This marketing plan will provide the current marketing strategies that Little Caesars implement in the American Market and marketing strategies that the business should adopt in the Australian Market. With Little Caesars planning to operate 450 outlets in Australia with the vision of director Ernest Koury. The current state of the business shows sign of prosperity in the Australian Market. As of 2018, there are currently 7 outlets in the Australian Market. This plan will outline the business's situational analysis, target market, marketing mix strategy and an evaluation.
Little Caesars's first store opened in Garden City, Michigan 1959 by Michael and Marian Ilitch. The partners grew their brand through franchising stores around the country.
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Little Caesars was named the fastest growing pizza chain in the world in 2010. With franchises on five continents and expanding their brand in Australia the business is exceeding in the pizza chain standing in 3rd. This situation analysis is an outline of current events through a S.W.O.T analysis. Which depicts examples of the strengths, weaknesses, opportunities, and threats of which Little Caesars is facing or may face. The brand of Little Caesars proclaims to be the "Fastest growing franchise" and has positioned themselves as a discount pizza option.
Despite this, they infrequently promote health, freshness, or taste of their products. They fail to launch new items to their menu or update recipes. In 2012 their goal was to restore fun to the brand and to pizza. But with competitors such as Pizza Hut and Domino's adding new and healthier menu products and reaching more customers that Little Caesar is losing. To maintain level ground with competitors in the Australian market it is advised to conduct market research to see if renovating Little Caesar brand will increase sales and extend their target …show more content…
market. It has been determined by the situation analysis that the target market of Little Caesars in America is 18-34 years old, Hispanics, people with children and with low income. According to the 2006 Census 86 156 Australian residents identified as a Latin American Australian. Due to the multiculturalism of Australia, Little Caesar's target market would adapt to middle and low-income families. That favours the idea of paying a low amount for a large portion of food to feed a family or group of people. Forecasted Changes - The target customers' needs are shifting towards health-conscious option such as to competitor Subway. - The buying behaviour of customers could be hindered due to the perception of pizza being unhealthy. - The business will need to improve their delivery techniques due to customers complaints about products being received cold. Due to customers normally enjoyed the convenience of home delivery. This could affect the business brand and cause customers to order with competitors. - Considering the choice of eating out are primarily made by children and household. But due to the shift of "traditional household", of a husband, wife and two kids. Now consisting of the nonfamily household is increasing, singles who live alone divorces with single parent etc. Another trend is the married couple without children preferring restaurants over fast food. Segmentation - The segmentation that Little Caesars is working on, are: - Low income - Dual career families - Age 18-34 years Positioning Traditionally, pizza products have either been focused on quality but was time-consuming or fast but lacked quality, however never both. Standing out in the pizza market Little Caesars cooperates these two wanted characterises to achieve a position in consumers' minds as fast and high-quality pizzas. This strategy is an advantage to the business as competitors such as Domino's and Pizza Hut waiting time is around 5-15 minutes for in-store purchase. Adopting to the Australian Market Director Ernest Koury recognised that the severing sizing in the American market and Australian Market is different. From feedback from his pilot store which expressed that the serving was "too big" for Australian Consumers. He was then able to make major adjustments to the serving sizing adjusting the pizzas from 14-inches to 12-inches and lowering the prices for the HOT-N-READY® to $5. The concept of healthier options due to the psychological factor that pizza is perceived as unhealthy. The change from using oil in the pan to using corn meal instead shows consumers that the process of the pizza is in consideration to the health conscious. The company recognises that their product is not an everyday option but rather as a fun food and a treat. The company has adapted to a more delivery focus service as franchises in America does not have this service. This gradual change will be an advantage to the business as competitors such as Domino's has an established delivery system. Point of difference: There are three areas that differentiate Little Caesars from its competitors: Family Owned Environment: The business values customer service and their satisfaction. With 120 employees across New South Wales in it four stores they are trained to work as "a family of people who work hard and play hard". Superior Ingredients: With a variety of foods that includes side items and HOT-N-READY® options. With its focus on a variety of products and not only pizza like competitor Little Caesar shows its flexibility in the market. Affordability: With competitors in the food and beverages sector providing a range of cheap menu items that are affordable to many people. Little Caesars manages to have a balance between price and quality with it HOT-N-READY® menu option. Packaging: Little Caesar's simple, die cut box is its number one medium for promotion as it used to advertise. The boxes are covered in a number of promotional coupons and the company logo. This reminds customers to return with the coupons that give them great deals. Kids Meal: Kids meal would make Little Caesars an outlier in the pizza market as their competitors currently don't have kid's meals on their menu. This strategy will gain children attraction to the business as mentioned before children are the main influencer to the decision of eating-out. This meal could incorporate 7" pizza box of HOT-N-READY products, sides of the crazy comb and drink choice of apple or orange juice. Considering the business having exclusive distribution it is advised that the business create a variety of merchandise to be used as toys in this meal. This will be a new way to attract every-day market. Picture Pizza box size Breakfast Meal- This concept will differentiate Little Caesar from their competitors and give them a new advantage point. Busy families usually have heated leftover pizza for breakfast. Taking into consideration of consumers lifestyle creating breakfast products such as microwaved pizzas will solve consumers problem and attract every-day market. Healthier option- As mentioned a threat of the business is currently facing is the growth of the psychological factors of body image, staying fit and being healthy. With the lack of healthy options on the menu, this could cause potential customers to shop at competitors. Domino's launch of their lunchtime order that includes new products of oven-baked sandwiches. Has broadened their target market to health-conscious customers. Little Caesars could introduce healthier options such as range of different Caesar Salad. Using fresh, healthy, and low calories foods or topping will differentiate them which can potentially lead to customer loyalty and higher profits. This could benefit the brand as a health-conscious brand. Little Caesar's pricing compared to their competitors demonstrates them maintaining low prices.
