For the Bold and Daring! Frito-Lay. Group Members: Brenda Lockwood Ingrid Rein Manoj Thomas Mary Thomas Monica Bahmata Nitin Jain. Frito-Lay’s Mission Statement. To be the world’s favorite snack and always within arm’s reach. Frito-Lay’s Mission Statement.
For the Bold andDaring!
To be the world’sfavorite snack
and always within arm’s reach
Probability of Occurrence
Level of Impact
Fierce rivalry among large companies – General Mills, Nabisco, P & G
- Loud image
- Bold flavor
- Endorsements (Ali Landry, Malcolm in the Middle, MTV)
- Psychographic usage (loud/outrageous image)
- Popularity usage (well known/trusted brand)
His answer: Because they are yummy and orange!
Classic ImagePerceptual Map of Doritos
For the Bold and Daring, Doritos indulgence snacks offer extreme taste, high decibel crunch and bold flavor.
Target Market: Generation Y
Benefits offered: Bold flavor, Extreme Image
Price: Comparable to competition, inexpensive
2. Pigskin Enthusiasts
3. Get-A-Life Students
Name: Kyle (in Black Shorts)Screen Name: spazzaliciousAge: 19Occupation: College FreshmanInterests: Extreme Sports, Video Games (X-box), Computers, Movies, Music (MTV), Brand Name Clothes, GirlsLifestyle: Goes to Cancun for Spring Break, Likes to Party, Likes Loud Music, Lives For The DayNeeds: Tasty, Loud, Outrageous Snacks in Cool Packages Wants:Isn't It Obvious?
Name: Eddie (in Orange Sweater)Age: 27Occupation: Public Relations Rep.Income: $45,000Interests: Sports (on TV), Happy Hour, Trading Stocks OnlineLifestyle: Single, Has Girlfriend, Hosts Football-Sunday Parties for the GuysNeeds: Quick/easy (no cooking required) Snacks, Food that tastes good with BeerWants: A Dog That Fetches Beer
Name: Brenda (me)Age: 31Occupation: Web Producer, Grad. StudentInterests: Movies, Water Skiing, TravelingLifestyle: Work by Day – School by Night, Very BusyNeeds: Convenient, Small Packaged Snacks to Eat During Class, “Food On the Move”, Crunchy Fix for Late Night StudyingWants: A Vacation
3. Get-A-Life Students
" The teen target has a lot of skepticism toward
marketing activities online, but if we align with the
content they're interested in – entertainment, music,
games – it allows us to engage them in a more
meaningful way." – Jonathan Glicksberg, Atmosphere
Full line designed to meet all needs of consumer segments
Where are Frito-Lay Products Sold?
B. Handheld loaded into national database
C. Database generates vital market info
D. Market info gives up-to-the-minute sales info to...
Ali Landry - 2001 Super Bowl
Frankie Muniz - 3 Ds Commercials
Contests, Tie-in with other companies,
Use of Humor