Doritos Final Media Plan

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A marketing group project I completed for my graduate level marketing class

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  • Product Overview Comp. InsightsMRI Analysis Target Audience PersonasMedia Objectives and Strategies Seasonality Geography Media Budget Media Plan recommendations Role of Media Flowchart
  • Rachel is changing to specify NCAA D1 – Also adding timing of the plan: August through January
  • Add images of the magazines
  • Doritos Final Media Plan

    1. 1. Nacho Cheese Doritos Media Plan<br />Beth Denbow<br />Rachel Fuller<br />Kate Gerlesits<br />Brandi Grays<br />Lauren Guy<br />
    2. 2. Agenda<br />Product Overview<br />Competitive Insights <br />MRI Analysis <br />Target Audience<br />Consumer Personas<br />Media Objectives and Strategies<br />Seasonality<br />Geographic Insights<br />Media Budget <br />Media Plan Recommendations <br />Role of Media <br />Flow Chart<br />
    3. 3. A little bit about Doritos<br />Produced since 1966 by the American food company Frito Lay, a division of PepsiCo. <br />Brand Position: <br />The Doritos brand provides a snacking alternative to the potato chip and unflavored tortilla chip categories…<br />
    4. 4. Competitive Insights<br />Competitive insights<br />Frito-Lay Company is the world leader in the salty snack category, controlling more than 35 percent of the world market in snack chips and 60 percent in the United States. Among the company&apos;s well-known brands are five that generate annual sales of $1 billion each: Lay&apos;s, Ruffles, Doritos, Tostitos, and Chee-tos.<br />In addition to its dominance of the potato chip, tortilla chip, and corn chip sectors (the last of these led by the Fritos brand), Frito-Lay has major brands in other categories, such as Rold Gold pretzels, Cracker Jack candy-coated popcorn, and Grandma&apos;s cookies. <br />About $4 billion of the company&apos;s overall net sales are generated outside the United States, with sales in 42 countries. Lay&apos;s, Ruffles, and Chee-tos are among Frito-Lay&apos;s major international brands, along with such local favorites as Walker&apos;s in the United Kingdom and Sabritas in Mexico. Frito-Lay Company is the snack food division of PepsiCo, Inc., generating about half of the parent company&apos;s revenues and two-thirds of its profits. (hoover.com)<br />
    5. 5. Doritos In-Brand Competitors<br />
    6. 6. Alternate Competitors<br />Snack foods<br />
    7. 7. Media Objectives <br />Engage consumers by allowing them to interact with the brand and help shape promotions, which will encourage a sense of brand loyalty, and ultimately drive sales.<br />Employ a multi-facet “when-on” media strategy to maintain existing market share by reinforcing product quality.<br />
    8. 8. Media Strategies<br />Utilize on-line and in-store tactics, while targeting our purchasing consumer ultimately encouraging additional usage and consumption.<br />Motivate consumption and purchase during fall selling seasons; specifically capitalizing on football and back-to-school.<br />Cooperate with national partners who align with brand equity and messaging during appropriate back-to-school and NCAA football occasions to generate greater force in the market place. <br />
    9. 9. MRI Analysis<br />http://ureporter.mriplusonline.com<br />
    10. 10. Target Audience <br />Doritos consumers lead an active, adventurous, multisensory lifestyle, and Doritos brand engages them on this level. <br />The rally cry of “Snack Strong” reminds these passionate consumers that only Doritos chips can fulfill their urge for a snack with a loud crunch, iconic shape, and intense flavor. <br />Source: www.doritos.com<br />
    11. 11. The Doritos Customer <br />Francesca, 26<br />“I enjoy eating Nacho Cheese Doritos on my way to class…they are quite tasty!”<br />Cindy, 48<br />“Nacho cheese Doritos are my favorite treat, no other snack food compares to them.”<br />Juanita, 35<br />“I pack Nacho Cheese Doritos in the lunches that I make for my two boys.”<br />
    12. 12. Seasonality and Geographic Insights<br />Seasonality: <br />Doritos can be eaten at all times of the year. <br />Heavier snacking times occur during football and other sports seasons . However, Doritos is always an option for lunch and casual snacking. <br />Timing of media plan: August - January<br />Geographic Insight: <br />National plan<br />Focusing on NCAA D1 cities<br />
    13. 13. Estimated Media Budget<br />Note: Chart represents an estimate. Figures were calculated based on past media spend for Doritos <br />
    14. 14.
    15. 15. Recommended Media Vehicles<br />Magazine<br />TV<br />Internet<br />In-Store<br />
    16. 16. Magazine <br />
    17. 17. Magazine Plan<br />Consideration Set of Magazines: (selected based on an index of greater than 130).<br />Selected Publications:<br /><ul><li> Us Weekly
    18. 18. In Touch
    19. 19. Family Fun
    20. 20. Parents</li></ul>Campaign will prepare students and parents to take snacking to the next level with Doritos. <br />
