The Digital Marketing Campaign For The Bold

1086 WordsAug 29, 20155 Pages
1. Introduction The aim of this report is to thoroughly analyse the digital marketing campaign “For the Bold” for 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 of detailed analysis marketing campaign for 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 and net income was $701 million.(Savory Snacks Industry Profile: United Kingdom, 2014: page 11, page 25 ) 2. Literature Review Secondary sources statistically analyse a digital marketing campaign called “For the Bold” for the product Doritos. The two categories of social media about this campaign, social community media and social publishing media, will determine whether the campaign is succeeded in terms of two criteria for marketing campaigns: growing sales and increasing proximity to customers. It is important that using social community media and social publishing media such as Facebook and YouTube to acquire the purpose of campaign “For the Bold”. The aim of campaign stated by Belan (2013) is to create
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