Tostitos brand portfolio by Alyssa Orozco

Tostitos Brand Portfolio Looking into the Target Profile, Online Presence, and a Future Media Plan

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Alyssa Orozco Technology for Marketing Introduction to Media Spring 2013

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Summary This portfolio presents research done for the brand of Tostitos Scoops analyzing the target audience through research on Specta (Neilson) and MRI Plus. This project then looks at Tositios online presence and implementing a recommended media plan for the upcoming year. This research comes from the courses, Technology for Marketing and Introduction to Media.

Table of Contents Background Target Profile Research Demographics Psychographics Competition Online Presence Website Social Networking Recommendations Media Plan for 2014

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TOSTITOS® ARTISAN RECIPES® Baked Three Cheese Queso Flavored Tortilla Chips TOSTITOS® ARTISAN RECIPES® Grilled Red Pepper & Tomato Salsa Flavored Tortilla Chips TOSTITOS® ARTISAN RECIPES® Roasted Garlic and Black Bean Tortilla Chips TOSTITOS® ARTISAN RECIPES® Toasted Southwestern Spices Tortilla Chips TOSTITOS® Bite Size Tortilla Chips TOSTITOS® Cantina Thin & Crispy Tortilla Chips TOSTITOS® Cantina Traditional Tortilla Chips TOSTITOS® Crispy Rounds Tortilla Chips TOSTITOS® Hint of Lime Flavored Tortilla Chips TOSTITOS® Multigrain SCOOPS!® Tortilla Chips TOSTITOS® Multigrain Tortilla Chips TOSTITOS® Original Restaurant Style Tortilla Chips TOSTITOS® SCOOPS!® Tortilla Chips BAKED! TOSTITOS® SCOOPS!® Tortilla Chips TOSTITOS® SIMPLY NATURAL™ Blue Corn Tortilla Chips TOSTITOS® SIMPLY NATURAL™ Yellow Corn Tortilla Chips TOSTITOS® Cantina Chipotle Restaurant Style Salsa TOSTITOS® Cantina Roasted Garlic Thick & Chunky Salsa TOSTITOS® Chunky Salsa - Hot TOSTITOS® Chunky Salsa - Medium TOSTITOS® Chunky Salsa - Mild TOSTITOS® Creamy Spinach Dip TOSTITOS® DIP CREATIONS® Freshly Made Guacamole Dry Dip Mix TOSTITOS® Monterey Jack Queso TOSTITOS® Restaurant Style Salsa TOSTITOS® Salsa Con Queso TOSTITOS® Smooth and Cheesy Dip TOSTITOS® Zesty Bean & Cheese Dip

Background

Tostitos is under the company Frito Lay, a brand unit of Pepsi Co. Tostitos sells their products as “the tortilla chip made for dipping.” Their current brand image involves family and friend get togethers. Their brand images include a “fiesta” and football theme.

Tostitos is known for their tortilla chips and salsa. ! Their new additions to their product line are the Tostitos Cantina chips and salsa.

Tostitos Scoops Target Profile

Demographic Variables - Tostitos Scoops Variables and Measures Demographic Variables Race of Head of Household White Black Hispanic Asian Other Number of Persons 1 Person 2 Persons 3 Persons 4 Persons 5+ Persons Household Income Under $10,000 $10,000 - $19,999 $20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 or More Age of Head of Household Age 18 - 24 Age 25 - 34 Age 35 - 44 Age 45 - 54 Age 55 - 64 Age 65 - 74 Age 75 or More Age and Presence of Children Age < 6 Age 6 - 17 Age < 6 & 6 - 17 No Children Housing Tenure Own Rent

