now then, first things first, Doritos's mission statement.. well, i couldn't find it.
I could, however, find Pepsico's statement which is, and i quote:
''As one of the largest food and beverage companies in the world, our mission is to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats.''
For Doritos i could find more of a slogan which is:
''If you’re up to the challenge, grab a bag of DORITOS® tortilla chips and get ready to make some memories you won’t soon forget. It’s a bold experience in snacking and beyond.''
now then, competitors. As you might have guessed Doritos's main competitors are all from the same company; PepsiCo. These are Lays (or walkers) and Cheetos. Another major competitor is Pringles. and then there's a great deal of own brands of which there are far too many to name individually.
Doritos's competitive positions is quite good, which i think everyone would agree to. Whenever you're in a supermarket they're always at eye level, just like Lays or Pringles. which means they are a primary product to be sold. For the sake of argument I also did a quick google search for most popular crisps or potato chips, or best sold crisps etc... And, not surprisingly, Lays was always first. with Doritos trailing not far behind. There were some lists which didn't have Doritos on them at all, but that is, i assume, because Doritos are tortilla crisps.
The advtanages Doritos has, also lies in the fact that they are, indeed, Tortilla crisps. This separates them from other brands, and makes them unique. Doritos is without a doubt the most popular and most well-known tortilla crisp brand. Now I can hear you thinking 'what are you basing this on?'. Well, there are a lot of websites you can find which have made rankings of the best, or most popular potato chips/ crisps. And many of them, are a regular pain in the ass, in my ever so humble opinion. However i did find this one site, which had an article written by a mr. Vince Bamford, which i found particularly helpful. here's the link if you want to see it for yourself:
''http://www.bakeryandsnacks.com/Retail-Shopper-Insights/Snacks-2015-top-10-best-selling-US-chips-tortilla-and-pretzel-brands''
Finally, i had a look at the Ansoff model to see which would be a good way for Doritos to grow. During this process of me thinking about this model and Doritos, I couldn't help but think: 'what are you doing, they probably have a marketing team, smartass, you're really not going to figure something out they haven't yet.' and then i remembered this is a school assignment, and i don't really have a choice. So, here's what i thought. The options I could come up with were the following: 1. product design; not as drastic as you might be thinking, I was thinking along the lines of a new flavour, which they've been doing for a while, and I personally do enjoy. So.. keep it up on that front! 2. Market development; Doritos is quite a globally renowned brand, but they aren't yet completely global. I'm sure there are some countries which don't yet have Doritos, and those poor, poor people haven't yet been given this fantastic snack. And regardless of whether or not they deserve it, there might be some profit that can be made there.
Okay, that about wraps up week 2, if you're reading this, thank you.. i guess. Though i can't for the life of me figure out why. regardless of reason, i hope you have a nice week. Try to keep it up, it's almost friday!
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