2012 doritos marketing plan
DESCRIPTION
Developing A Marketing PlanTRANSCRIPT
2013
Marketing Plan
Niko Vergis
12/12/12
Developing a Marketing Plan
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Title Page … 1
Table of Contents… 2
Company Overview... 3 - 4
Market Summary… 4 -5
Demographic Overview… 5 – 7
Competition… 8 – 11
SWOT Analysis… 12
Marketing Objectives… 13 - 14
Key Strategies
Mission Statement
Marketing Strategy and Programs … 14 - 21
Budget/Calendar… 22
Advertisement… 23
Bibliography… 24
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Doritos Company Overview
PepsiCo’s mission statement states, “Our mission is to be the world's premier consumer
Products Company focused on convenient foods and beverages. We seek to produce financial
rewards to investors as we provide opportunities for growth and enrichment to our employees,
our business partners and the communities in which we operate. And in everything we do, we
strive for honesty, fairness and integrity”. PepsiCo also have a vision on the company and I
states, “PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate - environment, social, economic - creating a better tomorrow than today. “Our vision is
put into action through programs and a focus on environmental stewardship, activities to benefit
society, and a commitment to build shareholder value by making PepsiCo a truly sustainable
company.
Frito Lay is a sister company under PepsiCo and specifically creates sells and distributes
many kinds of potato chips. Frito lay is one of five companies under Pepsi-Cos belt, the band has
become public as a whole but not by itself. Frito Lay has been around for more than 75 years
and holds 79.6% of the potato chip and snack foods industry to date.
The revenue of Frito Lay over the last 3 years has steadily stayed around $16 Billion and
about $3 Billion of that is in North America. As for PepsiCo as a whole the revenue has reached
over $66.5 Billion. Frito Lay’s profits are not available to the public PepsiCo is, reaching a gross
profit of $35 Billion and a Net profit of $6.5 Billion. Frito Lay currently has 40,000 employees
worldwide and 3000 employees are in North America. In North America Frito has 7 important
executives Albert Carey as president, Nancy Loewe as Chief Financial officer, Justin Lambeth as
Secretary, and Leslie Keating- Randolph Melville-Jamie Montemayor- Anindita Mukherjee ass
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as Senior Vice Presidents. The North American headquarters for Frito Lay is located in Dallas
Texas, while PepsiCo headquarters is located in New York, New York.
Market Summary
The "salty snack" industry includes potato chips, corn chips, tortilla chips, ready-to-eat
popcorn (except candy-coated), pork rinds, potato sticks, and extruded snacks such as cheese
puffs. According to the Snack Food Association, sales for snacks during 2011 totaled $24.6
billion. Frito-Lay was the undisputed champion of this industry category, with Tostitos, Ruffles,
Rold Gold, Fritos, Lay's, Cheetos, SunChips, and many more top sellers under its umbrella.
Potato chips and tortilla chips controlled the snack foods market. Doritos as of 2011, hold over
$5 billion of worldwide sales. 84 percent of American households eat potato chips, which had
one-third of the salty snacks market in the mid-2000s.
The dietary trend in the 2000s toward healthier eating did not affect the snack category of
foods as much as anticipated, as approximately one-third of the population regularly ate snacks
in place of a meal. Single-serve and other "on the go" packaging was lifting sales by catering to
the demands of a faster-paced lifestyle. Three-fourths of those who snack do so in the evenings.
In addition, snacks were becoming more healthful, with reductions in sugar and fat. New
labeling requirements in 2006 stipulated that nutritional labels must specify trans-fat content,
otherwise known as hydrogenated fats and oils, in grams. Industry leader Frito-Lay beat the rush
by including the line on its labels in 2003, well in advance of the deadline for compliance.
The salty snack foods industry has a unique structure, since Frito-Lay, a division of
PepsiCo, controlled about two-thirds of the total market share. Although the industry has some
elements of a monopoly (aggressive pricing and distribution policies among chip makers), the
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regional presence of many large and small manufacturers keeps it highly competitive. Numerous
companies of varying size make up the snack industry. Many compete only on a regional level,
although some find it difficult to price their products competitively with the larger
manufacturers. Others, however, create a market niche, sometimes with a specialty product such
as kettle-style potato chips or baked chips sold through health food stores. If their products meet
with success among customers, the smaller makers can often charge higher prices than the
biggest manufacturers. Larger manufacturers are generally full-service snack companies – those
offering a full range of products, including potato chips, tortilla chips, and other salty snacks.
The smaller producers are more likely to specialize.
