Académique Documents
Professionnel Documents
Culture Documents
1
INDEX
01 OUR TEAM
02 DESCRIPTION OF
THE PRODUCT /
BRAND
03 MARKET ANALYSIS
Brief analysis
DORITOS description Positioning Map
(the why) Prices
04 AUDIENCE
Results
06 SWOT ANALYSIS
LSP
Persona map Packaging SWOT
Countries
07 MEDIA PLAN
Magazines
08 STRATEGY & DESIGN
Challenge
Cinema Magazines
Outdoors Advertising Cinema
Social Media Outdoors advertising
Internet Social Media
Internet
2
OUR TEAM
Background
• International vision as we came from
different places
• Different fields of study which gives us
a broader view for any kind of study
3
“DORITOS isn’t just a chip. It’s
fuel for disruption. Our flavors
ignite adventure and inspire
action. With every crunch, we
aim to redefine culture and
support those who are boldly
themselves.
6
PRICES OF THE CHEESY
VERSIONS OF THE BRANDS
160g – 2,03€ 100g – 1,20€ 200g – 2,34€ 150g – 1,48€ 150g – 0,93€
150g – 1,90€ 150g – 1,80€ 150g – 1,75€
7
POWER
F OCUS ON THE WHY?
8
• Persona
• Location
9
10
The top ten gamer
countries in Europe
and so the ones we are approaching
11
PRODUCT
TESTING
13
RESULTS
15
SWOT ANALYSIS
• LEGO Serious Play
• Doritos SWOT
16
17
18
MEDIA PLAN
19
WHY?
O U T D O O RS
A DV E RT I S I N G
M AG A Z I N E S
Constant advertising
We can engage the audience in a Segmented audience based
creative way on interests
It can easily go viral Has high pass along
20
MAGAZINES
WHERE? HOW?
Monthly gamer magazines: PC - Filling the whole page
GAMER, Tabletop Gaming, - Odd page (greater impact)
GAMES TM, EDGE MAGAZINE,
- Third page of the magazine
Play Station Official Magazine
(OPM)
21
CINEMA
WHERE? AD DURATION
22
OUTDOORS
ADVERTISING
23
INTERNET
BANNERS
WHERE?
24
SOCIAL MEDIA
influencers videos)
25
Places
Interests
26
AVERAGE PRICE
€ € € €
1 500 000€
27
POWER OF THE
PRODUCT
STRATEGY & DESIGN
POWER OF THE SHAPE
FOCUS ON THE MOMENTUM
GAMIFICATION
28
OUR CHALLENGE
Use the shape of
Doritos to target
the young & gamer
audience
29
GAMER INTERACTIVE
AUDIENCE
GAMIFICATION
32
CINEMA
33
34
SOCIAL MEDIA
YOUTUBE
35
36 INTERNET BANNER
37
38