Nacho Cheese Doritos Media Plan

Beth DenbowRachel FullerKate GerlesitsBrandi GraysLauren Guy

Agenda

• Product Overview• Competitive Insights • MRI Analysis • Target Audience• Consumer Personas• Media Objectives and Strategies• Seasonality• Geographic Insights• Media Budget • Media Plan Recommendations • Role of Media • Flow Chart

A little bit about Doritos•Produced since 1966 by the American food

company Frito Lay, a division of PepsiCo. •Brand Position:

▫The Doritos brand provides a snacking alternative to the potato chip and unflavored tortilla chip categories…

Competitive Insights• Competitive insights• Frito-Lay Company is the world leader in the salty snack category,

controlling more than 35 percent of the world market in snack chips and 60 percent in the United States. Among the company's well-known brands are five that generate annual sales of $1 billion each: Lay's, Ruffles, Doritos, Tostitos, and Chee-tos.

• In addition to its dominance of the potato chip, tortilla chip, and corn chip sectors (the last of these led by the Fritos brand), Frito-Lay has major brands in other categories, such as Rold Gold pretzels, Cracker Jack candy-coated popcorn, and Grandma's cookies.

• About $4 billion of the company's overall net sales are generated outside the United States, with sales in 42 countries. Lay's, Ruffles, and Chee-tos are among Frito-Lay's major international brands, along with such local favorites as Walker's in the United Kingdom and Sabritas in Mexico. Frito-Lay Company is the snack food division of PepsiCo, Inc., generating about half of the parent company's revenues and two-thirds of its profits. (hoover.com)

Doritos In-Brand Competitors

Alternate Competitors

•Snack foods

Media Objectives

•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.

•Employ a multi-facet “when-on” media strategy to maintain existing market share by reinforcing product quality.

Media Strategies• Utilize on-line and in-store tactics, while targeting

our purchasing consumer ultimately encouraging additional usage and consumption.

• Motivate consumption and purchase during fall selling seasons; specifically capitalizing on football and back-to-school.

• Cooperate with national partners who align with brand equity and messaging during appropriate back-to-school and NCAA football occasions to generate greater force in the market place.

MRI AnalysisQualifier Index

Target Women 25-49 153

Household Income $60,000-$75,000 135

Region Midwest 120

Television Cable 100

Internet MySpace 128

Magazines Parenting & Entertainment

149106

http://ureporter.mriplusonline.com

Target Audience

•Doritos consumers lead an active, adventurous, multisensory lifestyle, and Doritos brand engages them on this level.

•The rally cry of “Snack Strong” reminds these passionate consumers that only Doritos chips can fulfill their urge for a snack with a loud crunch, iconic shape, and intense flavor.

•Source: www.doritos.com

The Doritos Customer

Francesca, 26

“I enjoy eating Nacho Cheese Doritos on my way to class…they are quite

tasty!”

Juanita, 35

“I pack Nacho Cheese Doritos in the lunches that

I make for my two boys.”

Cindy, 48

“Nacho cheese Doritos are my favorite treat, no other snack

food compares to them.”

Seasonality and Geographic Insights

•Seasonality: ▫Doritos can be eaten at all times of the

year. Heavier snacking times occur during football

and other sports seasons . However, Doritos is always an option for lunch and casual snacking.

▫Timing of media plan: August - January•Geographic Insight:

▫National plan▫Focusing on NCAA D1 cities

Estimated Media BudgetPrint

Television

Internet

In-Store

Note: Chart represents an estimate. Figures were calculated based on past media spend for Doritos

Estimated Media Budget

Media Cost

Magazine

Us Weekly: 8 issues

Full Page 4-Color $1,554,000

InTouch: 8 issues

Full Page 4-Color $1,537, 920

Parents Magazine: 1 issue

Full Page 4-Color $ 162, 900

½ Page Vertical 4-Color $ 97,000

Family Fun: 1 issue

Full Page 4-Color $ 164,245

½ Page Vertical 4-Color $ 98, 545

Total Print $3,614,610

Television

2 month buys for 8 channels $ 7,298,370

Internet

Banner Advertisements/ mobile $2,997,134

In-Store

POS Displays/ Signage/Coupon $4,089,886

Total Budget $18,000,000

Recommended Media Vehicles

•Magazine•TV•Internet•In-Store

Magazine

Magazine Plan

•Allure – 144•Bridal Guide – 134•Brides – 143•Cooking Pleasures – 148•Cosmopolitan – 138•Ebony – 137•Entertainment Weekly – 136•Essence – 138•Family Fun – 165

•American Baby – 165•Glamour – 134•In Touch Weekly – 132•Parents – 157•Rolling Stone – 139•Seventeen – 164•Star – 132•Us Weekly – 141•Vibe – 148 •Fitness – 132

Consideration Set of Magazines: (selected based on an index of greater than 130).

