Chapter 16 Integrated Marketing Communication

One of the major target market of  Lays is children and young audiences of sports and entertainments such as consumers  in theaters or stadiums even at home. Lay's uses product advertising to stimulate primary demand for primary product such as Lay's classics.

The promotion plan then becomes an integral part of the marketing strategy for reaching the target market.

Lays has many ways of communicating with their consumers. This is very important for sales and product popularity. Lays makes sure their communication starts in  retail stores. A major way of Lays communicating with their consumers is through internet sites such as blogs. These blogs are used for finding out information about Lays products and finding out consumers needs through letting them post what products they would like to taste. Also if any customers have any question a Lays’ consumer care team can help answer it. This form of communication is an advantage for Lays for the fact that everyone uses the internet and email so their consumers have easy access to communicate with the company.