Question

1. What factors contributed to Taco Bell's early success?

2. Which of the promotional elements described in Figure 17-2 were used by Taco Bell in its Doritos Locos Taco campaign?

See pages 493-495 in textbook Marketing by Roger A Kerin

Answer 1

1. Taco Bell early success can be contributed to the fact that it stood apart from the other fast service restaurants that were becoming popular at the time when it began. For example, after Glen Bell, founder of Taco Bell, saw that competition was coming from everywhere in the burger stand business he did something to set his business apart from the others by making a taco stand. Taco Bell was also the first to offer a value menu and free drink refills. The design of Taco Bell restaurants, which were designed to resemble historic California missions, also set it apart from other establishments.

2. Taco Bell used traditional advertising, such as TV commercials and print advertisement. It used direct marketing through many social media sites such as Facebook, Twitter, and Instagram. It used sales promotion through its team members by sending them kits about Doritos Locos Tacos so they could help drive engagement. It also got public relations coverage when it was featured in Advertising Age magazine for its extraordinary use of integrated marketing in the launch of its Doritos Locos Tacos.