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TACO BELL: VIVA YOUNG

TACO BELL: VIVA YOUNG. A BRIEF OVERVIEW. Opened in Downey California on March 21, 1962 by Glen Bell Currently the n ation's leading Mexican-Style fast food chain restaurant Serves m ore than two b illion c ustomers each Year in more than 5,800 Restaurants in the U.S .

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TACO BELL: VIVA YOUNG

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  1. TACO BELL: VIVA YOUNG

  2. A BRIEF OVERVIEW • Opened in Downey California on March 21, 1962 by Glen Bell • Currently the nation's leading Mexican-Style fast food chain restaurant • Serves more than twobillion customerseach Year in more than 5,800 Restaurants in the U.S. • In the process ofexpandingtoother countries

  3. CURRENT DEMOGRAPHICS • Between the ages of 18-24 • Median household income of 35-$50,000.00 • Highest index has no college education • (As education increases Taco Bell consumption decreases) • Highest to lowest index: African Americans, Hispanics, Caucasians and finally Asians • Majority of Taco Bell consumers have never been married • Majority also do NOT have children

  4. COMPETITION?

  5. I’M HERE!

  6. S.W.O.T

  7. STRENGTHS • Leading Mexican-Style fast food chain • High brand recognition • Cost effective: very cheap • Stays open late • Subsidiary of YUM! Restaurants. [Owners ofPizza Hut and KFC] • Appealing to healthconsciousaudience :Cantina Bowl :Trans-fat free menu • Drive-thru

  8. MOUNTAIN DEW BAJA BLAST

  9. WEAKNESS • Overall unhealthy: grade D meat High fat/calories Past traces of E. Coli bacteria • Consumers view as "Americanized" Mexican food • Small Variety of desserts • Consumers say, “Taco Bell's tacos look ugly!”

  10. OPPORTUNITIES • Further expanding truly healthier options • Reports say consumers in America are craving more than yourtypical burger • Small fast food market outside of U.S • While most fast food chains opens late, their diner closes early • Delivery service!

  11. THREATS • Shutdown of Taco Bellsdue to health violations • Huge overall Competition • Other food chains expanding to other countriesmuchfaster than Taco Bell • More people are becoming health conscious/ Opening of "Healthy Chains"

  12. CAMPAIGN OBJECTIVES Taco Bell Super Bowl Ad Viva Young http://www.youtube.com/watch?v=_afZ0H7V0vQ

  13. SEGMENTATION • Budget friendly • Late night riders • Sociable/Fun/Outgoing • Older demographic • *People willing to eat a non conventional meal*

  14. TARGET?

  15. TARGETING • Demographically: The least consumers of Taco bell are in the Ages of 35-65 • Does this mean Taco Bell is targeting an older generation? • NO: Too health risky

  16. TRUE TARGET:FAMILY ORIENTED YOUNG ADULTS What does the commercial entail? • Older people having fun • Viewers of the commercial are still younger (18-24) but this commercial creates an emotional bond. Yes... toTacos. • Breaks the age barrier with FUN

  17. POSITIONING • Created warm feelings about Taco Bell • Associated Taco Bell with good times and fun by telling a simple story that challenged the norm/status quo • Taco Bell is positioning themselves as the fun and family oriented food chain

  18. THE END THANK YOU Malane& Elizabeth

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