Chapter 18  Sales promotion and Personal Selling

Like many other companies  Lay’s chip uses sales promotion to increase the effectiveness of its promotional efforts.  Sales promotion offers consumers an incentive to buy, either by lowering price or adding value. Lay’s  doesn’t uses consumer sales promotion  for consumer market but use trade sales promotion for the members of marketing channel such as wholesalers or retailers. Recently  lay’s started offering a small pack of chip for 99 cents and I purchased it because it’s cheaper and tastier  than the other products.

Marketers use sales promotion to increase the effectiveness of their promotional efforts. The company does this by using trade sales promotion with such tactics like online promoting. They don't use coupons, rebates, premiums, loyal marketing programs, contests, and sweepstakes.

Chapter 17 Advertising and Public Relations

Advertising is a necessity for any corporate in today’s product rat race. If they want to increase their customer base or retain their position by competing with their rivals, they have to choose the most effective medium of advertisement. One could actually see the struggle and feel the cold war happening between advertisements.Lay's is a popular and trusted brand over 70 years around the nation-wide. Lay's use product advertising to stimulate primary demand for primary product such as Lay's classics. Lay's have earned the trust of a lot of customers throughout the nation-wide so the company doesn't need to use to enhance its image by using institutional advertising.Lay's chip continuously reviews their advertising practices to know that they are consistent with their policies. Lay's chip wants to let people know that they do their best to sacrifice their costumers needs.

   Chapter 15      Retailing

Last weekend I went to Rite Aid nearby my house in Astoria and got some stuff including two bags of Lay’s classics. Among  lots of snacks, Lay’s gave discount .. 99 cents only for a small bag. They used retail pricing strategy and it worked. I bought 2 bags.,Compared to other snacks, they offer a lot of products such as Firto Lay Varitiy pack, 60 packs / case for only $36.99. That  attracted me so much ..as definition:  Retailing is all the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use- has enhanced the quality of our daily lives.  It is advantage that you can get easily and see easily Lay’s products  wherever you are..whenever you need: Automatic vending machines through to small deli and so on .. department stores.

 Chapter 6 Consumer Decision Making
 

Predicting and Understanding Shopping Behavior provided an in-depth look at the opportunity for the snack-maker to combine a simulated shopping model and ethnography techniques to speed up consumer learnings and strengthen research's role in understanding consumers’ decision making process.

“Deepening the understanding of the  consumers and their decision making process allows them to understand ‘why’ a consumer purchases snack foods and not just ‘what’ they purchase,” said Michelle Adams. “In partnership with Decision Insight, techniques that blend of quantitative and qualitative research like virtual shopping and virtual ethnography result in quality consumer insights that they can apply to their  business.”

Decision Insight is a full service market research company specializing in the power of online technologies. Their  goal is to pioneer the use of online research not by simply shifting traditional methodologies to a new medium, but by designing new methods/tools that capitalize on this space. Decision Insight harnesses the capabilities of the Internet by combining an in-house staff of artists and online programmers, advanced analytics and sophisticated modeling, and a thorough understanding of how the research will be used to make business decisions.