Lay_s China Case Study - Nov_09

Lay_s China Case Study - Nov_09 - Making Lays Chinese Click...

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Ron McEachern October, 2009 Making Lay’s Chinese
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern PepsiCo Is A Global Convenience Food & Beverage Company $35 Billion Revenue $95 Billion Market Cap 160 Countries 157,000 Employees Making Lay’s Chinese $2B Revenue 10,000 employees 41 JV’s China Today
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern PepsiCo Has 17 “Billion Dollar Revenue” Brands $17.0B $2.4B $1.3B $6.0B $2.3B $1.2B $5.5B $2.0B $1.1B $5.2B $1.9B $1.0B $5.0B $1.7B $1.0B $1.4B $1.0B Obj101 Obj102 Making Lay’s Chinese
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern HQ Imperative….”Make Lay’s Successful In China” Lay’s already a multi-billion dollar success ”Just duplicate the plans” But in China, brands need to be; - Relevant - Familiar - Preferred Making Lay’s Chinese
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Name of Event-Date [File Name/Location of file file] Page 5 R.S. McEachern Macro-Snack Per Cap Consumption (Yesterday) Chinese Snack Frequently - Among The Highest In The World 3.3 3 2.9 2.5 2.5 2.5 2.3 2.2 1.9 1.9 1.8 1.8 1.8 1.7 1.7 1.6 1.6 1.6 1.5 1.4 1.3 0.7 Thailand USA China 05 UK Chile Turkey Brazil Mexico Netherlands Peru Spain Belgium Colombia WEBU Poland South Korea Australia Argentina Portugal P Rico Greece India China Habits & Practices
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Name of Event-Date [File Name/Location of file file] Page 6 R.S. McEachern But Chinese Eat Many, Many Different Snacks…“Chinese Meal” 24 11 8 7 7 5 1 1 5 4 4 4 3 3 2 2 2 2 2 2 1 1 1 1 1 Fresh fruit Yoghurt Chewing gum Melon seeds Salty Snack Potato chips Rice cracker Other crispy Chinese pancake Sweet cookies Savory biscuit Peanuts & Nuts Chocolate Instant noodles Snack cake Candy Ice cream Hot fried chestnuts Kebab Tea egg Dried beef/meat/fish Preserved fruit Dried beancurd Boiled corn cob BBQ sausage Chinese seek variety… …rooted in their food culture China Habits & Practices
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Name of Event-Date [File Name/Location of file file] Page 7 R.S. McEachern Traditional Potato Biscuits Boiled Gummies, Toffees, Gum Choco- Chips Sweets Jellies Caramels late & Nougat Retail Sales – US$ Billion $2.0 $0.3 $0.35 $0.4 $2.2 $1.5 $0.5 $1.6 $0.7 $0.7 Rice Cracker Extruded/Pellet Ot her s 47 % W a n t W a n t 5 3 % Ot her s 53 % W a n t W a n t 3 3 % Local companies 85% Lanzhou Zhenglin 4% Guangdong Kanghui 4% Hefei Huatai 7% Ot her s 80 % Tingyi 3% Kraft / Nabisco 8% Danone 9% Ot her s 82 % Wowo 5% Oishi 5% Hsu Fu Chi 8% Ot her s 87 % Hsu Fu Chi 3% Guan Sheng Yuan 5% Perfetti 5% Ot her s 41 % Other MNC 3% L o tt e 8 % Wri gley 48 % Ot her s 34 % O th er M N C 1 3 % Ferr ero 7% Ne stl e 10 % Cadb ury 11% M a r s 2 5 % W a n t W a n t 1 8 % O is h i 1 9 % Gen eral Mill s 8% Ot her s 51 % P I 4 % Nuts $0.7Bn Seeds $0.5Bn Dried Meat $0.4Bn Dried Fruit $0.4Bn Copico 0.3% China Snacks Market As A Result The $10 Billion China Snack Market Is Very Fragmented
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Name of Event-Date [File Name/Location of file file] Page 8 R.S. McEachern X There Are Three Key Levers That Marketing Can Pull Penetrati on Frequency Amount Address barriers to consumptio n Innovate against new needs for greater share
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Lay_s China Case Study - Nov_09 - Making Lays Chinese Click...

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