Researches About Pollo Tropical

ADV 342

Assignment #1

Due:

Upload to D2L Dropbox by March 5, 2021, noon.

15 points

Situation analysis, problem definition and secondary research

Part I – Pollo Tropical geographic expansion and message development

6 points

Background

As a member of the advertising agency team for Pollo Tropical, you have been asked by the client to expand the Caribbean inspired grilled-chicken brand into more states. Pollo Tropical specializes in Caribbean-style grilled chicken dishes with more than 150 restaurant locations in the southern states of Texas, Tennessee, Georgia, and Florida, and 35 plus franchise locations throughout the Caribbean and Latin America. Expanding into other regions of North America is perceived as critically important to the growth of the brand.

Pollo Tropical’s brand manager, Barbara, recently received an email from her old college friend, Jack. Jack told her that he and his brother spent the summer in Puerto Rico with their families, and they enjoyed eating at Pollo Tropical on a regular basis during their visit. Jack, who is a businessman living in Michigan, asked the brand manager to consider opening franchised stores in Michigan.

Barbara now is considering expansion into the Great Lakes region, but is concerned about a few issues. First, she fears that the region is mostly unfamiliar with the Caribbean influenced food options served by the brand. As well, the chicken is marinated with flavors not typically found in the Midwest and the side dishes (rice and beans) differ greatly from most competing chicken restaurants which typically serve French fries and cole slaw. In addition, she is afraid that the name Pollo Tropical might not resonate with many consumers. Some members of the brand management team suggested that they may want to consider using a different brand name in the Great Lakes; others believe keeping the original name can help build the brand equity in the region.

As the account planner, you are now charged with identifying research needs, bringing the voice of the customer to the conversation, and identifying key consumer insights. You have to plan first how your research should proceed to achieve specific research goals. Using the information above, please answer the following questions:

1. Give examples of information you would seek from the brand manager. What do you need to know from them to help your promotional team make informed decisions to move forward with research and brand positioning? Think about information only the company can provide to you.

2. What are the core elements of the situation you must address through research? What are the most important questions that research would address based on the problem provided in the narrative? In other words, what research questions would you ask?

3. List three research objectives you would articulate. Make sure to use the guidelines for developing research objectives as discussed in lecture, and to understand how different they are from campaign objectives.

PART II – Pollo Tropical Brand Extension – Product introduction and message development

6 points

Background

At the same time that Pollo Tropical is expanding into the Great Lakes region, the product development team came up with a new menu item to introduce in the region. The proposed menu item is the “Caribbean Chicken Wrap.” It is a high-fiber tortilla wrap filled with lemon-marinated grilled chicken, mangos, cilantro, and crushed garlic. It has relatively low fat and is rich in vitamin C and antioxidants. The wrap is also very high in dietary fiber. The nutritional value of the wrap makes it perfect for weight and health conscious consumers.

The brand manager for the new wrap is considering whether to position the product as a low-calorie weight-conscious product, or as a grab-and-go healthy option that makes you feel full due to its high level of antioxidants and dietary fiber. This decision, which will be based on research, will influence not only message development, but also the selection of a target segment, geographic location for the initial product roll-out, and the type of areas in which the product would be first introduced (e.g., in shopping malls, around college campuses, near athletic centers, close to corporate offices, in coastal towns, or other.)

To explore these issues to best promote Pollo Tropical, she has selected three different areas of Michigan (Metro Detroit, the Capital Region, and Northern Michigan) to use as testing grounds for the proposed products. Those areas were selected because they represent three different demographic consumer segments in Michigan. (Basically Detroit is more urban, the Capital Region more suburban and student focused, and Northern Michigan more rural and ‘blue collar’.)

Discussion

1. Define the problem described in the background story. (Be specific)

2. Develop a SWOT analysis for this Pollo Tropical brand extension. Identify gaps that need research in order to complete the analysis.

3. What additional secondary research will you conduct to know more about the best option? Identify at least three real-world sources that contain relevant information and cite them here (see citation format below). What could you learn from each source? How will it help you address the problem? Be as specific as possible. Your sources can include information about the category, the brand, or the local markets. You are not required to do research, but to create a research framework and articulate clear objectives

FORMAT (3 points)

Enter your answers to each question in this document. Make sure that your answers are related to the scenario presented. The questions in Part II are related to the background of Part II ONLY. Answer each part independently. The reply must specify the problem described in each background story.

Format: Times Roman or equivalent 12-point font, 1” margins, double-spaced, 3-4 pages.

Include your name, PID, course name, section number, and date.

Correct grammar, spelling, and punctuation are required and points will be deducted for errors.

When citing secondary research sources, please format your citations like the examples below.

Gale Cengage Learning. (2013). Wal-Mart Stores, Inc. Retrieved January 12, 2015, from Business Insights: Essentials database.

DemographicsNow. (2012). Boston, MA and San Francisco household comparison. Retrieved May 1, 2012, from DemographicsNow database.

Wang, J., Meric, G., Liu, Z, & Meric, I. (2010). A comparison of the determinants of stock returns in the 1987 and 2008 stock market meltdowns. Banking and Finance Review 2(1), 15-26. Retrieved from http://www.bankingandfinancereview.com/ojs/index.php/bfr.

EVALUATION

Assignments will be graded based on adherence to all requirements, thoroughness of answers, accuracy, and creativity.