Quesalupa! Crunchy and All that Cheese from Taco Bell please answer this 3 qus b
ID: 378536 • Letter: Q
Question
Quesalupa! Crunchy and All that Cheese from Taco Bell
please answer this 3 qus briefly
1) In terms of product differentiation, why does Taco Bell test market its new products for months before deciding whether to introduce them in a wider area?
2) What are the advantages and disadvantages of Taco Bell introducing a product simultaneously in all outlets nationwide rather than in stages thorough a rollout?
3) Which product attributes or features does Taco Bell appear to be using to position the Quesalupa, and why?
if you need more information please read this you will get an idea but don't copy it (((((
1) In terms of product differentiation, why does Taco Bell test market its new products for months before deciding whether to introduce them in a wider area?
It says in the case discussion, "Through test marketing, Taco Bell was able to evaluate customer reaction to the Quesalupa and, just as important, be sure the new product could be prepared to look and taste as it should, every time customers placed an order. The firm also assessed whether it could get sufficient supplies for a large-scale launch, if and when the product was chosen for commercialization" (Pride & Ferrell 388). So, basically they want to perfect the product and make sure that all supply chains are in place so that a launch can go forward with no hiccups so that profit from a new launch can be maximized.
2) What are the advantages and disadvantages of Taco Bell introducing a product simultaneously in all outlets nationwide rather than in stages thorough a rollout?
The advantages of the stages process are stated above. Along with that the confidence that the product will be successful is increased with every successful stage test. It allows management to feel better about taking big advertising risks. The disadvantages can be missing the correct timing of entering the new product into the market, a loss of profits that could have been had by having the product nationwide for a longer period of time, as well as the extra time and money spent on all the extra stages of testing.
3) Which product attributes or features does Taco Bell appear to be using to position the Quesalupa, and why?
Crunchy and Cheesy are what the customers like over and over, but in order to avoid the "same old" Taco Bell has to continually innovate ways to bring the crunch and cheese to it's customers so that they can keep them always interested, and in turn always coming back. Taco Bell also shrouded the new product in so much mystery, which just adds to the desire of the customer for the new product. Taco Bell seems to have figured out how to keep its customers coming back for more. )))))
Explanation / Answer
The criteria to be used to select the test cities for the new product “Super Sonic Taco” are as follows –
Ideal generation (In this case men under 30)
Product development – information gathered from market research about target audience / consumer about their age, gender, location, social class, their like and dislikes. It will be also helpful for making decision about price ($ 1.19, in this case),packaging, display & distribution
Testing – market research can help gauge the consumer and suppliers reactions of the new product at kitchen development stage and when the product is near to completion.
Lunch- once the product is lunched, it is important to keep an eye on the product whether further changes are necessary.
The two important things are there that are-
The consumers – who is going to eat/drink this food products
The Place of selling – the place and the person who is selling this
The information about the consumer trend, attitudes, life styles and shopping behavior can be gathered from consumer market research. The vital parameters are –
Acute product attributes
Performance of product against competitors product
Preference on products name
Effectiveness of packing design
Acceptability of price
Preferred purchase point (where product sells best)
The key questions must be asked from the consumers are –
Who are the consumers
What the eating convenient food, organic/healthy food, premium products
Where & where they are eating – at workplace, while traveling, at home etc.
Why the consumers wants the product – for family meal, for entertaining etc.
How the product will effects the consumers life
The Following four cities can be recommended for the test lunch because the and highly populated urban areas with good number of population of male of under 30 years; which is the target group for this product, the per capital income is also good of these cities and they have the culture of fast food so the chances of acceptability are more in these cities.
Mexico city
Guadalajara
Monterrey
Puebla