Gluten Free Doritos Marketing Plan

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Gluten Free Doritos Marketing Plan By TEAM D Brett Hall Submitted to the faculty of Brandman University MKTU 605 Fall 2 Instructor: Robert Mancuso 1.0 Executive Summary Doritos is a brand of flavored tortilla chips produced since 1964 by Frito-Lay (a division of PepsiCo, Inc.). It is the world’s largest tortilla chips brand with 39% market share. Its strength as a brand lies in its distinct personality as bold, intense and daring. Due to shifting consumer demands for low fat and healthier snacks, Doritos seeks to expand its product offerings by launching a new line of products and making them available to attract consumers who are more likely to buy such products. This marketing plan focuses on Doritos’ strategy to protect its market leading position, ways in which it can engage its core shoppers and build on existing customer relationships, and on the development of new products in response to the need for healthier, less fat and gluten-free products. 2.0 Situation Analysis The global food and beverage industry is a trillion dollar annual industry. Within this vast field, the world of salty snacks represents $7.8 billion in sales. While dollar sales of salty snacks are on the rise, more than one third of consumers report reducing consumption of products in the category between 2011 and 2012. Health concerns are the major factors driving such behavior, with 64% of consumers who reduced their consumption saying it’s because products in the category are unhealthy/fattening. Staying viable in the marketplace will require continued product innovation, including the development of natural and better-for-you (BFY) lines. PepsiCo dominates category sales of the salty snacks segments. 2.1 Market Summary Doritos is the market leader in its segment. In 2006, it accounted for around 10.5% of the American US$19.5bn savory snack market. Though it

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