Published by MBA Skool Team, Last Updated: December 25, 2017
Marketing Strategy of Doritos analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Doritos marketing mix, help the brand succeed.
Doritos marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Doritos Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Doritos Product Strategy:
The product strategy and mix in Doritos marketing strategy can be explained as follows:
Doritos is a tortilla chips brand which is widely popular across the world. The Doritos product was conceptualized on the Mexican snack called 'Totopo' and prepared from surplus tortilla. It was the first tortilla chip to be introduced in USA in 1966. For customer satisfaction and competitive advantage, company spent 50 million in 1994 to make chips 20% larger, 15% thinner with rounded edges. This resulted in ease in consumption and reduction in scraps during manufacture. The major products in its marketing mix are Chips and dips. These tortilla chips are available in variety of tempting flavors; BBQ and Chili, Chipotle cream and chili, Sizzling salsa, tangy cheese, cool original. chili heat wave etc. The dips offered are Nacho cheese, cool sour-cream and anchovies, hot salsa and mild salsa. In 2002, trans fat was eliminated from the Doritos composition. The main ingredients of Doritos chips are ground corn, salt and vegetable oil. Other spices and condiments vary as per the individual flavor. Intermittently it also released special version flavors for short time like Sour cream and onion, sesame, pizza flavor. seed flavor etc.
Doritos Price/Pricing Strategy:
Below is the pricing strategy in Doritos marketing strategy:
Ready to consume snacks is a huge market bursting with competition.
Hence Doritos has adopted the competitive pricing strategy in its marketing mix to penetrate the market and attract customers. The emphasis is on keeping the price reasonable and affordable. As mentioned earlier, Doritos is available in many places boosting sales and increasing the revenue. In Indian market two flavors; Sweet chili and Nacho cheese flavors are available in Indian market. The price range are $1 for 75 gm pack and $2 for 150gm pack. The price may vary slightly as per individual seller, especially through online mode. There are many new entrants with the similar products (Parle Mexitos) in the market. To compete with them the brand has to keep the pricing ini similar range.
Doritos Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Doritos SWOT Analysis, STP & Competitors
Doritos Place & Distribution Strategy:
Following is the distribution strategy in the Doritos marketing mix:
Doritos was introduced as a snack item in Disney land. It has since proliferated and reached other parts of the world. It is compliant with the US-FDA regulations of Food safety. Doritos are available in over 55 countries all over the globe in range of flavors. For South-West and West market they introduced specially prepared taco flavor spicy version to cater to the consumer palate. In the places some flavors are sold under different names; Cool Ranch Doritos are sold under the name "Cool Original" in the UK and "Cool American" in some European regions. The products are available at many convenient locations in large format retail chains, neighborhood grocery store as well as online avenues like Bigbasket (India), Amazon Grocery. In India, it has opened production facility in Kolkata for which corn will be procured from India under 'source from India' commitment.
In India it is predominantly present in urban market.
Doritos Promotion & Advertising Strategy:
The promotional and advertising strategy in the Doritos marketing strategy is as follows:
Doritos falls under the umbrella of Frito-lay, a giant in the ready to eat snacks. it has an attractive website on which the latest promotional schemes are announced. Most of the promotion of Doritos is focused on digital rather than conventional to attract the millennial population. It has presence in other social media sites; Facebook, Twitter and YouTube. Appealing merchandise like X-box game console are offered through these promotions for urging the Dorito consumption. The latest Doritos logo was adopted in 2013 along with the tagline 'For the Bold'. Rainbow Dorito, a limited-edition flavor was released in 2015 in support of LGBT youth and was available to only those who pledged their contribution the 'Its Gets Better Project'. Many of the marketing strategies of Doritos actively engage the customer like 'Doritos X-13D Flavor Experiment' where black colored bags containing chips were given to consumer. The flavor was not known. The consumer was requested to identify and name the flavor. It has also launched television advertisements casting Avery Schreiber, Jay Leno, Ali Landry. It has also adopted the strategy of product placement in movies like 'Wayne's World'. Over the years it has launched many advertisement campaigns like 'Out of this World' to maintain brand awareness. This gives an insight on Doritos marketing mix.
Doritos is a Tortila chip crisp offered by Frito -Lay a division of PepsiCo.
It was especially created as a snack in 'Happiest Place on Earth', Disneyland, California as a byproduct of tortillas. Doritos is one of the dominant ready to eat snack item in global market and has maintained its position through many innovative promotional campaign and research based on customer satisfaction.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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