DORITOS

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 INDEX

01 OUR TEAM
02 DESCRIPTION OF
THE PRODUCT /
BRAND
03 MARKET ANALYSIS

Brief analysis
DORITOS description Positioning Map
(the why) Prices

04 AUDIENCE

Empathy map 05 PRODUCT TESTING

Results
06 SWOT ANALYSIS

LSP
Persona map Packaging SWOT
Countries

07 MEDIA PLAN

Magazines
08 STRATEGY & DESIGN

Challenge
Cinema Magazines
Outdoors Advertising Cinema
Social Media Outdoors advertising
Internet Social Media
Internet

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 OUR TEAM

Background
• International vision as we came from
different places
• Different fields of study which gives us
a broader view for any kind of study

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“DORITOS isn’t just a chip. It’s
fuel for disruption. Our flavors
ignite adventure and inspire
action. With every crunch, we
aim to redefine culture and
support those who are boldly
themselves.

Are you ready? If so, crunch

on.”
 MARKET
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ANALYSIS
BRIEF ANALYSIS POSITIONING MAP

The snack is made with

corn, has the shape of
nacho and is distributed in
almost every country in the
world. The products are
adapted locally, making
versions for each place.

The brand is a leader in

the tortilla chip sector
worldwide and has been
one of the most profitable
in the history of Frito Lay,
which is also integrated
into the Pepsico group.

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 PRICES OF THE CHEESY
VERSIONS OF THE BRANDS

160g – 2,03€ 100g – 1,20€ 200g – 2,34€ 150g – 1,48€ 150g – 0,93€
150g – 1,90€ 150g – 1,80€ 150g – 1,75€

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 POWER
F OCUS ON THE WHY?

DEFINING THE AUDIENCE

• Empathy map

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• Persona
• Location
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10
 The top ten gamer
countries in Europe
and so the ones we are approaching

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PRODUCT
TESTING

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 RESULTS

They also notice differences

After the product testing, the
in the packaging. While
group agreed that Doritos
Doritos has a bright orange
had a unique taste.
colour that attracts attention,
the white brand has a muted
When comparing with a white
orange colour that is almost
branded product, not only
brown and does not stand
the taste was distinguished,
out from the rest of the
but also the colour.
vs products.

The people determined that,

However, all members
without having made the
agreed that there was a lack
comparison, they would have
of innovation and that the
chosen either of the two
shape of Doritos could
because at first sight there is
become a drawback.
no difference, but when they
tried them together, they
The price wasn’t a
determined that the taste
disadvantage at all but some
and color of Doritos was
people would choose the
more appealing.
white brand because of it.
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 PACKAGING

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 SWOT ANALYSIS
• LEGO Serious Play
• Doritos SWOT
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 MEDIA PLAN

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 WHY?
O U T D O O RS
A DV E RT I S I N G

M AG A Z I N E S
Constant advertising
We can engage the audience in a Segmented audience based
creative way on interests
It can easily go viral Has high pass along

CINEMA SOCIAL MEDIA &

I N T E R N E T BA N N E RS

High impact (food

advertising can be really
Our target audience is here
appealing)
Goes directly to the website
Segmented audience
We can approach more people

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MAGAZINES

WHERE? HOW?
Monthly gamer magazines: PC - Filling the whole page
GAMER, Tabletop Gaming, - Odd page (greater impact)
GAMES TM, EDGE MAGAZINE,
- Third page of the magazine
Play Station Official Magazine
(OPM)

WHEN? HOW MUCH?

Summer 2019 300 000 €

(June to September) (15 000 € per magazine)
4 months

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 CINEMA

WHERE? AD DURATION

Before action, science fiction, 30 seconds

fantasy and adventure movies

WHEN? HOW MUCH?

June 2019 500 000 €

2 000 € a month per cinema
250 cinemas around Europe (25
per country)

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OUTDOORS
ADVERTISING

WHERE? HOW MANY?

Shopping malls, close to video 100 digital vending machines,

game stores 10 per country

WHEN? HOW MUCH?

Summer 2019 400 000€

(4 000€ each)

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 INTERNET
BANNERS

WHERE?

Gamer and films blogs

Online articles about
videogames, new releases, films

WHEN? HOW MUCH?

Summer 100 000 € (4 million “views”)

(June to September 2019) CPM: 25€

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 SOCIAL MEDIA

WHERE? WHEN? HOW MUCH?

• Facebook, Instagram Summer 200 700 €

(automatic segmentation) (June to September) 200 000 € - Youtube (2 Million people)

• Youtube (before gamer 350 € - Facebook / 350 € - Instagram

influencers videos)

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Places

Interests
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 AVERAGE PRICE

€ € € €

MAGAZINES INTERNET & OUTDOORS CINEMA

ONLINE ADVERTISING
ADVERTISING

300 000€ 300 700€ 400 000€ 500 000€

1 500 000€
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 POWER OF THE
PRODUCT
STRATEGY & DESIGN
POWER OF THE SHAPE
FOCUS ON THE MOMENTUM
GAMIFICATION

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OUR CHALLENGE
Use the shape of
Doritos to target
the young & gamer
audience

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 GAMER INTERACTIVE
AUDIENCE

GAMIFICATION

SAME STRATEGY FOR ALL MEDIAS

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 MAGAZINES
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 OUTDOORS
ADVERTISING
Digital vending machine.
Only if you win the
game, you get the free
Doritos bag

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 CINEMA

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SOCIAL MEDIA
 YOUTUBE

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36 INTERNET BANNER
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