Learning Activity - Doritos and the Cool Ranch Dance PDF

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Learning Activity – Marketing 2150 Spring 2020 Chapter 1 – Overview of Marketing

Doritos and the Cool Ranch Dance. In this learning activity, we will develop skills related to explaining the role of target markets, and the importance of meeting customer needs in marketing strategy. Review the following mini-case study, and respond to the questions below to explore the role of target markets and the importance of meeting customer needs further. Doritos has been a leader in the snack product industry since 1964, and is owned by Frito-Lay (a subsidiary of Pepsi Co). In the 56 years that they have been making and marketing corn chip products, they have developed a wide variety of flavours – some good, and some terrible! Through it all, Cool Ranch Doritos have been a hero brand for the company, and have remained in the top index of Doritos products sold worldwide. Recently, however, Doritos identified that their core target market for Cool Ranch Doritos (families and mothers) were changing their purchasing habits: sales for Cool Ranch Doritos were decreasing in North America. To address this change, Doritos chose to market to a new audience and to develop a laser-like focus on a new target market for the Cool Ranch Product. They selected Gen Z: people born in the mid to late 1990s until the early to mid 2010s. This target market values music and gaming, and is made up of digital natives with a comfort and ease with technology of all forms. To address this target market, Doritos worked to enable cultural events that were relevant to their target market (including gaming conventions and music festivals), to support brand ambassadors that were relevant to their target market (including Post Malone) and to relaunch their existing Cool Ranch Doritos brand in an online and social media focused spaces including TikTok (with the #CoolRanchDance campaign in 2019). To see an example of the Cool Ranch Dance campaign, visit here: https://adage.com/article/specialreport-super-bowl/lil-nas-x-challenges-sam-elliott-dance-battle-doritos-super-bowl-ad/2231746 1. How would you describe the new target market for Doritos Cool Ranch? How are they different than the target market that the Cool Ranch product was previously marketed to? 2. Other than event sponsorship, ambassador selection and online campaigns, what else do you think Doritos would have changed to address the customer needs of this new target market? 3. How do you think Doritos might have gone about learning the needs of their target market? How do you think they might measure their success at reaching this target market?...