Food & Thorn Pvt Ltd launched a new snack brand called Lazeez to target youth. Lazeez offers innovative potato chip flavors inspired by Indian cuisine like makai masala. It conducted market research among snack consumers to identify preferred flavors. Lazeez is positioned as a fun brand targeting youth aged 18-30 with packaging and flavors highlighting regional tastes. Initial consumer response to Lazeez was positive due to its unique flavors and shapes compared to market leader Lays.

1. Making of a new Brand:

2.  To find, Study and evaluate the process followed
by company in Introduction of NEW BRAND:

3.  The launch is symbolic of Food & thorn pvt ltd distinct
approach of introducing innovative and differentiated
products in a largely undifferentiated market place.
 The idea is to get the consumer to take that first
bite.
 The company has positioned this brand as a fun brand
targeting at the youth.
 The snacks are available in packs priced at Rs. 5/- &
10/-

4.  Lazeez’s portfolio includes an array of products in
Potato Chips.
 The Potato Chips offerings comprise of 5 innovative
variants inspired by the snacking habits of different
parts of the country as well as Masalas, Salted,
Cheese,Chilly and Tomato flavours.

6.  LAZEEZ provides innovative foods like the makai inspired
chips
 The Potato Chips offerings include Salted, Masala and
Tomato flavours, Chilly, etc.
 Lazeez – Cheesy Schezwan is the brand’s latest
addition to its existing unique and exciting range.

8. o Studying home made snacks:- bhel, gol gappas.
o 70% of those survey conformed that they
would like to have in forms of snacks
o Chef to dish out new and testy combination of
existing delicacies

9.  To find the position and perception of Lazeez
as a brand in Consumers Mind.
 To understand launching strategy of a new
brand (Lazeez) and its effect on consumers
perception and Brand positioning.
Purpose of Research:

10.  Category of research:
 Descriptive.
 Exploratory.
 Data Collection Method
 Primary Data: From Consumer of Lazeez and Lays.
 Questionnaire- Respondents were asked open
and close ended questions to prospects.
 Secondary Data : To understand the launching
strategy of Lazeez.From various journals and research
papers and sites.
Research Design

11.  Sampling Design
 Target Population: Consumers of Snacks like
Lazeez
 Sampling Technique:
 Convenient and Judgmental Sampling Technique.
 Sample Size = 20

12.  Research on Consumption Habit and consumer behavior by
Food & thorn pvt ltd
 Need Recognition
 Field research by interviewing 50 respondents
 Need and availability GAP analysis
 Segmentation of Target audience
 Demographics (age 18-30)
 Product creation
 With consumers preferred flavors.
 Positioning
 High frequency promotion.
 Vast distribution.

13. 4 Ps

14.  Lazeez! positioned itself with its Indian flavors
like Makai masala.
 The segmentation was mainly done on basis of
the age of the people.
 The offerings under the Finger Snacks segment
are unique and innovative
Product-

15. Packaging
 Food & thorn pvt ltd has done the packaging
such that the product attracts the buyer.
 It launched packs with different quantity
keeping in mind the specific consumer demand.
Product (Cont…)

16.  Initial pricing of Food & thorn pvt ltd Lazeez
is a direct front attack on Lays with pricing of
Rs 5, 10 and 20.
 Lazeez has launched small packs of Rs 3 each.
It needs to be seen whether Food & thorn pvt
ltd can leverage upon its huge distribution
network to counter this.
Price-

17.  Lazeez's advertising follows the
AIDA model.
 No Brand Ambassador
 Comes in unique shapes for better recognition
 Brand recall along with 5 flavors
Promotion-

18.  Food & thorn pvt ltd has adopted a Market
Challenger strategy with the launch of Lazeez
 Food & thorn pvt ltd has made a strategic
alliance with Future group
Place-

19. 12 - 20
Years
20-35
Years
35-50
Years
> 50
Years
Demographic (Age Group)
Conservative,
reserved, shy
Outgoing,
Fun Loving,
Bindaas
Psychographic (Attitude /
Behavior)
Segmentation:
Age Group
Attitude/Behavior
Geography
Taste

20. Plain
Salted
Makai
Masala
Chilly
Lemon
Tomato
Chessy
Schezwan
Taste

21. Indian Geography & Taste
West
North
East
South
16-35
Years
Demographic Age
Group
Outgoing,
Fun Loving,
Bindaas
Attitude / Behavior
Spicy / Chilly
lemon
Makai
masala
Tomato
Plain
Salted

22. Lazeez is positioned as a youthful and innovative
snack, offering the consumers with choice in terms
of both formats and flavors including Local tastes.
Pet se Dil tak!
No one can eat just One..!
Lays is positioned as a very good quality
snack with international taste.

23.  The major competitor of Lazeez is Lays with a market share
of 45%
 Haldiram with market share of 27%
 Regional players are holding rest of the share

24. 24
Easy to
pronounce
Recallable
Trendy
and Fun
Catchy

25.  Bring excitement to the lives of the customers.
 A brand which is for the whole country by providing the
customers with tastes (flavors) from all around India.
 Lazeez identifies itself as a brand which is youthful, fun and
joyfull.
 The unique shapes in which it comes, which makes it easily
recognizable amongst the consumers.

