Weigh in on this week's "My Marketing Solution" topic
Over in this blog's new sister e-publication, the AMA's Marketing News Exclusives e-newsletter, we're running a regular feature called My Marketing Solution in which we ask members of the marketing community to weigh in on timely marketing topics.
Here's the question from the latest e-newsletter, along with two AMA members' responses. Care to add your perspective? Just add your comment to this post. And let us know if you have any ideas for future My Marketing Solution topics.
Q: Taco Bell has launched a campaign to market its “Drive-Thru Diet Menu” offering seven menu items with no more than nine grams of fat. The company also teamed up with the NBA to run an online health and fitness program called “Driving Better Choices,” featuring NBA players and trainers sharing fitness insights. Are these good marketing moves? Can a fast food company known for its Beefy 5-Layer Burritos, Gorditas and Mexican Pizzas successfully market itself as a diet-friendly dining option, despite consumer perceptions to the contrary?
A: “I think the move towards a more health-conscious society cannot be ignored, regardless of the restaurant’s past menu choices and marketing strategies. But if KFC can do it with grilled chicken, Taco Bell can do it with a ‘Drive-Thru Diet Menu.’ The reality is people who are on diets will end up at a fast food restaurant now and again, and knowing that one caters to them over another will likely drive traffic to their doors versus those that have yet to embrace any diet-friendly food. That and with the impending legislation regarding restaurants being required to post ALL nutrition information, I think it’s a wise move. Even those not on a diet-conscious track may choose items from the diet menu if they are ever faced with the calorie count reality of their other choices.”
Katherine Brockman, PCM
President, AMA’s Lincoln, Neb., Chapter
Marketing Specialist, Firespring
“Fast doesn't have to mean fat. Smart fast-food operators have figured out that their customers' concerns about good nutrition and health are opportunities to re-position their brands in a way that's aligned with the market's needs and values. McDonald’s and Subway, for example, have shown that fast food can also be good for you, lean food. The 2009 Zagat Fast-Food Survey has rated the Subway brand as the #1 overall provider of ‘Healthy Options,’ ‘Best Service’ as well as ‘Most Popular.’ McDonald's has led the way with nutritional information disclosure, and has been a leader in the removal of trans fats from menu items. … The real key to creating a sustainable competitive advantage will be realized by those companies that can best understand the link between their various served stakeholders' values, and opportunities each company has to deliver programs that intersect with those values in a way that creates resonance and engagement.”
Ron Strauss
Chair, AMA’s Brand SIG Online Forum
Founder and CEO, Brandzone
What do you think?