Total Consumption Framework
The main demographic of consumption for Doritos are younger bustling families with 6
or more children reaching 207 index which is over twice the consumption of the average
consumer. Second highest consumers are older bustling families with 6 or more children
reaching 189 index which is just under twice the consumption of the average consumer. As for
Affluent
Suburban
Spreads
Cosmopolitan
Centers
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
116
71
49
10083 98 107 94 97 113
147
207
189
74
48
23
40 45 51 60 50 49
62 68 74 65 69 80
102 99 127 104 112 140
12 19 22 28 22 29
42 44 44 48 52 54
47 97 82 81 69 86
189 169 192 122 222 232
177 186 217 173 214 242
146 144 154 142 135 154
LifeStyle
BehaviorStage
108 79 117 138 122 148 118
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the most consumption of Doritos within a lifestyle would be families in Plain Rural Living
reaching 113 index, and following that would be Comfortable Country life style reaching
107index. Looking at the percentages below shows that Midscale Working Towns purchase a
7.3% volume of Doritos. Following that are Moderate Blue-Collar Towns with a 6.8% volume.
Demographic Overview
%
VolumeIndex
16.6% 119
31.8% 116
28.4% 101
15.0% 84
8.3% 65
2.4% 77
3.6% 100
3.9% 89
3.0% 81
5.1% 115
4.8% 90
4.0% 124
4.5% 89
4.3% 81
4.0% 105
3.1% 95
4.2% 100
7.3% 119
4.9% 90
3.4% 95
3.2% 101
6.8% 122
4.3% 102
3.5% 91
3.2% 105
4.3% 92
4.5% 111
3.8% 132
4.1% 98
9.7% 113
17.1% 161
32.8% 193
40.5% 63 No Children
Struggling Rural Mix
Struggling Backroad Living
Age of Oldest Child
Age Under 6
Age 6 - 11
Age 12 - 17
Moderate Blue-Collar Towns
Moderate Country Living
Struggling Urban Mix
Struggling Small City Mix
Struggling Minipolitan
Struggling Country Living
Midscale Minipolitan
Midscale Fringe Towns
Midscale Working Towns
Striving Urban Melting Pot
Striving Suburban Mix
Striving Small City Living
Affluent Suburbs
Affluent Minipolitan Sprawl
Affluent Country Living
Cosmopolitan Urban Mix
Cosmopolitan Suburbs
Midscale Suburban Mix
Post College Degree
Spectra LifeStyle
Urban High Society
Suburban Aristocrats
Prosperous Suburbs
Elite Country Manors
Variables and Measures
Demographic Variables
Education of Head of Household
Not a High School Graduate
High School Graduate
Some College
College Graduate
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The average consumers of Doritos are Hispanic with 3 or more people in the household,
reaching a HHI of $50,000 - $74,000. Age of head of household are ages 35 – 44 with children
aged from 6 – 17. The occupation this consumer has are crafts and precision and transportation
and moving materials. This person is also married with kids and owns 3 or more vehicles. The
education this consumer has accomplished is a high school diploma or no high school education
at all. This consumer also lives in North West Central America.
A clear indication of households with 5 or more people reaches an index of 206. Most
consumers in the house hold are children from ages 12 – 17 at 193 index, 93% over the average.
Total
Consumption Index
22% 206
33% 193
14% 180
36% 179
38% 178
23% 162
17% 161
29% 155
4% 155
18% 154
Age 35 - 44
Male Head Only with Children
Precision Production, Craft & Repair Occupations
Demographic Skews5+ Person Households
Oldest Child 12 - 17
Presence of Both Children Under 6 and 6 - 17
Presence of Only Children 6 - 17
Married Families with Children
4 Person Households
Oldest Child 6 - 11
Number of Persons-Total Consumption Index
0
50
100
150
200
250
1 Person 2 Persons 3 Persons 4 Persons 5+ Persons
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Competition
Disregarding the “TOTAL TORTILLA CHIPS”, the three competitors of Doritos are
private label snack with 28% penetration. Second highest competitor is a Santitas Tortilla Chip
which is another brand from Frito Lay with a 17%.
Channel Distribution
Doritos Mass channel distribution is through grocery stores reaching 60% of total
volume. Next are Mass Merchandise stores, for instance Target or Wal-Mart reaching 28% of
total volume sold.
% Pen Demand Index
1% 143
1% 139
5% 131
6% 130
1% 130
28% 128
79% 124
79% 124
17% 124
1% 124
Private Label (Snacks : Tortilla Chips) Oz.
TOTAL TORTILLA CHIPS (SNACKS) OZ.
TOTAL TORTILLA CHIPS (SNACKS) OZ.
Santitas (Snacks : Tortilla Chips) Oz.
Baked! Doritos (Snacks : Tortilla Chips) Oz. *
Brands with Similar ConsumersJuanitas (Snacks : Tortilla Chips) Oz. **
Medallion (Snacks : Tortilla Chips) Oz. *
Calidad (Snacks : Tortilla Chips) Oz.
Private Label (Snacks : Corn Chips) Oz.
