Chipotle Breakfast Line
description
Transcript of Chipotle Breakfast Line
Chipotle Breakfast Line
By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta
Agenda
Introduction The Product Trends and Keys to Success Product Position Target Market Marketing Mix Marketing Communications Marketing Objectives Financial Plan
Introduction • Founded by Steve Ells in 1993 • Headquarter is based in Denver, Colorado• Chipotle is a chain of restaurants that runs in
the United States, Canada, and Europe• ‘Food With Integrity’
The Product
• Market Needs-Need for healthy and convenient breakfast that is offered at a fair price
• The Product
TRENDS AND KEYS TO SUCCESS
• Trends- Cultural shift towards eating healthy and organic - Cultural shift towards supporting local farms
• Keys to success- Breakfast line is a niche in a large market
-Superior customer service
Product position
• Positioning Statement:For the busy and on-the-move people who want a healthy and
convenient breakfast, Chipotle offers delicious breakfast burritos and breakfast bowls that will give people the right start to their mornings.
• The Value Proposition- More for the same
TARGET MARKET
• Geographics
• Demographics-Age-Income-Life-cycle
Marketing Mix
• Pricing-$6.70 per breakfast burrito/bowl
• Distribution- Contractual vertical marketing system
Marketing Communication• Advertising
• Sales Promotions
• Public Relations
BREAKFAST BURRITOOR BREAKFAST BOWL
Financial Plan
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TFC
TVC
TC
Sales
Profit
Break-even analysis
WHAT WE LEARNED
Questions?
THANK YOU!