2. 7 in 1 Advertising
Sarah Oak
Lindsey Hansen
David Tran
Kym Pugliese
Stephanie Fernandez
Jackie Hesketh
Kerryann Gray
3. Chipotle Background
Chipotle’s Mission:
“We believe in making food that is the best we can find. Only working with
ranchers and suppliers who only offer all natural ingredients, we promise to provide
you with the finest burritos on Earth.”
4. Target Market
Chipotle’s primary target is adults ages 18-24 who are high
school educated, and many times, college educated as well.
Demographics Psychographics
59.7% Female, 40.3% Male Environmentally conscious
Between the ages of 18-24 Active lifestyle
Income earned is between $10k - $60k Socially Focused
82% Caucasian Tech Savvy
44% have a college education Image conscious
69% have no children Financially Unfocused
5. Target Market
Based on the target’s expectations of fast food restaurant, we were able to separate
the target into two distinct groups:
Grubbers Health Nuts
6. Objective/Strategy/Tactics
Objective:
To establish Chipotle as the primary choice over other fast food competitors for the
target audience.
Strategy:
To convince the target audience to buy Chipotle instead of fast food competitors
because Chipotle serves quality ingredients and allows consumers to customize their
meals on the spot.
Tactic:
Using traditional and non-traditional media with sales promotion.
8. Media Plan
Media Plan
7 in 1 Advertising has outlined a media plan that is creative and has powerful insights. It is a serious yet fun strategic
plan to reach our target audience.
Media Objectives
• Increase consumer awareness and preference among other fast food restaurants.
• To establish Chipotle as the primary choice over other fast food competitors.
• Establish effective reach and frequency goals.
Media Strategies
•To convince the consumers to buy Chipotle instead of other fast food.
•Make consumers aware of Chipotle’s quality fresh ingredients.
•Develop a media plan using traditional and non traditional media.
•Use promotional events to maintain campaign awareness.
•Use Guerrilla marketing for additional support in key markets.
