101034 Advertising:Media:Plan for Chipotle Mexican Grill

$20 Bonus + 25% OFF

$20 Bonus + 25% OFF

Securing Higher Grades Costing Your Pocket?
Book Your Assignment at The Lowest Price
Now!

Students Who Viewed This Also Studied

101034 Advertising:Media

Question:

Media Plan for Chipotle Mexican Grill

Executive summary

The following report will outline and discuss an advertising media plan for Chipotle Mexican Grill. Chipotle is a Mexican fast food brand, specialising in burritos and tacos. They are already well established in the United States, United Kingdom, Canada, Germany and France, and now plan on entering the Australian market. They pride themselves on their key point of difference amongst the fast food industry – serving food with integrity. Their brand is built upon the belief that produce and ingredients should be ethically sourced and should be of the freshest and highest quality. The following campaign will discuss how Chipotle will appeal to and

engage with Australian consumers across multiple media platforms.

Chipotle’s key challenge is to enter the Australian market, and compete within the existing fast food industry. They need to entice the competitors’ consumers to either switch, or try a new product. The consumers we plan to target are open to trying new products, and happy to pay the price for quality. However, they are full time working professionals, who currently want to enjoy quality life experiences because they “just don’t know what the future will bring” (Roy Morgan). Therefore, Chipotle aims to challenge the common assumption that fast food is not healthy or of substantial quality. Furthermore, it aims to position itself as a

gourmet alternative for those consumers seeking a higher quality experience to fit in with their busy lives.

In order to build effective brand awareness, we plan to implement a high reach, low-medium frequency media campaign, that builds up enough excitement around the opening of Chipotle restaurants. Seasonality does not have a major impact on this campaign however we have considered how scheduling may be affected during different times of the year. By using a combination of media channels including television, online and radio, we are able to maximise exposure to our target audience and develop a strong brand presence and identity across multiple platforms.

Implementation: 

Television advertisements will follow a burst pattern in the initial launch month of the

campaign, with 10 spots each week in the 7.30pm time slot, on the three major channels – Channel 7, Channel 9 and Channel 10. While this time slot wasn’t always the most cost effective, it had high TARPs and featured programs that our target audience would most likely be watching on almost every day of the week. Therefore, it seemed reasonable to allocate slightly more of the budget to cover the higher costs of advertising during this time slot. This would ensure a high reach during the beginning of the campaign and ultimately increase the likelihood-to-see. The number of spots allocated will then decrease for the following three months of the campaign and follow a pulse pattern. This is to ensure that Chipotle’s presence

remains in the mind, generates some curiosity and conversation around the brand, but avoids over exposure leading to the opening of the restaurants. Finally, another burst of activity will reaffirm the brand awareness and build up excitement around the official opening.

We have allocated a large portion of the budget to radio advertising across the most popular stations in Sydney, Melbourne and Brisbane. Placing these advertisements during the breakfast time slot seemed to be the most efficient way to build brand awareness. From our target audience analysis, we found that most people enjoy listening to the radio during their daily commute. We assumed then that our audience would be rather alert and attention levels would be high. In addition, placing advertisements in the drive time slot may have the same effect. While attention levels may not be as high (since the target audience has been at

work all day), it may be the time of day they are considering their choice of food for dinner. The radio spots booked have also been strategically placed in the weeks when television advertising will not be running, acting a subtle reminder of the brand’s presence.

In terms of online advertising, it is essential that we utilise this space to build a strong, informative online presence that engages directly with consumers. This will include the implementation of competitions, giveaways, sponsored entertainment and promotional content that allows the consumers to interact with the brand. We also plan on implementing a snapchat ‘discover’ ad surrounding the opening of the restaurants as this will stand out amongst the ad clutter on other media channels later in the year.

Conclusion:

The decision to advertise via television, radio and social media, and the implemented

scheduling patterns ensure that our target audience is engaging with the campaign as much as possible and that the brand receives the maximum amount of exposure, building consumer excitement before the opening date of the Chipotle restaurants. By adding an Australian twist to the media idea, a foreign brand can now resonate with Australian consumers and build a strong presence amongst the competitors within the fast food industry.

