GLOCALIZATION

- TACO BELL

Marketing Management
Assignment #2
 ORIGIN OF TACO BELL IN INDIA:

• Taco Bell is an American-based chain of fast food restaurants

originating in Irvine, California in 1962, by founder Glen Bell.
• Taco Bell entered India in 2010 and opened a few restaurants on
its own.
• It signed on Burman Hospitality as a franchise partner five years
later, which led to the opening of 35 restaurants across the
country.
PRESENCE OF TACO BELL IN OTHER COUNTRIES

• Taco Bell and our more than 350 franchise organizations operate over 7,000 restaurants that serve
more than 40 million customers each week in the U.S. Internationally, the brand is growing
with nearly 500 restaurants across almost 30 countries across the globe.
• In the US, the menu features beef, chicken, shredded chicken, steak, beans, and black beans — but
no pork. 
• In Europe, however, slow cooked pulled pork is a permanent feature on the menu. 
• Unlike in the US, visitors to Taco Bell in Europe have the option of adding fajita vegetables to their
tacos, burritos, quesadillas, and more.
 INITIAL PHASE OF TACO BELL IN INDIA:

• Taco Bell has opened its first store in India in the city of Bengaluru. Taco Bell India will focus on its
value positioning, and is the first quick-service brand in the country to offer free refills of Pepsi.
• At first glance, it seems like an unlikely relationship: a country where roughly a third of its citizens are
vegetarians courted by an American company selling Mexican-inspired fast food primarily based on
beef. It seems even more unlikely when that country is India: a country of 1.3 billion people – 79% of
whom are Hindu – and the fast food restaurant is Taco Bell.
• Nevertheless, Yum! Brands announced last year that it would expand to 100 new Taco Bell stores
throughout India by 2021having opened 9 in India since 2010. The expansion comes as the company
recognizes its success in becoming a brand after penetrating the Indian market without beef.
 THE CHALLENGES FACED BY TACO BELL
FROM OTHER MNC’S AND THE LOCAL PLAYERS
• Although Yum! had seen previous wins with Pizza Hut and KFC in India, preparing a Taco Bell for the
Indian market wasn't something they undertook overnight. “It took us over two years to perfect our three
Vs for India — value, vegetarian and variety,” said Ashok Bajpai, a general manager at a Bangalore Taco
Bell.
• Taco Bell filled a pricing range that, at the time, fell between McDonalds and street food. Its menu started
at 18 Rupees. As in America, this price point found a target in high school and college-aged consumers:
something India, with a median age of 27, has no shortage of. In addition to attractive pricing, Taco
Bell was the first fast food restaurant in India to offer free refills: a concept that initially baffled their
customers, but soon caught on, making Taco Bell a destination; a place to hang out with friends. 
• That pricing has remained largely the same, even as the company slowly changes its image as a fast food
company in India: a recent Twitter post advertised a 10-taco, 4-drink deal for 499 Rupees (about $7.75). 
MARKETING STRATEGIES FOLLOWED BY TACO
BELL TO ENTER INDIAN MARKET:
• Price: It was promoted as the lowest priced international food chain in India, which helped to bring
in a lot of customers. Taco Bell started offering free Pepsi refills to pull repeat customers and that
worked like a charm to spread publicity throughout India. Taco Bell had special combos that they
offered at very competitive prices which helped them to dominate india in price segment.
• Promotion: They were offering new, innovative, fun food that hadn’t been in India before. Many
customers were excited right off the bat to try the new food just out of curiosity, this skyrocketed
the numbers and really made Taco Bell take off in the first months. Then they targeted the young
generation Indians through social media. They also had propaganda IPL cricket games which are
big thing in India.
MARKETING STRATEGIES FOLLOWED BY TACO
BELL TO ENTER INDIAN MARKET:
• Placement: Since their target market was young adults who wanted some quick food, naturally the
best place to set up shop was in malls and on major streets. The first Taco Bell was built in
Bangalore, which was a hotbed of international cuisines already, so Taco Bell fit right in, and with
their great product and competitive pricing they did just fine amongst the other top companies.
• Products: Taco Bell brought in their Mexican-inspired cuisine that was “surprisingly abundant,
packed with incredible tastes, at prices that couldn’t be matched. Also being that Mexican food was
similar to Indian food it was easy for the Indian people to accept it, the Mexican food was just
different enough to add a invite trial. Taco Bell created new vegetarian items that proved to be a
success to the Indian population. Use of spices according to the Indian Taste.
PRESENTED BY:

• Apurva Khandelwal - 020730021109

• Chaitanya Pavan Saladi - 020730021121
• Sachin Mishra - 020730021072
• Shashikala Yadav - 020730021022
• Shreelesh Wankhade - 020730021125
• Shubhangi Singh - 020730021010