Marketing Mix

Howdy folks,

Hereby we provide you with some information about Taco Bell, such as brand positioning and the marketing mix.

Organization
The Taco Bell® corporate headquarters is located in Irvine, California. In addition, field offices are located throughout the country to serve both company and franchise restaurants. Taco Bell is a subsidiary of Yum! Brands, Inc. [1]

Brand position
Taco Bell’s brand positioning is as follows: “When you want to step up to the freshest ideas in fast food, make the bold choice for Taco Bell.” [1]

Taco Bell’s tagline is “Think Outside the Bun”. [1] Taco Bell strives to distinguish itself from the overload of fast-food restaurants such as Mac Donalds and Burger King, just to name two. The tagline is comparable with ‘Thinking outside the BOX’. This catchphrase has become widely used within the business environment and refers to looking at a ‘problem’ from a new perspective without preconceptions and the so-called tunnel vision.

The Marketing Mix
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan, also knows as the four P’s. The marketing mix elements are product, place, price and promotion.

Product
Taco Bell is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as the Crunchwrap Supreme™, in addition to a wide variety of Big Bell Value Menu® items. [1]

Fresco style
In 2003, Taco Bell launched the "fresco style" menu. By ordering something fresco style, the item's cheese and/or sauce is replaced by the chain's fiesta salsa. Using this option cuts the fat in the product in half in some cases. In 2008, Taco Bell launched an entire Fresco menu. [2]

Taco Bell® serves more than 2 billion consumers each year in more than 5,800 restaurants in the U.S. In 2005, Taco Bell® generated sales of $1.8 billion in company restaurants and $4.4 billion in franchise restaurants. More than 80 percent of our restaurants are owned and operated by independent franchisees. [1]

Place
Taco Bell is the #1 Mexican fast-food chain in the US, with more than 5,800 locations. The restaurants feature a wide range of Mexican-style menu items including tacos, burritos, gorditas, quesadillas, and nachos. Taco Bell units can be found operating as free-standing units and as quick-service kiosks in such places as shopping malls and airports. [3]

Taco Bell serves more than 2 billion consumers each year in more than 5,800 restaurants in the U.S. Taco Bell currently has over 278 restaurants operating in Canada, Guam, Aruba, Dominican Republic, Chile, Costa Rica, Guatemala, Puerto Rico, Ecuador, Asia, Europe, and the Philippines.

In 2005, Taco Bell® generated sales of $1.8 billion in company restaurants and $4.4 billion in franchise restaurants. More than 80 percent of our restaurants are owned and operated by independent franchisees. [3]

Price
In May 2008, a new value meal called Why Pay More Value Menu debuted. This new value menu contains some of the items from the previous value menu as well as several new ones. Meals cost 79-89-99 cents each. [4]

Promotion
The promotion mix consists of 4 major components which are: advertising, personal selling, sales promotion and public relations.

In addition to the aforementioned, Taco Bell has several movie production companies as their promotional partners, amongst other: 20th Century Fox, Disney, Sony Pictures and Paramount. In addition, Taco Bell has established some partnership contract with major sporting events, for example the world-famous Superbowl. [3]

Competitors
Chipotle
Del Taco
Subway

SOURCES
[1] http://www.tacobell.com/
[2] http://www.hispanicprwire.com/news.php?l=in&id=1481&cha=4
[3] Marie-ann Gonzales, Manager Taco Bell, Tempe
[4] http://www.chainleader.com/article/CA6561211.html%7CTaco

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