Herrs (Snacks : Tortilla Chips) Oz. *
% Volume
Total Volume
per 100 HHs
60% 1452.74
28% 665.30
5% 122.91
5% 109.43
2% 43.59
1% 15.90Convenience
Channel SummaryGrocery
Mass Merchandise
All Other
Club
Drug
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Private Label Competitors
Although the product snapshot for the private label competitors and Doritos are fairly
similar there are some differences. Private label companies are reaching younger bustling
families totaling at 167 and older bustling families totaling at 185. The exception of the
struggling urban communities buying a little more over the expected amount, Doritos currently
has a higher index as a competitor in this lifestyle. The most popular lifestyle would reach both
affluent suburban spreads and comfortable country totaling at 114 indexes. Doritos currently has
comfortable country and plain rural living as strong purchasers.
The private label consumer is non-Hispanic, has 4 to 5 persons in the household with an
income of $55,000 - $74,000. The head of household is aged anywhere between 25 – 44 years
old and have children from ages 6 to 17. The occupation of this consumer is blue collar and is
married with children, living on the east north central census.
Affluent
Suburban
Spreads
Cosmopolitan
Centers
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
103
88
65
10086 114 114 81 101 95
111
167
185
87
53
32
65 82 65 45 69 56
87 95 85 86 88 86
73 111 121 106 106 99
22 28 47 25 38 28
50 53 61 42 61 52
72 76 100 85 104 82
158 194 201 120 184 216
146 197 223 114 152 158
102 109 120 94 120 111
Private Label (Snacks : Tortilla Chips) Oz.
LifeStyle
BehaviorStage
156 142 141 104 149 129 137
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Santitas Competitor
Viewing Santitas as a big tortilla chip competitor differentiates from Doritos slightly.
Reaching younger bustling families at 150 index and older bustling families at 157 indexes,
Doritos still takes the lead reaching an average 200 index between the two behavior stages.
Santitas popular lifestyles are comfortable country at 124 and plain rural living at 121 indexes,
taking the lead from Doritos in these 2 categories.
The average consumers for Santitas are mainly Hispanic with 5 or more people in the
household, gaining an income of $50,000 - $74,999. The age of the head of household is 35 – 54
with children primarily 6 – 17 but younger as well. The consumer has a high school education
and their occupation is farming, fishing and forestry. This person is married and lives primarily
in mountain or west south central census.
Affluent
Suburban
Spreads
Cosmopolitan
Centers
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
120
106
69
10081 86 124 78 95 121
121
150
157
76
68
33
44 47 78 68 82 79
81 77 134 90 112 123
101 105 145 91 113 145
27 32 39 20 31 40
48 58 87 82 62 75
64 86 117 61 60 98
96 126 194 107 167 232
198 135 156 82 155 177
160 97 131 93 113 135
LifeStyle
BehaviorStage
81 75 151 96 124 175 119
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Tortilla Chip Category Competition
The tortilla chip categories compared to Doritos are fairly similar. Younger bustling
families reach 164 and older bustling families reach 174 indexes, as for Doritos reaching nearly
200 for both categories. The life style with the most consumers is, affluent suburban spreads and
comfortable country totaling at 113 and 114. Doritos does not have the lead with the overall total
in this category.
The average consumer is non-Hispanic or Hispanic and has 4 to 5 people in their
household having an income at $100,000 - $149,999. The head of household age is 35 – 54 years
old having children under 6 and 6-17 years old, a college graduate and an occupation of
executive, administrative and managerial. This person is married with children and lives in the
mountain or west north central census.
Affluent
Suburban
Spreads
Cosmopolitan
Centers
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
114
94
62
10091 113 114 82 94 99
126
164
174
85
56
29
59 71 67 50 62 58
95 100 101 72 88 92
104 122 130 95 105 118
23 31 36 23 29 29
54 61 66 49 59 54
78 101 91 77 82 90
160 183 190 120 176 186
160 176 185 117 166 172
121 133 139 110 118 126
TOTAL TORTILLA CHIPS (SNACKS) OZ.
LifeStyle
BehaviorStage
124 109 130 111 124 129 121
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SWOT Analysis
Strengths
Does well in engagement marketing by redirecting their website directly to Facebook.
Dominated the tortilla chip world with the number one flavor.
Strong, bold and entertaining television and print ads.
Fights for differentiation on advertising and high market share.
Loyal consumers.
Shaped partnerships.
Delivered solid operating and financial performance and generated significant operating
cash flow.
Highly diversified brand by having 102 flavors since 1964.
Weaknesses
Insufficient health benefits
Image damage due to recall of other PepsiCo products.
Overdependence on US markets.
Opportunities
Expand brand with mergers and acquisitions for strong presence all over the world.
Invest in R&D to expand offerings of more nutritional health conscience lifestyles.
Threats
Increase of a health conscious economy.
Intense competition of big competitors.
Smaller company’s becoming furious competitor which makes competition harsh.
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Marketing Objectives
Gain 10% market share of healthy customers in 18 months.
