TARGET MARKET :
About the target market, we would suggest to the 18-30 year olds category. In fact, 18-30 year olds people are the more frequent customers of fast food restaurants than any other age group. In this category, we target more especially people who have busy lifestyles, who want convenience and seek inexpensive options due to their lower incomes.
As a secondary target Market, we are thinking about the 30 and more year olds category, especially people who have children because fast food is still a “Family place” in Germany.
POSITIONING:
We are thinking about keeping the slogan : « Why pay more? » and respecting it. So for traditionnal Mexican food, people will spend less than 2€ for a tacos, between 1€50 and 3€50 for a nachos or burritos (same prices that in USA). For German-Mexican food, they will spend less than 2,50€ for a tacos, between 2€ and 4€ for a nachos or burritos.
EMOTIONAL BENEFITS
Our aim is to provide customers with a positive feeling of trying something exotic or discover it again. We also really want to give to the customer the possibility to try something unique, a mix between German and Mexican food, to be different from our local competitors.
SELF-EXPRESSIVE BENEFITS
About self-expressive benefits, we want to give to the customer the possibility to feel close to « Mexican Culture » and to enjoy for a while a Mexican atmosphere. We can also try to provide to customers emotional benefits associated with travels and remembers.
PRODUCT ATTRIBUTES
We will keep our basis menu that has been make Taco Bell famous. But we also are going to adapt the product according to German tastes and expectations.
Standard offers:
Same tacos, nachos and burritos
Same side dishes than in USA
Same drinks
Special offers:
Special products based on a mix between German and Mexican food. We know that most of German people doesn't like or don't eat spicy food so we can adapt Taco Bell product and make Tacos less spicy or not at all and switch to different flavor sauce.
Special drinks, such as German beers
PLACE
We have decided to introduce the German market with 4 big cities:
Munich
PROMOTION
Objectives:
Example of how Taco Bell interact with consumers and create buzz:
http://www.youtube.com/tacobell
PRODUCT ATTRIBUTES
We will keep our basis menu that has been make Taco Bell famous. But we also are going to adapt the product according to German tastes and expectations.
Standard offers:
Same tacos, nachos and burritos
Same side dishes than in USA
Same drinks
Special products based on a mix between German and Mexican food. We know that most of German people doesn't like or don't eat spicy food so we can adapt Taco Bell product and make Tacos less spicy or not at all and switch to different flavor sauce.
Special drinks, such as German beers
We also want to develop Taco Bell’s breakfast in Germany in order to compete with our competitors such as McDonalds with McCafé.
We have decided to introduce the German market with 4 big cities:
Munich
Hamburg
Frankfurt
Berlin
Our Taco Bell restaurants is going to be located in the city center.
Objectives:
Increase consumers awareness of Taco Bell brand and Mexican food / healthy menu and attractive price / quick services
Mix:
TV-commercials / street marketing / partnership / endorsement with local celebrities
Example of Street Marketing event:
- Use a Van or Segway (for pedestrian street) that is going around the cities handing out free tacos (to increase visibility)
- Integrate clear calls to actions to encourage people to follow Taco Bell on social media
- Target places with many young people
We are going to keep the strong social media campaign that Taco bell is doing in the US market and the way that Taco Bell utilizes social media to engage with its consumers in order to increase followers on Twitter, Facebook, YouTube for the brand recognition.
http://www.youtube.com/tacobell
Hey there!
ReplyDeleteThe choice of the cities is, to my mind, an appropriate one (just the biggest cities in Germany), but do you think onluy one restaraunt would be enough for such many people? Besides, if the advertising campaign is intensive and people become brand-awared, then it might get impossible to serve even the half of people willing to get tacos! :)