Rational
1. The promotional mix theory contains the set of tools that any business can use effectively to communicate about the benefits or positives of their products or services. This mix is a part of the broader marketing mix (Baker 2014). It consists of the following tools:
- advertising
- public relations
- sales promotion
- direct marketing
- personal selling
The promotional mix provides a way for the customers to know about the company’s products and services. For any business to survive in today’s competitive market, they need to effectively communicate with their customers regarding company details to generate sales and profits. These tools provide the company with channels for effective customer communication (Kitchen and Burgmann 2015).
2. The specific target groups of people are the middle class consumers and the target segments are the one from the urban and suburban regions. The target customer fall between the age ranges of 18 to 45 years. They must be educated to understand the value of organic food. The target audience is expected to bend towards this kind of food, as more and more people today are becoming health conscious. These kinds of target audience understand the practicality behind purchases, having a justification and need for everything they buy. They would understand the long-term value of Chipotle’s products and services and be a loyal customer to them (Guarin and Knorringa 2014).
3. The AIDA (Attention, Interest, Desire, Action) theory can be applied to judge the poster’s capability in meeting the set objectives. The aim of the poster was to make the stakeholders interested in the products and services of Chipotle.
Attention: The first goal is to grab the reader’s attention and to do that the content has been kept relevant and in sync with the modern ways of business making (DeMers 2013). For that, the poster’s look has been kept bright and elemental.
Interest: After grabbing the attention of the audience, it’s important to help in understanding the issue. Chipotle has attempted to build a strong profile of whom to target, and based on that the objectives were set and included in the poster so that the audience can warm up to the end prospect and put in their interest by understanding the concerns (DeMers 2013).
Desire: To make the audience desire something, it is important to capture their interest first. A catch line to capture that interest was included in the poster. The rest of the poster portrayed the dream of the restaurant, setting objectives and deciding on strategies to achieve them. The goal is to tap in to the emotions of the audience and make them desire to have access to the product or service (DeMers 2013).
Action: After stirring up the desire, it is time to close the deal. This stage is mainly the call to action. The different strategies included in the poster are what is decided upon as the ways to show what to do next (DeMers 2013).
References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
DeMers, J. 2013. How To Use The AIDA Formula To Boost Your Content Marketing Strategy. [online] Forbes.com. Available at: https://www.forbes.com/sites/jaysondemers/2013/08/05/how-to-use-the-aida-formula-to-boost-your-content-marketing-strategy/3/#52c46b257e87 [Accessed 8 Mar. 2017].
Guarin, A. and Knorringa, P., 2014. New middle-class consumers in rising powers: Responsible consumption and private standards. Oxford development studies, 42(2), pp.151-171.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), pp.34-39.
