When I was going through one of the UBC blogs written by Mise, about Dorito’s strategy, it reminded me of another Doritos strategy that was held in Japan. Dorito, one of my favorite snacks, are available in all over the world. It has many different flavors, but the shape and the crunchiness of doritos were always in common. You can follow Mise’s blog about Dorito’s strategy on https://blogs.ubc.ca/mise/2011/02/22/doritos-amazing-strategy/
This time Dorito has changed the product and invented new type; Dorito air, available only in Japan. The difference between the original one and this new Dorito is that apparently, there is air inside the dorito so that it becomes more crunchy.
The image on the left is the original doritos that are available in most of the world and on the left side is the new dorito air.
Dorito air was introduced in Japan, probably because there exists many other firms that introduces similar snacks. In other words, there is high indirect competition exists in Japanese snack market. It is known that there are more than 100 types of similar snacks available in the market!
Therefore, in order to increase a sale in such a high indirect competition,the taste or the food texture has to be something new, unique or interesting. Dorito air has new texture; its extra crunchiness and flavor.
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