imc final project - 1 Doritos Chips A Frito-Lay Product...

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1Doritos Chips: A Frito-Lay ProductCrunching our way to the topAdvertisingProfessor Mauro12/6/2015
2Table Of ContentsTITLE PAGE1TABLE ON CONTENTS2EXECUTIVE SUMMARY 3COMPANY INFORMATION5PRODUCT INFORMATION5TARGET MARKET6CONSUMER BUYER BEHAVIOR7COMPETITOR ANAYLSIS8POSTIONING/MARKETING GOALS9CREATIVE BRIEF10ADVERTISING APPEAL/EXECUTION TACTICS11BUDGET BREAKDOWN14MEDIAR CHART16TESTING THE IMC PLAN17BIBLIOGRAPHY19
3EXECUTIVE SUMMARY:Throughout this IMC plan, it has been evident that the main goal is to attract middle income families to buy the product. The reason being: families are often busy and Doritos chips are a fastand easy snack to grab on the run, not to mention the fact that they are cost efficient. Teens were also targeted in this IMC plan because teens often follow what the trends of their other peers. If alot of consumers are teenagers, a lot of teens will want to be eating Doritos just to fit in with the crowd. The overall objective of the plan was in increase sales and profit by making funny commercials and ads that are easy to remember. Funny ads make the consumer happy and that is then associated with positive feelings toward the brand, potentially increasing sales. The time period of this plan is a year, adding a few short commercials about once every two or three months to keep Doritos on the consumer’s mind and increase the sales. Although it could be argued that this IMC plan is longer than a year because sales always want to increase, but this funny ad tactic is the part of the IMC plan that is a year. Increasing sales is the indefinite part of the plan, companies are always looking at ways to increase profits. The slogan for this campaign is Dangerously Crunchy. Much like the slogan for Doritos, which is dangerously bold, Dangerously Crunchy puts emphasis on the fact that it is a chip IMC plan which may draw more attention. Dangerously may also make it stand out more than some ofthe others. The total amount of money that is going to be spent on this IMC plan is $77,187,842, staying a little more than $22 million under budget. Of that $77,187,842 being spent, $43,296,628 will be spent on TV ads/commercials (about 56%). Magazines will also have a largeportion of money spent toward the campaign in magazines like ESPN, Family circle, and Working Mother. $16,696,200 will be spent on advertising through magazines which is 22%. $8,000,000 will be spent on social media sites and the Doritos website to keep it interactive with
4consumers, which is about 10%. The last part of the campaign that money will be spent on is public relations. Public relations will receive 12% of the overall budget, receiving $10,000,000. Media VehicleJanFebMarAprMayJunJulAugSepOctNovDecTotalBudgetTV4,030,6001,861,3421,267,6481,267,6481,267,6481,267,6481,267,6482,712,1807,045,7767,045,7766,728,8646,728,86443,296,628Magazin-es1,391,3501391,3501,391,3501,391,3501,391,3501,391,3501,391,3501,391,3501,391,3501,391,3501,391,3501,391,35016,696,200Internet and Social media666,666.

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