). In addition, Lays started a new campaign in 2010 in the
Netherlands, in which people can enter a competition to suggest new flavours, resulting in
three new flavours being produced, and, after voting, with one of them becoming the winner
(the three new flavours being 'Mango Red Chilli', 'Patatje Joppie' and 'Nr. 66 Babi Pangang').
MALAY SRIVASTAVA

25. 'Patatje Joppie' became the winner of the competition and is now being sold as limited
edition. 'Patatje Joppie' mean French Fries with Joppiesaus. In Belgium, the same contest was
held and their choices were 'Bicky Crisp' and 'Indian Curry Style'. Bicky is a sort of
hamburger sauce with mayonnaise, onions and pickles. Bicky Crisp won. In the Netherlands
Lays announced another contest to find a new flavour and replace 'Patatje Joppie'.
In Belgium, there is a Cucumber and Goats flavour. Russia has "Lay's MAX" chips (Chicken,
Sour cream & Onion, Sour cream & Cheese, Ham & cheese flavours) and some international
"Lay's" flavours plus Russian specific flavours, including Mushroom & Sour cream, Crab,
Red Caviar, Salted Cucumber. In Romania the Lay's flavours are Salt, Paprika, Cheese,
Barbecue, Sour Cream & Dill; the Lay's Sensations flavours are: Thai Chili, Baked chicken
with lemon and thyme; Lay's Max and Lay’s Sticks flavours are: Paprika and Salt.
In Poland, the chips flavours are: Cheese, Green Onion, Chicken with Spices, Salted, Paprika,
Hot green peppers, Fromage, Cucumber and Guacamole. There is also the Lays Apettite
flavor of Cheese and Onion, Classic salted, Ham and cheese, Ketchup and cheese. Lay's
Strong: Chilli and Knuckle of pork and horseradish. 'Lay's from the Oven' flavours are:
Natural salted, Mediterranean herbs and Grilled paprika and lastly the '4 Pory Roku' ('4
Season of the Year') which change flavour every Season. Lay's Appettite Stix: Ketchup,
Garlic and sour cream dip.
Australia
Under the Smith's label in Australia, unique flavours include Greek Feta & Herb, Italian
Tomato & Basil, and cilantro exist. In the baked products, there are classic, barbecue and
sour cream & onion varieties. The kettle cooked version includes original, sea salt & vinegar,
mesquite barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch
MALAY SRIVASTAVA

26. and Au Gratin flavours while Lay's Stax offers original, sour cream & onion, Cheddar,
barbecue, ranch, pizza and salt & vinegar. The Lay's Natural includes thick cut barbecue and
sea
salt
brands
.
South America
In some countries such as Argentina, Chile and Uruguay, some of the Lay's flavoured
products are sold with the "Lay's Mediterráneas" label, and include such flavours as Ham,
Olive Oil and Parmesan Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek Tzatziki
MALAY SRIVASTAVA

27. Cheese with onions, Lasagna, Beef Carpaccio with Parmeggiano, and Smoked Manchego
Cheese. In Chile there are Lemon and Cilantro, and Sour Cream and Onions versions. Peru
has Lay's Sabores Peruanos" (Lay's Peruvian Flavours), with flavours like Andean cheese.
Peru also has the Lay's Dips brand, which includes a Peruvian Criollo Chili sauce sachet.
Asia
One flavour sold primarily in southern Asia is called "Magic Masala". This flavour is very,
very popular in India, Pakistan, and Bangladesh. It is also sold in Indian deli stores in Canada
and the United States. South Asian Lay's chips are ridged, closely resembling another FritoLay brand in North America, Ruffles.
Beside Magic Masala, Flavours popular in India are "American Style Cream and Onion" and
"Spanish tomato tango". "World Classic Salted" is available as well. Recently, Lays India
introduced a contest to name new flavours, and then invited the public to taste and vote on the
best of them. The new flavors in production now are HipHop Honey and Chili, Cheesy
Mexicana, Mango Mastana, and Tangy Twist. The winner of the contest was "Mango
Mastana".
Flavours featured in Thailand include Nori Seaweed, Basil, Squid, Spicy Chili Squid,
Seafood and Mayonnaise, and Spicy Seafood.
In Thailand, there are Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q,
and Japanese Nori Seaweed. Temporary international flavours have also been introduced,
such as French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab
(Hong Kong), Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon & Cheese (America).
Other traditional "Thai" flavours include Tom Yum, Thai Chili Paste, Thai Seafood Dip,
Chili and Lime.
MALAY SRIVASTAVA

