(Product | Lay’s, Source: Lay’s) 

Products of Lay’s   

• Lay’s 
• Lay’s Dips
• Lay’s Kettle Cooked
• Lay’s Poppables 
• Lay’s Stax
• Lay’s Wavy

Competitors of Lay’s

• Kellogg’s Pringle
• Kurkure
• Bingo
• Haldirams
• Parle Wafers
• Diamond Wafers
• Piknik

As now we have a better understanding of Lay’s, let’s look into the SWOT Analysis of Lay’s.

SWOT Analysis of Lay’s

SWOT stands for strengths, weaknesses, opportunities, and strengths. So, a SWOT analysis is a technique to assess these four important aspects of the businesses. Companies can use SWOT analysis to make the most of what the businesses have got, to the organization’s best advantage. And you can reduce the chances of failure by understanding what the business is lacking, and eliminating hazards that would otherwise catch your unawareness. 

So let us go ahead and first have a glance at the strengths of Lay’s from the SWOT analysis of Lay’s

Strengths of Lay’s

• First Name Advantage: Lay’s was the first brand that started selling chips worldwide with a revenue of 1.3 billion USD. 
• Located in Remote Locations Too: Lay’s has also been located in remote locations which lead to an increase in their brand awareness. 
• Strong Distribution Network: Also Lay’s has a huge distribution network with various flavours which also attract all types of target audiences. 
• Loyal Dealers & Customers: They also have a strong dealer network with loyal customers worldwide.
• Youngsters Being Their Strength: They target specifically youngsters and the middle class which helps them to grow their network. 
• Tie-up With Pepsi: Lay’s is owned by PepsiCo company which is a highly recognized company in the world that can target their own loyal Pepsi customers. 
• Market Share: Lay’s had a piece of the pie of 50.2% of the overall industry while in the US it was 29.6% of the potato chips market.
• A Mix of Traditional & Digital Marketing: Lay’s perfectly blended its traditional and digital marketing strategies relating with well-known slogans like betcha can’t eat only one and be a little dialogical.  

(Lay’s Smiling Influencer Campaign on Instagram, Source: Campaign India) 

Amazing Fact: Lay’s is the only chips brand with nearly a million followers on Instagram, leaving Pringle & Kurkure behind. Lay’s creative content strategy, high-quality ad design and maintaining an online reputation with customer interaction led Lay’s to get enormous success on social media. Isn’t this amazing? 

If you also want to obtain expertise in certain skills of digital marketing such as content strategy, ad designing, online reputation management and many more then IIDE offers several short term courses in digital marketing for the same. Enrol in one or more of your favourite courses and start enjoying learning with a packet of Lay’s from the comfort of your home.

Weaknesses of Lay’s

• Health Concern Among People: As Lay’s is a high-calorie snack containing a high amount of fats, people are now more concerned with their health which reduces the product sales of Lay’s. 
• Uncertain Activities: Due to some doppelganger activity and memes affects the reputation of Lay’s. 
• Non-recyclable Packing: Lays packaging is non-recyclable which affects the reputation of the company. 

Opportunities for Lay’s

• Disposable Income: Due to the high amount of disposable income in emerging countries, the consumption of snacks also increases which leads to an increase in sales of Lay’s. 
• Increase in Tourism: After the release of lockdown, there is an increase in tourism activity which leads to tourists purchasing Lay’s for travelling, this enhances the growth of the company.
• Focus on Youngsters: As Lay’s is one of the favourite snacks among kids and youngsters, Lay’s should start working to divert its marketing efforts towards this age group.
• Innovation in Flavours: Lay’s is famous among customers for its flavours and it should continue launching new flavours in the market to increase the craze of Lay’s among people.
• Rural Market: Lay’s are famous in the rural market and also it’s available in any region which leads to increase its customer base and revenue. 
• Occasions: In India, Lay’s are preferred more in festivals and parties. This is one of the opportunities for Lay’s to start pitching its products more during these occasions. Shifting its R&D and marketing efforts towards the opportunity. 

Threats to Lay’s

• Boycott: Lay’s are usually boycotted by health-conscious people which leads to lower demand for Lay’s. 
• Lower Margin due to Competition: As the growing scale in local distribution, there is a high amount of competition between the competitors which leads to a lower margin.
• Price Fluctuation of Raw Material: Lay’s raw material is potato and price fluctuation of this raw material might affect the cost of the final product.  
• Not Worth The Money: Lay’s been hated among people due to Lay’s providing less quantity in the exchange of money. The taste of Lay’s is an all-time classic but Lay’s has started compromising on providing quantity. 
• Negative Feedback from Sports Celebrities: Recently, Coca Cola got a negative review from the famous football player Cristiano Ronaldo. Just like this if Lay’s get some negative feedback from sports personalities because of its unhealthy factors then this might affect the brand value of Lay’s among the people.

This ends our complete SWOT analysis of Lay’s. Let us conclude our learning below.