Grow international sales by 15%.
International media awareness and coverage.
Key Strategies
Looking further in to Research and Design will help identify and build new offerings into
more nutritional health conscience life styles.
Partnerships with healthier brands (Sun Chips, Kashi) to help leverage a healthier image.
Expand brand with current partners and mergers (Mountain Dew, Microsoft Xbox, EA
Sports, NFL) for a stronger worldwide presence.
Create more partnership relations with overseas companies to leverage global market.
Doritos is a top sponsor of the NFL, therefore becoming a top sponsor for the biggest
international sport FIFA/MLS, will have the same increasing impact as the U.S. has.
Price promotions – holiday promotions.
By adding to the strength of Frito lays current portfolio, we believe that we can
deliver quicker financial returns to investors over the long-term. Creating deeper
expansion of Doritos into other countries and a more “better for you, good for you
product,” The growth will translate over to high single digit earnings per share,
increasing margins and increasing returns on capital.
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Mission Statement
Our mission is to be the world's premier consumer Products Company focused on convenient
foods and beverages. We seek to produce financial rewards to investors as we provide
opportunities for growth worldwide and enrichment to our employees, our business partners and
the communities in which we operate. And in everything we do, we strive for honesty, fairness
and integrity.
Marketing Strategy and Programs
Above is a graph showing the heaviest users in the U.S. by the stage of behavior.
Younger Bustling families reach a total of 207 and Older Bustling families are reaching 189.
Both of these are purchasing twice the amount a regular consumer would buy. This graph shows
us that these two behavior stages are doing well on their own, and to focus our marketing on the
other behavior stages.
214 242
189 169 192 122 222 232
Affluent
Suburban
Spreads
Cosmopolitan
Centers
177 186 217 173
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
116
71
49
10083 98 107 94 97 113
147
207
189
74
48
23
40 45 51 60 50 49
62 68 74 65 69 80
102 99 127 104 112 140
12 19 22 28 22 29
42 44 44 48 52 54
47 97 82 81 69 86
146 144 154 142 135 154
LifeStyle
BehaviorStage
108 79 117 138 122 148 118
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The graph above is showing Small Scale Families reach 147 index and Established
Couples reach 116. I chose these to behavioral stages because they are the middle ranged average
buyers, buying around one and a half times the average buyer. These are 2 groups we could
focus on to have them purchase twice the amount they do now. That would put them in the heavy
user category.
135 154
102 99 127 104 112 140
Affluent
Suburban
Spreads
Cosmopolitan
Centers
146 144 154 142
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
116
71
49
10083 98 107 94 97 113
147
207
189
74
48
23
40 45 51 60 50 49
62 68 74 65 69 80
12 19 22 28 22 29
42 44 44 48 52 54
47 97 82 81 69 86
189 169 192 122 222 232
177 186 217 173 214 242
LifeStyle
BehaviorStage
108 79 117 138 122 148 118
29
140
80
49
148
154
242
232
86
54
Young Transitionals
Any size HHs, No Children, < 35
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Small Scale Families
Small HHs with Older Children 6+
Start-Up Families
HHs with Young Children Only < 6
TotalPlain Rural
Living
Modest
Working
Towns
Struggling
Urban Cores
Comfortable
Country
Total
Senior Couples
2+ person HHs, No Children, 65+
Empty Nest Couples
2+ person HHs, No Children, 55-64
Established Couples
2+ person HHs, No Children, 35-54
Senior Singles
1 person HHs, No Children, 65+
Independent Singles
1 person HHs, No Children, 35-64
83 98 107 94 97 113
48
23
116
71
49
100
40 45 51 60 50
118
147
207
189
74
102 99 127 104 112
62 68 74 65 69
42 44 44 48 52
12 19 22 28 22
189 169 192 122 222
47 97 82 81 69
146 144 154 142 135
177 186 217 173 214
LifeStyle
BehaviorStage
108 79 117 138 122
Affluent
Suburban
Spreads
Cosmopolitan
Centers
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In this graph above I wanted to show the highest outreach specifically in lifestyles of the
consumer. I pulled Plain Rural Living as the highest users reaching 113 indexes, a little over the
average user. Looking at the life styles in certain locations would also help build market share.
Also, looking at the total number of life style, it’s possible that we can penetrate Comfortable
Country, Affluent suburban spreads, and modest working towns.
Kashi Overview
The Graph above is Kashi products and is a target market for the Doritos new angle on a
healthier tortilla chip. The majority of Kashi’s “healthy consumers” are in suburban affluent
spreads. This consumer is white with a yearly income of $100,000 +. They’re aged between 25 –
34, have graduated college, and have children under the age of 6 with 1-2 people living in the
house hold.