28. Lay's China has four ranges of flavours: Cool & Refreshing (Cucumber, Kiwi, Blueberry,
Cherry Tomato, and Lime), Classic Flavours (American Classic, Italian Red Meat, Mexican
Tomato Chicken, Texas Grilled BBQ, and French Chicken), Intense & Stimulating (Numb &
Spicy Hot Pot, and Hot & Sour Fish Soup), and Stax (Authentic Original, Finger Licking
Braised Pork, Seafood Barbecue, Spicy Seafood, Tomato, Crispy Roasted Chicken, Black
Pepper Rib Eye Steak, Cucumber, Kiwi, Blueberry, and Lime).
Flavors in Vietnam include Original, Brazilian BBQ, Beijing Roasted Duck, Manhattan
Steak, Nori, and Mornay Shrimp.
In Indonesia, Malaysia, and Brunei Darussalam, the flavours are Salmon Teriyaki, Classic
Salty, Nori Seaweed, Grilled Chicken Paprika, and Fiesta BBQ. It is produced by Indonesianbased PT Indofood Fritolay Makmur, a joint venture between PT Indofood CBP Sukses
Makmur with Seven-Up Nederland B.V.
Since its acquisition of Chipsy, Lay's chips (marketed as Chipsy) in Egypt inherited the
Chipsy range of flavours as well as the pre-merger Lay's flavours. These flavours include salt
and vinegar, cheese (most likely based on Rumi cheese and the most popular flavour),
seasoned cheese, tomato, kebab on charcoal, and chili and lemon.
Lay's, with its original brand, is also produced by the Saudi Snack Foods Company in Saudi
Arabia, and is exported to the other GCC countries. It is available in several flavours,
including ready-salted, salt & vinegar, chilli, chilli-lemon, ketchup, and French cheese.
MALAY SRIVASTAVA

29. Nutritional information
As with most snack foods, the Lay's brands contain very few vitamins and minerals in any
variety. At ten percent of the daily requirement per serving, vitamin C is the highest. Salt
content is particularly high, with a serving containing as much as 380 mg of sodium.
A one-ounce (28 gram) serving of Lay's regular potato chips has 160 Calories, and contains
ten grams of fat, with one gram of saturated fat. Kettle-cooked brands have seven to eight
grams of fat and one gram of saturated fat, and are 140 Calories. Lays Natural has nine grams
of fat, two grams of saturated fat and 150 Calories. Stax chips typically contain ten grams of
fat, 2.5 grams saturated fat and are 160 calories per serving. Wavy Lays are identical to the
regular brand, except for a half-gram less of saturated fat in some combinations. The various
brands do not contain any trans fats.
The baked variety, introduced in the mid 90's, feature 1.5 grams of fat per one ounce serving,
and have no saturated fat. Each serving has 110 to 120 Calories. Lay's Light servings are 75
Calories per ounce and have no fat.
Lay's Classic Potato chips were cooked in hydrogenated oil until 2003. Currently, the chips
are made with sunflower and/or corn oil.
Baked Lays are produced in cheddar, barbecue, sour cream and onion, and original flavors.
Animal origin enzymes
Some Frito-Lay brand seasoned products manufactured for the U.S. market may contain
rennet or pork enzymes that are added in cheese production. This makes them unsuitable for
vegetarians, pescatarians and vegans. Snacks marked "kosher" are free of animal enzymes.
MALAY SRIVASTAVA

30. WINNING FLAVOUR
Lay’s, the world and India’s No 1 potato chips brand from Frito-Lay India, is all set to
provide some new lip smacking tastes to its consumers. The four short listed flavors from a
whopping 1.3 million ideas came from four winning consumers, each of whom gets Rs 5 lakh
for their dillogical flavor ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip
Hop Honey & Chilly from a three-month long Give Us Your Delicious Flavor (GUYDF)
campaign.
The four flavors will be sold in the market across India for the next two months with the
theme bachega sirf tastiest (survival of the tastiest). The flavor that elicits the maximum
consumer votes will not only continue to stay in the market as the mega winner, but its
ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales
revenue.
VARIANTS OF FRITO LAYS
MALAY SRIVASTAVA

31. Lays
Uncle chips
1. Spanish
tangy tomato
2. American
cream and
onion
3. Classic
salted
1.Spicy treat
4. Magic
Masala
Winning flavors
5. Hip hop
honey
6. Cheesy
Mexicana
7. Tangy twist
8. Mastana
mango
MALAY SRIVASTAVA
2. Chatpata
Masala

32. PRODUCT COMPARISION
When we compare Lays and Uncle Chips as a product they exhibit similarities in various
ways:
MALAY SRIVASTAVA

33. 
Both FRITO Lay product and Uncle Chips product are available in different packet
sizes such as Rs 20 pack, Rs 10 pack, Rs 5 pack and so on.

• FRITO Lay and Uncle Chips product are available in various flavours to suit the
taste and preferences of different consumers.

In spite of various similarities there are a few differences which cannot be
overlooked:
PRICE COMPARISION
The price of LAYS and Uncle Chips is competitive in nature. Both charges same price for
same packet sizes. However they have advantage over one another in following ways:

Similarly the pricing strategy for LAYS is consistent with other competiting players.
As this market is driven by high impulsive buyers of snack foods there is very little
dichotomy in the pricing strategies of all major players.
PLACE COMPARISION

FRITO LAY boasts of reaching more than 1 million retail outlets countrywide
covering 100 towns. The company with its manufacturing plants in Punjab and pune
aims at investing 20 crores to extend distribution facilities to improve coverage and
increase product shelf life to 120 days.

Uncle Chips already had a well established distribution network through its cigarettes
and tobacco related offerings which were leveraged in case of Uncle Chips. Further
company distributed 4 lakh racks across all retailers to display the brand at all point of
sale.
MALAY SRIVASTAVA

34. PROMOTION COMPARISION
When we talk about promotion strategies for LAYS and Uncle Chips they show remarkable
differences:

Uncle Chips was strategically launched at the time of world cup to cash in on the
popularity of snacks among cricket lovers of country.

