Premium Essay

Communicate the Value

In: Business and Management

Submitted By mrswright2003
Words 780
Pages 4
Week 6: Communicate the Value

Keller Graduate School of Management
Professor Janell Harvey
Marketing 522
February 11, 2016 Why are we developing a new IMC campaign? Problem: Chipotle a well know Mexican Grill, has provided millions of customers over the past 22 years with high-quality, fresh food in a fast paced environment; giving them an experience to remember. However, in the past 2 years we have experienced to E.coli outbreaks that have affected numerous customers. In 2015 55 people were infected, in 11 states and 21 of them were hospitalized. Then in 2016, another E.coli outbreak infected 5 people in 3 states in which 1 person were hospitalized. (CNBC.COM) Given the recent issue, Chipotle has lost trust in its customers, as well a decline in sales since the outbreaks. In order to restore trust and regain top contender status, there must be a way to attract our customers.
What is our objective? The main objective for Chipotle is to regain our customers trust. There are loyal customers who remained loyal, during the outbreak; but there are just a many customers who retreated and favored place such as, Chick-fil-a; Burger King; Fire House Subs; McDonalds. We want those customers back! While we understand the road will not be easy, we are willing to do what it takes to once again serve food with integrity.
Who is the target customer? Originally the target market was those young, health conscious customers who were looking for healthier and fresh fast food options. Now that there has been 2 E.coli out breaks the original target market has been tarnished, and we must redirect focus on those customer who we lost their faith in us and our mission.

What is the message? Because Chipotle has “this food-with integrity brand” (Chiptole.com), this message must be the headliner for a new marketing campaign. We must ensure customers know we are

Similar Documents

Premium Essay

Quantative Apptitude in Computers

...ddddd ddddddd dddddd d ddddddddd dddddd d ddddddd dddddd ddddddd ddddddd dddddddd dddddddd dddddddf fffffffffff ffffff ffffffff fffffffffffffwwwwwwwwww wwwwww w w w w wwwwwwww wwww www www w wwwwwwwwwww wwwwwwwwwwwFGDSFGDFGDFSG The ability to communicate with one another is of paramount importance to the success of the human race (Hartley, 1999). Communication is a dynamic process with the interacting components of sending and receiving information. Nonverbal cues may provide clarity or contradiction for a message being Premium1504 Words7 Pages * Communicating with Nonverbal and Verbal Communication One thing we all have in common is that we must all communicate in one form or another. Everyone communicates even if they know it or not. Both verbal and nonverbal communication is used during conversations. Using both forms helps convey and support the message you are trying to send. Up to Premium484 Words2 Pages * Dimensions of Culture, Values, and Communication Paper Dimensions of Culture, Values, and Communication Paper Abstract In the abstract, summarize what you learned by completing the Dimensions of Culture, Values, and Communication Paper Dimensions of Culture, Values, and Communication Paper Introduction Culture and values play an importa Premium543 Words3 Pages * Interpersonal Communication Interpersonal Communication Interpersonal communication is defined by Michael Cody as: the exchange of symbols used to achieve interpersonal goals(28). Does this definition...

Words: 1079 - Pages: 5

Free Essay

Adaptive Leadership

...interviewed to evaluate their perception of Siemens’s loyalty to its values in both communication and practice. As the interview responses indicate, while Siemens holds a strong commitment to leading in innovation, it must continually upgrade its communications approach to spread its vision and mission to all employees of the organization. In order to determine whether Siemens communicates its mission and values effectively through all levels of the organization, both a leader and subordinate were interviewed. The first interviewee of the Siemens Healthcare IT division was George Stephen, an IT manager who has worked for Siemens Corporation for three years. The first series of interview questions considered how the mission and vision statements of the organization were communicated within the organization. As Stephen noted, “all employees are provided with an overview of the company history and values during their orientation. Management is considered to set its goals by considering how those goals are aligned with company values. When a team of consultants is dispatched to meet with representatives from healthcare organizations, the company encourages them to determine how the implemented technology will improve efficiencies for the organization and serve the underlying mission of the company.” (G. Stephen, personal communication, June 16, 2014). Stephen also describes how the company communicates its values to stakeholders outside of the company. As he expresses, the...

Words: 950 - Pages: 4

Premium Essay

Deaf Culture And Communication Case Study

...inherent need to belong and to be able to communicate with others who have similar interests, values and beliefs, we create communities around these shared interests, values and beliefs. This is why I believe Deaf culture has come about as Deaf people within the wider community have formed their own communities based on a shared understanding of the challenges faced by those with hearing loss in a world that is predominately geared to hearing people. Deaf culture is the way in which the Deaf community connects with each other allowing them to share their experiences with each other and also those who are not a part of the Deaf community. As seen in the video it is often easier for a Deaf person to communicate with other Deaf people then it is for Deaf people to communicate with non-deaf people. Deaf people have their own language called Auslan and even if they do not use this to communicate they understand the need to make sure they gain the...

