• Guideline in general :
brands have to be repositioned because of such things as changing customer needs and tastes, competitive actions and pressures, poor sales performance, new entrants into the market, changing distribution channels, and so on. Repositioning requires an understanding of the consumer and consumer trends and involves changing the image of the product in the mind of the consumer. Achieving this may involve modifying the product, changing the name, the price or where it is purchased, stressing different benefits, changing the target market, or a combination thereof. Repositioning thus requires rethinking the entire marketing strategy.
in this project we will do a repositioning for Taco Bell ( Mexican restaurant ) ( it was opened in united arab emirates but later on they closed ) by the reposition we want to change the company mind in different things
• Taco bell information :
- What is the view of it now ?
It is now viewed as a Mexican fast food chain, cheap, unhealthy as any other fast food chain. - The problem
After its opening in 2012 taco bell has failed at the united arab emirates for reasons below :
People at uae don’t like the Mexican taste it has
The image of it is not strong - To what do we want to reposition it ?
A restaurant with Mexican vibe, that has semi-healthy food, which is rich with taste, a restaurant that has males that mixes between the emirate taste and Mexican food - How the repositioning of it would be ?
1) Change logo to attract ppl, make it a bit green for example or change shape to show how healthy it is because they use fresh bread and meat.
2) Add meals that uas’s culture adapt to, as rugag bread with Mexican food inside or so on
3) Make it more experience for ex: when you entered to the restaurant you will feel of the Mexican vibes, the decoration, staff clothing, music and so on )
• Guideline for the projects
By using information above,
You have to write a project plan. How is your product currently positioned in consumers’ minds, i.e. how they currently view it, and how you would like them to view it? This change may involve a change in the target market, and/or a change in the marketing mix. You need to justify why you intend to reposition the product. The deliverable for this phase is a two-to-three-pages description of the specific product or service and product category the group has chosen to focus on, a one to two sentence statement as to how the group plans to reposition it, (from what to what).
Sample Solution