The advertising strategy revolved around slapstick humour and irrelevant themes to
hold eyeballs garner attention and interest and stand out from clutter.

Realizing the threat posed by Uncle Chips to its market share. FRITO LAY revamped
its branding strategy for all leading brands. For Lays, the company signed Saif Ali
Khan and MS Dhoni. Indianite version of Lays were also launched after Uncle Chips
success with Indian flavors.
.
MALAY SRIVASTAVA

35. MALAY SRIVASTAVA

36. Brand History
Lay’s, the world’s largest and favourite snack food brand, has steadily established itself
as an indispensable part of India’s snacking culture since its launch in 1995.
With its irresistible taste, international and Indian flavours and youth-centric imagery, Lay’s
has established itself as a youth brand and continues to grow in the hearts and mind of its
consumers.
Over the years, Lay’s has become known for its engaging and innovative promotions and
campaigns. The brand known for its ‘No one can eat just one’ campaign has moved its
positioning to ‘What’s the programme?’ making Lay’s ‘the main food of every
programme‘! Saif Ali Khan has been the face of the brand for over five years, and has
recently been joined by the captain of the Indian cricket team M.S. Dhoni. Both embody the
youthful energy and appeal of the brand.
In 2008, Lay’s launched the never-before ‘Fight for Your Flavour’ allowing consumers to
vote for the flavour of their choice. The flavour with the maximum votes would continue in
the market. The flavours have been selected by the Lay’s brand ambassadors Saif Ali Khan
and M.S. Dhoni with each celebrity rooting for the flavour of their choice.
In November 2008, Lay’s made yet another innovative breakthrough – the Chip-n-Sauce
pack. This first-to-market pack has been launched for cricket lovers as they settle in their
seats to savour the best sporting action of the season. The Lay’s Chip-n-Sauce large pack
comes in two unique flavours – Chilli Chinese with a Schezwan Sauce sachet and Chatpata
Indian with a Tamarind Sauce sachet inside the pack.
MALAY SRIVASTAVA

37. In June 2009, Lay’s launched its new positioning platform: ‘Lay’s – Be a Little Dillogical’.
The new Dillogical concept makes an instant connect with youth caught between the desire to
succeed and the desire to remain engaged with certain moments that offer a deep emotional
fulfilment. This friction is like a game between the heart and the head, a struggle between
what you want to do and what you have to do. It’s all about making things that matter to the
heart, happen.
The new platform has been launched with a series of ads built around the universal consumer
struggle between what the mind asks one to do and what the heart desires. A powerful 360
degree approach supports the new TVC, and has indeed prompted consumers to be a little
Dillogical.
Brand Advantage

Lay’s is 100 percent vegetarian.
Quality Standards
1. HACCP(Hazard Analysis and Critical Control Point).
2. Certification by TQCSI (Australia), which confirms that products are manufactured
in a food safety environment and the manufacturing process has adequate controls to
track products.
3. American Institute of Baking (USA), one of the best auditing bodies for confirming
process and product safety.
4. Our Plants are ISO 14000 certified , which confirms that the manufacturing process
ensures environmental safety.
MALAY SRIVASTAVA

38. 5. Our plants are also certified to ensure that the safety of products, processes,
environment and people is maintained at a very high level. This certification is issued
by OHSAS 18001 (Occupational Health and Safety Assessment Series), USA.
The production process begins on farms in select regions across India where the best potatoes
are grown specifically for Frito-Lay. Upon the potatoes’ arrival at plants, it can take as little
as 24 hours for the chips to be made. Lay’s chips are made using the following simple
process:

Wash – the potatoes are thoroughly bathed in water.

Peel – next, we gently peel the skin off the potatoes, even as the flavour remains
intact.

Slice – The potatoes are thinly sliced and rinsed again to remove any remaining
starch.

Cook - The slices are cooked to a crispy crunch in edible vegetable oils.

Season – Finally, the chips are topped off with a mouthwatering sprinkle of salt or
seasoning
The potatoes have now become delicious chips and are packed and delivered to a store near
you.
MALAY SRIVASTAVA

39. OBJECTIVES
OF THE
MARKET SURVEY
REPORT
MALAY SRIVASTAVA

40. OBJECTIVES OF THE MARKET SURVEY REPORT
 To study comparative analysis between the products of Uncle Chips and Lays
 To check which product is better in taste.
MALAY SRIVASTAVA

