Doritos Competitive Analysis
Autor: Antonio • June 15, 2012 • Case Study • 3,694 Words (15 Pages) • 7,430 Views
Executive Summary
A competitive analysis was conducted to aid in the understanding of Doritos Tortilla Chips position in the salty snacks industry and to understand their foothold in the worlds of advertising and marketing. This was executed by examining the market as a whole, and subsequently identifying Doritos' individual segment and its primary and secondary competitors within this specific sector.
The global food and beverage industry is a trillion dollar annual industry. PepsiCo, a leader in this sector, has a $65 billion dollar stake in this division, with a product portfolio that includes 19 mega brands that generate more than $1 billion each in annual retail sales. Doritos is one of the most recognizable and highest grossing of these 22 brands, with earnings of over $1.7 billion in the United States in 2011. It is also the only remaining flavored tortilla chip category, as Procter and Gambles Torengo's tortilla chip are no longer available as of 2007. Currently, Doritos' major competitor in the flavoured chip category is Pringles, with snack nuts and seeds (Planters) as secondary competition within the salty snack industry.
This report includes product comparisons between Doritos and Pringles, highlighting key product features, each brand's strengths and weaknesses, and an analysis of past and present advertising campaigns. This will provide insight into why Doritos is the leader within the salty snack industry by focusing on Doritos' bold advertising and flavours, and its continued efforts to preserve brand loyalty. Throughout this report, Doritos' current advertising efforts are lauded for appealing to their target market, while preserving product integrity and building enduring advertising campaigns .
Table of Contents
EXECUTIVE SUMMARY……………………………………………………………… 2
MARKET PROFILE…………….………………………………………………………. 4
ENVIRONMENTAL PROFILE………………………………………………………. 5-7
Social and Technological Factors………………………………………………... 5
Health…………………………………………………………………….. 5
Family……………………………………………………………………. 5
Digital Media…………………………………………………………... 5-6
Estimated Media Budget…………………………………………………. 6
Legal
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