Cosmopolitan
Centers
Affluent
Suburban
Spreads
Comfortable
Country
Struggling Urban
Cores
Modest Working
Towns
Plain Rural
LivingTotal
Start-Up Families - HHs with Young Children Only < 6 97 282 127 78 31 120 129
Small Scale Families - Small HHs with Older Children 6+ 107 178 63 48 37 69 84
Younger Bustling Families - Large HHs with Children (6+), HOH <40 133 135 225 74 49 110 120
Older Bustling Families - Large HHs with Children (6+), HOH 40+ 182 295 128 33 66 53 145
Young Transitionals - Any size HHs, No Children, < 35 96 168 91 45 107 48 89
Independent Singles - 1 person HHs, No Children, 35-64 126 195 45 22 32 34 70
Senior Singles - 1 person HHs, No Children, 65+ 16 106 22 19 33 9 30
Established Couples - 2+ person HHs, No Children, 35-54 198 290 127 48 78 43 133
Empty Nest Couples - 2+ person HHs, No Children, 55-64 170 168 109 104 88 46 112
Senior Couples - 2+ person HHs, No Children, 65+ 160 180 58 135 60 34 93
Total 130 211 98 55 58 53 100
BehaviorStage
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The heaviest use for Doritos in the U.S. is the west south central region with 116 as target
index. The highest percentage is the Pacific region and the West South Central reaching 21%
penetration. Since this is the most popular geographical target, few are right behind it. The
Pacific and south Atlantic geographic locations have potential for increasing their target index.
Future goals are to increase south Atlantic, Pacific and East north central target % HHs by 5
percent. This decision should also increase target penetration %.
The average consumers of Doritos are mostly located in the East South Central reaching
241 index, 2 and a half times what an average person would by. This location also has a 50%
Doritos heavy user consumption
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
South Atlantic 20.02% 18.59% 16.88% 93 3,949,014
Pacific 14.84% 16.38% 20.07% 110 3,480,738
East North Central 15.39% 14.98% 17.70% 97 3,183,060
West South Central 11.40% 13.20% 21.06% 116 2,805,679
Middle Atlantic 13.21% 12.12% 16.69% 92 2,575,662
Mountain 7.04% 7.50% 19.37% 107 1,592,738
West North Central 6.96% 6.86% 17.93% 99 1,458,306
East South Central 6.31% 6.10% 17.60% 97 1,296,866
New England 4.84% 4.26% 15.99% 88 905,314
Total 100.00% 100.00% 18.18% 100 21,247,377
Geography
Name
Doritos average user consumption (country)
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
East South Central 6.31% 15.19% 50.08% 241 3,690,987
West North Central 6.96% 9.70% 28.99% 139 2,357,551
West South Central 11.40% 15.76% 28.74% 138 3,828,882
South Atlantic 20.02% 24.69% 25.63% 123 5,998,075
East North Central 15.39% 13.48% 18.22% 88 3,276,127
Mountain 7.04% 6.14% 18.14% 87 1,491,615
Middle Atlantic 13.21% 7.08% 11.14% 54 1,719,887
New England 4.84% 2.28% 9.81% 47 555,188
Pacific 14.84% 5.68% 7.96% 38 1,379,435
Total 100.00% 100.00% 20.79% 100 24,297,748
Geography
Name
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penetration in the market. This could lead to a good opportunity to build market share and
market in the West North Central, West south Central, and South Atlantic. These regions have
buyers that have potential to buy more frequently. Increasing the target penetration % with help
increase the index in South Atlantic, West North and West south Central regions, this could be
helpful with reaching our new marketing objectives.