41. LITERATURE
REVIEW
MALAY SRIVASTAVA

42. LITERATURE REVIEW
According to Wellenius and Stern (2001) Lay's is the brand name for a number of potato
chip varieties as well as the name of the company that founded the chip brand in 1938. Lay's
chips are marketed as a division of Frito-Lay, a company owned by PepsiCo Inc. since 1965.
Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos and Rold Gold
pretzels. In 1932 salesman Herman W. Lay opened a snack food operation in Nashville,
Tennessee and, in 1938, he purchased the Atlanta, Georgia potato chip manufacturer "Barrett
Food Company," renaming it "H.W. Lay & Company." Lay criss-crossed the Southern
United States selling the product from the trunk of his car. In 1942, Lay introduced the first
continuous potato processor, resulting in the first large-scale production of the product. The
business shortened its name to "the Lay's Company" in 1944 and became the first Snack food
manufacturer to purchase television commercials, with Bert Lahr as a celebrity spokesman.
His signature line, "so crisp you can hear the freshness," became the chips' first slogan along
with "de-Lay-sious!" As the popular commercials aired during the 1950s, Lay's went national
in its marketing and was soon supplying product throughout the United States.
Adam Braff, Passmore and Simpson (2003) In 1961, the Frito Company founded by Elmer
Doolin and Lay's merged to form Frito-Lay Inc., a snack food giant with combined sales of
over $127 million annually, the largest of any manufacturer. Shortly thereafter, Lays
introduced its best-known slogan "betcha you can't eat just one." Sales of the chips became
international, with marketing assisted by a number of celebrity endorsers. In 1965, Frito-Lay
merged with the Pepsi Cola Company to form PepsiCo, Inc. and a barbecue version of the
chips appeared on grocery shelves. A new formulation of chip was introduced in 1991 that
was crisper and kept fresher longer. Shortly thereafter, the company introduced the "Wavy
Lays" products to grocer shelves. In the mid to late 1990s, Lay's modified its barbecue chips
MALAY SRIVASTAVA

43. formula and rebranded it as "K.C. Masterpiece," named after a popular sauce, and introduced
a lower calorie baked version and a variety that was completely fat-free (Lay's WOW chips
containing the fat substitute olestra). In the 2000s, kettle cooked brands appeared as did a
processed version called Lay's Stax that was intended to compete with Pringles, and the
company began introducing a variety of additional flavor variations.
Dutt and Sundram (2004) Frito-Lay products presently control 55% of the United States
salty foods marketplace Except for barbecue-flavor potato chips, which were introduced no
later than 1958, up until the last 20 years, the only flavor of potato chips had been the
conventional one. Despite an explosion of new flavors, the unadorned original is still the
selection of 81% of consumers. In the United States, Lay's offers a number of flavor
combinations, in addition to the classic chips. Flavored products in the traditional fried
varieties include sour cream & Onion, Barbecue, cheddar & sour cream, Hidden Valley
Ranch, salt & vinegar, salt & pepper, Flamin' Hot, dill pickle, Limon (Lime) and a thicker
"Deli style" chip. Canadian sellers have a number of varied flavors, with curry, ketchup,
poutine, pizza, Fire’s Gravy, roast chicken, Smokey bacon, salsa, wasabi, spicy Indian masala
and sea salt and pepper brands available. The marketing success of these flavors in Canada
sometimes leads to a limited time offering of a flavor to the south, with the dill pickle
recently appearing in the United States after a successful run. Interestingly the name 'sour
cream' has got Lay's into a lot of confusion in some countries. In India for instance the name
was changed to American style cream and onion after consumers reported their discomfort
with the idea of 'sour' cream In the baked products, there are classic, barbecue and sour cream
& onion varieties. The kettle cooked version includes original, sea salt & vinegar, mesquite
barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch and Au
Gratin flavors while Lay's Stax offers original, sour cream & onion, cheddar, barbecue, ranch,
MALAY SRIVASTAVA

44. pizza and salt & vinegar. The newest variety, Lay's Natural has thick cut barbecue and sea
salt brands. The WOW! Brand was rebranded in 2004 as Lay's light after the olestra formula
was altered and the U.S. Food and Drug Administration allowed removal of warnings about
various health consequences of the fat substitute.Outside North America, Lay's in Greece and
Cyprus are made and packed by Tasty Foods and Carina Snacks LTD, with Mediterranean
flavors which include Feta cheese flavor, Tzatziki flavor, Olive and Tomato, Oregano, Sea
Salt & Black Pepper and various more. There are hundreds of sub-variations of the
Mediterranean line and the company performs Constant experimentations to create new
flavors and adjust them to each country's liking. In some countries such as Argentina
variations of the Mediterranean tastes exist include Olive Oil and Parmesan Cheese, Olive Oil
and Tomato, Olive Oil and Basil, Greek Tzatziki Cheese with onions, Lasagna, Beef
Capriccio with Parmeggiano and Smoked Manchego Cheese. In Belgium there is a version of
Cucumber and Goats Cheese. Finally in Chile there is a version of Lemon and Cilantro
(Coriander) and Sour Cream and Onions. In Australia, a cilantro version exists while a hot &
sweet chili, sweet corn and cotija cheese brand can be found in South America. Another
flavor sold primarily in southern Asia is called "Magic Masala." This flavor is very popular in
India, India, and Bangladesh. Flavors featured in Thailand include Nori Seaweed, Basil,
Squid, Spicy Chili Squid, Seafood and Mayonnaise, and Spicy Seafood. There are a number
of unique products in the United Kingdom sold under the Walkers label, including prawn
cocktail, beef & onion, Greek kebab and Marmite yeast extract. Under the Smith's label in
Australia, unique flavors include Greek Feta & Herb and Italian Tomato & Basil. Russia has
"Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese, and Ham &
cheese flavors) and some international "Lay's" flavors plus Russian "Lay's" flavor Mushrooms & Sour cream, Crab and Red caviar. In Poland the chips flavors are: Green
Onion, Mushrooms & Sour Cream, Chicken, Original, Paprika, Hot pepper, Original,
MALAY SRIVASTAVA

