Lays takes advantage of PepsiCo’s strong presence in over 100 countries. PepsiCo has a strong presence in the global markets like Europe, the Americas, Asia-Pacific, the Middle East, and Africa. It has also developed products called Baked Lays’ which is used to target the calorie conscious consumer group. The brand presents diverse tastes targeting various groups of people. Under the behavioral segmentation, it is heavily consumed in parties, theaters, and as a snack for hostel students. It is not a premium product but is not consumed by lower income groups. Lays has segmented the market according to the age, and is most famous among the teens and also as a quick bite for the adults to enjoy. Lays has segmented the market according to the various regions and is available across India and has been focusing the rural and semi-rural areas of India. Segmentation targeting and positioning in the Marketing strategy Lays
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