26. 26
 Lazeez has a unique musical sound that is loved by everyone.
 It is one of the properties that is remembered by everyone and
it is used to recall the brand by every age group.

27.  The packaging is very attractive with dominant
variant color, crimp border colors and a
pictorial view of the flavor.
 This property of flavor depiction is very
informative for consumers and a layman can
also associate with it.
 The names provided to various variants are
very traditional and Indian, so that people can
easily understand the flavor.

28.  Stylish and Cool
 Innovative
 Trendier
 Exciting

29.  Food & thorn pvt ltd used a 360 degree brand building effort to boost
the new launch.
 Ogilvy & Mather (O&M), focused to position the brand as youth-
centric.
 The variety came through a series of fun campaigns — consumers were
asked to design the ads for Lazeez using the angular shape of the chips
as the central theme.
 Crowd sourcing which serves two purposes – it engages the end-
consumer and the campaign is done at the lowest possible cost.

31. Food & thorn
pvt ltd,
Shapes,
Games,
Poing!!!
Innovative,
Trendier,
Exciting.
Indian,
Different
I am
Bindaas!!!
Cool,
Young at
heart
Outgoing
, Fun
loving
Relationship
Culture

33. Q1.Which flavour do you like the most?
 Makai Masala
8%
 Salted Potato Chip
3%
 Tomato Potato Chip
8%
 Chilly Lemon
9%
 Chessy schezwan
10%

34. Q2. What do you like about Lazeez..?
1. Taste (47%)
2. Variety (11%)
3. Quality (16%)
4. Price(8%)
5. Quantity(13%)
6. Packaging (5%)

35. Q3. How satisfied are you with Lazeez?
1. Very satisfied (40%)
2. Somewhat satisfied(39%)
3. Unsatisfied(21%)

36. Before switching on to Lazeez which snack did
you prefer?
1. Lays (35%)
2. Kurkure (15%)
3. Uncle chips (30%)
4. Haldiram Namkins(20%)

37. Lays 85 96%
Kurkure 81 91%
Uncle Chips 65 73%
Pringles 44 49%
81 91%
Bingo 44 49%
Haldiram namkeens 69 78%
Other 13 15%

38. TRIED LAZEEZ!
Yes 50 50%
No 50 50%

39.  Flavours
 Packaging
Not Good 11 14%
50 66%
Very Good 15 20%
Not Good 5 6%
51 65%
Very Good 23 29%

40.  Name Appeal
 Availability
Not Good 16 20%
29 36%
Very Good 35 44%
Not Good 11 14%
38 49%
Very Good 29 37%

41.  Taste
Not Good 14 19%
51 69%
Very Good 9 12%

42. Energetic 9 7%
Cool 13 9%
Fun 32 23%
Hot 9 6%
Sweet 1 0.73%
Youthful 22 25%
Mischievous 34 25%
None 16 11%

44. 44
bole to?????

45. Good
traditional
Indian flavours
but I love to
consume those
flavoured
items
I try Lazeez
because it
stands apart,
different from
the crowd,
almost edging on
"weird"
Differently
shaped, cool
and fun
chips to
have

46. Too
many
flavours
confuse
me!!!!
Not able to
differentiat
e whether it
is Indian or
international
Amazing
taste!!!!

47.  Stagnant Market Share
 Brand Loyalty of Lays customer is posing threat to Lazeez
 Advertisements have failed in creating an urge among customers to go
and buy a pack of Lazeez
 Unawareness of the variety of flavours

48. From the respondents we can conclude that
Indian consumers had a taste of INDIANNESS
and DESIPAN while selecting the snacks with
excitement and novelty in their hearts. Apart
from shape, flavor and taste, satisfaction was
high on their priority list which could not be
compromised.

50.  Lazeez can come up with different shapes of packaging. A
triangular pack can be one of the options
Benefits:
 Different packaging always attracts consumers
 Novelty sustains the consumers’ interest in the brand
 Usage of different colors for packaging different flavors, so that
the customer is able to differentiate among various flavours
available

51.  Seasonal promotions
 Gift packs: Combo packs in festival season with 4-5 flavors
 Tie up with Coca Cola: At time of Diwali, Cricket
Tournaments etc…
 Title sponsors for programs targeting the youth
 E.g. Indian idol etc

52.  Change in Advertising: The existing advertisements have been
successful in creating brand awareness. The new advertisements will
focus more on taste and variety of flavours available and tempting the
consumers to purchase the product after seeing them.
 A continuing character will be used in the advertisements. An animated
potato will be used in the advertisements, where the tastes of the
various flavors will be theme the advertisements

53. Group 8 :
Priyanka Shetty{48}
Ankita Pednekar{36}
Preeti Bathwal{04}
Namrata Rasal{40}