Selected Publications:• Us Weekly• In Touch • Family Fun • Parents

Campaign will prepare students and parents to take snacking to the next level with Doritos.

Us Weekly (Aug. and Sept. issues)

• Print Ad▫ Infuses both Back-To-School and NCAA-D1 football. ▫Help get through the stresses of going back to school. ▫Promote Doritos as the official tailgate party snack

• Mobile▫Text-in to received customized school wallpaper and

scoring information from the football season. • Internet

▫On-line flash banners on the homepage announcing BTS snacks and Football Tailgate party snack ideas from Doritos.

▫Go live beginning of August (August issue on-sale date 8/7).

▫BTS banners drop off mid September and NCAA D1 banners will continue through November.

In Touch (Aug. and Sept. issues)

• Print Ad▫ Same as Us Weekly

• Internet▫ On-line flash banners on the homepage announcing BTS

snacks and Football Tailgate party snack ideas from Doritos.▫ Go live beginning of August (August issue on-sale date 8/7). ▫ BTS banners drop off mid September and NCAA D1 banners

will continue through November. • Exclusive sweepstakes (Differentiator)

▫ Winner + 3 friends will win an all expense paid trip to an out of town game of their choice for their NCAA team.

▫ The winner will receive a full supply of Doritos (all varieties) for one football season.

▫ Doritos will provide branded premiums such as notebooks, pencils, blankets, hats and snacks

• Can also leverage the Xbox partnership for premiums and sponsored hotel room.

Family Fun (Sept. issues)

• Print ad▫Back to School focus▫Speaks to moms regarding how Doritos can bring

an excitement to their child’s lunch. • Internet

▫Feature on the A+ lunches & snacks section of www.familyfun.com/backtoschool.

▫Flash banners will frame the page▫Possible partners: Sara Lee, Jiff Peanut butter, and

Smucker’s ▫Ads will be live every other week August through

September.

Parents Magazine (Sept. issues)

•Print Ad▫Same creative from the Family Fun ad

•Internet▫Banners on the Foods & Recipes section of

www.parents.com. ▫Feature most common favorite foods for lunch

including Doritos Resemble a grocery check list Possibly partner with other kid, lunch food

friendly brands to help save on costs and expand the program

Television

Television Plan

•ABC Family Channel – 120•Adult Swim – 134•BET (Black Entertainment Television) – 130•The Cartoon Network– 146•Flix– 137•The Disney Channel - 133•Nickelodeon - 151•MTV – 134•Toon Disney– 163•TV One - 152•VH1- 128

Consideration Set of Television Stations: (selected based on an index of greater than 128).

Television Plan• Our target presents an eclectic mix of preferred cable

television channels. So it is imperative that we have advertisements on different genres of television to ensure that our target is reached. Some of our targets are movie lovers, music lovers, and reality TV junkies so we want to make sure that all of them are being reached.

• Stations were selected based on their high indices and stable bases. But we went beyond just index numbers and thought about why our targets watch these particular channels. There were other channels that also had high indices but it was important that we reach everyone and not segment our advertisements just based on indices alone.

Television Plan

•Television Station such as: Toon Disney, Nickelodeon, The Disney Channel, and The Cartoon network are stations that we believe parents watch with their children so if would be appropriate to place Television advertisements on children’s networks because our target will more than likely view various programming with their families.

Internet

Internet•Will play a role in our plan, particularly

when it comes to meeting our objective to allow consumers interact with the brand and help shape promotions.▫Via our website, Doritos.com, consumers

will be able to learn information about participating in contests to create Doritos ads, Doritos viral videos, and Doritos themed photos. All of these activities will be framed as contests, but will really be a way to keep consumers engaged and have them become brand ambassadors.

Internet• In addition to our interactive website, we

will utilize the internet by placing banner ads on the websites that correspond with the magazines where our print runs, allowing our target audience to become surrounded by the Doritos brand.

•Finally, we will place ads on social networking sites Facebook and MySpace. Consumers can click the ads that lead them to Doritos.com, or they can download Dortios applications that allow them to send Doritos as “gifts” and design packaging for Doritos.

In-Store

In-Store Plan• NewsAmerica Marketing creative floor graphics in

grocery retail stores▫Floor graphics will resemble a road of Doritos

leading to the chip aisle• P-O-P signage • Checklane end-cap displays encouraging impulse

purchase of Doritos • Sampling opportunity in/near the chip aisle where

possible▫Profiled brand ambassadors will sample the product

• Coupon: ▫$.75 off coupon on the purchase of any ONE (1)

Doritos product.

Flowchart

Conclusions•Based on an analysis of our target customer

and insights into the seasonality of our product, we have created a strong media plan that stays true to our original objectives: ▫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.

▫Employ a multi-facet “when-on” media strategy to maintain existing market share by reinforcing product quality.