Exploratory Essay Sample on Relation of Social Media Marketing Campaign for Doritos to the Age Cohort

Introduction

This section includes age cohort analysis for their target audience. The term cohort means a group of people (Chung Torres-Baumgarten, 2016). Age Cohort says that a group of individuals who are from a similar age group share a common characteristic over a period of time for a particular product. Here the Doritos' target customers are 18-24 years people (Kirmani, 2013). In the USA, it is seen that teenagers of 19 years old males are most attracted towards the brand. The male teenagers of 19 years old use social media regularly. It discovers how a group of similar-aged consumers behave similarly and how it influences their purchase decision. They are mostly drawn to social media (Kivetz & Simonson, 2015). So Doritos mostly makes the ad that attracts male customers more and placed the ads on social media websites to attract the teenagers who use social media more than others (Prasad & Ring, 2015).

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The Importance of New Look In Doritos Packaging

Hornall Anderson UK creative director Ali Whitely felt that the brand should get a new look. The target consumers of Doritos increase rapidly so it is important to make the look of the product attractive. One of the most significant P is Product (Kirmani, 2013). The product includes branding, packaging, and marketing campaign. Doritos faced some problems with their product. They easily overcame it with a unique packaging style (Leeflang, 2016). The new package design of Doritos chips can bring life to the brand and also define the motto of the brand to the consumers (Constantinides, 2013). The creative director of the company determined that the brand logo, colors of the packets, chip photography, and graphical proportions were designed to create a beautiful visual translation of the brand. The package contains a product portfolio including the optical image of the disk, its size, and taste so that the consumers get a clear vision of the product. The design on the package encourages consumers to buy the products more (Lehmann, 2015).

Explanation of Global Appeal in the Doritos Packaging

The new packaging of the brand creates a universal appeal. It has a global identity along with sociability. Doritos uses different ad campaigns to promote its brand. Their unique promotion campaigns help the company increase its sales rate. The new design and packaging help the company to get unified global positioning of the brand (Manchanda, 2015). The new model on the package combines global energy with a sense of sociability which can easily attract the core consumers of the brand. The company captures a large market with its Doritos brand. The brand captures the global market also (Prasad & Ring, 2015). With the help of the global appeal, a harmonized environment can be created and at the same time the different multi-national branding, as well as the variations in the multi-packaging systems, can be processed (Manchanda, 2015). The brand needs to make a proper emotional connection with the requirement of the customers with the help of which some of the dynamic aspects can be revealed and thus can be maintained in an exact manner. The customers are becoming more global currency and thus their tastes also changing in a rapid manner. They are recognizing different things in a different way and experiencing the brand in a newer way. There needs to be proper global positioning for the Doritos brand so that the ultimate goal can be achieved (Hunt, 2014).

Reference List

Chung, C., & Torres-Baumgarten, G. (2016). Classical Music in Advertising: Brand Supporter or Detractor? In Rediscovering the Essentiality of Marketing, 19-22.

Constantinides, E. (2013). The 4S web-marketing mix model. Electronic commerce research and applications, 1(1), 57-76.

Gonzalez-Vallejo, C. (2015). Analysis of nutrition judgments using the Nutrition Facts Panel. Journal on Analysis of nutrition judgments using the Nutrition Facts Panel, 48(4), 17-35.

Hunt, S. D. (2014). The nature and scope of marketing. Journal of Marketing, 40(3), 17-28.

Kirmani, A. (2013). A critical review of the literature on signaling unobservable product quality. Journal of marketing, 64(2), 66-79.

Kivetz, R., & Simonson, I. (2015). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155-170.

Leeflang, P. S. (2016). The changing consumer in the European Union: A meta-analysis. International Journal of Research in Marketing, 12(5), 373-387.

Lehmann, D. R. (2015). Metrics for making marketing matter. Journal of Marketing, 68(4), 73-75.

Manchanda, P. (2015). Response modeling with nonrandom marketing-mix variables. Journal of Marketing Research, 41(4), 467-478.

Prasad, V., & Ring, L. (2015). Measuring sales effects of some marketing mix variables and their interactions. Journal of Marketing Research, 391-396.