Analyze Doritos' consumer behavior

1. Group: Apple
Đào Ngọc Lan Đài - 1258007
Nguyễn Thiên Phương Linh - 1258030
Trần Ái My -1258033
Nguyễn Thị Trà My - 1258034

2. SENSORY MARKETING
• Doritos company pays extra attention to the impact of
sensations on their products.
• They focuses on senses of human :
+ sight/vision
+ sound
+ smell/odor
+ taste
+ texture

3. Sight/Vision
• Package design

4. Sight/Vision
• Colour

5. Sight/Vision
• The shape and the colour of chips

7. Flavour and Odor
• Varied flavor : original and combined flavour

8. Sound and Texture
• Used more in advertisements
• Crispy
• Product easy to hold

9. Marketers need to understand
the wants and needs of different
consumer segment
Customers are different!
Divide them up!!!

10. Content
1) Age
2) Status
3) Social Class and Income

11. Age

14. Status

16. Social Class and Income

17. History
• Introduce in 1964 by
American food company
Frito-Lay.
• In 2013, the company
change its logo and slogan
“FOR THE BOLD”

18. Target Consumer
• 18-24 years old
• Like adventure,
challenge and try
new things
• Funky, unique
• Live 24/7

19. Children Market
3 distinct markets:
• Primary market
• Influence market – Parental yielding
• Future market

20. Consumer Socialization
• Parents’ influence
• Television and the Web

21. SOCIAL MEDIA

22. FACEBOOK

23. YOUTUBE

24. TWITTER - WEBSITE

27. CLIP
• http://www.youtube.com/watch?v=iM6LdcyinW8
• http://www.youtube.com/watch?v=NmIGTTy8pI0

28. Thank you for listening