Doritos Consumer Behavior Question

timer Asked: Feb 7th, 2019
account_balance_wallet $9.99

Question Description

  1. Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
  2. Why did the use of social media play such an important role in the success of the Doritos marketing campaign? How does this relate to age cohort analysis of the 19-year-old male market?
  3. Explain the role of the "brand stewards" and how they helped to enhance Doritos brand personality.
  4. How important was the new look given to the Doritos packaging? Would this have a global appeal? Explain.
  5. Why would marketing Doritos to both the actual and ideal 19-year-old male market appeal to a way range of consumers? Explain.

Tutor Answer

School: Purdue University




Running Head: MARKETING

Consumer Behavior Question
Institutional Affiliation



Question one; Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
It is ascertainable that business establishments which fail to employ the prospects
affiliated to rebranding face the possibility of being outmatched by the competition. Therefore
having to Frito-Lay, having a stronger brand image meant that they were in every essence
serving the needs of their existing customer base.
The management fraternity felt that their brand needed a new look since it is presumable
that before the context period of performing the rebranding stance, the prevailing consumer
fraternity had started to consider other new-coming substitutes which had a somehow significant
appeal to the broader audience (Hawkins & Mothersbaugh, 2010). Therefore, it meant that the
demand for the same was also higher. Hence the ideal intention behind the ideology of engaging
on rebranding was to induce the demand prospects for the Dorito brand.
It is relatively imperative that Frito-Lay decided to undertake the strategy of rebranding
their products, but the reason behind it was not to only induce the demand alone. The existence
of an increase in demand outcome pa...

flag Report DMCA

Top quality work from this guy! I'll be back!

Brown University

1271 Tutors

California Institute of Technology

2131 Tutors

Carnegie Mellon University

982 Tutors

Columbia University

1256 Tutors

Dartmouth University

2113 Tutors

Emory University

2279 Tutors

Harvard University

599 Tutors

Massachusetts Institute of Technology

2319 Tutors

New York University

1645 Tutors

Notre Dam University

1911 Tutors

Oklahoma University

2122 Tutors

Pennsylvania State University

932 Tutors

Princeton University

1211 Tutors

Stanford University

983 Tutors

University of California

1282 Tutors

Oxford University

123 Tutors

Yale University

2325 Tutors