45. Ketchup, Forage, new potatoes with basil. Also there is Lays Appetite which is also part of
lays and has the following flavors Kebab, Pepper and Cheese, Onion and Cheese. In parts of
South America (notably Argentina and Uruguay), Lay's flavored products are sold with the
"Lay's Mediterranean" label, and include such flavors as ham, tomato and basil, tomato
Parmesan, and oregano. Peru has
A study by Jeanette Carless on and Salvador Arias (2004) "Lay's Sabores Peruanos" (Lay's
Peruvian Flavors), with flavors like queso andino (Andean cheese); also recently was
released Lay's Dips, that includes a "Peruvian Criollo Chili" sauce sachet. In Thailand there is
Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q, and And Japanese Nori
Seaweed. Flavors also come and go usually with an international theme, for example: French
Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab (Hong Kong),
Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon & Cheese (America). Also traditional
"Thai" flavors include Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.
Popular flavors are often kept in circulation longer. There are currently 12 regular Lay's
flavors in Canada, though there are more, available only in certain parts of the country. The
flavors available nationwide are the following: Classic (yellow), BarBQ (black), Salt &
Vinegar (teal), Ketchup (dark red), Wavy Original (red), Dill Pickle (bright green), Smokey
Bacon (brown), Sea Salt & Pepper (silver), Sour Cream & Onion (green), Roast Chicken
(light brown) and finally Lightly Salted (bright blue). Also, in select Canadian markets
(Toronto & Vancouver) Lay's has introduced international flavors such as "Spicy Curry" and
"Spicy Indian Masala" to appeal to a wider consumer group. Lays have entered the German
market with some success in the last couple years. All 3 key Lay's brands are distributed with
2 flavors for each brand. The following flavors are marketed in Germany.
MALAY SRIVASTAVA

46. T.V. Ramachandran (2005) Concerning geographical factor, Frito-Lay is trying to expand
its wings to cover towns, villages, cities; making it available to everybody. The product FritoLay Snacks are specially designed for the Gulf & South Asian region specially India & India
considering the taste & style of the traditional foods & flavors Concerning demographical
environment, Frito-Lay will focus on several variables such as age, gender and income level.
Age: Frito-Lay will focus heavily on children and young people. Gender: Frito-Lay is
generalized product for any sex, male or female. Income level: Frito-Lay packs are easily
affordable and company is trying to give more for less making it best value of money.
Considering psychographic factors, Frito-Lay will heavily focus on customer’s life style,
tastes, and personal values that best math with the product usage and distinctive from
competitors. Making an image of style, standardized taste and variety of flavors, Frito-Lay
will impact positively on individual customer satisfaction. As India is the agriculture based
country, 70% of our population is connected directly or indirectly with the agriculture sector.
Potatoes, rice, Corn, Gram & Spices are the main & basic ingredients of our food. In fact
Frito-Lay is such type of item which is specially designed for this region but it does not have
any threat from the subculture of this region. Market in this region and its culture is
extremely favorable for such type of snacks, which come in the head of extruded item, and
people buy snacks frequently in this region. By understanding the culture company is
advertising their product for all age groups because their product is for everybody’s use. This
understanding is also very important for their purchasing patterns and use. The company is
mainly concentrating on upper & middle class. The target market of Frito-Lay is generalized
including children, young and old people. In precise target market, Frito-Lay is focusing
heavily in children and young segment. Frito-Lay is such kind of product which is easily
affordable for every class of the market either quality conscious or price conscious, excluding
lower lowers and upper lowers. The main focus of the company is the middle class along
MALAY SRIVASTAVA

47. with a bit of elite class and also working class. Middle class is the best responding class for
Frito-Lay products. The price of the small Frito-Lay products pack is Just Rs.5/-, so it is
affordable to every class of the country although those are not who are below working class
(labors).
Frito-Lay is a legally registered company and applying labor laws and
market laws of India. But it is known to them that Government interaction got much
importance in every business and if there are some restrictions on them then it may be a
hurdle in their way to success. That’s why some harsh Government rules may influence a
wrong impact on company’s goals and achievements in future.
Rajan Bharti Mittal (2005) There are several factors affecting consumer behavior.
Consumer behavior is major challenge for every product. Some factors which affect
the consumer behavior on Lays are: Basically the Lays is launched for children and teen age
but because of its taste and variety, everyone is fan for Lays. It has fats, soft and crisp. The
older people like those can’t eat hard snacks, are prefer to Lays. The consumer of Lays
is not only for children and also everyone. The buyer’s are almost parents. They
prefer the Lays rather than other chips. Parents believe that Lays is not bad for health,
which does not mean that, it is good for health. Even though Lays is suitable to everyone, the
children are major influencer. The children mainly influenced by social factors that are
friends, family. Perception is also one of the influencing factors. In this, the people perceived
as, it’s made up of corn, rice meal and others. So that it is not bad for health. Brand is one
of the factors. It is come from PepsiCo. So that people have confident about
quality. The following data shows the influencer. From the above table we can understand
the influence of children rather than parents. It implies that t h e c h i l d r e n h a v e p e s t e r e d
power. We can understand that, according to Food commission and
Advertisement Board, the Lays doesn’t full the children by its advertisement. Its
advertisement is major part of its success. It believes that, parents are the main
MALAY SRIVASTAVA

