DORITOS – “The LOVE TRIANGLE MADNESS!”

Rukshit Kadakia
rkadakia 216045181
rkadakia@deakin.edu.au

 

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

doritos-4

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”

Silent-Salesman-Walk-Cycle“Of Course Not”

Frito-Lays, a wholly owned subsidiary by PepsiCo, have targeted the consumer behavior attributes with DORITOS from all “ANGLES” 

15995850-Abstract-word-cloud-for-Consumer-behaviour-with-related-tags-and-terms-Stock-Photo

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!.

 

3015680-inline-i-1-with-600m-sold-taco-bell-unveils-the-fiery-doritos-locos-taco

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

  •  PACKAGING 03_26_13_doritos_global_4.jpg
Packaging favors product
identification and differentiation as
well as brand identity and
value (Underwood et al., 2001).
  • COLOR

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.

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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?.

                                       CLASSICAL CONDITIONING

 

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 !!

 

 

References:

Underwood, R.L., Klein, N.M. & Burke, R.R. (2001) Packaging communication: attentional effects of product imagery.Journal of Product &Brand Management,10, 403–422
Mar Gomez, David Martın Consuegra and Arturo Molina (2015) -International Journal of Consumer Studies Vol. 39  p 203–211
Dorito Drool Effect
MM4-Marketing Management Student Edition, Iacobucci

Consumer Behavior: Doritos Locos Tacos

With 600M Sold, Taco Bell Unveils The Fiery Doritos Locos Taco

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One thought on “DORITOS – “The LOVE TRIANGLE MADNESS!”

  1. This blog’s content totally did the trick on me! I want to try the New Fiery ones!

    You would find it really interesting that even this kind of product can have different types of uses which also involve consumer behavior. In Mexico, Doritos are prepared with many other ingredients on top and it almost looks like the images on the Taco Bell items packages. Just google ‘Dorilocos’ to find out more.

    Like

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