doritosTHE PROJECTBrand Background Review: Salty Snack Competitive Analysis, Real World Project: Observationalresearch at Wal Mart, and Strategies & Building Blocks including creative brief, target profile,brand’s most ‘leverageable’ aspects, meaningful ways to grow the consumer franchise, strategiesfor the next year and profit enhancement ideas. The purpose of this research is to identify strengthsand weaknesses within the brand to further push profit.THE INSIGHTThe Doritos ‘muncher’ is the life of the party, untamed and adventurous in their lifestyle and foodchoices. These consumers choose to eat Doritos in unusual ways or to enhance meals.Consumers said they eat Doritos with dips, on sandwiches, or they create Dorito nachos. Theyhave a strong following of consumers who seek out their new, quirky flavors. Research showedlarger households, consisting of 3-5 people are repeat purchasers of Doritos. Two categories ofconsumers emerged: those who prefer Doritos over other chips because of their powerful crunchand intense taste and those who were not brand loyal, rather they went for whatever was cheapest.THE OUTCOMEThe consumer target is men and women ages 18-34, with an emphasis on 18-24 year olds, whoare members of households with 3-5 people. Doritos constantly seeks to be on the forefront ofintense flavor development in all things relating to extreme experiences. Uncovering the new flavorssolidifies what Doritos stands for. To push the brand further, they will design new flavors including aFuel Line- Caffeinated Chip, and Breakfast flavors such as Heuvos rancheros, Everything bagel,Meat lovers scramble and Veggie cheese omelet chips. Further profit enhancement ideas includecreating a new package with dip on top, creating variety packs, and placing them throughoutgrocery stores in strategic places that will convey to the consumers they can be used in“non-snacking” ways: next to the cheese aisle, in the condiments aisle, in the canned foodsaisle/Mexican food “Thinking Outside the Bag.”
DORITOS: CONSUMER DEMOGRAPHICS & RETAIL DISTRIBUTION FINDINGS
samsung “PERMISSION TO PLAY”THE PROJECTBrand Background Review: Cell phone category, Real World Project: Observational research,Interviews, Focus Groups, and Surveys. Narrow research down to specific client - Samsung Epic4G Galaxy S & present creative brief, target profile and brand positioning. The purpose of thisresearch is to identify specific lifestyles and behaviors of cell phone users, and as a result, make acorrelation of the type of phone one has and their relationship with it.THE INSIGHTThere is a symbiotic relationship between phones and users: phones control behaviors andbehaviors control phone usage. Three consumers can be categorized by their behaviors: 1. TheCodependents 2. The Techie 3. The Neutral Consumer. The owner of a Sumsung Epic 4G falls intothe Techie consumer. These consumers live a hectic life and constantly feel the burden ofresponsibility. However, they have strong feelings of nostalgia for their playful, carefree childhood.They’re passionate video and computer gamers who are knowledgeable and curious about theentertainment industry. They work hard, however feel guilty indulging in childhood fantasies whenthey’re ‘supposed’ to be mature, sucessful adults.THE OUTCOMEThe consumer target is men 24-40, with an emphasis on those who are constantly traveling andfinancially stable. This target is seen as early adopters. These people can be found thriving in alarge city atmosphere. After being exposed to Samsung Epic 4G’s laundry list of opportunities, thetarget can see how relatable it is to their lifestyle. The main purpose of this phone is not to makecalls or text, rather it’s a temporary escape from their bustling lifestyle. This cell phone is a back-upbusiness tool, but more clearly seen as a toy. Every smart phone gives you the basics, but thisphone positions itself as a sophisticated, business game boy and takes the negative social stigmaoff of these men, giving them permission to play.
state farm “REAL LIFE MADE EASIER”THE PROBLEM16-29 year olds do not think of Sate Farm as a “hip” insurance, therefore State Farm is losingclientele. As their older clients, for lack of a better word, die, no new relationships are building.THE INSIGHTTarget Millennials18-24 through an unconventional voice. Brand State Farm in a relevant andengaging way, a way this target will strongly react to. Within this target, Millennials are experiencinglarge transitions and feel overwhelmed. They turn to their parents for advice, yet wantindependence. Through this insight State Farm speaks to them in the tone of an older brother, aneutral, trustworthy, experienced and helpful figure. State Farm further brings the older brother tolife through simple, seemingly overlooked, creative executions. This integrated marketing andadvertising campaign had a $150,000 budget and will be active for a year utilizing social media,guerilla and traditional advertising, and scholarships.THE OUTCOMEThe “Real Life Made Easier” campaign won first place was brought to corporate for implementation.