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Chipotle Mexican Grill Essay

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Chipotle Mexican Grill Essay
Chipotle Mexican Grill
Advertising Campaign Planning & Management
2011/6/4
Tao WenchanBMCD1 1022A (M37) |

I. Executive Summary
The American famous fast food brand Chipotle plans to enter the Singapore market in 2011 and they decide to develop a comprehensive advertising campaign when the restaurant launch in Singapore. The campaign will start from marketing research in June, 2011 and end in March, 2012.
This assignment will begin with the part of situation analysis. The writer collects information to understand the current condition of Chipotle Mexican Grill and what kind of situation it will face with in fire new market. Through current user profile, we know the target audience of the company. The production evaluation provides the …show more content…
Interactive Media Recommendations (if appropriate)
Objective:
To create new brand awareness; to make the customers taking a strong interest in our product; to create need and requirement for natural food.
Strategies:
Free samples; member discount; employee training; special order for vegetarian; storytelling event; Website communication; outdoor advertising for special sets; leaflet
Tactics:
Free sample:
During the first restaurant open, Chipotle welcome customers to taste the food. Restaurant will offer a one-quarter size burrito for each customer. This event will continue for 2 days from Oct.1 to Oct. 2.
Member discount:
Customers who collect 10 stamps (purchase one meal to collect one stamp) could have a 20% discount for a meal. This event will start from Jan. and end in Mar.
Employee training:
Before the employees work, Chipotle will arrange them to accept a half-month training. The content includes cook skill, smile serve and emergency responding.

Special order:
Singaporeans take care of food healthy, many of them are vegetarians. Chipotle restaurants offer vegetarian burritos to cater for their demand.
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