Mcom4040 Marketing And Communications- Chipotles Assessment Answers

In order to communicate the new strategy that relates to the organisations vision, you are required to prepare:

1. A visual illustration 

following the guide below:

A) The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers).

B) The content must include Image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience.

2. A rational to support the communication campaign (the poster) which should:

A) Include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel.

B) Describe the target audience and the response sought in relation to the new strategy.

C) Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set.

Answer

• Communication is the best way of marketing any product or service for customers.
• As commented by Parente and Strausbaugh-Hutchinson (2014), based on the type of promotional mix the communication channel needs to be chosen.
• Selection of inappropriate communication channel can lead to improper conveying of messages to the customers thereby, hampering the promotion.
• Therefore, if the promotional mix chosen by Chipotle is sales promotion then the most suitable way of communication is electronic medium.

• In order to market the product, organization needs to target particular section of customers that will enhance their sales (Patino, Pitta and Quinones 2012).
• Therefore, Chipotle has targeted customers between age group 18-24 years.
• Moreover, another way of targeting the customers is stating the organic ingredients used for their food items.
• Communication through electronic such as social media, internet, mobile is most suitable as customers between 18-24 years age are frequent users. 
• The use of electronics such as mobile and social media is highly facilitated among people aged between 18-24 years. 
• Based on the popularity, Chipotle has selected electronics as the medium of communication to make the targeted customers aware of their products and sales strategies.  

AIDA model is one of the best model to ensure effective communication in business (Rawal 2013).

• Therefore, Chipotle can use AIDA model to communicate effectively between the target customers maximize their sales.

According to the model, awareness is created about product among the customers followed by details of their service such as price and availability.

• Moreover, Chipotle needs to make their service desirable by involving celebrities or benefits of the product followed by taking suitable actions to make it available for the customers.

References

Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans.

Cengage Learning. Patino, A., Pitta, D.A. and Quinones, R., 2012. Social media's emerging importance in market research. Journal of Consumer Marketing, 29(3), pp.233-237.

Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps.

International Journal of Multidisciplinary research in social & management sciences, 1(1), pp.37-44.