MRK317- Creative Brief.docx - Creative Brief MRK317 IMC...

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Creative Brief MRK317 - IMC Name: Hong Lien Tran SID: 016-042-152 Professor: Dr. Ken Wong Class: MRK317SBB
Project Name: Doritos Inferno Chips Brief Date: June 25th, 2020 Prepared by: Approved by: Ms. Lien Tran. VP Marketing: Dr. Ken Wong. Email: [email protected] Email: [email protected] SID: 016-042-152 Work Phone 416-491-5050 ext. 7757 1) Purpose of the Brief - Create a product that suits the market demand because the snack market is becoming more and more attractive due to the change in spending among young people, and the average income increases. - Remember the witty and unique commercials when at grocery store, so customers will choose our brand over there. - Make purchases more frequently. - To always keep a bag in their cupboard, or in the pantry. 2) Problem/Opportunity Statement - Problem: Doritos are fried in vegetable oils that have been commercially processed and can lead to an increase of free radicals in the body. We're also genetically modified and loaded with trans fats, which can cause inflammation, compromised immunity, increased circulation of bad estrogen, and a lack of nutrients [ CITATION She \l 1066 ] . - Opportunity: Economic trends in emerging markets like growth in per capita income, increased the frequency of shopping and higher propensity to spend with psychographic trends like low time to spend on cooking, tendency to skip breakfast etc are all increasing the need for snacking.This is favourably disposed towards growth in the snacks segment [ CITATION Mar \l 1066 ]. 3) Situation Analysis a) Company background - Doritos is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, a wholly owned subsidiary of PepsiCo. The original Doritos were not flavored. The first flavor was Toasted Corn, released in 1966, followed by Taco in 1967 and Nacho Cheese in 1972. Other specialty flavors began to make their debut during the late 1980s. The concept for Doritos originated in a restaurant at Disneyland [ CITATION Wik1 \l 1066 ]. b) SWOT analysis [ CITATION MBA20 \l 1066 ] STRENGTHS WEAKNESS 1
- International taste perception. - Numerous shapes and size and flavor variants. - Aggressive brand backing by Pepsi Co. - Very popular brand and available in many countries globally - Excellent distribution and availability across stores - Good branding and visibility due to marketing through TVCs and print ads - High quality product and attractive long- lasting packaging. - Perception of allegedly being unhealthy food on account of negative press and lawsuits. - Limited target market reduces scope for volume sales as it has less popularity in emerging economies.

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