Tag Archives: consumer behavior

Love is in the Air – and so are Tacos!

Taco Bell has been expanding its offerings the past few years as it competes with other fast food outfits. But still, how can a fast food outlet truly differentiate from the competition? What could a company do that would be first-to-market? Hmmm….

Taco Bell has an idea on an offer that is really unique – weddings! That’s right, weddings!

Beginning this summer, Taco Bell will hold weddings at its new Las Vegas Cantina restaurant. For only $600, couples can get a wedding ceremony held inside the restaurant, including an ordained minister, with as little as four hours advance notice. And that’s not all! There is also a private area in the restaurant for a reception with up to 15 of your closest family and friends. And, if you forgot to buy a gift, there is a selection of custom merchandise including sauce packet garters, bow ties, champagne flutes, and a Taco 12-pack along with Cinnabon Delights cake for dessert. Forgot the bouquet? No worries. A sauce packet bouquet is also available for brides.

Located on the Las Vegas strip, the new restaurant features two-stories, modern design and art work, VIP lounge, DJ booth, open-kitchen viewing, and serves beer and Twisted Freezes 24-hours.

Ready to tie the knot?

Group Activities and Discussion Questions:

  1. Poll students: Where was the last wedding they attended?
  2. Show the Taco Bell site: https://www.tacobell.com/loveandtacos
  3. Poll students again: Who would consider getting married there? Why or why not?
  4. Discuss the various promotional tactics that can be used for launching a product.
  5. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  6. Divide students into groups to work on this exercise.
  7. For Taco Bell weddings, have each team select three different tactics. For each tactic, explain why it was selected and how it will be used.

Source: Time magazine, Mashable, other news sources  

Leave a comment

Filed under Classroom Activities

Wedding Registry Idea – Pizza!

Wedding registries are used around the nation to help guest select gifts for the bride and groom. Usually, wedding registry items tend to be about the new household – appliances, china, dishes, towels, bedding, luggage, household items, and more. Predictable, and perhaps a tad boring for brides and grooms who might want a more unique type of gift. After all, why be limited by the types of things your parents would have placed on their (old-fashioned) wedding registry? Think more modern.

For the new millennial couples, the wedding registry can now include their preferences for pizza. Domino’s now offers a unique Wedding Registry Web site. Some of the savory, and cheesy, options for the bride and groom include:

  • The 2 a.m. Bachelor Party Feast – $60
  • Cater the Bachelorette Party – $60
  • The Wedding Night – $25
  • Thank You Card-a-thon – $30
  • Low-Key Date Night – $30
  • Post-Honeymoon Adjustment to Real Life – $25

Couples can register online, and gifts can be ordered with a personalized message for the happy couple.

Think outside of the box instead. Or should we say, inside the box – as long as the box contains a pizza!

Group Activities and Discussion Questions:

  1. Poll students about the weddings they have been to, and the gifts they gave.
  2. Show brief video on Fortune’s Web site: http://fortune.com/2017/02/08/dominos-pizza-wedding-registry/
  3. Show the Domino’s Wedding Registry site: https://dominosweddingregistry.com/
  4. Poll students again: Who would buy this, or want to receive it?
  5. Discuss the importance of clearly defining a target market.
  6. Divide students into teams and have each team develop a profile of a target market f. Include demographics, psychographics, behaviors, values, attitudes, etc.
  7. Based on the target market profile, what makes this product unique for these customers?

Source: Fortune magazine, other news sources

Leave a comment

Filed under Classroom Activities

Vehicle Dependability Study

Cars are one of the most expensive and involved purchases that consumers make. They have an extended decision-making process, use multiple information sources, and include multiple evaluation criteria before making a final decision. The decisions that car buyers make impact not only their immediate budgets, but also their long-term budgets with respect to repairs and vehicle dependability (post-purchase behavior).

One source often used by consumers is the J.D. Power Vehicle Dependability Study. According to the most recent study, car buyers avoid models with poor reputations for dependability. The good news is that buyers do not have to spend a lot of money in order to get a dependable vehicle.

The study examines problems experienced over the past 12 months by original owners of 3-year cars. Eight categories are examined, including exterior, engine/transmission, audio/communication/entertainment/navigation, interior, features/controls/displays, the driving experience, heating/ventilation/air condition, and seats. The survey examined responses from 35,186 original owners of 2014 auto models.

Check out the report and see where your vehicle placed.

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Poll students: What are factors that influence consumer purchases of cars?
  3. Divide students into teams.
  4. Have each team select two criteria and draw a positioning map for automobiles using those criteria (Ex: price and reliability).
  5. Show the J.D. Power report and video:
  6. http://www.jdpower.com/cars/awards/Vehicle-Dependability-Study-%2528VDS%2529-by-Category/1882ENG
  7. Based on the J.D. Power ranking, how could different auto manufacturers use the rankings to reposition their products?

Source:  J.D. Power, Manufacturing Business Technology

Leave a comment

Filed under Classroom Activities