Marketing Currents - Business and Marketing Current Events

Cholula Branches Out With First Ever Line Of Salsa And Taco Seasoning


Take heed, heat seekers and hot sauce heads. Cholula, makers of one of the most iconic, unique, and popular Mexican hot sauces, has just announced that it’s branching out with a line of three different salsas and three varieties of taco seasoning. 

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. Is Cholula a brand?
  3. How would you describe the Cholula brand?
  4. How do you think consumer perceive the brand?
  5. What is brand strength?
  6. What is brand loyalty?
  7. What is brand extension?
  8. How strong do you think a brand must be for a brand extension to be a success? How important is brand loyalty?
  9. How might this story demonstrate the concept of brand extension?
  10. Why would Cholula want to branch out by offering more than just hot sauce products?
  11. Why do you think they decided to launch salsa and taco seasoning?
  12. What is a product launch?
  13. Why is a product launch important to the short and long-term success of a new product?
  14. What is promotion?
  15. What is the promotion mix?
  16. Why is promotion important to the launch of a new product?
  17. If you were a marketing professional at Cholula, what type of promotion would you consider for the launch of its new salsa and taco seasoning products? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.