You have to launch your own MEXICAN FOOD Brand in Chandigarh Tricity , a competitor to TACO BELL, Read the Taco Bell Case study and post that make your own “Integrated Marketing Communication Strategy” IMC Strategy for Your Brand
Taco Bell is one of the large restaurant chains under the Yum! Brands portfolio. A couple of other brands that fall under its ambit are KFC and Pizza Hut.
Amongst the chains under the Yum! Brands portfolio, Taco Bell, was the most profitable. They had great advertising campaigns like the ‘Yo Quiero Taco Bell’ campaign that starred a Chihuahua with an attitude who grew into a pop-culture icon. The ads created the highest advertising awareness for the chain and positioned Taco Bell as a cool place to eat.
However, Taco Bell’s marketing approach changed after the recession. By 2011 Taco Bell was coming off its 3-year slump when the marketers at Taco Bell decided to change things up.
DraftFCB, Taco Bell’s advertising agency designed an integrated marketing campaign to position TB as a multicultural experience of food.
Taco Bell’s Integrated Marketing Communication Approach:
Taco Bell launched a new campaign slogan, ‘Live Más’ (más is Spanish for ‘more’), to make the brand attractive and relevant to young, and cross-cultural consumers.
The company rolled out new products and an upscale menu to penetrate the market of health-conscious customers. It co-branded with Doritos to launch the famous DLTs (Doritos Locos Tacos).
Taco Bell’s Integrated Marketing Communication Activities included:
• A commercial based on a Youtube video of a customer who drove 900 miles to try the DLTs. A montage of Instagram posts in which customers were trying the DLTs for the first time.
• Influencers were identified amongst the fans and were invited to try the DLTs which motivated them to spread the word about DLTs through their social media channels.
• The company launched a 60-second Super Bown Ad on the Live Mas theme featuring a bunch of senior citizens sneaking out of their retirement home to party. After a long night of crazy pursuits, they finish at Taco Bell for a bite before heading back. This ad received a lot of attention on social media and drove a lot of traffic towards the brand.
• A Taco Bell Mobile Ordering and Payment App was launched.
• Taco Bell tested platforms such as Periscope to live stream launch of a new product to catch the attention of Generation Z.
Taco Bell has now started the Taco Bell Live Mas Scholarship supports innovators, creators, and dreamers who want to make a difference in the world.
Taco Bell’s Integrated Marketing Communication Channels
• Social Media
• Television
• Advertising at high profile events
• Influencer marketing.
Taco Bell combed through their social media feeds to find user-generated content that they broadcasted on their TV spots. It seamlessly integrated two channels which were until then believed to be incompatible.