101034 Advertising:Media

Answer in Detail


Solved by qualified expert

Get Access to This Answer

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Hac habitasse platea dictumst vestibulum rhoncus est pellentesque. Amet dictum sit amet justo donec enim diam vulputate ut. Neque convallis a cras semper auctor neque vitae. Elit at imperdiet dui accumsan. Nisl condimentum id venenatis a condimentum vitae sapien pellentesque. Imperdiet massa tincidunt nunc pulvinar sapien et ligula. Malesuada fames ac turpis egestas maecenas pharetra convallis posuere. Et ultrices neque ornare aenean euismod. Suscipit tellus mauris a diam maecenas sed enim. Potenti nullam ac tortor vitae purus faucibus ornare. Morbi tristique senectus et netus et malesuada. Morbi tristique senectus et netus et malesuada. Tellus pellentesque eu tincidunt tortor aliquam. Sit amet purus gravida quis blandit. Nec feugiat in fermentum posuere urna. Vel orci porta non pulvinar neque laoreet suspendisse interdum. Ultricies tristique nulla aliquet enim tortor at auctor urna. Orci sagittis eu volutpat odio facilisis mauris sit amet.

Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Hac habitasse platea dictumst vestibulum rhoncus est pellentesque. Amet dictum sit amet justo donec enim diam vulputate ut. Neque convallis a cras semper auctor neque vitae. Elit at imperdiet dui accumsan. Nisl condimentum id venenatis a condimentum vitae sapien pellentesque. Imperdiet massa tincidunt nunc pulvinar sapien et ligula. Malesuada fames ac turpis egestas maecenas pharetra convallis posuere. Et ultrices neque ornare aenean euismod. Suscipit tellus mauris a diam maecenas sed enim. Potenti nullam ac tortor vitae purus faucibus ornare. Morbi tristique senectus et netus et malesuada. Morbi tristique senectus et netus et malesuada. Tellus pellentesque eu tincidunt tortor aliquam. Sit amet purus gravida quis blandit. Nec feugiat in fermentum posuere urna. Vel orci porta non pulvinar neque laoreet suspendisse interdum. Ultricies tristique nulla aliquet enim tortor at auctor urna. Orci sagittis eu volutpat odio facilisis mauris sit amet.

Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Hac habitasse platea dictumst vestibulum rhoncus est pellentesque. Amet dictum sit amet justo donec enim diam vulputate ut. Neque convallis a cras semper auctor neque vitae. Elit at imperdiet dui accumsan. Nisl condimentum id venenatis a condimentum vitae sapien pellentesque. Imperdiet massa tincidunt nunc pulvinar sapien et ligula. Malesuada fames ac turpis egestas maecenas pharetra convallis posuere. Et ultrices neque ornare aenean euismod. Suscipit tellus mauris a diam maecenas sed enim. Potenti nullam ac tortor vitae purus faucibus ornare. Morbi tristique senectus et netus et malesuada. Morbi tristique senectus et netus et malesuada. Tellus pellentesque eu tincidunt tortor aliquam. Sit amet purus gravida quis blandit. Nec feugiat in fermentum posuere urna. Vel orci porta non pulvinar neque laoreet suspendisse interdum. Ultricies tristique nulla aliquet enim tortor at auctor urna. Orci sagittis eu volutpat odio facilisis mauris sit amet.

Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

23 More Pages to Come in This Document. Get access to the complete answer.

MyAssignmenthelp.com has gained overwhelming popularity among the students of USA for providing cheap dissertation help without hampering the quality of papers. We are one of the few dissertation service providers who offer the combination of quality and affordability. Hence, we have become most preferred dissertation help provider in Washington, D.C., New York, Chicago and many cities of America. Apart from buying dissertation online, students also can avail editing and proofreading services from us. We also boast a pool of experienced dissertation editors who handle students requests for editing and proofreading.

More 101034 Advertising:Media: Questions & Answers

MKG530 Marketing Management

Assignment
Your marketing plan should demonstrate a promotional approach that embraces integrated marketing communications (IMC). This includes a clearly-stated message that is consistently communicated to your stakeholders.
Write a  page paper addressing your IMC promotional efforts that inc …

View Answer

Business Management

The assignment is about brand analysis: Harris Farm Markets, Australia we are attaching the assignment requirement and the grading and marking criteria please refer to Aldi sample attached and try to use diagrams and tables etc …

View Answer

Marketing Plan

Need it in 3 hours.. 2100 words.. M003LON – End of Module Assignment – Assignment Details M003LON – End of Module Assignment – Assignment Details Assignment 2 – End of Module Assessment – Individual Marketing Plan (60%) Marketing Plan for an existing company in your subject area. As the final assign …

View Answer

Marketing Strategy

Unit Learning Outcomes addressed:2) Identify and evaluate marketing opportunities;6) Design and produce a marketing strategy plan7) Write up a marketing strategy planWrite a Marketing Strategy report for Returned & Services Club (RSL) in your suburbAlmost every suburb in Australia has a RSL club …

View Answer

Content Removal Request

If you are the original writer of this content and no longer wish to have your work published on Myassignmenthelp.com then please raise the
content removal request.

