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Taco Bell
The fast food industry in India is experiencing significant growth, particularly with international chains like Taco Bell, which specializes in Mexican cuisine such as tacos and burritos. Taco Bell, founded in 1962 and a subsidiary of Yum! Brands, targets urban areas with a diverse menu that includes a 50% vegetarian selection tailored for Indian consumers. It faces competition from other restaurants while capitalizing on trends towards quick service and hygienic food options.
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Taco Bell
- 2. Restaurants Scenario InIndia • The fast food industry of India is one of the ever- growing, booming businesses. • India welcomes all cuisines of all cultures. • In India, there are millions of fast food restaurants around, but there is always a lot of room for improvement. • Urban areas is causing a change in lifestyle trends. • Time to prepare food at home is limited.
- 3. Introduction • Taco Bellis an American chain of fast-food restaurants based in California. • A subsidiary of Yum! Brands! • Yum! is the leading restaurant company in India with its KFC and Pizza Hut brands. • Taco bell serves variety of Mexican food such as tacos, nachos, burritos and other special items.
- 4. history • Founded :Downey, California (March 21, 1962) • 1976 : 100th restaurant. • 1978 : Pepsico purchased. • Headquarters : Glen Bell Way, California, U.S. • Kermit Becky bought 1st franchise. • Number of locations : 6,500 restaurants • Revenue : $1.9 billion • Number of employees : 175,000+ • Taco Bell serves more than 2 billion customers each year. • Slogan : Live Más(current)
- 5. segmentation • Geographic :urbanareas. • Demographic: 1. Age : 10-50 2. Sex : Male and female 3. Income : 15000 and above 4. Religion : All religion • Psychographic : middle and upper class • Behavioral : Brand loyalty
- 6. location TACO BELL islocated in urban areas because : • Youth • Education • Taste • Standard Of Living • Earning Capacity
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- 8. DIFFERENTIATED TARGETING: • Focus: Two or more segments separate product. • Appeal : Customize order(veg, non-veg). • Rely On : Creating more total sales. POSITIONING: Hygienic food and quick service.
- 9. uniqueness • Besides thefamiliar fare of tacos, burritos, nachos, quesadillas and crunch wraps, they also serve up some spicier products for the Indian market. • 50% of the menu features a vegetarian range of products specially created for Indian consumers including potato paneer( Indian Cottage cheese) burritos and crunchy potato tacos. • USP- Lots of Mexican dishes
- 10. . STRENGTH Trans-fat free food. Operationsat different locations. Best Mexican fast food chain WEAKNESS Franchise management E.coli bacteria OPPORTUNITIES New flavors and recipes Venture into new market Introduce home delivery THREATS Unhealthy lifestyle competition. Threat from other eating joints/restaurants
- 11. Bcg matrix • Questionmark : bring large amount of cash but low market share cantina bowls. • Star : generate cash and have strong market value crunchy taco and 7 layers of burrito. Cash cow : brings most cash Doritos locos tacos. Dog : verge of being dropped 12taco party pack.
- 12. CONSUMER behavior • WHAT: tacos, nachos, burritos, salads, beverages. • WHY :Hygienic food and quick service. • WHO: Children and youth. • HOW :cash on delivery. • WHEN : all time. • WHERE : OUTLET (theaters, malls, station), free home delivery .
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- 15. Price • The productranges from 25-200 RS. • Offers and discount. • Virtual coupons.
- 16. Place • Shopping malls. •Airports. • Near stations. • Cinema & multiplex.
- 17. Promotion • Advertisement. • Couponsin school and college. • Facebook & twitter deal. • slogans. • Social media events. • Game deals
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