Action plan

The idea is to describe  a two years action plan in order to introduce our 4 Taco Bell in Germany. ( Dublin, Frankfurt, Hamburg, Munich)

Stage 1: Establish the brand (year one)

Objectives:

Introducing, teaching and informing consumers about Taco Bell. 

What is Taco Bell? What do we offer? 

Key message to consumers:

« Taco Bell is a chain of quick service restaurants offering healthy Mexican food »

Channels:

- Website launch in Germany ( German/ English language- German Taco Bell logo)

- TV-commercials in channels like RTL, Pro7

- Stong Social Media campaign as Taco Bell is doing it in the US ( Youtube, Tweeter, Facebook…). The idea is to get as followers as possible. 

- Local radio and newspaper

- Couponing: One taco for free during first week

- Street-Marketing: Mobile-restaurants driving through cities during first week

Stage 2: Increase brand awareness (year two)

After one year, when people will be aware of Taco Bell introducing the German market we are going to change our key message to consumers.

Objectives:

Increasing brand awareness and consumers loyalty

Key message to consumers:

Message should be more focused on new products or seasonal products. 

We are not speaking about Taco Bell in general but more about one product promotion or one new product innovation that Taco Bell has adapted to the German Market. 

For example, most of German people don't like very spicy food so Taco Bell should adapt the product and make it less spicy.

Channels:

-Website

- TV-commercials in channels like RTL, Pro7

- Stong Social Media campaign as Taco Bell is doing it in the US ( Youtube, Tweeter, Facebook…). The idea is to get as followers as possible and retain previous followers and consumers.

- Local radio and newspaper advertisement

- Couponing: Especially when introducing new products