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标题文本正文级别 1 正文级别 2 正文级别 3 正文级别 4 正文级别 5

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正文级别 1 正文级别 2 正文级别 3 正文级别 4 正文级别 5 标题文本

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标题文本正文级别 1 正文级别 2 正文级别 3 正文级别 4 正文级别 5

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标题文本

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Integrated Marketing CHIPOTLE MEXICAN GRILL Strategic Communications

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THE LOOP MODEL The Big Idea Advertising Marketing/Promotions Public Relation Earned Medias Commercials, Ads, Billboard, Internet Coupons, Inserts, Point of Sale News Announcements, Video Issues Management Social Media Branded/sponsored content

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EXAMPLE: CHIPOTLE MEXICAN GRILL 2013 GMO Free Campaign RESEARCH: Strengths -- Market leader in Mexican-themed, fast-casual dining segment Affordable, quality Mexican food Weaknesses – Fast-food perception Competition with “authentic” Mexican restaurants Opportunities – Position itself as a “step above” fast-food Emphasize convenience, without compromising on quality Threats – Large competition in this market i.e. Baja Fresh, Qdoba, Moe’s Southwest Grill

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MARKET MIX PLANNING/ IMPLEMENTATION https://www.bing.com/videos/search?view=detail&mid=282733E9CF755F042C81282733E9CF755F042C81&shtp=Gmail&shid=8d09c3c8-982f-4fd0-82f6-2368dece790e&shtk=Q2hpcG90bGUncyBUaGUgU2NhcmVjcm93IGFk&shdk=Q2hpcG90bGUncyBUaGUgU2NhcmVjcm93IGFkIGZvciBiZXN0IGFuZCB3b3JzdCBjb21tZXJjaWFscyBvZiB0aGUgeWVhci4%3D&shhk=z4dtnHPSWovYfIsf90voakuMJZWgguiuQ78oi6Y5Q8k%3D&form=VDSHOT&shth=OSH.zwQHBYnLmdWyy3PpyfOqhQ ADVERTISING: THE SCARECROW

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MARKETING/PROMOTIONS Development of “The Scarecrow” iPhone app The Scarecrow: Buy One Get One free Promotion Partnership with Loomstate for Chipotle apparel and gear– “a joint commitment to environmental and social responsibility, with a focus on the highest standards in the ingredients we use, the materials we source, and our methods of production” MARKETING MIX PLANNING/ IMPLEMENTATION:

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PUBLIC RELATIONS September 12 th : “ Chipotle Launches “The Scarecrow” for iPhone, iPad & iPod touch and Animated Short Film” September 19 th : Chipotle Mexican Grill Endorses I-522, Washington State’s Proposed GMO Labeling Law (the genetically modified (engineered) foods labeling initiative) CHIPOTLE DOUBLES DOWN ON ORGANIC The Ethical Burrito Chipotle Returns to Animation to Support Sustainable Farming MARKET MIX PLANNING/ IMPLEMENTATION

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EVALUATION: Measure # of views on The Scarecrow video advertisement Measure # of downloads of The Scarecrow game Measure # of coupons redeemed in Buy One Get One Free promotion Measure # of media impressions garnered from press coverage Measure increase in sales for months following the campaign Create opinion survey to be given before and after campaign, to measure brand perception.

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A new lawsuit claims that Chipotle still serves lots of items made with GMOs — despite advertising itself as GMO-free. Lawsuit Sept. 1, 2015

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Lawsuits filed over nation-wide cucumber salmonella outbreak by Dan Mitchell @ thefoodeconomy September 9, 2015, 11:30 AM EDT Two lawsuits, both in Minnesota, have been filed in connection with an outbreak of salmonella, apparently borne by cucumbers, that has killed one person and sickened hundreds of others in 27 states. Bill Marler, of the Seattle-based firm Marler Clark, filed a lawsuit earlier this week against produce distributor Andrew & Williamson of San Diego, Calif., on behalf of a Minnesota woman, Kathleen R. Dvergsten. Marler claims Dvergsten ate a tainted cucumber on August 12 at a Red Lobster in Farmington, Minn. She was hospitalized for more than a week and reportedly is still recovering.

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Non-Profit organization Center for Consumer Freedom plans a new round of ads this week attacking Chipotle restaurants. The campaign follows Chipotle’s announcement that it will no longer use any genetically modified ingredients. The organization accuses Chipotle of being misleading, but some say the center itself has questions to answer about its motivations.

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Integrated Marketing Assignment What was Chipotle's Big Idea? Do you think the big idea was connected to market research about the food preferences and eating habits of consumers? In what ways was marketing and public relations integrated in this campaign? If yes, what was the news hook? Be specific. Think of things that have appeared in the news that might relate to this campaign. What went wrong? What principles of Issues Management or Crisis Management weren’t followed?