% Index Volume 75.1% 7.2% 11.9% 3.6% 2.1%

106 62 104 96 90

11.8% 33.9% 18.7% 19.3% 16.4%

45 104 111 139 153

4.4% 5.0% 7.0% 8.4% 9.9% 21.7% 16.1% 17.2% 10.3%

54 49 64 77 98 111 135 151 148

4.1% 16.1% 22.4% 26.8% 16.8% 8.8% 5.0%

91 102 120 127 93 75 49

7.5% 29.2% 10.8% 52.4%

87 146 144 82

72.8% 27.2%

110 81

Variables and Measures Demographic Variables

% Volume

Index

Exec/Admin/Management

11.9%

135

Prof & Specialty

14.8%

112

Occupation of Head of Household

Sales Technicians

7.2%

114

Administrative Support

6.4%

All Service

9.6%

112

Crafts & Precision

14.6%

124

Transportation & Material Moving

4.5%

113

Farm/Forest/Fishing

0.4%

112

No Civilian Employment

30.7%

Single

12.3%

Married

66.5%

131

Divorced, Separated & Widowed

21.2%

Married Family with kids

31.1%

144

Married Family without kids

33.8%

116

Female Head Only with kids

9.0%

119

Male Head Only with kids

2.2%

Multi-Person Household without kids

11.9%

1 Person Household

12.1%

No Vehicles

4.4%

1 Vehicle

22.5%

2 Vehicles

45.9%

121

3 or More Vehicles

27.3%

137

Marital Status of Head of Household

Household Composition

Number of Vehicles in Household

Demographics Variables - Level of Importance Tostitos Scoops Importance of Demographic Attributes Attributes Number of Persons Household Composition Household Income Number of Vehicles in Household Marital Status of Head of Household Age of Head of Household Age of Oldest Child Age and Presence of Children Occupation of Head of Household Race of Head of Household Housing Tenure Education of Head of Household

Tortilla Chips Product Category

Importance 66.4 65.3 52.2 42.1 36.5 26.2 21.0 20.6 14.7 9.4 8.1 2.0

When comparing the product and category, the number of persons in the household is the highest demographic to consider.

Psychographics Family activities These activities occurred frequently and index above a 140: watching television, movies, watching and attending sporting events, and shopping on the internet. ! On television, shows that are watched frequently: Disney Channel, ABC Family, Discovery Channel, Sports Networks, and award shows. ! There is a wide variety of sports that are watched and have attended such as Football, Hockey, Basketball, College Sports, and Soccer. ! Internet sites include eBay, iTunes, Craigslist, and shopping sites for toys and games. ! Considering the research, the consumers are very family oriented and majority of the activities are done as a family.

Geographic According to the charts, Tostitoâ&#x20AC;&#x2122;s main consumers are held in Affluent Suburban Spreads and Comfortable Country category with the behavioral lifestyle of Older Bustling Families. Comfortable country index at 127, a 27% more likely to buy Tostitos Scoops, while Older Bustling Families are 60% more likely to buy. With the percent total volume, 22% of Tostitos Scoopsâ&#x20AC;&#x2122; customers live in Comfortable country and 17.3% are older bustling families.

Product Category Tortilla chips index heavy on Younger and Older Bustling Families, similar to Tostitos Scoops.

Similar to Tostitos Scoops, Older Bustling Families have the highest percentage of consumers buying the product. In Plain Rural Living, it is slightly more preferred in the product category.

Targeting All Families The primary target will be families. After viewing the key demographics for Tostitos Scoops and its competition, their heavy consumers include children, a larger number of people in a household and greater income. Even though Struggling Urban Cores do not have a great demand, there is still potential to reach those consumers.

47.1% Total Volume 36.2% HH 130 average Index

Competition

Tortilla Chip Category

Tortilla Chip Category Top Tortilla Chip Brands, 2011: market share

Mexican Salsas Top Brands of Mexican Salsas, 2012: in sales

Other competitors not involving Frito Lay are Mission, On the Border, and Pace. These are competitors that are under the same food category as Tostitos. ! Even though we are well above these competitors, it is our job to maintain our market share.

Snack Category Top Snack Food Brands Worldwide, 2010

Tostitos top competitors from the snack category include other products that fall under the Frito Lay company: Lays, Doritos, and Cheetos. These brands are also advertised frequently and around the same time periods as Tostitos. They also appeal to social gatherings.

Snack Category

Market Share: 6.7%

Market Share: 3.5%

Frito Lay has numerous promotions and brand extensions this year that could decrease sales for Tostitos by customers switching to other new products. Doritos is a threat to Tostitos since they also fall under the tortilla chip category and they are reaching towards the hispanic market with Doritos Locos Tacos and partnering with Taco Bell.

Tostitos Online Presence

Overall Online Presence Compelling Content

Tostitos should take the time to differentiate

themselves online from other Frito Lay brands. Tostitos does apply their fiesta theme on their homepage and Facebook, but not on the Frito Lay website where it contains the product information. Each brand under Frito Lay has the same yellow background and each product has a Facebook â&#x20AC;&#x153;Likeâ&#x20AC;? and nutrition label. Each brand has different positioning and brand image when they advertise, therefore it makes sense to do the same for their online website. Besides their webpage on the Frito Lay website, their social media and brand image does a great job incorporating the fiesta and football theme. Some compelling content to add to their site could be incorporating social networking and being active online.