Doritos heavy user consumption
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
28547 Camp Lejeune NC 0.04% 0.14% 56.96% 331 911
28310 Fort Bragg NC 0.06% 0.14% 43.53% 253 919
28308 Pope A F B NC 0.01% 0.02% 42.71% 248 120
28307 Fort Bragg NC 0.06% 0.15% 41.19% 240 962
27531 Goldsboro NC 0.02% 0.03% 34.25% 199 223
28386 Shannon NC 0.05% 0.10% 34.11% 198 648
28508 Albertson NC 0.02% 0.04% 33.12% 193 243
28119 Morven NC 0.03% 0.06% 30.78% 179 363
28377 Red Springs NC 0.12% 0.21% 30.59% 178 1,340
27229 Candor NC 0.03% 0.06% 30.50% 177 386
28364 Maxton NC 0.13% 0.23% 29.69% 173 1,508
28371 Parkton NC 0.05% 0.09% 29.02% 169 578
28383 Rowland NC 0.08% 0.13% 28.81% 168 880
28360 Lumberton NC 0.13% 0.21% 28.43% 165 1,382
27209 Biscoe NC 0.03% 0.05% 27.89% 162 358
28357 Lumber Bridge NC 0.03% 0.05% 27.46% 160 296
27508 Bunn NC 0.02% 0.03% 27.31% 159 199
28333 Dudley NC 0.11% 0.17% 27.09% 158 1,124
28326 Cameron NC 0.14% 0.23% 26.98% 157 1,473
27518 Cary NC 0.22% 0.33% 26.48% 154 2,166
28372 Pembroke NC 0.11% 0.17% 26.41% 154 1,100
28578 Seven Springs NC 0.05% 0.07% 26.19% 152 462
28376 Raeford NC 0.34% 0.51% 26.14% 152 3,355
28453 Magnolia NC 0.04% 0.05% 25.98% 151 348
28373 Pinebluff NC 0.02% 0.04% 25.74% 150 232
27823 Enfield NC 0.08% 0.12% 25.73% 150 756
28173 Waxhaw NC 0.35% 0.52% 25.63% 149 3,403
27937 Gates NC 0.04% 0.05% 25.63% 149 350
28719 Cherokee NC 0.06% 0.08% 25.51% 148 544
28340 Fairmont NC 0.12% 0.17% 25.40% 148 1,110
27242 Eagle Springs NC 0.02% 0.03% 25.37% 148 199
28458 Rose Hill NC 0.06% 0.09% 25.28% 147 591
Geography Name
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Doritos heavy user consumption
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
60165 Stone Park IL 0.02% 0.06% 44.30% 239 525
62225 Scott Air Force Base IL 0.03% 0.07% 37.71% 203 588
60958 Pembroke Township IL 0.02% 0.03% 33.05% 178 270
60501 Summit Argo IL 0.07% 0.13% 32.96% 178 1,121
60585 Plainfield IL 0.11% 0.20% 32.86% 177 1,786
60426 Harvey IL 0.20% 0.35% 32.79% 177 3,115
62424 Dieterich IL 0.01% 0.02% 32.74% 177 220
60428 Markham IL 0.08% 0.13% 32.64% 176 1,184
60564 Naperville IL 0.25% 0.43% 31.83% 172 3,798
60827 Riverdale IL 0.20% 0.34% 31.60% 170 3,037
60472 Robbins IL 0.04% 0.06% 31.46% 170 524
60072 Ringwood IL 0.01% 0.01% 31.32% 169 86
60153 Maywood IL 0.14% 0.24% 31.04% 167 2,134
60037 Fort Sheridan IL 0.00% 0.00% 30.98% 167 27
60110 Carpentersville IL 0.24% 0.41% 30.92% 167 3,592
60804 Cicero IL 0.45% 0.74% 30.76% 166 6,529
60565 Naperville IL 0.30% 0.49% 30.52% 165 4,338
60490 Bolingbrook IL 0.12% 0.20% 30.47% 164 1,731
62467 Teutopolis IL 0.02% 0.04% 30.32% 164 347
61065 Poplar Grove IL 0.07% 0.12% 30.08% 162 1,040
60410 Channahon IL 0.09% 0.15% 30.04% 162 1,301
60432 Joliet IL 0.15% 0.25% 29.82% 161 2,159
62445 Montrose IL 0.01% 0.01% 29.76% 161 116
60505 Aurora IL 0.39% 0.63% 29.72% 160 5,572
61769 Saunemin IL 0.00% 0.01% 29.68% 160 67
60487 Tinley Park IL 0.18% 0.28% 29.55% 159 2,483
60623 Chicago IL 0.53% 0.85% 29.53% 159 7,472
62030 Fidelity IL 0.00% 0.00% 29.47% 159 13
60104 Bellwood IL 0.13% 0.20% 29.46% 159 1,765
60491 Homer Glen IL 0.15% 0.25% 29.42% 159 2,165
60442 Manhattan IL 0.07% 0.12% 29.41% 159 1,039
60639 Chicago IL 0.50% 0.79% 29.21% 158 6,992
60043 Kenilworth IL 0.02% 0.03% 29.05% 157 223
62365 Plainville IL 0.01% 0.01% 28.99% 156 70
60133 Hanover Park IL 0.23% 0.36% 28.96% 156 3,149
60423 Frankfort IL 0.20% 0.31% 28.88% 156 2,714
62462 Sigel IL 0.01% 0.01% 28.79% 155 115
60088 Great Lakes IL 0.03% 0.05% 28.79% 155 434
62063 Medora IL 0.01% 0.01% 28.59% 154 131
60175 Saint Charles IL 0.15% 0.23% 28.57% 154 2,026
60652 Chicago IL 0.25% 0.39% 28.39% 153 3,399
62218 Bartelso IL 0.01% 0.02% 28.29% 153 150
62206 East Saint Louis IL 0.12% 0.18% 28.26% 152 1,600
60145 Kingston IL 0.02% 0.03% 28.22% 152 256
60484 University Park IL 0.05% 0.08% 28.21% 152 692
60073 Round Lake IL 0.36% 0.55% 28.18% 152 4,828
60545 Plano IL 0.10% 0.16% 28.07% 151 1,384
60440 Bolingbrook IL 0.37% 0.56% 28.06% 151 4,890
60919 Cabery IL 0.00% 0.01% 28.06% 151 54
61011 Caledonia IL 0.02% 0.04% 28.05% 151 330
60632 Chicago IL 0.49% 0.74% 27.89% 150 6,524
60629 Chicago IL 0.63% 0.94% 27.85% 150 8,301
60448 Mokena IL 0.17% 0.26% 27.80% 150 2,309
62357 New Salem IL 0.00% 0.00% 27.79% 150 29
61010 Byron IL 0.06% 0.09% 27.72% 150 788
61020 Davis Junction IL 0.02% 0.03% 27.67% 149 286
61470 Prairie City IL 0.00% 0.01% 27.57% 149 49
60451 New Lenox IL 0.23% 0.33% 27.51% 148 2,943
61052 Monroe Center IL 0.01% 0.01% 27.49% 148 127
60164 Melrose Park IL 0.13% 0.20% 27.45% 148 1,755
60447 Minooka IL 0.09% 0.14% 27.44% 148 1,201
Geography Name
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Reviewing specific locations further, North Carolina has opportunity to reach into target
% households and increase overall index. Following North Carolina is Chicago with the same
opportunity. By developing strategies to penetrate these areas along with international cities,
there is advantage of increasing market share and cost retention.
