how chipotle positioned thereself in the mind of the customer as they are only food company who thinks about there health.

1. Chipotlefood with intrigity
IMC CAMPAIGN

2. 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

3. CUMBERSOME LICENCING FOOD PRICE FLACTUATION
HIGH COST OF REAL ESTATE
LACK OF SKILLED MAN
POWER

5. Indian brands exploring the
foreign market
Emergence of theme-based
cafes and restaurants

6. • 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

7. PRIMARY
perception of chipotle
Drawn towards cheaper options
Friendly, MUST WALK ON ADVE Interview
Most interviews
Favorable RISING

8. MILLENNIAL BECOMING MORE HAELTH
CONSIOUS
TIGHT BUDGETS

9. Chipotle position themselves based on there product characteristics
Great testing food that is healthy
Fresh
High quality ingredients

10. By December 2014
• Increase awareness 20%
• Increase positive brand recognitiion 50%
• Create positive attitude 30%
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11. MAIN MEDIA
word of mouth , television ,commercial ,internet
SUPPORT MEDIA
Radio , billboards

12. • TELEVISION
• RADIO
• PUBLIC RELATION
• INTERNET MARKETING
• SALES PROMOTION
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13. COMMERCIAL ON
ESPN AND MTV
USEFULL IN REACHING
TARGET MARKET AT
HIGH FREQUENCY
SUNDAY NIGHT
FOOTBALL “THE
TONIGHT” WITH JIMMY
FALLON.

14. RADIO ADVERTISING
Adds aired on ZID-100 an 92.3
WRPR-FM WSRU-FM

15. Both stations listen to by many college students
Also on local college stations

16. PUBLIC RELATION
Creating an
emotional response
(College campus
film screenings)
Events
sponsorship

17. INTERNET MARKETING
• Facebook
(spread it news of events, source of information)
• Google (Used ad bar)
• Twitter
(Direct interaction with consumers)

18. SALES PROMOTION
Promotion on material sent to college towns across the nation
Pamphlet focusing on healthy alternatives & quality ingrediants
Cupons, rewards & discounts
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20. 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 image
consumers fully
understood what chipotle stands
for
Increased a media exposure by
14% at the end of 2014