Doritos Brand Consumer Behavior Discussion Paper

Doritos Brand Consumer Behavior Discussion Paper

Instructions/Descriptions

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Many successful companies such as Frito-Lay are reaching younger consumers through social media. Doritos decided to launch a rebranding strategy targeted at the 19-year-old male market (both the actual and ideal age 19!). Take a look at the video here and share your thoughts.

Please cut and paste the link into your browser. If it does not work, please try another browser. Chrome should work well.

https://www.viddler.com/embed/62ddae10/?f=1&autoplay=0&player=full&disablebranding=0

Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?

Why did the use of social media play such an important role in the success of the Doritos marketing campaign? How does social media today continue to build Dorito’s brand equity?

Explain the role of the “brand stewards” and how they helped to enhance Doritos brand personality.

As a review of our discussion of the self-concept and as a preview on our topic of age cohorts as a subculture, why would marketing Doritos to both the actual and ideal 19-year-old male market appeal to a range of consumers? Explain.

Marketing Sports Equipment Advertising Case Study

Instructions

Marketing Sports Equipment

The purpose of this assignment is for you to propose a sales promotion based on what you know about the product and the target market. For this assignment, read Case 2 that is titled “Marketing Sports Equipment” on page 362 of your textbook. After reading and studying the details of the case, respond to the following questions with thorough explanations and well-supported rationale:

Academy Sports + Outdoors offers products that would appeal to a variety of target markets. Identify a minimum of three target market groups using the following denotations: TM1: xxx, TM2: xxx, and TM3: xxx. Remember to think about demographic, behavioral, psychographic, and geographic criteria when defining each target market.

For each of the target markets identified in question #1, what two types of consumer sales promotions (discussed in Chapter 12) should Academy Sports + Outdoors offer? Explain.

Looking at each target market you proposed in question #1, what are two types of media that might be the most effective in reaching each of the target markets? Which two might not be as effective? Include your rationale.

The case states that Academy Sports + Outdoors receives a high volume of requests for sponsorship activities. Based upon the target markets you identified, what sponsors would you recommend that the company partner with?

Your response should be a minimum of two, double-spaced pages. Include a title page and references page. References should include your textbook and a minimum of one additional, credible source. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and must be cited per APA guidelines

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