    21. 21. Us Weekly (Aug. and Sept. issues)<br />Print Ad<br />Infuses both Back-To-School and NCAA-D1 football. <br />Help get through the stresses of going back to school. <br />Promote Doritos as the official tailgate party snack<br />Mobile<br />Text-in to received customized school wallpaper and scoring information from the football season. <br />Internet<br />On-line flash banners on the homepage announcing BTS snacks and Football Tailgate party snack ideas from Doritos.<br />Go live beginning of August (August issue on-sale date 8/7). <br />BTS banners drop off mid September and NCAA D1 banners will continue through November. <br />
    22. 22. In Touch (Aug. and Sept. issues)<br />Print Ad<br />Same as Us Weekly <br />Internet<br />On-line flash banners on the homepage announcing BTS snacks and Football Tailgate party snack ideas from Doritos.<br />Go live beginning of August (August issue on-sale date 8/7). <br />BTS banners drop off mid September and NCAA D1 banners will continue through November. <br /> Exclusive sweepstakes (Differentiator)<br />Winner + 3 friends will win an all expense paid trip to an out of town game of their choice for their NCAA team. <br />The winner will receive a full supply of Doritos (all varieties) for one football season. <br />Doritos will provide branded premiums such as notebooks, pencils, blankets, hats and snacks <br />Can also leverage the Xbox partnership for premiums and sponsored hotel room. <br />
    23. 23. Family Fun (Sept. issues)<br />Print ad<br />Back to School focus<br />Speaks to moms regarding how Doritos can bring an excitement to their child’s lunch. <br />Internet<br />Feature on the A+ lunches & snacks section of www.familyfun.com/backtoschool. <br />Flash banners will frame the page<br />Possible partners: Sara Lee, Jiff Peanut butter, and Smucker’s<br />Ads will be live every other week August through September.<br />
    24. 24. Parents Magazine (Sept. issues) <br />Print Ad<br />Same creative from the Family Fun ad<br />Internet<br />Banners on the Foods & Recipes section of www.parents.com. <br />Feature most common favorite foods for lunch including Doritos<br />Resemble a grocery check list<br />Possibly partner with other kid, lunch food friendly brands to help save on costs and expand the program<br />
    25. 25. Television<br />
    26. 26. Television Plan<br />Consideration Set of Television Stations: (selected based on an index of greater than 128).<br />
    27. 27. Television Plan<br />Our target presents an eclectic mix of preferred cable television channels. So it is imperative that we have advertisements on different genres of television to ensure that our target is reached. Some of our targets are movie lovers, music lovers, and reality TV junkies so we want to make sure that all of them are being reached.<br />Stations were selected based on their high indices and stable bases. But we went beyond just index numbers and thought about why our targets watch these particular channels. There were other channels that also had high indices but it was important that we reach everyone and not segment our advertisements just based on indices alone.<br />
    28. 28. Television Plan<br />Television Station such as: Toon Disney, Nickelodeon, The Disney Channel, and The Cartoon network are stations that we believe parents watch with their children so if would be appropriate to place Television advertisements on children’s networks because our target will more than likely view various programming with their families. <br />
    29. 29. Internet<br />
    30. 30. Internet<br />Will play a role in our plan, particularly when it comes to meeting our objective to allow consumers interact with the brand and help shape promotions.<br />Via our website, Doritos.com, consumers will be able to learn information about participating in contests to create Doritos ads, Doritos viral videos, and Doritos themed photos. All of these activities will be framed as contests, but will really be a way to keep consumers engaged and have them become brand ambassadors. <br />
    31. 31. Internet<br />In addition to our interactive website, we will utilize the internet by placing banner ads on the websites that correspond with the magazines where our print runs, allowing our target audience to become surrounded by the Doritos brand.<br />Finally, we will place ads on social networking sites Facebook and MySpace. Consumers can click the ads that lead them to Doritos.com, or they can download Dortios applications that allow them to send Doritos as “gifts” and design packaging for Doritos. <br />
    32. 32. In-Store <br />
    33. 33. In-Store Plan<br />NewsAmerica Marketing creative floor graphics in grocery retail stores<br />Floor graphics will resemble a road of Doritos leading to the chip aisle<br />P-O-P signage <br />Checklane end-cap displays encouraging impulse purchase of Doritos <br />Sampling opportunity in/near the chip aisle where possible<br />Profiled brand ambassadors will sample the product<br />Coupon: <br />$.75 off coupon on the purchase of any ONE (1) Doritos product.<br />
    34. 34. Flowchart<br />
    35. 35. Conclusions<br />Based on an analysis of our target customer and insights into the seasonality of our product, we have created a strong media plan that stays true to our original objectives: <br />Engage consumers by allowing them to interact with the brand and help shape promotions, which will encourage a sense of brand loyalty, and ultimately drive sales.<br />Employ a multi-facet “when-on” media strategy to maintain existing market share by reinforcing product quality.<br />

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