paper - Doritos Integrated Marketing Communication Plan...

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Doritos Integrated Marketing Communication Plan 5/2/2011
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Doritos associates themselves with common American themes, like football, snack food, and parties. By making a well known product that applies to many American past times they have created their own free advertising that is abundant everywhere. In many commercials you can tell they value family and friends whether or not the commercials have them fighting against one another to get their product. Doritos tries anything to engage their audience to buy their product by creating buzz, engaging the target audience, giving an action item and rewarding their customers. They engage consumers by allowing them to interact with the brand and help shape promotions, which will encourage a sense of brand loyalty, and ultimately drive sales. The company uses an array of advertising such as coupons, billboards, commercials, and word of mouth. This brand has a variety of flavor that will fit any consumer needs and continue to meet their needs. The company has come even more successful throughout the year thanks to its super bowel commercial against Pepsi and any other competitor leading their audience and awe against the message they are telling. Doritos has truly made a name for itself with the commercials they use and show how great your life would be if you have a bag of Doritos. The strategy they pertain to the most would have to be family events, friends, and just being together during the good times. The company positions this product in many events; they have chosen many party themes, going away themes, and presents. They like to target around super bowl the most because they know people will throw parties and buy snacks for their guest. Also because people observe the commercials Doritos has come out with and might think if they buy the product they will be just as happy as the people in the commercial were. They have also place advertisements with banners on websites such as Facebook, MySpace, Twitter and many other social networking
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sites. They have also have banners online search sites. Doritos has started to target any customer they know will buy the product and if not them their children or spouse. The source or communicator for Doritos is anyone of any age having a good time. Doritos uses people that vary in age to reach every target market possible. Doritos creates many messages to keep the consumer interested in the product. They provide fun, family oriented, and friendship. “The last few years, Doritos has offered up their Super Bowl ads to whoever
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This note was uploaded on 08/09/2011 for the course OB 21 taught by Professor Wilson during the Spring '11 term at Delaware State.

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paper - Doritos Integrated Marketing Communication Plan...

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