Words: 503 - Pages: 3

Premium Essay

Woklswagen Case

...Aligning Employees Leading Strategic Change Robert S. Kaplan Marvin Bower Professor of Leadership Development, Emeritus Copyright © President & Fellows of Harvard College Align employees to the strategy: Four HR processes 1. Create Strategic Awareness Communicate Communicate Communicate 2. Align Personal Goals Personal Scorecard Make Strategy Everyone’s Job 3. Provide Necessary Skills Strategic Job Families Strategic Readiness 4. Align Personal Incentives Variable pay Team based You need a formal process to improve workforce readiness. Strategy should be linked to existing HR programs for performance management. How do we align employees to the strategy? 1. Create Strategic Awareness Communicate Communicate Communicate 2. Align Personal Goals Personal Scorecard Make Strategy Everyone’s Job 3. Provide Necessary Skills Strategic Job Families Strategic Readiness 4. Align Personal Incentives Variable pay Team based Communicate “seven times seven different ways” to make strategy everyone’s job Personal relevance brings the strategy to life Sustained communication uses different channels to get the message across • Leadership meetings • CEO random visits to employees • Dear Colleague Quarterly Letter in Mellon News • Learning lunches & informal discussions • Intranet • Working groups facilitated by HR • Staff briefings Source: Presented by Jack Klinck, Vice Chairman, Mellon Europe at BSCol European...

Words: 3979 - Pages: 16

Premium Essay

Effective Communication Based on Culture

...Effective communication based on culture Effective communication requires fully understanding of the culture that is involved. That means to pass your message effectively, one needs to know their rules and values, languages that they speak and even gestures that they use to communicate. Different people think differently and therefore to effectively communicate with them, knowing their history is vital. The best way to understand this is to research on several different groups of culture that has sufficient information. In this case, deaf culture, whiteness and Arabic culture is considered. Deaf culture consists of a set of behaviors, beliefs, literary traditions as well as the institutions that are shared by communities affected by deafness. They use sign languages to communicate. Members of this culture, has an impressive way of viewing their condition. They term it as a different human experience rather than disability. Looking at them in the sense of a community or culture, they are often seen as a team of minority. This makes some of these communities to feel like they are ignored by the group that don’t understand their sign language. On the other hand, deaf people face another challenge when it comes to acquiring education. Institutions are primarily of hearing people and therefore, special institutions which are often not enough have to be constructed. So in case a deaf person is among the family of hearing people, they are forced to learn the language so that their...

Words: 951 - Pages: 4

Premium Essay

Hands

...group usually forms together but either agreeing or disagreeing on their group values happens at this stage but once they have established their group values they reach the fourth stage which is when they all become effectively in a group. An example of this in a health and social care setting could be a college class. The first stage would involve all the students meeting for the first time and communicating together which allows everyone to share information with each other, then in the second stage is when a few arguments could occur between the students, an example could be individuals talking over the teacher causing others to get annoyed as they can’t listen properly and may miss something important. The third stage could be when the students start to become a group, they all start to agree or disagree on the group values. The final stage is when the group of students all get along with each other and agrees on the group values. A strength of the Tuckman Theory is that at the end of the four stages individuals are getting along and are forming effectively together. A weakness of the Tuckman Theory could be when a stage goes wrong, for example if there are too many arguments going on it can affect the whole group and it won’t form effectively like it should. Group communication links in with the Tuckman Theory due to the Tuckman Theory is about group communication, a group will communicate with each other during the discussion and progress through all 4 stages and hoping...

Words: 662 - Pages: 3

Premium Essay

Advertising and Promotions of a Customer Brand Contributes More to Its Success in Creating Added Values Compared to Any Other Individual Factor.

...11/09/2011 [Word Count: 2750] (Excluding appendices/bibliographies, tables and diagrams) Advertising and Promotions of a customer brand contributes more to its success in creating added values compared to any other individual factor. Executive Summary: This report highlights the importance of advertising and promotions and presents it as one of the most effective tool in an organization’s promotional mix. Creating customer value that effectively leads to customer loyalty is essential and the main mantra to sustain in the current cut-throat competitive market scenario. This study compares various elements of the promotional mix and establishes that the contribution of A&P is indisputably colossal as compared to other factors. Introduction: Today’s business world is immensely powerful and competitive. Customer Relationship and monetary gains are two areas around which businesses revolve. Establishing and maintaining consumer relationships and reaping profits are two business goals. Both are different principles, and both crucial for an organization’s success, often the former goal leads to attaining the latter. Peter Drucker has rightly stated ‘The purpose of a business is to create a customer’. That’s exactly what this report talks about. We’ll look into the significance of creating values for customers, means and tools of delivering standards, discuss the promotional mix, how and...

