Lay’s is conducting a voting for four new and different flavours for their potato chips, and this voting runs through Oct 16, 2013. There are only three flavours available in America, while four in Canada. After the result comes out, the winning flavour will have a great chance to become an actual flavour for Lay’s potato chips.
It leads me to think of channels, which includes communication between companies and customers. Survey is an effective way for companies to know what consumers’ opinions are. In this case, Lay’s is actually doing well because of the voting they promote. Consumer can feel respected and satisfied even though they don’t really like those flavours. Therefore, Lay’s can also build and maintain their customer relationships through this way. They convey their thinking and put them into practice since they want to have better communication with customers. Get closer to consumers.
Nevertheless, Lay’s has to consider more thoroughly when they desire brand extensions. Dave Hodgson published “the worst of Lay’s do us a flavour contest” online. In his post, he introduced many kinds of chips that Lay’s have, and he didn’t enjoy any of those flavours as they are so “out of the game”. I agree with him because those flavours are so strange, and it seems like they should not appear in chips market. For example, the flavour whisky makes me very confused, and Dave said “you have a problem”. Lay’s should establish points of parity first, and emphasize difference but not something seems creative but strange.
Work cited:
Hodgson, Dave. Funtime Internet.com. Web.15 Feb.2013.
http://funtimeinternet.com/linkgo/2013/the-worst-of-lays-do-me-a-flavour-contest/
Related readings:
http://www.brandeating.com/2013/07/news-lays-canada-new-do-us-a-flavor-potato-chips.html
http://o.canada.com/life/lays-do-us-a-flavour/
Lay’s voting: https://www.dousaflavour.ca/