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Taco Case Marketing

In: Social Issues

Submitted By sunpreet21
Words 576
Pages 3
se Old El Paso: make tonight taco night * Kurt been asked to develop a strategy to get Old el paso on consumer shopping lists more often * Challenges * Canadians don’t prepare Mexican good frequently as other meals * 2 obstacles to increase purchase frequency is * There is lack of top of mind awareness of category * Even if ppl do think of them, there strong perception that Mexican meals inconvenient and difficult to prepare given variety of ingredients * Old el paso has 91% market share of Mexican dinner kit market and 70% market share of Mexican component market and 15% share of salsa market * Hard to grow dominant market share because difficult to capture market share from competing brand * Immediate challenge: create 2010 marketing plan and budget and incorporating a LT ustainable strategy brand * Mexican food category divided into meals and sauce * Consumers can buy either complete meal kit or individual components * Old el paso dominant brand in both meal kit and components with market share of 91.2 and 70.4% * Recently there market share declined by 1.8% in meal kit and 0.9% in components * Mexican salsa market * Annual households buying salsa increased by 16% to 36% b/w 1988-1992 * Consumer behaviour * Had a survey and 65% agreed that Mexican makes a fun meal but these people prepare far less then other meals * Consumers prepare tacos 3 times per yr * 2 barriers to consumer purchase frequency * Top of mind awareness * Convenience/ease of preparation * Consumer research indicate 70% of decision to purchase Mexican meal before consumer arrive at the store * Marketing strategy * Maintaining or increasing its dominate market share in competitive market with a relatively low industry growth rate…...

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