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CHIPOTLE MEXICAN GRILl

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by

Bri V

on 11 December 2014

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Transcript of CHIPOTLE MEXICAN GRILl

THE POWER BOARD!
Target & Positioning
BRAINSTORM
ELEMENTS
copy and paste as needed and take advantage of an infinite canvas!
Goals & Objectives
Advertising
Introduction
Fast casual dining establishment
Founded by Steve Ells in 1993
Over 1,500 locations
Issues & Problems

Intense competition
Unfamiliarity
Chipotle who???
SITUATION

The purpose of this IMC plan is to build a strong brand image and develop brand awareness within college students in order to increase market share for Chipotle Mexican Grill.
SWOT ANALYSIS
CHIPOTLE MEXICAN GRILl

Fondfoods Advertising
Primary Research
General Perception
Communication Channel
Important Factors for Choosing Fast Food
Social Responsibility
About Chipotle

College students
Majority of students prefer to eat off-campus
Nutrition is essential
Purchasing factors: price, quality, and cleanliness
Attributes & benefits strategy

Stress the importance of natural and organic ingredients
Direct Marketing

Main goal is increase sales
•Objectives:
•Increase market share by 20%
•Increase media exposure by 25%
•Increase awareness by 20%
•Increase brand name recognition by 20%
•Increase positive attitudes by 25%
Media & Message Strategy
Word of Mouth
Internet
TV
Magazines
Newspaper

Organic Ingredients
Good Taste
Exceptional quality
Excellent Value
Health Conscious

Major Networks: ABC, NBC, MTV, CBS
Evening-time productions: Sunday Night Football,
NCIS
Cable TV: The Walking Dead, ESPN, South Park, Chicago P.D.
Search Engine Advertising: Banners
Posters, banners, signs in Chipotle Restaurants
Transit Advertising
Celebrity Endorsements (Taylor Swift & Michael Jordan
Magazine Features

Direct mail, Email subscriptions
ValPak - Discount Coupons
Account subscription with Chipotle

Sales Promotion
In-store sampling (free samples)
Post-purchase coupons
Internet Coupons: ESPN, RateMyProfessor, EasyBib,
Happy Hour!
5:00pm-7:00pm - All burritos, crunchy tacos, soft tacos are 50% off.

Public Relations & Internet Marketing
College Humor, Huffington Post, and Young Entrepreneur
Team up with Colleges
Work with local soup kitchens

Use Social Media Sites
#WhyChipotleRules
Short Videos of Consumers saying Why Chipotle Rules

Media Schedule
Budgeting
Evaluation
33 people surveyed
Reach a wider pool of students
Gather more in-depth responses
for more accurate responses for the
future
(Internal / External)
Buildup approach
Total budget = $70.15 million
49.8% of budget used from start of campaign
Magazines, coupons, social media ads, etc.

By: Brian Vuu
Christine Batista
Matt McGuire
Sean Devine
Li Li
Full transcript