1. Visual Illustration
A B Preparing a visual illustration with required content and image
2. Rational To Support The Communication Campaign
Explain how promotional mix theory helps in selecting communication channel
Promotion mix theory includes various promotional mixes to attract the customers. Those are:
Personal Selling- This method is used by the companies when they need to contact to the potential customers (Green and Williams, 2016). Under this contact directly to those buyers though different communication channels such as fairs and trade event in the targets markets, samples are given to potential consumers in case of restaurants etc. to promote their products directly to the consumers.
Advertisement- Advertisement can be defines as any paid promotion or presentation of ideas regarding the goods and services by specified sponsor. There are various medium of advertising products such as radio, television, newspapers, magazines, print ads, internet, exhibitions, cinema, video, travel trade press etc (Strauss, 2016). Following modes are used to communicate or to attract the consumers towards the company’s product Chipotle can also use any of this medium to promote its fast food chain in the targeted market that is various cities of France.
Sales promotion- This strategy involves various activities such as free sample as well as advertising campaign, offerings free gifts or trading stamp. Organize exhibitions, telemarketing, personal letter etc. That further leads to pull consumer to purchase companies product (Perrone and Wodonga, 2015).
Public relation- Under these companies put efforts towards establishing and maintains the goodwill of firm in the eyes of the existing as well as new customers. It includes various communication channels that are press relies, company literature, websites, videos and at last annual reports.
Describing targeted audiences and their response to new strategy
Chipotle has is major business in the area of US and Canada. So it was decided in the marketing plan that company is going to target new audiences in various cities of France. For which the company has installed various trucks nearby metros, public parks, tech parks etc. (Tuten and Solomon, 2014). Also had come into partnership with two delivery partners so that it can reach to the clients in France. Along with this it has also opened its restaurants in college campuses as is majorly targeted audiences were youngsters and teenagers. All this had leads to increase in the dales of the organisation in France and is ready to give tough competition to the fast food chains of France.
Applying marketing theory AIDA
AIDA model basically states that the advertising company should know how to attract the targeted customers (Competitors of chipotle. 2016). This theory helps in guiding how attract buyers towards the product or services. In other words to create crucify among buyers regarding the product.
As name state the advertisement campaign it may be a poster should be attractive and eye catching that instead catches the attention of customers. Coming over the above poster its absolutely eye catching for both costumers as well as the investors. These days people are more h health conscious and right in the middle of poster it has been mention that chipotle provides fresh and naturally raised meat (Lewis, Byrom and Grimmer, 2015).
In the above poster various food items for which Chipotle is famous has been mentioned. The major product for which the firm is famous is its burrito rolls. That has been located on the poster o attract the consumers and develop their interest regarding the products.
Once you get to know about the refreshing and naturally prepared meat and other materials one will definitely desire to eat the product. Even though the prices are high the customers will come as they are health conscious and wants to eat fresh meal (Gonzalez-Padron and Ferguson, 2015). Various competitors have been also mentions above in poster. This helps the costumers to desire about the company’s image and it help it to find best option among it.
Now when the attention has been gathered and also the interest and desires is achieved the last thing is purchasing the product. Once the costumers find a thing interest attractive and desirable he or she will definitely purchase it that is called final action.
Gonzalez-Padron, T. and Ferguson, J. M., 2015. Using a Service Audit Project for Improving Student Learning in a Service-Marketing Course.Marketing Education Review. 25(2). pp.99-116.
Green, Y. N. and Williams, J. A., 2016. An Investigation of Restaurant Week as an Effective Marketing Strategy. In Advances in Hospitality and Leisure (pp. 83-97). Emerald Group Publishing Limited.
Lewis, G. K., Byrom, J. and Grimmer, M., 2015. Collaborative marketing in a premium wine region: the role of horizontal networks. International Journal of Wine Business Research. 27(3). pp.203-219.
Perrone, A. and Wodonga, T. A. F. E., 2015. Centralian College: Creating a strategic marketing plan for long-term growth. Marketing. p.85.
Strauss, J., 2016. E-marketing. Routledge.
Tuten, T .L. and Solomon, M. R., 2014. Social media marketing. Sage.
Competitors of chipotle. 2016. [Online].AvailableThrough:<<https://www.google.co.in/search?newwindow=1&espv=2&biw=780&bih=356&tbm=isch&sa=1&q=compititors+of+chipotle+&oq=compititors+of+chipotle+&gs_l=img.3...96105.106431.0.107188.8.131.52.0.0.0.0.0..0.0....0...1c.1.64.img..30.0.0.tg87EOWM1Nc>. [Accessed on 9th April].