Abstract

The case “Taco Bell – Using Social Media to Target Millennials” talks about the efforts of Taco Bell Corp. (TACO) to use social media as a means to reach out to its target customer segment. The case starts out by talking about the history of the company and then provides details of its early attempts at marketing. It mentions how TACO failed to manage two PR disasters in the mid-2000s and the consequent negative impact on sales. The case explains in detail how the company put together a social media team and entrusted it with the task of devising an effective social media strategy. It also elaborates on how TACO made use of social media in recruitment, PR, new product development, and marketing. The case ends by talking about the company’s success with social media and its impact on sales growth.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Taco Bell, Social Media Strategy, PR Crisis, Customer Targeting, Digital Marketing, Millennials, Brand Management, Traditional Media, Yum! Brands, Brand Characteristics, Media Mix, Marketing Communication, Content, Influencers, First Mover Advantage