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Doritos Marketing Project

Student’s Name

Institution Affiliation
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Doritos Marketing Project

Introduction

Doritos produced by Frito-Lay, they are tortilla chips that are flavored, the product has been on

the market since 1964. The product was first distributed national wide in 1966, the name Doritos

has an origin in Mexican meaning golden brown. The product has undergone various design

modifications to meet the market needs, including redesigning in 1993 and improvement in flavor

to meet the market new demands. The company has adopted a very a vibrant marketing plan for

its brands particularly Doritos, the company has been dynamic in its marketing, in 2013 it launched

a new advertisement campaign which involved a change in product logo and slogan for Doritos

and introduction of new Doritos to the market in 2015.

Brand Overview

Frito-Lay Inc. a snack company which started in 1932 by Charles Doolin, in 1965 the company

formed another merger with Pepsi Cola Company up to now Frito-Lay operates as a subsidiary of

Pepsi Cola Company. The company produces a number of snacks including Doritos, Fritos, and

Tostitos. The company started producing tortilla in 1966 and selling them in their restaurants,

drawing inspiration from Mexican Totoro snacks. The company made a major redesigning in 1994

in the shape and size of Doritos. The product has undergone active marketing and product
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improvement over time to the brand that Doritos is today. The major improvement includes shape,

size, and flavor to meet customer choice and preferences.

The Four P’s

Product

The main product is Doritos, Frito-Lay offers the snack in different flavors to its customers. The

company also offers other chips flavors, the company enjoys a huge market, particularly because

it has been on the market for every long winning the trust of many customers. The company has

actively involved in value addition of its products, the company has invested heavily in designing

its products to meet customer choice and preferences (Strauss, 2016). The company has also been

keen to improve its products in terms of flavor, adding different flavors to Doritos to make it more

appealing to the market segment. Doritos packaging is well designed to make it more attractive to

the customers, it is unique with a good taste and quality.

Promotion

The company has actively promoted Doritos with marketing initiatives such as advertisements

during the super bowl. The company commercials are very exciting which plays a huge part in its

positive publicity stunt. The company has also promoted its products through its association with

Pepsi, the association with soft drinks as improved its sales. When one buys a soft drink they are

likely to buy Doritos too because of the promotion surrounding soft drinks and Doritos (Kelley et
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al., 2015). The also uses their packaging in product promotion, the package is specifically designed

to market the products through its attractive colors.

Price

The product is offered at a very competitive price to the market, with the prices ranging from a

dollar to $ 4 depending on a number of the snacks you want to purchase. The company also offer

Doritos in bulk and they are even cheaper when purchased in bulk. The company has also been

actively promoting the product by putting prizes to be won for purchases made by customers.

Place

The company has sale them in strategic places with a relatively high number of visitors. Doritos

are readily viable in grocery stores, in gas stations, and in convenient stores. These are places that

are visited by many people hence making it easy for the customers to access the product. They

also offer Doritos through retailers help the company in distribution and making the product

available to the customers, some of the retailers include Walmart and No-frills.

Target Market

Demographically the company targets both genders in their Doritos production, selling and

advertisements the age of the target market ranges from 35 years to 44 years. Doritos main target

market include low income earners, African Americans, Hispanics and lower middle aged. The
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target market mainly shop for Doritos mostly during pantry trips. Geographically the company is

open to selling its products to everyone all over the United States no matter your geographic

location. The company uses advertising communication strategy to reach their target market,

through different advertising media, audio, visual, social media and internet marketing.

Consumer Behavior

Consumers purchase Doritos depending on the flavors, their buying behavior is mainly centered

on the different flavors and they would buy more than one packet of Doritos to get their favorite

flavors. The consumer buying decision is based on what flavor they like, they spend more time

finding their favorite flavor. After finding their favorite flavor they would only purchase that

specific flavored Doritos. The company has come up with various flavors to influence this process,

the addition of flavors increase variety and scope of customer’s choice.

Competitive Analysis

The product faces competition from other company and products, Doritos faces a stiff competition

from Pringles, Planters and Uncle Chips. The company has adopted a product differentiation

strategy to gain a competitive edge over its competitors in the market (Baisya, 2013). The

company actively advertises its products which are a factor that has given it a competitive

advantage over its rivals in the industry. They have also been keen on continuous improvement of
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the Doritos to ensure they remain competitive in the market. The company has also been keen on

media publicity through its competitions such as add flavor competition.

Benefit and Position Analysis

People using Doritos drive that good experience from eating quality snacks, Doritos are widely

known for their good quality and its taste. Consumers taking Doritos would always remember the

unique taste of each flavor that are offered. The customer also benefits from the low prices, the

prices for Doritos is very economical while offering variety at the same time. The quality, unique

taste and the affordable prices are what gives Doritos a competitive edge over its competitors. The

company occupies a good position in the market but it would like to improve even more through

continuous improvement of Doritos through the addition of different flavors and redesigning.

Summary

Doritos a product produced by Frito-Lay since 1964, the product has undergone continuous

improvement over the years to make it more competitive. The company merged with Pepsi-Cola

Company to increase their competitive advantage in the market in 1966. Frito-Lay has adopted an

active marketing strategy in all of the marketing mix, the prices are very competitive giving the

company a competitive edge over its competitors. Doritos is the main product, Frito-Lay started

supplying Doritos in 1966 and ever since Doritos has gained a huge market because of the many

years in the market. The company has adopted many promotional initiatives to ensure the product
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has a competitive advantage over its rivals. Doritos are well placed in convince store and grocery

stores to make them more available to the customers, the company has ensured that Doritos are

readily and easily available to customers by bringing closer to them.

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References

Strauss, J. (2016). Doritos marketing. Routledge.

Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand

management approach. Routledge.

Baisya, R. K. (2013). Branding in a competitive marketplace Frito-Lay. SAGE Publications.

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