Marketing

Principles of Marketing

Experience Essay Round 4: Cobranding

I decided to do my round four essay on cobranding. Cobranding is a marketing partnership between two or more different brands of goods and services. As I was looking at the different options on what I could possibly write my essay on and saw that cobranding was an option, I instantly thought about the joint market with Taco Bell and Doritos. I remember like it was yesterday when I first saw the commercial of Taco Bell marketing their new product, Doritos Locos Tacos. The same day I saw the commercial was the first time that I tried to what I call, ”my love at first bite. This particular product was introduced on March 8, 2012 to correspond with the 50th year anniversary and has been a very popular product at Taco Bell. The Doritos Locos Tacos is a regular crunch taco, but the taco shell is made out of a Doritos chip flavor. At first, they just decided to use the nacho cheese flavor and then they decided to use more of Doritos flavors to attract the customers that nacho cheese Dorito flavored chip wasn’t appealing to.

This was an excellent innovation for both companies. According to fast company, within two years Taco Bell sold more than 450 million Doritos Locos Tacos and had to hire about 15,000 people, two or three per store in order to handle the sales growth and demand for Doritos Locos Tacos. Within the first ten weeks of the debut Taco Bell sold 10 million Doritos Locos Tacos. Doritos Locos Tacos isn’t the first time that consumers have tried using a Doritos product with taco meet. Many people, including family, friends, teammates and associates would either buy or make taco meat and buy a family pack of Doritos chips to use them as chips for taco salad. The Doritos chips made the taco salad ten times better. So it would makes sense why Doritos and Taco Bell would team up. Both brands are very well known and they both complement each other.

One thing that makes this jointly market so...