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ADV342 Pollo Tropical Geographic Expansion

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 (Barbara) can provide to you.
2. Think about what are the core elements of the situation you must address through research. Then, list
THREE research objectives you would articulate. Make sure to understand how different they are
from decision statements (or campaign objectives).
3. Think about the most important questions that research would address based on the problem provided
in the narrative. What research questions would you ask?PART II Pollo Tropical Brand Extension Product introduction and message development
6 points
Background

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