Chipotle food with intrigity

IMC CAMPAIGN

INTRODUCTION

Chipotle Mexican grill is a chain restaurants in the us and Canada specialising in burritos & tacos it was founded by

Steve Ellas in 1993 & based in Denver ,Colorado

The restaurant is known for its large burritos, assemble line production, & use of natural ingredients. The company has released a mission statement called

food with integrity which highlights its efforts in using organic ingredients and serves more naturally raised meat than any other restaurant

Chipotle is one of the fast chain of fast casual dining establishment

CUMBERSOME LICENCING FOOD PRICE FLACTUATION

HIGH COST OF REAL ESTATELACK OF SKILLED MAN

POWER

Indian brands exploring the foreign market

Emergence of theme-based cafes and restaurants

• A well recognized brand in u.s , u.k, canada

• An employee strength of around 30,940

• Use of nationality raised meat and organic ingredients

• Comparatively high priced menu item due to use of natural ingredient

• Limited choice of menu

• Major presence only in us and canada

• Expansion in untapped regions

• Addition of new items to menu

• Growing trend of health consciousness amongst people.

• Intense competition from other players e.g- California tortilla, baja fresh

• Voliatility in price for raw material

• Economic instability

(STRENGTH) (WEAKNESS)

(OPPORTUNITY)(THREATS)

SWOT ANALYSIS

PRIMARY

perception of chipotle

Drawn towards cheaper options

Friendly, MUST WALK ON ADVE Interview

Most interviews

Favorable RISING

MILLENNIAL BECOMING MORE HAELTH CONSIOUS

TIGHT BUDGETS

Chipotle position themselves based on there product characteristics

Great testing food that is healthy

Fresh

High quality ingredients

By December 2014

• Increase awareness 20%

• Increase positive brand recognitiion 50%

• Create positive attitude 30%

G

O

A

L

MAIN MEDIAword of mouth , television ,commercial ,internet

SUPPORT MEDIA

Radio , billboards

• TELEVISION

• RADIO

• PUBLIC RELATION

• INTERNET MARKETING

• SALES PROMOTION

INTEGRATED

MARKETING

COMMERCIAL ONESPN AND MTV

USEFULL IN REACHING TARGET MARKET AT HIGH FREQUENCY

SUNDAY NIGHT FOOTBALL “THE

TONIGHT” WITH JIMMY FALLON.

RADIO ADVERTISING

Adds aired on ZID-100 an 92.3

WRPR-FM WSRU-FM

Both stations listen to by many college students

Also on local college stations

PUBLIC RELATION

Creating an emotional response

(College campus film screenings)

Events sponsorship

INTERNET MARKETING

• Facebook(spread it news of events, source of information)

• Google (Used ad bar)

• Twitter(Direct interaction with consumers)

SALES PROMOTION

Promotion on material sent to college towns across the nation

Pamphlet focusing on healthy alternatives & quality ingrediants

Cupons, rewards & discounts

SALESPROMOTION

RESULT

Created awareness of chipotle and its values among their target

market

Created positive attitude by 35% at the end of 2014

Increased awareness by 20% at the end of 2014

Positive brand imageconsumers fully

understood what chipotle stands for

Increased a media exposure by 14% at the end of 2014