Doritos Chips

Introduction

In this section we will discuss the positioning strategy of Frito Lay with the specific product Doritos Jacked. Positioning research is designed to give an existing product a new position in the customer’s minds this in turn explaining your current brand. The key area of distribution is Texas which was the place of the Giant vending machine and rock concert for this product in March of 2012. We will discuss the strategies used by Frito Lay in launching a new brand extension of Doritos. How they have targeted there market and continue to

Attributes / Benefits

DORITOS chips are made from yellow corn and are renowned for their iconic triangular shape, which is synonymous to Doritos product line and is ingrained in consumer’s collective unconsciousness. These chips are easy for consumers to put in their mouth, satisfying crunch, and bold flavours. The texture and crunch of the chips is bigger, bolder, and thicker, individual chips are 40% bigger and thicker.

Areas of Distrubution

All convinces /corner stores gas stations , vending machines in all community complex’s, hospitals, fast food places such as subways, mr .subs. Checkouts at Retail stores like best buy, future shop, home depots. All groceries stores across the world. Doritos can be found in almost any retailer from groceries to fashion to home building stores.

Key areas of distribution are : Texas,

Geographically Doritos has shipments and deliveries being made?

Target Market /Product user

The Doritos product is known for being “stylish” and trendy to their target audience Gen Y and Tweens & Teens the loud and bold colours of the packaging , the stand out commercials with things like monster trucks featuring rock