Doritos Marketing

1. Segmentation

Geographic

In Geographic segmentation market is segmented according to different geographic criteria. (E.g. Countries, Cities, States, Nations etc.) It’s also affected by local climate, population and that kind of things. To meet the things, that the customers in that region, climate want and need.

Demographic

This segmentation is one of the most popular for markets to divide their costumer groups. In demographic segmentation market is divided according to age, gender, family size, income, religion etc.

Psychographic

In this segmentation the market is segmented according to the customer lifestyle and personal character, interests and hobbies. It looks for customer groups with similar lifestyle and.

Behavioural

This segmentation is based on customer behaviour. The market is segmented according to the benefits the customer requires from the product, benefits sought, usage, and purchase occasion or purchase behaviour.

Demographic segmentation in “Doritos”

The target markets age group of “Doritos” is from 10-30 years old. They have all kinds of pack sizes, little ones form children, normal ones and large ones for parties or big families.

Behavioural segmentation in “Doritos”

“Doritos” are mostly targeted on people who just want to have a little snack or on groups where people need some kind of snack to put on the table. People buy “Doritos” to have a snack or for parties, film nights etc. so they won’t have to cook anything for the guests and they still have something to eat. “Doritos” also have different kinds of chips so that the customer can choose the flavour that would suite them well. They also have different kinds of dipping sauces

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