Fast Food and Market - A Joint Technology Venture

By Marina Leight
California Computer News
January 1998

Marketing your company or product in the Information Age just keeps getting easier and less expensive. Where marketing professionals used to create standard promotion on paper, purchase bulk-mailing lists and ship out thousands of direct-mail brochures and flyers, now they can use the Internet to do bulk e-mail marketing and save money on paper and postage costs all at once. And while this is exciting and convenient, it demonstrates only the beginning of what technology can do to help streamline your company's marketing strategies.

New ideas to use technology to take marketing a step further just keep coming out the chute. Just take for example, Tricon Global Restaurants Inc., the world's largest restaurant system. They're utilizing what's called the Brand Toolkit system, a revolutionary new multimedia tool, for their KFC, Pizza Hut and Taco Bell brands.

Developed by DNA Visual Business Solutions, the Brand Toolkit efficiently organizes marketing and branding data. The Brand Toolkit is a multimedia CD-ROM being used to replace cumbersome field marketing resource binders.

The software integrates Tricon business information from various formats into one comprehensive resource. It also provides employees with an easy-to-use tool, and provides valuable marketing strategies and tactics as well as research information.

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