48. factor and buyer. It is come with different advertisement for each flavor. It is food
products. So the product should be very hygienic and available to everywhere. It
is major task for every product. In this case, Lays is available everywhere in
market. That is the major success factor. Lays is available from small petty shop,
small bakery to big malls and multiplexes. When I met the people for survey, I can
realize that it is available everywhere. I met the people who purchase the product from
reliance fresh and small bakery shop. There is no specific season or time for to
purchase the Lays. Most of the people purchase as the daily evening snakes. But,
during any special program like watching cricket matches, then the sale may
increase. Otherwise it is available product to everyone. The perception is different for
everyone. Perception means that how the person receive the data and how he use in
different situations. In this case, the perception varied according to people,
culture, demographic. Some people believe that, it is made up of corn, rice meal. So, it is
healthier than other products. The social factors are mainly family and friends.
According to me, the initial advertisement and promotions were attracting the
parents and all age peoples. But, the product is more dependent on the children.
From that we can understand the influence of the family on product. S i m i l a r l y, f r i e n d s
are also major social influence factors. They are the real promoters of
t h e product. A c c o r d i n g
to us the life style must influence the
p r o d u c t . W h e n I w e n t t o s t o r e , t h e o l d e r generation people go for low cost
snacks, more quantity products. But, younger generation does not w o r r y a b o u t t h e
p r i c e o r q u a n t i t y. T h e y a l w a ys p r e f e r t a s t e . E v e n t h o u g h o l d g e n e r a t i o n
l i k e Lays than other packed snacks, they give first preference to local or other
product which satisfies the needs. We already mentioned that different flavors like
French Cheese, Salted, Tango and etc. why they give different things because of
MALAY SRIVASTAVA

49. demographic factors. Normally the people in Karachi prefer very spicy and
hard. For them, plain Masala or Tomato Tango is suitable. Similarly, the Punjabi
people prefer differ from others. Lays is mostly fulfilling the needs according to
demographic this not only for those state people, it’s also uses all other people
Launched as a national brand, it was a challenge for the company to
d e v i s e f l a v o r s t h a t w o u l d appeal to regional taste buds. However, the focus
on developing hot and tangy flavors that suit Indian taste palettes has helped win the
hearts of Indian consumers.
MALAY SRIVASTAVA

50. RESEARCH
METHODOLOGY
MALAY SRIVASTAVA

51. RESEARCH METHODOLOGY
Data sources
:
Primary and Secondary.
Data approaches
:
Questionnaire.
Sample size
:
50
Sample procedure :
Convenience sampling.
Research Design
Descriptive.
:
Research design: Research design is simply the framework or plan for a study, Used guide
in collecting and analyzing data.
For the study: for conducting that research Descriptive research design is selected
Descriptive research design: Descriptive research is also called Statistical Research. The
main goal of this type of research is to describe the data and characteristics about what is
being studied. The idea behind this type of research is to study frequencies, averages, and
other statistical calculations. Although this research is highly accurate, it does not gather the
causes behind a situation. Descriptive research is mainly done when a researcher wants to
gain a better understanding of a topic. that is, analysis of the past as opposed to the future.
Descriptive research is the exploration of the existing certain phenomena. The details of the
facts wont be known. The existing phenomena’s facts are not known to the persons.
1. Sampling design:
I. Sample Unit:
Customers of Potato Chips
II. Sample size:
The sample size of the report is 50 in numbers.
MALAY SRIVASTAVA

52. Data collection method:
Primary data:
The primary data are those which are collected afresh and for the first time, and thus
happened to be original in character. There are several methods of collecting primary data
particularly in surveys.
For the study: Questionnaire method is used for collecting the data while conducting the
research.
Secondary data:
The secondary data are those which have already been collected by someone and which have
already been passed through the statistical process. Secondary data may either be published
data or un- published data.
For the study: Internet is used for collecting the data while conducting the research.
MALAY SRIVASTAVA

53. DATA ANALYSIS
&
INTERPRETATION
MALAY SRIVASTAVA

54. DATA ANALYSIS & INTERPRETATIONS
Ques 1: Do you like to have potato chips?
a. Yes
48
b. No
2
4%
Yes
No
96%
INTERPRETATION:
This chart shown that out 50 respondent 96% respondents like potato chips & 4%
respondents don’t like potato chips.
MALAY SRIVASTAVA

55. Ques 2: What makes a particular potato chips brand your favorite?
a.
Quality
42
b.
Availability
4
c.
Promotion
2
d.
Brand Loyalty
2
8%
4% 4%
Quality
Availability
84%
Promotion
Brand Loyalty
INTERPRETATION:
This chart shown that out 50 respondent 84% respondents said that Quality, 8% respondents
said that Availability, 4% respondents said that Promotion & 4% respondents said that Brand
Loyalty potato chips brands favorite.
MALAY SRIVASTAVA

56. Ques 3: Which is your favorite brand in potato chips?
a.
Uncle Chips
26
b.
Lays
22
c.
Others
2
4%
44%
52%
Uncle Chips
Lays
Others
INTERPRETATION:
This chart shown that out 50 respondent 52% respondents said that they favorite brand is
Uncle Chips, 44% respondents said that they favorite brand is Lays & 4% respondents said
that they favorite other brands.
MALAY SRIVASTAVA

