Restaurants Scenario In India• 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.

Introduction• Taco Bell is 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.

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)

segmentation

• Geographic :urban areas.

• 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

locationTACO BELL is located in urban areas because :

• Youth

• Education

• Taste

• Standard Of Living

• Earning Capacity

q• Urban areas

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.

uniqueness• Besides the familiar 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

.

STRENGTH

Trans-fat free food.

Operations at 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

Bcg matrix• Question mark : 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.

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 .

who

Product

Price• The product ranges from

25-200 RS.

• Offers and discount.

• Virtual coupons.

Place• Shopping malls.

• Airports.

• Near stations.

• Cinema & multiplex.

Promotion• Advertisement.

• Coupons in school and college.

• Facebook & twitter deal.

• slogans.

• Social media events.

• Game deals

social media

Game deals

Eating competition

Competitors In India

Thank you