Marketing case study repositioning

Taco Bell: Using IMC to Help Customers Live Mas!

This case describes how Taco Bell used integrated marketing communications (IMC) in its âLive Masâ campaign and in the introduction of Doritos Locos Tacos. Taco Bell was recognized by Advertising Agemagazine as the winner of the Marketer of the Year award for its extraordinary use of IMC. The campaign utilized traditional promotion tools and new social media, and provides an excellent example of the shift to new IMC models of communication.

Textbook Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.

Directions

Review the following information to see how Taco Bell used integrated marketing communications and social media to communicate its message:

Background on Taco Bell

• Read the video case in the textbook on 493-495. Use textbook
• Watch the Taco Bell case video: http://www.viddler.com/embed/df449288 (Links to an external site.)Links to an external site.
• Review the following online websites and articles:
  • Taco Bellâs Marketing Strategy: http://www.businessinsider.com/taco-bell-marketing-strategy-2014-3 (Links to an external site.)Links to an external site.
  • Taco Bell and IMC: http://blog.imagesmith.com/2012/03/14/integrated-marketing/ (Links to an external site.)Links to an external site.

Answer the following question:

Based on the information provided, put yourself in the position of a marketing consultant brought in to the company to critically examine the companyâs repositioning efforts, and then formulate a set of well-developed and supported recommendations to the companyâs senior leadership team. The recommendation should be logically presented, well-supported, and thoroughly vetted.

IMPORTANT! There is a minimum of 3 pages not including references. (minimum of 3 outside references) Your response should integrate external resources, which should be consistent with APA writing style.