Doritos average user consumption
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
27413 Greensboro NC 0.00% 0.00% 37.06% 164 9
27047 Siloam NC 0.01% 0.02% 32.61% 144 137
27923 Coinjock NC 0.01% 0.01% 32.53% 144 99
27916 Aydlett NC 0.01% 0.01% 32.34% 143 75
27974 Shiloh NC 0.01% 0.02% 31.08% 137 167
27583 Timberlake NC 0.06% 0.08% 30.94% 137 724
27042 Pine Hall NC 0.01% 0.01% 30.62% 135 78
27921 Camden NC 0.05% 0.07% 30.50% 135 562
27956 Maple NC 0.00% 0.00% 30.30% 134 33
27981 Wanchese NC 0.02% 0.02% 30.21% 133 190
27964 Point Harbor NC 0.01% 0.01% 30.10% 133 63
27966 Powells Point NC 0.02% 0.02% 30.10% 133 180
Geography Name
Doritos average user consumption
Total % HHs Target % HHsTarget %
PenTarget Index Target HHs
32355 Saint Marks FL 0.00% 0.00% 34.16% 179 37
33973 Lehigh Acres FL 0.03% 0.06% 33.18% 174 854
33971 Lehigh Acres FL 0.07% 0.12% 30.87% 162 1,687
32083 Raiford FL 0.01% 0.01% 30.33% 159 117
32327 Crawfordville FL 0.13% 0.21% 30.13% 158 3,045
33545 Wesley Chapel FL 0.05% 0.08% 29.84% 156 1,174
32908 Palm Bay FL 0.05% 0.07% 29.45% 154 1,026
33620 Tampa FL 0.00% 0.00% 29.33% 154 2
32124 Daytona Beach FL 0.02% 0.02% 29.05% 152 328
32068 Middleburg FL 0.24% 0.36% 29.01% 152 5,129
32509 Pensacola FL 0.00% 0.00% 28.95% 152 1
32827 Orlando FL 0.02% 0.03% 28.92% 152 401
33976 Lehigh Acres FL 0.04% 0.06% 28.28% 148 821
32622 Brooker FL 0.01% 0.01% 28.27% 148 164
32348 Perry FL 0.05% 0.07% 28.24% 148 1,070
Geography Name
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The two graphs above show the geography of average consumers in North Carolina and
Florida. Both need development in the target % House Hold. North Carolina has high Target %
penetration but the target index in dramatically low. Florida does have lower % penetration but
has a higher % house hold totals increasing the target index.
The above graph shows the best options for media buying. The red index on the left
shows the consumers of Doritos reads those magazines. Although a good option would be to buy
into the magazine with high percent penetration (J 14, In Style, and Sports Illustrated). Also,
buying ad space in MLS, ESPN, and Gamer magazine would reach targets that out partnerships
reach out to. Using advertising options on, taxi cab tops, subway signs, and bus station ads
primarily in big U.S. cities as well as, Asia, UK, and Europe will also leverage new Doritos
marketing strategy. Also for international marketing, purchasing 2nd
, 3rd
, or 4th
pages in soccer
magazines will build a great opportunity.
