Analysis Of The Digital Marketing Campaign Of Product Doritos

1. Introduction

The aim of this report is to analyze the digital marketing campaign “For the Bold” of product Doritos in terms of two categories of social media, social community media and social publishing media, and to consider whether the campaign is successful in terms of two criteria for analyzing marketing campaign on growing sales and increasing proximity to customers.

The marketing campaign is called “For the Bold”. The company of Doritos is PepsiCo Inc.(PEP). Based on the data from Savory Snacks Industry Profile: United Kingdom (2014), PEP was the sixth of the top 50 package food with a 47.5% market share in UK savory market. In the end of fiscal year July 2013, the total revenues reported was $864 million, net loss was $163 million

Results

Results of a survey carried out at Middlesex University. The respondents were stay at Middlesex University, know the campaign “For the Bold, eat Doritos and use social media. The results of survey will describe two findings:

1. “For the Bold” campaign was successful on growing sales at Middlesex University.

2. “For the Bold” campaign failed on increasing proximity to customers at Middlesex University.

“For the Bold” campaign is useless on growing sales at Middlesex University. The number of inquired people who knew this campaign was 6, 15% of total 40 people we asked, while 16.7% of those, one of six people, agreed that she would buy more Doritos after campaign when others purchased the same number as usual. It is essential that this campaign succeeded on growing sales at Middlesex University .

Furthermore, the campaign is fail in increasing proximity to customers at Middlesex University. None of them answered they shared something about Doritos on Facebook when others were not shared anything about Doritos on social media, but they all use social media. This campaign does not get closer to customers.

The two main findings of the result of primary research were:

1.“For the Bold” campaign actually grew sales at Middlesex

Considering that the result of primary research, this section will offer the following suggestions: hold a competitive activity and encourage fans to share the photos about Doritos with friends on social media.

Conducting a activity such as an music competition or a beauty competition can make people have a deep impression on Doritos. During the primary research, most of people about 85% have eaten Doritos but some of them forgot Doritos till they are shown the image of Doritos. It is believe that if there is a activity , people are more possibly aware of Doritos and then the sales of Doritos may increase more.

Memoriable photos shared by friends will increase proximity to customers and people may prefer to buy Doritos. If more fans share Doritos to others, the campaign will be more successful. To achieve this aim, a plan can be decided like that if one person uploads five bags Doritos he brought with tickets on Facebook, he will get another bag for free. This will not only grow sale, but also get closer to consumers.

On the basis of results of primary research, this section had offered the following recommendations, choosing a special day for campaign like a thanking day and showing unforgettable and boldest memories to others on social