Develop a new product

The company we have chosen is ” Chipotle Mexican Grill,Inc.”( CMG ). We will introduce a new line of products for Chipotle which we think will help it compete with other food chains such as McDonanlds and Ihop. We will introduce a small menu of all day breakfast meals for customers to enjoy at any time throughout the day. ( Any kind of breakfast menu)

5. Marketing Mix Strategy (Product, Price, Distribution, Promotion) and your justification for the chosen strategies:

a. What is the rationale for choosing the specific brand name that you picked?
b. Will the product come in different versions, sizes, models, colors, etc. Justify your selections.
c. Describe the product’s packaging. If necessary, use visuals.
d. What kind of pricing strategy will you use? Why – explain (i.e.: value pricing, cost-plus pricing, break even pricing, penetration pricing, skimming pricing, competitive pricing… etc).
e. What will be your distribution strategy (i.e. intensive, selective or exclusive distribution; how many different channels will be used? Diagram the levels for each channel; what type of retailers will sell your product? ). Justify all your decisions.
f. Describe your advertising message and your unique selling proposition (common theme or slogan you plan in your advertising campaign – if necessary use visuals, skits etc.). Which advertising media will you use? Pick the most important medium in your plan and give details (for example if you use tv advertising, what time will the ad be broadcast, in which tv programs and why; if print media which specific ones and why?). Are there any special sales promotions planned for the introduction of the product? Which ones? Why?