As i walk down the aisles at a super market, i reach the chips section and all i see are dashing colors of “RED and BLUE.“
“Marketing satisfies a consumer’s needs & wants, and creates more!!”- Iacobucci
One cannot miss the attractive packaging, of DORITOS in contrast to the baked or other chips that are on display, and i am triggered into an “IMPULSE PURCHASE OF DORITOS”
WHO IS TO BLAME?- “The SILENT SALESMAN”
Frito-Lays, a wholly owned subsidiary by PepsiCo, have targeted the consumer behavior attributes with DORITOS from all “ANGLES”
Consumer behavior, is a cornerstone of marketing strategy, and it includes various dimensions, such as values, perception, motivation, loyalty, satisfaction and decision making. (Molina et al, 2015)
Doritos have covered, their ground with all ingredients of the Marketing Science of Customer Behavior, brand uniqueness, evolving taste, and hence an easy decision to let loose and spoil yourself!.
An example of consumer target was by collaborating with Taco Bell, one of the leading fast food chains in USA, and introducing Doritos Locos Taco in 2012.
Taco Bell created the product in partnership with Doritos, and considers it the brand’s “most successful product,” with 600 million sold in one year itself. They keep introducing new tacos at regular intervals. It is a win win for both Doritos and Taco Bell in terms of innovation and tapping into more consumers.
SENSATION AND PERCEPTION
Doritos chooses unique color schemes to identify with its products namely:
RED: Nacho Cheese
BLUE: Cool Ranch
GREEN: Salsa Verde
A choice of unique color adds to the buzz of brands distinctiveness -Iacobucci.
- TASTE:- “Drool Effect”- Pyschobiology!
Doritos, payed $5 million for 30 seconds, gathered around 200 million viewers in USA alone with the help of Peter Carstairs, Australian Ad maker- SUBLIMINAL DOES WORK!
STANDALONE PACKAGING (Short Term Memory) + REMARKABLE TASTE ( YOU JUST CAN’T EAT ONE) + VISIBILITY (Repetition) – DOES IT RING A BELL?.
Doritos could be more consumer friendly by adopting “GREEN MARKETING” and UPCYCLE its product if not “Recycle”
BRANDING IS NO MORE ABOUT BRANDS, IT’S ABOUT CONSUMER BEHAVIOR
DORITOS DOES NOT NEED A CELEBRITY ENDORSER CAUSE IT’S YOU !!
Consumer Behavior: Doritos Locos Tacos
With 600M Sold, Taco Bell Unveils The Fiery Doritos Locos Taco