1. Product/Company Description:
Company/Product Name: Doritos
Product Overview: Original Doritos pack, a tortilla chips brand consisting of many flavors and sizes.
2. Target Audience Demographics:
Age: Adults (Parents), 30 years old - 50 years old (max)
Gender: Mainly male
Income Level: Middle-classed, socioeconomically.
Education: Over graduating years
Occupation: Sufficient paying jobs, employed
Geographical Location: Southeast Asia
3. Target Audience Psychographics:
Interests: Working to proved for family, being in charge as the head of the family, relaxing and enjoying quality time with kids
Lifestyle Choices: Work-centric parent
Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics.
Opinions: Fathers role in the family is stern as the head and bread giver of the family (provider), strong beliefs on child-care (eligible content for viewing, time management/sleep time, and quality time), doesn't like horror movies (too scared to watch).
4. Understanding Consumer Behavior:
Needs: Carry out parental responsibility and managing for quality time
Motivations: Side entertainment to lay back and relax
Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
5. Competitor Analysis:
Competitor Name: Cheetos, Lays, Pringles, cinema popcorns, any snack brand.
Competitor's Target Audience: Kids and teenagers (young adult)
6. Target Audience Persona:
Persona Name: Dads
Age: 30-50s
Gender: Male
Occupation: Sufficient/middle-income paying jobs, employed
Interests: Childcare and fun quality time
Lifestyle: Stern-parenting, work-centric
Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics.
Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
7. Aligning Advertisement with Target Audience:
Message: Share a Doritos pack with your kid and cherish the moment shared (quality time).
Visuals: Red Doritos pack (Makes product more dominant from setting/bg, appeals to the audience), dark and gloomy which may represent a negative/neglectful parenthood.
Company/Product Name: Doritos
Product Overview: Original Doritos pack, a tortilla chips brand consisting of many flavors and sizes.
2. Target Audience Demographics:
Age: Adults (Parents), 30 years old - 50 years old (max)
Gender: Mainly male
Income Level: Middle-classed, socioeconomically.
Education: Over graduating years
Occupation: Sufficient paying jobs, employed
Geographical Location: Southeast Asia
3. Target Audience Psychographics:
Interests: Working to proved for family, being in charge as the head of the family, relaxing and enjoying quality time with kids
Lifestyle Choices: Work-centric parent
Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics.
Opinions: Fathers role in the family is stern as the head and bread giver of the family (provider), strong beliefs on child-care (eligible content for viewing, time management/sleep time, and quality time), doesn't like horror movies (too scared to watch).
4. Understanding Consumer Behavior:
Needs: Carry out parental responsibility and managing for quality time
Motivations: Side entertainment to lay back and relax
Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
5. Competitor Analysis:
Competitor Name: Cheetos, Lays, Pringles, cinema popcorns, any snack brand.
Competitor's Target Audience: Kids and teenagers (young adult)
6. Target Audience Persona:
Persona Name: Dads
Age: 30-50s
Gender: Male
Occupation: Sufficient/middle-income paying jobs, employed
Interests: Childcare and fun quality time
Lifestyle: Stern-parenting, work-centric
Values and Attitudes: Hardworking, Responsible, Stern, Grumpy, Funny, and many parental-like characteristics.
Opinions: Fathers role in the family is stern as the head and bread giver of the family (provider), strong beliefs on child-care (eligible content for viewing, time management/sleep time, and quality time), doesn't like horror movies (too scared to watch).
Needs and Motivations: A side relaxation from work and sternness, and to relax down to spend quality time with their kids.Pain Points: Doesn't like the idea of fun and quality time spending with their own kid, too work-centric.
7. Aligning Advertisement with Target Audience:
Message: Share a Doritos pack with your kid and cherish the moment shared (quality time).
Visuals: Red Doritos pack (Makes product more dominant from setting/bg, appeals to the audience), dark and gloomy which may represent a negative/neglectful parenthood.
Tone: Expression of feelings (horror/terrified - lose tense and sternness of a strict work-centric dad to loosen up for their kid), cherishing, many more.
𝑺𝒆𝒍𝒇 𝑹𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒐𝒏:
I was able to identify the target audience for my Doritos advertisement. Although, after developing the plan, I need to find technical ways to bring in the target audience's attention to my advertisement through the media. A setback that I need to improve is time management, hence I wasn't able to finish it completely on time. Although, I developed it during the storyboard making progress as revisions are made.
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