INTRODUCTION: Doritos is an American brand of flavored tortilla chips. "Doritos" Means "Little gold" in spanish. It produced since 1964 by Frito-Lay. The concept for Doritos originated in a restaurant at Disneyland. Doritos has also gained notability for its marketing campaigns, including many ads aired during the Super Bowl. EVOLUTION OF DORITOS LOGO: Doritos has gone through many brand transformations. Here we can see their all logos. THE PRODUCT: Doritos chips are known for their triangular shape, satisfying crunch, and bold flavors. The product is made of yellow corn, and has very specific quality standards, which include the size and thickness of the chip, the roundness of the corners, the perfection of "blisters” (air bubbles) and “toast points” on the chip. Doritos chips are currently available in seventeen flavors. Doritos chips come in various sizes from a 1 oz. kids lunch bag to a 25 oz. supersize. MARKETC METRICS: The global tortilla chips market to grow at a CAGR of 7.42% during the period 2017-2021. PepsiCo leads this market with popular brands including Doritos. Doritos was leading tortilla chip brand in 2017. Frito-lay controls 35 percent of the Global snack market. TARGET AUDIENCE: Their target audiences are children and adults. Their main audiences are 18-24 years old young people. MAIN COMPETITORS: Doritos is one of the most successful company under Frit-lay (PepsiCo), That’s why they have battled and gone against many huge competitors in the advertising industry. Such as Walkers, Pringles. Walkers are one of the main competitors of Doritos because of their vast variety of different flavours and types of crisp. Pringles are another large company with a unique brand of crisp definitely a Dorito competitor. They also have a variety of different flavours. BRAND VALUES: Since the launch of Friendchips in 2001, the essence of the Doritos brand has been sociability. Doritos has a distinct personality within the Walkers family. Whilst the Walkers brand itself is seen as a down to earth, populist brand with family values, Doritos has a more adult personality -more daring, irreverent, and uninhibited. This is consistently reflected in the tone of the marketing execution and in the media placement. CONCLUSION: Doritos chips appeal to consumers young and old, but the heaviest users are teens and young adults. Frito-Lay aims to understand the teen and young adult life experience, and to enhance that experience in a way that makes the Doritos brand an integral part of teen Americana.

1. ©Mohammad Sabbir Hossain
Doritos
“FOR THE BOLD”

2. ©Mohammad Sabbir Hossain
CONTENT
1. Introduction
2. Evolution of Doritos Logo
3. The Product
4. Market Metrics
5. Target Market
6. Main Competitors
7. Brand Value
8. Conclusion

3. 1
INTRODUCTION
Doritos is an american brand
of flavored tortilla chips.

4. 2013- Present
2
EVOLUTION OF
DORITOS LOGO
Original Logo 1973- 1979 1992- 1997 2000- 2005 2005- 2013

5. 3
THE PRODUCT
1. Doritos chips are known for their triangular shape.
2. The product is made of yellow corn.
3. Doritos chips are currently available in seventeen
flavors.

6. 4
MARKETC METRICS
1. Tortilla Chips Market said to grow at a CAGR of
7.42% during 2017-2021.
2. PepsiCo leads this market with popular brands
including Doritos.
3. Frito-lay controls 35 percent of the Global snack
market.

7. 5
TARGET
MARKET
Adult
Children
Main audiences are young people.

8. 6
MAIN
COMPETITORS
Walkers Pringles

9. 7
BRAND VALUES
Since the launch of Friendchips in 2001,
the essence of the Doritos brand has been sociability.

10. 6
CONCLUSION
Doritos brand is an integral part of teen Americana.

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