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Discussion Post: Consumer Behavior
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.
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A. Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
B. 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?
C. Explain the role of the "brand stewards" and how they helped to enhance Doritos brand personality.
D. 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.
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