The purpose of marketing communication for Chipotle would be to make the customers aware of their new healthy and fresh food items. Moreover, the main purpose of this communication would be initially to stimulate the customers for trial purchasing and later to drive them for repeating their purchase. For this communication plan, the organization would use advertising methods towards creating product awareness and educate the customers regarding the product features.
On the other hand, the organization would also adopt public relation for making personal relationship with the customers for building their trust about the product. Sales promotion can also be adopted through offering various coupons, rebates and discounts towards persuading more sales for the new product. Apart from that, the organization can also adopt direct marketing and personal selling through telephone selling, email marketing and catalogue distribution to the customers.
The communication message of the organization is intended to reach worldwide customers. The healthy and fresh food items would be accepted to mass customers of the world. The organization would specifically target the young customer groups having high level of concern for their health. Along with young customer groups, the organization would also target medium income group, as all types of people need healthier foods for their happy and healthy life.
The response from the consumers in regards to the marketing communication would be determined from the order placement for the new product of the organization. It can also be calculated from the demand of the products from various wholesalers and retailers.
The communication message for the organization would be “healthier choice towards a healthy move”. The communicating message would be highly effective to the health conscious customers, who always seek healthier food for healthy body. Moreover, the message also represents genuine intension of the organization towards making a healthier life through providing healthy and fresh foods. On the other hand, this message can also be helpful in helpful in persuading the customers towards making prompt move towards healthier foods for getting healthier life.
The customer feedback would be collected in the form of new order placement for the healthier and fresh products. On the other hand, it can also be measured through the sales volume for the new product. Moreover, the sales volume for the new product can be used as key performance indicator for the new product. Apart from that, the feedback collected can also be determined through the numbers of visitors in the webpage of the organization for this new product.
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