Choose Our Best Expert to Help You

  • slider

  • slider

expert

student rating
student rating
student rating
student rating
student rating

Lyons Putnam

PhD in Chemistry with specialization in Organic Chemistry

650 – Completed Orders

Hire Me

expert

student rating
student rating
student rating
student rating
student rating

Ervin Coll

PhD in Psychology with specialization in Cognitive Psychology

533 – Completed Orders

Hire Me

expert

student rating
student rating
student rating
student rating
student rating

Gavin Burton

PhD in English with specialization in African-American literature

617 – Completed Orders

Hire Me

expert

Still in Two Minds? The Proof is in Numbers!

38983 Genuine Reviews With a Rating of 4.9/5.

Webpage Design

Programming: 12 Pages, Deadline:
1 day

I got 55%, I explained to the expert and deadline was met most importantly. Ggggg

flag User ID: 8***76 United Kingdom, Great Britain

Maths

Home Work: 1 Page, Deadline:
6 days

Great work, everything was clear and legible. I can always count on excellent work, thank you.

flag User ID: 4***77 United Kingdom, United States

Assignment

Assignment: 1 Page, Deadline:
7 days

thank you, you did a good job. the teacher suggest that you should use more detail to support your agrument

flag User ID: 7***90 Saint Louis, United States

Healthcare

Home Work: 2 Pages, Deadline:
1 day

Superb work, very impressed. The help just continues to be of the best quality. I couldn’t ask for better support

flag User ID: 6***81 Saint Louis, United States

Supply Chain

Programming: 3 Pages, Deadline:
9 days

Outstanding work. I will work with you again and again soon. I really appreciate your help; thank you so much.

flag User ID: 8***71 Riyadh, Saudi Arabia

Property Law

Course Work: 1 Page, Deadline:
20 days

all work is done very well, i think i will ask more help from you in future. Thanks

flag User ID: 8***63 Riyadh, Australia

Management

Assignment: 12 Pages, Deadline:
10 days

Credit to the expert who did a great job with this assignment! Covered most of the requirements! Thank you!

flag User ID: 3***95 Riyadh, Singapore

Business Law

Home Work: 4 Pages, Deadline:
9 days

Solution was provided in a timely manner. Expert managed to meet my expectation. Have yet to receive my result yet

flag User ID: 8***16 Riyadh, Singapore

Statistics

Programming: 4 Pages, Deadline:
4 days

This company has taken their work seriously and did a great job in producing a top quality assignment. highly recommended.

flag User ID: 7***37 Riyadh, Singapore

Assignment

Essay: 5 Pages, Deadline:
3 days

The writer did an awesome job with my assignment. This is my third time with them and they have kept to their quality of work.

flag User ID: 7***37 Riyadh, Singapore

Management

Assignment: 12 Pages, Deadline:
19 days

I am very happy to get my 100% Grade in my assessment. I wish say thank you so much.

flag User ID: 4***18 Riyadh, Australia

Project Management

Assignment: 4 Pages, Deadline:
9 days

Well written with sheer creativity. Always on time. Well done. I surely will recommend.

flag User ID: 1***16 Bella Vista, Australia

Healthcare

Essay: 2 Pages, Deadline:
15 days

Nice work! Thanks for the revision. It meets the requirement now. I am very satisfied with the work.

flag User ID: 7***67 Bella Vista, United States

Marketing

Home Work: 1 Page, Deadline:
23 days

Good job. Will use expert again. Thank you for your help and time that I needed on this assignment.

flag User ID: 5***56 San Francisco, United States

Accounting

Essay: 2 Pages, Deadline:
8 days

Received a 90/90 on my assignment, thank you to the professionals for completing this in a timely manner.

flag User ID: 8***75 San Francisco, United States

Assignment

Home Work: 1 Page, Deadline:
5 days

This service is an exquisite one. Answers came out early, accurate work was done and all

flag User ID: 8***17 Accra, Ghana

Assignment

Home Work: 1.2 Pages, Deadline:
7 hours

So far the papers were before time. The is not graded yet but overall i like the personal opinion. I did do little amend. I like the paper.

flag User ID: 7***0 Castro Valley, United States

Assignment

Home Work: 1.2 Pages, Deadline:
7 hours

So far there was 2 places where it was note quotes correctly with critiques, but i fixed it. overall the paper was very good

flag User ID: 7***0 Castro Valley, United States

Psychology

Essay: 2 Pages, Deadline:
1 day

Great job on working on this paper that allowed me to get a good mark. Would recommend this service

flag User ID: 6***81 Castro Valley, Canada

Nursing

Essay: 5 Pages, Deadline:
26 days

I am satisfied with the assignment. Prof. commented excellent job and i got good grades. Thank you.