57. Ques 4: Which potato chips are tastier?
a.
Uncle Chips
28
b.
Lays
22
44%
56%
Uncle Chips
Lays
INTERPRETATION:
This chart shown that out 50 respondent 56% respondents said that Uncle Chips are tastier &
44% respondents said that Lays are tastier.
MALAY SRIVASTAVA

58. Ques 5: Which Potato chips is easily available in market or nearby shops like kirana shops?
a.
Uncle Chips
32
b.
Lays
18
36%
Uncle Chips
64%
Lays
INTERPRETATION:
This chart shown that out 50 respondent 64% respondents said that Uncle Chips is easily
available in market or nearby shops like kirana shops & 36% respondents said that Lays is
easily available in market or nearby shops like kirana shops.
MALAY SRIVASTAVA

59. Ques 6: Which potato chips have more flavors?
a.
Uncle Chips
12
b.
Lays
38
24%
Uncle Chips
76%
Lays
INTERPRETATION:
This chart shown that out 50 respondent 24% respondents said that Uncle Chips have more
flavors & 76% respondents said that Lays have more flavors.
MALAY SRIVASTAVA

60. Ques 7: Which potato chips are available with more offers?
a.
Uncle Chips
14
b.
Lays
36
28%
Uncle Chips
72%
Lays
INTERPRETATION:
This chart shown that out 50 respondent 28% respondents said that Uncle Chips are available
with more offers & 72% respondents said that Lays are available with more offers.
MALAY SRIVASTAVA

61. Ques 8: Which potato chips has lowest price?
a.
Uncle Chips
8
b.
Lays
8
c.
Both rates are same
24
20%
Uncle Chips
60%
20%
Lays
Others
INTERPRETATION:
This chart shown that out 50 respondent 16% respondents said that Uncle Chips has lowest
price, 16% respondents said that Lays has lowest price & 48% respondents said that both rate
are same.
MALAY SRIVASTAVA

62. Ques 9: Do you think Uncle Chips is giving tough competition to Lays?
a.
Yes
18
b.
No
32
36%
Yes
64%
No
INTERPRETATION:
This chart shown that out 50 respondent 36% respondents said that Uncle Chips is giving
tough competition to Lays & 64% respondents said that Uncle Chips is not giving tough
competition to Lays.
MALAY SRIVASTAVA

63. Ques 10: Which potato chips focus on effective advertisements?
a.
Uncle Chips
22
b.
Lays
28
44%
56%
Uncle Chips
Lays
INTERPRETATION:
This chart shown that out 50 respondent 44% respondents said that Uncle Chips focus on
effective advertisements & 56% respondents said that Lays focus on effective advertisements.
MALAY SRIVASTAVA

64. Ques 11: Which potato chips use effective celebrity endorsement?
a.
Uncle Chips
14
b.
Lays
36
28%
Uncle Chips
72%
Lays
INTERPRETATION:
This chart shown that out 50 respondent 28% respondents said that Uncle Chips use effective
celebrity endorsement & 72% respondents said that Lays use effective celebrity endorsement.
MALAY SRIVASTAVA

65. Ques 12: How do you rank Uncle Chips for its marketing strategies?
a.
Top
12
b.
Best
14
c.
Average
18
d.
Poor
6
12%
24%
Top
Best
36%
28%
Average
Poor
INTERPRETATION:
This chart shown that out 50 respondent 24% respondents said that Top, 28% respondents
said that Best, 36% respondents said that Average & 12% respondents said that Poor rank
Uncle Chips for its marketing strategies.
MALAY SRIVASTAVA

66. Ques 13: How do you rank Lays for its marketing strategies?
a.
Top
10
b.
Best
18
c.
Average
20
d.
Poor
2
4%
20%
Top
40%
Best
36%
Average
Poor
INTERPRETATION:
This chart shown that out 50 respondent 20% respondents said that Top, 36% respondents
said that Best, 40% respondents said that Average & 4% respondents said that Poor rank Lays
for its marketing strategies.
MALAY SRIVASTAVA

67. Ques 14: In your opinion which potato company is best?
a.
Uncle Chips
28
b.
Lays
22
44%
56%
Uncle Chips
Lays
INTERPRETATION:
This chart shown that out 50 respondent 56% respondents said that Uncle Chips is best &
44% respondents said that Lays is best.
MALAY SRIVASTAVA

68. FINDINGS
MALAY SRIVASTAVA

69. FINDINGS
o Maximum no. of respondents like potato chips
o Maximum no. of respondents said that they favorite brand is Uncle Chips
o Maximum no. of respondents said that Uncle Chips are tastier
o Maximum no. of respondents said that Uncle Chips is easily available in
market or nearby shops like kirana shops
o Maximum no. of respondents said that Lays have more flavors
o Maximum no. of respondents said that Lays available with more offers
o Maximum no. of respondents said that Lays focus on effective advertisements.
o Maximum no. of respondents said that Lays use effective celebrity
endorsement.
o Maximum no. of respondents said that Uncle Chips is best
MALAY SRIVASTAVA

70. CONCLUSION
MALAY SRIVASTAVA

71. CONCLUSION
The packet size preferred by consumers for branded snacks is medium size RS 10 packet.
Lays is the market leader in the branded snacks market followed by Uncle Chips, however
there is huge gap between them. The quality and availability is the major factor for
consumers to prefer their favorite brand. Most preferred brand of Frito lay is Lays followed
by uncle chips after conducting the survey it can be said that ever since its launch, lays as a
preferred brand is on a rise. Although Lays is the most popular brand. Lays is in the growth
stage of its life cycle. It has been taking the shelf space of popular brands like Frito Lays due
to its strong distribution and marketing strategies. Given more time it is capable of capturing
a larger market share and giving tough competition to other brands. However Lays is a better
established brand and enjoys brand loyalty and to retain this brand loyalty the marketing
strategies used by Pepsi Co especially advertisement is really remarkable.
MALAY SRIVASTAVA

72. SUGGESTIONS
MALAY SRIVASTAVA

73. SUGGESTIONS
There is vast distribution gap between Uncle Chips and Frito-Lays which has to be filled
up in order to increase the sales.

