Project (RED) at Taco Bell
Senior Seminar in Marketing
April 15, 2016
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.
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.
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
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.
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.