Words: 3093 - Pages: 13

Premium Essay

Hum105

...University of Phoenix Material How Films Communicate Instructions Complete and submit Part I in your first week of class. In Week Two, complete Parts II & III after viewing a film of your choice from the University of Phoenix Material: How Films Communicate Film List located under your Week One materials. Submit your completed worksheet in Week Two. Part I: Beginning to Analyze Film To compete Part I, choose a movie you have viewed in the past (this does not have to be from the University of Phoenix: How Films Communicate Film List ). Review the following example in the table and then complete your information by inserting the title of your movie and completing the entries for time and place, costume, and set design, writing in complete sentences. For your final entry, describe the atmosphere created by the combination of film elements discussed in Ch. 1 of Film and how they contributed to your liking or disliking of the movie. Submit Part I in Week One. Movie Time and Place Costume Set Design Describe the atmosphere created by the combination of film elements and how they contributed to your liking or disliking of the movie. Example Movie Alien, 1979 Example Entry The movie is set in the far-off future. The movie takes place in space on board a spaceship and some action occurs on the surface of a planet. Example Entry The characters often appear in grubby, casual clothing and what appear to be worn-out uniforms. Also, they appear in...

Words: 963 - Pages: 4

Premium Essay

Abis Optimization

...The value of Abis optimization PUBLIC 2011-11-10 Issue 39 of Huawei Communicate Page 1 of 6 Not So Worthy: Abis optimization With the rapid development of mobile services, there had been increasing pressure and demands on mobile backhaul bandwidth, especially in terms of 3G service provision. Abis optimization can ameliorate this situation to some extent by enhancing transport efficiency, but the total value it generates remains in question. Theory of Abis optimization As 3G traffic continues to grow, operators must tackle the issue of higher bandwidth requirements. This has resulted in huge investments for network capacity expansion. With such high demands for bandwidth optimization, various technologies have been developed and applied to mobile backhaul networks—Abis is one of the many options available. Voice services remain a dominant commercial interest for mobile operators. Since GSM system differs from 3G UMTS systems in terms of voice service processing, Abis optimization technology has various effects. GSM system utilizes full-rate (FR) codes to process voice services, and occupies transmission bandwidth even during the mute period of the communication process. Abis optimization technology is designed to eliminate mute frames through its BTS interface. It can also multiply the unused timeslots. The mute frames are then recovered before the BSC, enhancing 2G service transport efficiency by an average of 60%, and even 80% in best case scenarios. On...

Words: 1558 - Pages: 7

Premium Essay

Marketing Communication in Consumer Context

...people who are free to choose among the many hundreds and thousands of product offerings. Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the value of the goods and services offered. Marketing communications is a management process through which an organization engages with its various audiences. Through understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences encouraged to offer attitudinal and behavioural responses. Marketing communications provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases and complete engagement. The communication process involves nine elements: two major parties (sender, receiver), two communication tools (message, media), four communication functions (encoding, decoding, response, and feedback), and noise. To communicate effectively, marketers must understand how these elements combine to communicate value to target customers. Marketers need to know what audiences they wish to reach and what responses they want. They must be good at encoding messages that take into account how the target audience decodes them. They must send messages...

Words: 1804 - Pages: 8

Premium Essay

Week #1 Essay

...The stakeholder agenda is the central part of an organization’s effectiveness. Stakeholders play the roles as sponsors, advocates, agents of change and partners. Many companies are dedicated to improving relationships between stakeholders and managers to help develop strategies to improve and develop internal and external relationships. Many corporations use shareholder value as a way to measure strategic management effectiveness and corporate performance. Shareholder value is the present value of the predicted future cash flow from the business plus the value of the organization if liquidated. The strategy of some organizations is to increase shareholder value, shareholder wealth and cash flow. Stakeholders develop a strategic agenda to increase shareholder value. Stakeholders plan to increase cash flow by reducing operation costs to attract investors and increase profit. For example, stakeholders determine the best decision to increase flow is to purchase cheaper factory equipment. However, frequent repairs and accidents caused by low-cost equipment would spend subsequent profit. Because of this decision the company could build a bad reputation because of factory accidents and equipment malfunctions; stakeholders would eventually realize that the decision of how to decrease operation costs would be unethical and not a beneficial way to increase cash flow. Instead of buying cheap factory equipment, stakeholders could invest in efficient equipment and purchase maintenance and...

