DORITOS MARKETING TEAM

Research Analyst: Umberto Pucci

Campaign Strategist: Stephanie Freire
Marketing Manager: Alex Lacouture
Message Strategist: Toni Forte
Media Planner: Fernando Holz
Head of Finance: Nick Ghosn

BRIEF HISTORY

Released Nationwide in 1966

1st Tortilla Chip Launched Nationally in U.S.
#1 Seller in Corn Based Chips

2nd Leading Chip Seller behind Lay's Potato Chip

PREVIOUS CAMPAIGNS

STRENGTHS
Strong Brand Recognition
Customers of all ages
Recognizable Taste
Variety of flavors & sizes
Excellent Distribution
Substantial Brand Backing from PepsiCo
Global Presence

WEAKNESSES
No Healthy Options
No Natural Options
Only Corn Tortilla Chips

OPPORTUNITIES
Healthy Snacks
Promotion in Niche Markets
New Promotion Formats

THREATS
Changing Snack Preferences
Emerging Competition from Niche Brands
Increased Interest in Healthy Products
Increased Interest in Natural/Organic Products
Overpopulation of Chip Market

CAMPAIGN OBJECTIVES
Create Awareness of the Doritos Rivalry Challenge
Increase Interest among college football fans
Increase Sales
Increase Online Engagement
Increase Social Media Shares

TARGET MARKET
Age 18-24yrs
College Football Fans

TARGET MARKET

24% 30%
Twitter
users have
some
college
experience

Twitter
users
went to
college

71% 74%

31% 24%

Facebook
Facebook
users have
users went
some college to college
experience

Instagram
Instagram
users went
users have
some college to college
experience

BRAND POSITIONING STRATEGY

Fun & Energetic
Current / Relevant
Food for fans / sporting events
Digital Marketing Strategy

DORITOS RIVALRY CHALLENGE

Challenge fans to show team spirit &
incorporate Doritos into their football
experience now & moving forward.

SPECIFICS
Campaign Contained to Each State
Includes 2-4 Rivalry College Teams
Social Media Campaign
Point System
Prize

POINT SYSTEM
Use your teams Hashtag on Social Media
Scan a QVC Code Available on Doritos
Create a Video
(Best video wins additional personal prize of a years supply of Doritos)

CAMPAIGN TIMELINE

Promote
through
Facebook
early on

Promote
on
Twitter +
Instagram

Introduce
Campaign
on the
Jumbotron

Release
Video to
YouTube
Channel

Email
Survey

Monitor
Arrive
Announce
Campaign Winners at
on
Campus
HOCO
GAME

WINNERS
Special Edition Team Spirit Doritos
Free Doritos at the Homecoming Game
Bragging Rights

MARCOM MIX
Advertising
Direct Marketing
Personal Selling
Public Relations
Sponsorships
Point-of-Purchase

ADVERTISING
Facebook, Twitter, Instagram Promotion
Billboards- high traffic areas
Football Stadium Jumbotron

DIRECT MARKETING

Email Surveys to Fan Networks

PERSONAL SELLING
On Campus Tent w/ Sales Representatives
Take a brief survey + post to social media + like us
Spin the Wheel of Fortune

PUBLIC RELATIONS
Positive Brand Image
Social Media Buzz
Word of Mouth Marketing
Game Day Tailgate Tent
Encourage School Magazines to Feature a Story

SPONSORSHIPS
Pro Bono Sponsorships

University of Miami: The Rock, Ray Lewis

University of Florida: Tim Tebow
Florida State University: Deion Sanders

POINT-OF-PURCHASE DISPLAYS
Used to Increase Sales through Impulse Buys
Creative Displays for Winning Team

MARCOM SYNERGY
Strategies & initiatives have a greater effect when
implemented together.
Use of all five senses helps with information retention
Multiple media increase the chance of exposure

INSIGHTS
History of guerilla marketing tactics & utilizing customer
generated content.
Target market is young & just starting out.
Football is a popular American sport that brings out a
competitive side in its fans.

BIG IDEA: Fans for Life.

MESSAGE: Fan of the sport, friend of the team,
love of the brand.
OBJECTIVE: Continue to associate Doritos with
a love for football, fun, and fans.
CAMPAIGN: Doritos Rivalry Challenge

DESIGN
Doritos re-designed their packaging in 2013
Bold & Inspiring Look & Feel

IMC MEDIA & CONTACT POINTS

Paid Media
Facebook, Twitter, Instagram Promotion
Billboards
Football Stadium Jumbotron
Owned Media
Social Media

All media are integrated to deliver brand

message & allow for feedback from consumers.

SCHEDULING
BILL
BOA
RDS

HOCO

BUDGET
Billboards
2%

Jumbotron
0%

Direct Selling
Promotion
1%
Facebook
11%

Budget: 5.6 Million

Facebook
Instagram
7%

Instagram
Twitter

Billboards
Jumbotron
Direct Selling
Promotion

Twitter
79%

EVALUATION OF EFFECTIVENEES
Tracking Mentions

Tracking Sales
Long-term Fan based Growth