Pepsi Foods Co., Ltd., which has several brands in the field of snack foods, has recently launched the Zero Foods DoritosTM in Shanghai. In an interview with reporters, Pepsi Foods executives said that China has become a big market for PepsiCo overseas. Through the launch of Doritos, PepsiCo expects to win the favor of a new generation of consumers and expand its market share. The Pepsi brand has always been full of vitality and personality. As a member of Pepsi Foods Co., Ltd., in the packaging of Hyun Yin and Cool Black, the target consumer groups are locked into “80s†and “90sâ€. ", and emphasize the brand experience of Cool in terms of packaging, taste, promotion methods, etc. Brand element innovation combination Pepsi Foods' brand has been ranked among the top in the domestic potato chip category, covering a wide range of audiences, and is a popular brand for all ages. The multi-force and multi-negative swords go astray, and consumers are positioned as the “80s†and “90s†D generations. Cai De, vice president of marketing department of Pepsi Foods Greater China, said in an interview that the market size of China's snack market, especially puffed food, has expanded rapidly in the past two years, but the brand image established by each brand is close to homogenization. It is biased towards full taste, more emphasis on taste development, and lack of brand personality. To meet the needs of a new generation of consumers such as "post-80s" and "post-90s", branding must conform to its personality traits. The target consumers of Doritos are extremely individual: they are full of creativity and are at the forefront of fashion. They are not only satisfied with chasing fashion, but are daring to create fashion. Based on this, Doritos has positioned itself as a “fashion brand that is bold but not unique, unique but not niche, full of creativity, dare to play, and lead the trend of snacksâ€. Doritos's outer packaging is made of cool silver and black, and HipHop graffiti-style background pattern. There are two flavors of D2 pull cheese and D3 swing tower. Its unique triangular slice design is intended to be D generation. Trend sign. In order to be closer to the next generation of consumers in the D generation, Doritos brings a distinctive brand experience to consumers. Abandoning the celebrity endorsement, in addition to subverting the traditional packaging design style and taste, Doritos is committed to infiltrating the cool brand experience into the words and deeds of consumers. In response to the craze for playing word-breaking games on the Internet and alternative travel modes for young people, Doritos has created D-language and D-car (cross-bike motorcycles) trends, looking for a new cultural symbol for Generation D, thus allowing consumption. Through every detail, I agree with Doritos. Speaking of the use of the brand element “Doritos cross-carâ€, Cai De said: “The cross-border is triangular in shape, which is a more creative and sharper shape, but at the same time has a more stable structure, it is more The unique product shape has the same external characteristics; secondly, for a long time, the fighting is a kind of means of transportation for young people, especially to show their personality. A generation of consumers, 'post-80', 'post-90s', they are full of rebellious, more daring to create, more dare to try." To this end, Doritos created six D-generation exclusive cross-car, painted in silver, black The color, in silver, corresponds to the D2 pull cheese, and the black corresponds to the D3 swing tower. “Brand originality can make a difference, lead the trend, so Duolido creates a more creative and more creative brand element collection, from the cool cross to the creative word, these brand elements that have never been seen in the market. With its uniqueness, it quickly grasped the eye of the target consumer group and made the target consumers generate brand preferences." Cai De said. Cooler way to communicate From beverages to food, Pepsi Foods initially faced great challenges. Cai De said: "The consumer behavior of the two categories is different, and the product innovation model is different. The formula of Pepsi has not changed for more than 100 years, so marketing is more about the innovation of communication, and it is a long time to convey Pepsi to people. The brand of Pepsi Food. The formula of Pepsi Food is flexible and can provide many innovative products for consumers in different regions. In addition to the innovation of expression, product innovation is also very important. Working at Pepsi Foods is for me. Words are quite challenging because they involve different habits of consumers at different levels." Cai De believes that a successful zero-food brand can not be separated from two important factors: First, there must be deep interaction with consumers, and there must be something that touches the hearts of consumers. This kind of thing goes beyond the product itself and transcends the taste. For example, when people are in a certain emotional state, they will think of this product. This spiritual level experience is like the brand's magnetic field. Second, we must localize and innovate products. Of course, it is not easy to do this. The competition in the local market is fierce. Products must constantly improve the experience. They cannot stay at this point because a product is successful. Products must go ahead of consumers and continue to bring new surprises to consumers. Unexpected experience. For a food brand to be successful, it must not be limited by industry regulations. There must be innovative methods at all experience points of the product, and the growth of the brand must not be out of touch with consumers. However, in this process of change, there must be something constant, such as the pursuit of the brand, values ​​and other things that reflect the brand's connotation. Performance techniques must be innovative based on product characteristics. Brand personality is the performance of brand humanization, and it is the “personality†that the target consumer group has or is pursuing. Through the brand positioning to determine the target consumer groups, the common personality characteristics they have or pursue represent the “personality†of this group. Young people have the characteristics of free and easy, unrestrained, free, enthusiastic, energetic, dynamic and so on. This is the universal "personality" of the consumer group. The target consumer group of Doritos is “post-80s†and “post-90sâ€. The brand personality is full of vitality, dare to show self, pursue and enjoy, dare to innovate, and dare to do it. Doritos advocates the attitude of “DareToDoâ€. "Bold, confident, courageous to try new things, dare to dream and enjoy the present", similar brand attitude is the epitome of the spiritual culture of the new and new people. On this basis, the communication method of Doritos is inevitably based on the needs of the target consumers, and is committed to creating a sufficient experience of Cool. In addition to the triangular shape, silver black packaging, HipHop graffiti design, and the use of fashion elements such as the code “D2†and “D3â€, Pepsi Foods has adopted a series of marketing methods to highlight the brand of Dolly. Cool personality. In the next three months, the Doritos brand will hold promotional activities such as the genre Doritos cross-car, creative word-breaking, and D-speaking contests across the country. The goal is to refer to D, which is represented by “post-80s†and “post-90sâ€. Generations of people. Consumers can participate in D-car (Doritos cross-car) activities held in Shanghai and Beijing, and take a cool cross-ride. In the sound of motoring, they are popular in Shanghai and Beijing. Experience the unique personality of the Doritos brand. In September of this year, Doritos held the D attitude contest on the three major websites (the cat flutter, the school intranet and the QQ space), calling on the D generation to write their own bold, creative and admirable declarations. The cool D-car was even selected as the protagonist of Dolly's new commercial in 2009. Through a series of marketing activities, Doritos hopes to engage in deep psychological interaction with target consumers to create a brand “magnetic fieldâ€. Sterling Silver Rings,925 Silver Ring Jewelry,925 Silver Ring JBJ Jewellery Limited , http://www.chsilverparts.com
"On the other hand, it is necessary to continue the brand connotation of Pepsi's creativity, and to discover new brand styles that are exclusively owned by Doritos; Pepsi is good at endorsing through superstars, while Duolido is advocating that every consumer feels himself It is a good endorsement. It is also a big challenge to create new experiences and fresh rules for consumers after 80s and 90s."