20181002012639digital_marketing.essay (1).docx - DIGITAL...

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DIGITAL MARKETING FOR DORITOSDigital Marketing for Doritos Aaron Shriver Southern New Hampshire University9/23/18
DIGITAL MARKETING FOR DORITOS2Doritos is an American brand of tortilla chips produced by Frito-Lay and owned by PepsiCo ("About Us | Doritos," n.d.). It is one of the most dominant ready to consume snack available globally. The brand has maintained this position through various innovative product promotional strategies and research based on client satisfaction. This paper, therefore, discusses and evaluates the digital marketing strategies of the Doritos brand.The marketing strategies adopted by a company determine how its products compete withothers that have similar features and targeting the same market. Doritos advertises its products onsocial media platforms whereby it uses the Periscope, Twitter, Facebook, Snap Chat, YouTube, Vine, and Instagram platforms. On the platforms, the Doritos uses a user-generated content (UGC) that is aimed at creating a positive perception of the product ("Doritos leverages social platform Periscope for live roulette-style game," 2016). UGC involves hosting a chance –based game show on live-streaming service Periscope called "Crash the Super Bowl,” along with a team game on Twitter. The focus here is to promote its Roulette chips and connect with the target

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