Website ! Mobile Site Tostitos does not have a special feature for mobile users. This reason could be that not many people are searching for Tostitos products on their phone. However, Tostitos does have a Facebook and Twitter page they can reach to consumers if they are active on those sites. One suggestion to improve mobile users is creating a mobile site and have a link for coupons. Women who do the household shopping are always on the go and are looking for the best deals for groceries. Along with researching keywords for search engines, related search terms are Tostitos coupons.

Facebook & Twitter The Tostitos Facebook page is their best social media site they have. They do a good job on reaching their target audience, promoting their new products and posting news that are football and holiday related. They should keep posting to stay active, rather just on holidays or events. If they keep updating their timeline, they would get more likes or shares. Twitter is also as good as their Facebook page but, they are not as active as Facebook. If be become more interactive on Twitter and Facebook by engaging in conversations and other companies, it could increase their brand image since they are known for being a social brand. Some posts to consider is they can talk about their sister companies since Frito Lay is focusing their efforts on Layâ&#x20AC;&#x2122;s, â&#x20AC;&#x153;Save Your Favâ&#x20AC;? contest, but they should not over do it to decrease their market share from Tostitos. Tostitos should increase their presence on Twitter as much as Frito Lay.

YouTube Their YouTube Channel also focuses on their target audience by having the fiesta and football theme. However, they do not have any videos about their commercials, only a few interviews about their fiesta bowl. The Frito Lay YouTube channel has more videos about Tostitos than the actual Tostitos YouTube Channel. To improve their own brand presence, they should switch or add those videos to the Tostitos channel. On Google Plus, Tostitos also has videos about the fiesta bowl, but is only shared within the people from the Tostitos company. Again, it is good that people are talking about it, but customers are not going to be looking up people that they do not know.

Sponsorships Tostitos is known for their â&#x20AC;&#x153;fiesta bowl,â&#x20AC;? which is when they sponsor a college football game by giving players new Tostitos jerseys, put their logo all over the stadium, and have celebrity appearances at the event. They have many videos online that cover interviews and awards that people can watch on YouTube about these events.

! However, to improve customer relations, Tostitos can use Google Plus Hangouts during interviews at their fiesta bowl, awards that are given, or any other live special events. By posting live video feed and having it available online, it gives a better appeal both audio and visually rather than pictures posted on Facebook or repeating commercials on television. It can also increase their brand image in a positive way for sponsoring future events.

Recommendations •Input live newsfeed from Twitter or Facebook on tostitos.com to enhance compelling content, product differentiation, and customer feedback. This will replace the Tostitos Spokesbag on the homepage. •Share links to their videos on YouTube or Google Plus Hangouts to be more interactive and have compelling content. This will be shown on a right panel, similar to a YouTube layout for recommended videos. Also, add recent commercials and videos of events to Tostitos YouTube Channel. •Create a Tostitos Pinterest, Instagram, and Google Plus. Also provide all the social media icons on the homepage for people to like, follow, and share the content and brand. •Provide other nutritional benefits on the product’s website. Include whole wheat, gluten free, and zero trans fat. •Become more active on social media overall by interacting with consumers on the fiesta and football theme. Also, respond to customer feedback on social media. •Add coupons in addition to product information to increase mobile users and sales.

Media Plan 2014

Marketing Objectives The marketing objective for this project is to gain awareness of the new product line extension of Tostitos Cantina Tortilla Chips and Salsa. To target large families with emphasis on the familyâ&#x20AC;&#x2122;s food purchaser.

To maintain market share for tortilla chips and salsas.

Media Objectives Within a 10 million dollar project:

We will gain awareness among women with families by focusing our advertising efforts on television, print, and outdoor advertising.

Advertising efforts for the year of 2014, will be focused during the winter, summer and fall seasons.

Heavy advertising will occur during the introductory period and then the rest of the year will be the reminder advertising.

Television The purpose of using television is to introduce Tostitos new product extension, Tostitos Cantina.

Television is the best way to reach consumers because Tostitos customers are more likely to watch television during social gatherings or as a family.