Uncle chips can give advertisement at television, if we talk with cable operators for
our advertisement. They can show our ad. In their local channels in between their
movies shows.

We can introduce new consumer offer packs.

To some of posh area uncle chips can provide free sample so that the people get
aware of the product quality.

Uncle Chips has been around for a longer time and has its loyalists. Lays scores on
flavor while uncle chips are crunchier.

There is a need to put the image of uncle chips in the mind of customers before they
come to purchase at shop.

Lays uses celebrities as their Brand ambassadors to endorse their product and their
advertisements stands out in clutter. Though uncle chips humor element in
advertisement makes the ad unique it must not ignore the competitor approach and
design the Ads accordingly.

Uncle Chips should effectively use pull and push promotion strategy to win and
capture larger market share.

As lays always participates in world cup promotion and other sponsorships, Uncle
Chips should not overlook such platform.
MALAY SRIVASTAVA

74. LIMITATIONS
MALAY SRIVASTAVA

75. LIMITATIONS
Although the study was carried out with extreme enthusiasm and careful planning there are
several limitations, which handicapped the research viz,
1. Time Constraints: The time stipulated for the project to be completed is less and thus
there are chances that some information might have been left out, however due care is taken
to include all the relevant information needed.
2. Sample size: Due to time constraints the sample size was relatively small and would
definitely have been more representative if I had collected information from more
respondents.
3. Accuracy: It is difficult to know if all the respondents gave accurate information; some
respondents tend to give misleading information.
4. Availability: It was difficult to find respondents as they were busy in their schedule, and
collection of data was very difficult
MALAY SRIVASTAVA

76. BIBLIOGRAPHY
MALAY SRIVASTAVA

77. BIBLIOGRAPHY
Books:

Kothari, C.R., Research Methodology, New Age Publications.

Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,
Pearson Prentice Hall, 2005, Part II, pp. 71-340.

Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.
Newspapers

Times Of India

Financial Express

Economic Times
WEBLIOGRAPHY

www.lays.com/

en.wikipedia.org/wiki/Lay's

pepsicoindia.co.in/brands/lays.html

en.wikipedia.org/wiki/Uncle_Chipps

pepsicoindia.co.in/brands/uncle-chipps.html

www.unclechips.com/
MALAY SRIVASTAVA

78. ANNEXURE
MALAY SRIVASTAVA

79. QUESTIONNAIRE
Dear respondent,
I am the student of …………….conducting a market survey report. Kindly
spare few minutes to fill up this questionnaire. Any information provided by you will be used
for academic purpose only.
RESPONDENT PROFILE

Name of the respondent :................................................................................................

Residential/ office address :............................................................................................
........................................................................................................................................
........................................................................................................................................

Contact no. :..................................................................................................................

Age group of the respondent : 18-25 ( )

Education/ qualification: .............................................................................................

Occupation :.................................................................................................................

Designation :................................................................................................................
25-35 (
) 35-45 ( ) 45 or More(
Ques 1: Do you like to have Potato chips?
a. Yes
b. No
Ques 2: What makes a particular Potato chips brand your favourite?
a.
Quality
b.
Availability
c.
Promotion
d.
Brand Loyality
MALAY SRIVASTAVA
)

80. Ques 3: Which is your favorite brand in Potato chips?
a.
Uncle Chips
b.
Lays
c.
Others
Ques 4: Which Potato chips is tastier?
a.
Uncle Chips
b.
Lays
Ques 5: Which Potato chips is easily available in market or nearby shops like kirana shops?
a.
Uncle Chips
b.
Lays
Ques 6: Which Potato chips has more flavors?
a.
Uncle Chips
b.
Lays
Ques 7: Which Potato chips is available with more offers?
a.
Uncle Chips
b.
Lays
Ques 8: Which Potato chips has lowest price?
a.
Uncle Chips
b.
Lays
c.
Both rates are same
MALAY SRIVASTAVA

81. Ques 9: Do you think Uncle Chips is giving tough competition to Lays?
a.
Yes
b.
No
Ques 10: Which potato chips focus on effective advertisements?
a.
Uncle Chips
b.
Lays
Ques 11: Which potato chips use effective celebrity endorsement?
a.
Uncle Chips
b.
Lays
Ques 12: How do you rank Uncle Chips…
a.
Top
b.
Best
c.
Average
d.
Poor
Ques 13: How do you rank Lays...
a.
Top
b.
Best
c.
Average
d.
Poor
MALAY SRIVASTAVA

82. Ques 14: In your opinion which potato company is best?
a.
Uncle Chips
b.
Lays
Signature
Thank You
MALAY SRIVASTAVA