Doritos Locos Tacos

Abstract

A new product may be a modification, a minor innovation, or a major innovation. Modifications are alterations in or extensions of a firm's existing products and include new models, styles, colors, features, and brands. Minor innovations are items not previously sold by a firm that have been sold by others. Major innovations are items not previously sold by any firm. In this paper we will be discussing the product maturity stage of Doritos Locos Tacos. The projected years for the maturity life cycle stage of Doritos Locos Tacos [DLT] will be from 2014 to 2015.

Doritos Locos Tacos

Maturity Life Cycle Stage

The projected years for the maturity life cycle stage of Doritos Locos Tacos [DLT] will be from 2014 to 2015. The prediction is based on the rationale that product profits and sales are expected to increase at substantial level with an increase in entrant of competitors in the market offering similar products related to DLT. In order to expand the sales in maturity stage of life cycle, new markets will be targeted. In order to target new markets, at this stage the expansion will be done through corporate and government sales.

New Primary Target Market

Taco Bell changed their marketing strategies in recent years in order to target specific customers with changing business environment. In the growth stage, Doritos Locos Taco contributed towards increase in the overall sales for the company. In maturity stage, Taco Bell aims at increase in sales by differentiating the products in order to expand the customer base. In the maturity stage of the Doritos Locos Tacos, the new target market will be business to business that would include government and other corporate sectors. This will allow the Taco bell to increase their sales in the maturity stage and to remain competitive in the fast food market. By targeting the new market of government and corporate sector, Doritos Locos Tacos will give Taco Bell a great opportunity to increase their sales.

New Secondary Target Market

The new secondary target market segment for the DLT is to cater the adult working population working at government and corporate sectors who value eating food at cheap subsidized rates provided by their companies. Taco Bell used the online marketing strategy through websites in order to make corporate and government clients aware about how they can offer cheap Doritos Locos Tacos for their employees. The consumers with health issues can also be a secondary target market for Taco Bell providing them with delicious Doritos Locos Tacos that are specially prepared with keeping in mind the ingredients that are suitable for the consumers with different health issues.

Product Overview for Maturity Stage

The product overview for maturity stage will be the modifications in Doritos Locos Tacos in terms of flavor and toppings in order to differentiate the product from emerging competitors. In maturity stage the differentiations in Doritos Locos Tacos will be done to maintain market share and extension of product life cycle.

Primary Target Market Product Change Recommendations

The recommendations received from the primary target market regarding ...