flag User ID: 7***90 Castro Valley, Canada

Webpage Design

Programming: 12 Pages, Deadline:
1 day

I got 55%, I explained to the expert and deadline was met most importantly. Ggggg

flag User ID: 8***76 United Kingdom, Great Britain

Maths

Home Work: 1 Page, Deadline:
6 days

Great work, everything was clear and legible. I can always count on excellent work, thank you.

flag User ID: 4***77 United Kingdom, United States

Assignment

Assignment: 1 Page, Deadline:
7 days

thank you, you did a good job. the teacher suggest that you should use more detail to support your agrument

flag User ID: 7***90 Saint Louis, United States

Healthcare

Home Work: 2 Pages, Deadline:
1 day

Superb work, very impressed. The help just continues to be of the best quality. I couldn’t ask for better support

flag User ID: 6***81 Saint Louis, United States

Supply Chain

Programming: 3 Pages, Deadline:
9 days

Outstanding work. I will work with you again and again soon. I really appreciate your help; thank you so much.

flag User ID: 8***71 Riyadh, Saudi Arabia

Property Law

Course Work: 1 Page, Deadline:
20 days

all work is done very well, i think i will ask more help from you in future. Thanks

flag User ID: 8***63 Riyadh, Australia

Management

Assignment: 12 Pages, Deadline:
10 days

Credit to the expert who did a great job with this assignment! Covered most of the requirements! Thank you!

flag User ID: 3***95 Riyadh, Singapore

Business Law

Home Work: 4 Pages, Deadline:
9 days

Solution was provided in a timely manner. Expert managed to meet my expectation. Have yet to receive my result yet

flag User ID: 8***16 Riyadh, Singapore

Statistics

Programming: 4 Pages, Deadline:
4 days

This company has taken their work seriously and did a great job in producing a top quality assignment. highly recommended.

flag User ID: 7***37 Riyadh, Singapore

Assignment

Essay: 5 Pages, Deadline:
3 days

The writer did an awesome job with my assignment. This is my third time with them and they have kept to their quality of work.

flag User ID: 7***37 Riyadh, Singapore

Management

Assignment: 12 Pages, Deadline:
19 days

I am very happy to get my 100% Grade in my assessment. I wish say thank you so much.

flag User ID: 4***18 Riyadh, Australia

Project Management

Assignment: 4 Pages, Deadline:
9 days

Well written with sheer creativity. Always on time. Well done. I surely will recommend.

flag User ID: 1***16 Bella Vista, Australia

Healthcare

Essay: 2 Pages, Deadline:
15 days

Nice work! Thanks for the revision. It meets the requirement now. I am very satisfied with the work.

flag User ID: 7***67 Bella Vista, United States

Marketing

Home Work: 1 Page, Deadline:
23 days

Good job. Will use expert again. Thank you for your help and time that I needed on this assignment.

flag User ID: 5***56 San Francisco, United States

Accounting

Essay: 2 Pages, Deadline:
8 days

Received a 90/90 on my assignment, thank you to the professionals for completing this in a timely manner.

flag User ID: 8***75 San Francisco, United States

Assignment

Home Work: 1 Page, Deadline:
5 days

This service is an exquisite one. Answers came out early, accurate work was done and all

flag User ID: 8***17 Accra, Ghana

Assignment

Home Work: 1.2 Pages, Deadline:
7 hours

So far the papers were before time. The is not graded yet but overall i like the personal opinion. I did do little amend. I like the paper.

flag User ID: 7***0 Castro Valley, United States

Assignment

Home Work: 1.2 Pages, Deadline:
7 hours

So far there was 2 places where it was note quotes correctly with critiques, but i fixed it. overall the paper was very good

flag User ID: 7***0 Castro Valley, United States

Psychology

Essay: 2 Pages, Deadline:
1 day

Great job on working on this paper that allowed me to get a good mark. Would recommend this service

flag User ID: 6***81 Castro Valley, Canada

Nursing

Essay: 5 Pages, Deadline:
26 days

I am satisfied with the assignment. Prof. commented excellent job and i got good grades. Thank you.

flag User ID: 7***90 Castro Valley, Canada

callback request mobile

Have any Query?

QUALITY: 100% ORIGINAL PAPER – NO PLAGIARISM – CUSTOM PAPER

Leave a Reply

Your email address will not be published.