Words: 378 - Pages: 2

Premium Essay

Outline Ilm 5 Section 2

...Understand own ability to fulfil key responsibilities of the leadership role and review effectiveness of own leadership capability and performance in meeting organisational values and goals 520 – A.C. 2.1/522 – A.C. 1.1 Assess your ability to apply different leadership styles in a range of situations Assess own ability to use a range of leadership styles in different situations (12 marks/12 marks) Talk through range of styles and relate these to theory Type people – personality, situation, level of development give 2-3 examples of using different styles Examples of different styles required 522 – A.C. 1.1 Apply different leadership styles with different types of people (8 marks) Apply different leadership styles with different types of people (8 marks) Give examples 520 – A.C. 2.2 – review and assess own ability to communicate the organisation’s values and goals to staff in own area Assess own ability to communicate values and goals to staff in own area (12 marks) Values and goals separately, 6 marks each Use Dsc as example 522 – A.C. 2.1 review and assess own ability to set direction and communicate this to others Review own ability to set direction and communicate this to others (20 marks) 522 – A.C. 2.2 motivate, delegate and empower others. Review own ability to motivate, delegate and empower others (20 marks) Relationship of Emotional Intelligence with Team Performance As emotional intelligence is critical to high performance, a person who knows how to stay motivated...

Words: 671 - Pages: 3

Premium Essay

Comunication

...influenced by values and cultural factors………………………………………………………………………………………………2.1 Explain how legislation, charters and codes of practise impact on the communication process in health and social care………………………………………………………………………………………………….2.2 Analyse the effectiveness of organisational system and policies in promoting good practise in communication……………………………………………………………………………….2.3 Suggest ways of improving the communication process in health and social care setting………………………………………………………………………………………………2.4 The Report Introduction. This assignment is about communication which is a two way process involving the sender and receiver. Communication in health and social care connects people of different aspects. I will explain how legislation, charters and codes of practise impact on the communication process and analyse the effectiveness of organisational systems policies in promoting good practise in communication and Suggest ways of improving communication process. Culture and values consists of customs, ideas and social behaviour of a society (Anon, 2016). Values and cultural are influenced by beliefs, religion and ethnic background. As a health worker I have a duty of care to respect people’s values and cultures, when people of different cultures are discriminated or ignored they react to it with anger and emotionally. In regard to the case study sengupta’s family is noticed by the healthcare team that they originated from India and their cultural values are respected...

Words: 1661 - Pages: 7

Premium Essay

Sociology Culture Analsis

...Joe Calabro, 07 Intro Sociology Cultural Analysis Paper Scuba Diving has been a passion of mine since I obtained my open water diver license in August of 2013. I have always been fascinated with exploring beneath the surface of Earth’s oceans. Since most of the Earth’s surface is underwater, scuba diving is one of the only ways to explore most of the planet. Scuba diving is not only a sport, and a career, it is also a Subculture. Scuba diving is a subculture because we have our own material culture, form of communication, folkways, values, and positive and negative sanctions. There are multiple elements of our material culture that can help others easily identify who we are. An important part of our material culture is the type of clothing and gear that we wear. All divers wear something called a wetsuit. A wetsuit is a tight fitting piece of clothing usually made of neoprene or other types of spandex which we wear while diving to keep us warm. The deeper we dive the colder the water gets that’s why a wetsuit is needed to help combat hypothermia. Another piece of material culture that we use is our fins and mask. Our fins are things we put on our feet to help us move quickly and efficiently beneath the surface. Just like the fins of fish and other aquatic mammals, our fins are flat and sometimes are split down the middle to increase speed. In addition to our fins we also need to wear a mask that covers our eyes so that we can see. Without this there is no point to...

Words: 1376 - Pages: 6

Premium Essay

Cross Culture Communication

...One of the issues in communication theory is the importance of purpose in communicating your ideas. In order to communicate effectively in English speaking culture you need to have purpose. This means that you need to be clear about your reason for communicating and organise the message to achieve your purpose. Usage of communication channels to the best advantage. For example are you communicating via email or more formal written channels, over the telephone, or face to face? And recognise that your non-verbal communication may be contradicting what you are actually saying, and finally give your receivers the opportunity to respond, so that you can see whether they have understood your message. Cross-cultural communication tries to bring together such a relatively unrelated areas and establishment area of communication. Its core is to establish and understand how people from different cultures communicate with each other. Its aim is to produce some guidelines with which people from different cultures can better communicate with each other. The key to effective cross-cultural communication is knowledge. It is essential that people understand the potential problems of cross-cultural communication and make a conscious effort to overcome these problems. And it is important to assume that one’s efforts will not always be successful, and adjust one’s behaviour appropriately. This essay will discuss the importance of the issues and problems concerning the effectiveness of cross-cultural...

Words: 1000 - Pages: 4