% P en
D emand
Index % P en
D emand
Index % P en
D emand
Index % P en
D emand
Index
Tiger Beat (Books & Magazines : Magzn Select Titles) Ct. ***0.3 170 All You (Books & Magazines : Magzn Select Titles) Ct. 1.6 128
Pop Star (Books & Magazines : Magzn Select Titles) Ct. ***0.2 163 In Touch (Books & Magazines : Magzn Select Titles) Ct. 1.6 122
J 14 (Books & Magazines : Magzn Select Titles) Ct. ***0.4 160 Ok! (Books & Magazines : Magzn Select Titles) Ct. *0.9 118
Seventeen (Books & Magazines : Magzn Select Titles) Ct. ***0.3 158 Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. **0.7 118
Sophisticates (Books & Magazines : Magzn Select Titles) Ct. ***0.2 119 Time Dstrbtn Srvc-Wp (Books & Magazines : Magzn Select Titles) Ct. 2.1 117
Shape (Books & Magazines : Magzn Select Titles) Ct. ***0.2 115 Life And Style Weekly (Books & Magazines : Magzn Select Titles) Ct. *1.0 115
Oxygen (Books & Magazines : Magzn Select Titles) Ct. ***0.3 113 Us Weekly (Books & Magazines : Magzn Select Titles) Ct. 1.4 113
In Style (Books & Magazines : Magzn Select Titles) Ct. **0.4 113 Harris Publcatns Xtra (Books & Magazines : Magzn Select Titles) Ct. **0.5 110
Self (Books & Magazines : Magzn Select Titles) Ct. ***0.2 112 Every Day With Rachael Ray (Books & Magazines : Magzn Select Titles) Ct. **0.6 108
Weight Watchers (Books & Magazines : Magzn Select Titles) Ct. **0.4 108 Glamour (Books & Magazines : Magzn Select Titles) Ct. **0.4 107
Favorite Recipes (Books & Magazines : Magzn Select Titles) Ct. **0.3 105 Martha Stew art (Books & Magazines : Magzn Select Titles) Ct. **0.5 106
Betty Crocker (Books & Magazines : Magzn Select Titles) Ct. **0.3 103 People (Books & Magazines : Magzn Select Titles) Ct. 4.4 103
Sports Illustrated (Books & Magazines : Magzn Select Titles) Ct. **0.4 101 Taste Of Home (Books & Magazines : Magzn Select Titles) Ct. *0.9 100
HIGH INDEX / LOW PENETRATION HIGH INDEX / HIGH PENETRATION
22 | P a g e
Budget
Calendar
Objectives Strategies Programs Tactics $1. • Gain 10% market share of healthy A. Market Positioning 1. Launch a healthier product 1. R&D 100,000
customers in 18 months. 2. Promotions 2. Engagement marketing 5,000
3. Holiday promotions 50,000
B. Follow healthier brands footsteps 1. Partnerships with healthier brands (Sun Chips, Kashi) 1. Integrated brand awareness
2. Partner with healthy activities 2. Sponsor Marathons 80,000
3. Sponsor high school athletics 50,000
Subtotal: $285,000
2. • Grow international sales by 15%. A. Expand with current partners 1. Sponsoring sports 1. In-game promotions 80,000
2. Sponsoring video games 2. Host Xbox competitions 100,000
3
B. Create more partnerships overseas 1. Tour De France 1. In game promotions 50,000
2. World Cup 2. On screen promotions 80,000
3. Give aways 20,000
Subtotal: $150,000
3.• International media awareness and coverage. A. Advertising 1. Print 1. Taxi tops (Chi, LA, NY,Miami,San Diego) 70,000
2. Other 2. Subway signs 50,000
3. Bus station ads 50,000
4. 2nd, 3rd, 4th page ads 100,000
B. Media coverage 1. International Magazines 1. MLS magazine 80,000
2. Commercials 2. EuroSport TV - ESPN Euro 100,000
3. ESPN Magazine 80,000
Subtotal: $710,000 4.ESPN TV 100,000
5. Gamer Magazine 80,000
ADDS TO STAFF 2 Events managers' 70,000
TOTAL: 1,395,000
jan feb march april may june july august sept oct nov dec
Considerations 1st Xbox Comp New Product Launch 31st MLS Season Starts 1st MLS ends
Social Media
FB 15th launch 25th kick off 1st xbox
Twitter 15th launch 25th kick off 1st xbox
Email 15th launch 20st kick off 20th xbox
website 15th launch 20th kick off 5th xbox
Target Ads
Taxi/Bus/subway Ads 20th launch 30th aug MLS kick off
MLS magazine 1st aug MLS kick off ad 20th xbox
Gamer magazine 20th xbox
Commercials 15th launch
23 | P a g e
Bibliography
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=bb6918bd-a6aa-480b-
8246-5c5bb14383a8&q=doritos
http://www.warc.com/PDFFilesTmp/f6a05142-7a6c-498f-815b-71cb05ae4aaf.PDF
www.pepsico.com/company/our-mission-and-vision.html
http://ehis.ebscohost.com/ehost/detail?sid=3228ddd-1ffe-4c16-95 .html
http://finance.yahoo.com/q/ks?s=PEP
http;//bi.galegroup.com/global/company/40783