Advantages:

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Able to get a broad reach Includes visual and audio Wide range of programming

Total '000 Cable: CBS Sports Network Cable: ESPNews Premium Services: Starz! Cable: ESPN Classic Cable: NFL Network Cable: ESPN2 Cable: TBS Cable: ESPN Cable: Fox News Channel

Index

6881 12452

144 139

14728 4507 10317 18847 38382 33638

129 128 127 121 125 113

40404

112

MRI Plus Reporter: Fall 2011 Product: Household Products - Food products Corn, Tortilla & Other Chips & Cheese Snacks Used in last 6 months Tostitos Scoops! (Principal Shoppers)

ESPN channels and other sports network have a high index for Tostitos customers. This gives us the advantage to advertise during football season to create an impact where most social gatherings occur.

The majority of the television programs watched are sports, news, and entertainment programs.

Total '000 TV Show Types: Entertainment Specials TV Show Types: Basketball Specials-College TV Show Types: Awards-Specials TV Show Types: Football Bowl Games-Specials TV Show Types: Hockey TV Show Types: Early Morning Talk/Informational/News TV Show Types: Football-Pro Weekend TV Show Types: Football Specials-Professional TV Show Types: Football-College Weekend TV Show Types: News- Specials TV Show Types: Football Pro Pregame Shows TV Show Types: Sports Anthologies - Weekend

13323 8372 11246 11957 13837 9049 31224 39309 17591 15169 18659 6930

Index 138 128 127 127 125 123 123 122 121 120 119 119

Television For television, advertising will only take place in Q1 and Q4 during the winter and football season due to budget limitations. !

These three day parts will be covered to reach all of our consumerâ&#x20AC;&#x2122;s interest during the winter season. Daytime frequency is increased for advertising to appear during national and college games.

Daytime

TRP

Weeks

CPP

Total

Early News

7,700

$770,000

Daytime

$7,000

$2,100,000

Primetime

$25,300

$2,530,000

Total: $5,400,000

Print Women are most likely to read family, food and entertainment magazines. Magazine are usually read by women who do the shopping in the household, which is why the most advertising will be placed in womenâ&#x20AC;&#x2122;s, food, and family magazines. !

Men are more likely to read sports magazines such as ESPN that talk about the NFL or college games. Advantages: -Includes visuals -Able to include a lot of copy -Very target specific -Quality reproduction -Multiple readers

Print Family Fun target women in the households. In the summer, magazines usually cover summer activities and will be great for the reminder advertising.

Classification

Index

4C Page Rate

Frequency

# of Ins

Total

US Weekly

Entertainment

125

1,977,250

$220,295

Weekly

$881,180

People ESPN: The Magazine

Entertainment

121

3,563,036

$170,200

Monthly

510,600

Family Fun

Sports Women’s

120 118

2,142,937 2,122,411

$237, 436 $197,740

Bi-Weekly 10x a year

8 3

$1,899,488 $593,220

Food Network Magazine

Women’s

113

1,597,796

$82, 500

10x a year

$247,500

Total:

4,131,988

Entertainment and sports magazines target the party goers that fit Tostitos’ brands image. Magazines in the beginning of year includes coverage of the NFL and award shows which will be a good opportunity for the introduction for Tostitos Cantina product extension.

Total: $4,131,988 The Food Network Magazine will hold advertisements to remind women about Tostitos. There are many holiday recipes in these magazines that can encourage mothers to buy Tostitos during the holidays.

Outdoor Advertising Since heavy users of Tostitos lives in suburban areas, we are increasing advertising suburban areas for three months.

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Outdoor advertising would be used to remind consumers of Tostitos tortilla chips. Outdoor Advertising is used for consumers that are on the go and traveling during the summer. People that are on the go could be women driving to grocery stores or people traveling to a social gathering.

Advantages: -Serves a high reach and frequency around the city and suburban area -Easily visible -Creative opportunities -Create brand awareness

Media

Vendor

Size of Units

30 Sheets

Lamar

12‘x25’

Bulletins

Various

Showing Size

# of Units

Rate 4 weeks/ monthly

Total

Coverage

#50

$40, 905 (times 3 months)

$122,715

Suburban areas

$142,740 (times 2 months)

$285,480

General Market: expressways and neighborhood

#10

Total: $408,195

Recap

For Family Fun and The Food Network, it is stated in the graph that one magazine issue is during two months.

Media Form

Total Cost

Television

$5,400,000

Magazines

$3,182,244

Outdoor Advertising

$265,455

Total:

$9,940,183