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Artifacts: Critical, analytical and integrative thinking

Below are artifacts of work, from past work experiences and college projects.

Project (RED) at Taco Bell

Chase Clark

Senior Seminar in Marketing               

April 15, 2016

Executive Summary

Purpose

The purpose of the report is to discuss the implementation of Project (RED) at Taco Bell. The report considers campaign launch, importance of social cause and marketing credos.

Mission

Taco Bell’s mission is to "take pride in making the best Mexican style fast food and providing fast, friendly, & accurate service.” Taco Bell has been one of the leading parties in the fast food market for some time now, but  is not regarded as a company that has made a large social impact. With Project (RED) Taco Bell can finally take a stand. The goal of Project (RED) is to pave the way for a new generation. An AIDS FREE GENERATION. In 2006, Bono and Bobby Shriver founded (RED) with a simple mission: to make it easy for people and businesses to join the fight against the HIV and AIDS viruses. Throughout the past decade, (RED) has raised $350 million with the help of partners. 100% of the (RED) proceeds go directly towards HIV research and treatment.

Marketing Credos

Taco Bell's current target market cares a lot about social causes. By partnering with Project (RED), Taco Bell will improve brand reputation, while selling more tacos. Taco Bell can successfully implement the Project (RED) social cause by utilizing the following ten simple marketing credos:

1. LOVE YOUR CUSTOMERS, RESPECT YOUR CUSTOMERS

2. BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM

3. GUARD YOUR NAME, BE CLEAR ABOUT WHO YOU ARE

4. CUSTOMERS ARE DIVERSE, GO FIRST TO THOSE WHO CAN BENEFIT MOST

5. ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE

6. ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS

7. GET YOUR CUSTOMERS, KEEP AND GROW THEM

8. WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS

9. ALWAYS REFINE YOUR BUSINESS PROCESS

10. GATHER RELEVANT INFORMATION, BUT USE WISDOM IN YOUR FINAL DECISION

Implementation

Our marketing team has constructed a detailed report on how Taco Bell can accomplish growth for Project (RED) and increased sales. This will be done by introducing the Epic (RED) Taco Box. The taco box includes three customizable, sriracha infused Doritos Locos Tacos, wrapped in cheese and a soft tortilla, along with a drink and limited edition (Red) Band. The band is a gift that can be worn and used to redeem one free value menu item, with the purchase of a meal. This shows gratitude to the customer for their contribution to Project (RED), while also promoting repeat business.

Conclusion

The marketing team envisions Taco Bell being a company that goes beyond their current mission statement to empower customers and, in turn, help fight the spread of AIDS. The  Epic (RED) Taco Box embodies the ten marketing credos in a way that can be applied to daily operations at Taco Bell.

Marketing 3.0 Chapter Reflection

Chase Clark

Marketing 3.0 Chapter Two

Summary

Chapter two illustrates some of the challenges that modern marketers face, making it harder than ever to make a sale. Marketers must seek shifts in the marketplace that create communities and culture. Trust is horizontal, people trust their friends and people they know. 90% of prosumers trust people they know and 70% of prosumers trust online sources and friends in online communities. Consumers like co-creation, communitization, and characters that represent shared beliefs. Modern marketers have a wide range of tools that can be used to foster communities with customized experiences associated with the brand. Companies need to allow people to be unique with their brand and products on social media, so their consumers can use their product to express themselves individually. This allows feedback that is constantly adding improvements to the brand. Open sourced  product design allows for better brand relatability to prosumers. A strong brand identity, integrity and image are vital in constructing online communities. Marketers can use life style marketing targeting and making use of pools or groups of people in online communities, hubs, online leaders/champions to gain prestige. Another opportunity comes from webs of people, one to one friendships that can be used to build credibility.

Reflection

Incorporating consumers into the design and construction of a brand seems to be a strong marketing strategy. Why guess what your target market wants, when the consumer can tell you? Brands should custom tailor products to improve the lives of their consumers. They can reduce market failures by incorporating a community, and ultimately build a stronger brand with the help of their consumers. One company with rapid growth in the past decade that believes in strong community is Starbucks. The company takes their customer’s ideas online at MyStarbucksIdea.force.com, where the community can share their thoughts and ideas. This allows people to contribute their drink ideas, then the best ones are chosen and sold at Starbucks. This is a great example of a co-creation brand that is done successfully. Other businesses should use a similar strategy to build better relationships with their customers and reduce market failures.

Links

http://mystarbucksidea.force.com/

Reflection

The two works above are papers written for marketing classes at Westminster College in Salt Lake City, Utah. These writings highlight my ability to analyze and reflect on information. These specific pieces were chosen because of their distilled fashion and information contained. The executive summary for project (RED) focuses on the key aspects of the project, and presents the information of the marketing report in a easy to read manner. The Marketing 3.0 reflection represents my ability to form conclusions and make marketing suggestions with current and informative information.