With their piazza ranging from $5 to $12 whereas competitor Dominos' pizza ranging from $5 to $30. This there is a huge difference between both store price range. With Little Caesars having a $7 difference from the lowest and highest priced pizza and Domino's having a $25 difference. Pinpoint the target market these pizza store targets. Being the only fast food pizza chain offering their products every day for less than approximately $10. This is a strong selling point as they will suit the economic factors of the resident of Western Sydney. With only 21 items on their menu, the pricing model is easy to appreciate and convey to the customers. With affordability is Little
Caesars With only 21 items on their menu, the pricing model is easy to appreciate and convey to customers. With affordability being Little Caesars number one selling point. With items selling for $5 -$12 which their goal is to make food desirable through price creating the attitude that customer is getting more for their money. The goal of the new features is to re-design the mobile application to become an interactive and a fascinating place for information about the business. It will be the attraction for reward programs and allow the company to keep track of users. Information such as the number of frequent visits, average bills, coupons used etc. Little Caesar in America is known for its reputation of giving back to the communities it is located in. As they are devoted to numerous organisation in America. These include visiting soup kitchen and homeless shelter. It is highly recommended that they should adopt this in Australia despite the rates of homelessness is at a lower than America. This would promote their brand as Mc Donald is known for its generosity toward the community of Australia. Paid Messages: As mentioned before Little Caesars uses its box as a promotional tool but this is a disadvantage as regular customers are getting reminders but potential customers aren't. It is highly recommended that the business introduces mailed coupons to their promotional strategy. Domino's uses this strategy to inform and conceive about their product deals. Social media: Little Caesars need to build their social media platform to attract the younger target market. As the key to advertising is choosing mediums that the target market is most likely to take notice. With Pizza Hut dominating the social media with 1.3 million Instagram followers and active Twitter presence. They have attracted the younger target market. Little Caesars currently have 7 outlets in Australia and planning to operate 450 more in Australia. They have already established the trend in the type of environment to locate outlets. With the target market being middle and low-income families. That favours the idea of paying a low amount for a large portion of food to feed a family or group of people. The existing store location including Jamisontown, Bradbury, Parramatta, Casula, Leichhardt, Miranda, Campbelltown all located in New South Wales (NSW), Australia. Potential areas in NSW are in the Western Sydney where the majority of their target market lives. Buying more closed down Mc Donald with drive-thru services. It would be recommended that Little Caesars join a partnership with Hoyts Australia and join their menu option like Eagle Boys Pizza. Opening kiosks in Hoyts that currently don't have Eagle Boys Pizza. This will be a great selling point as they can offer their HOT-N-READY for the customers and broaden their market. Locating near local sporting parks that host weekend games in Western Sydney will make them visible and convenient to the target market. In conclusion, this marketing plan shows the current strategies that Little Caesar implement in the American Market and recommendation of marketing strategies that the business should adapt to the Australian Market. The finding of the plan shows that when these recommendations are implemented Little Caesar have the potential to dominate the Pizza Market in Australia. It advised that Little Caesars look at upgrading each area in the promotional mix to the high expectation to gradually dominate the market in Australia.
When different kinds of menu for lunch and dinner are included, there is an opportunity for attraction of more clients in the new outlet
The pricing of the food in these two restaurants will depend on what type of dish or pizza someone will pick. For example, a cheese pizza at Domino’s is $9.99, but the price will increase if the buyer decides to order more toppings on the pizza. There are many different items on the menu at Domino’s such as pizzas, sandwiches, and desserts, which have
One of the main reasons that Pizza Ranch is a better restaurant than Pizza H...
Currently, the company lacks of focus as it has a diverse product line with too many varieties of cheese products. With so many products it cannot be sure to decide as to which market segment to target in order to take the advantage of the growing market.
In light of consumer trends (demographics, food trends, and media “consumption”), are there other advertising or promotion opportunities that should be pursued by the California Cheese industry?
In doing this, Little Caesars sends out promotional coupons for free breadsticks, buy one get one pizza offers, and 10% off certain orders. They also offer meal deals that include their $5 and $8 dollar pizzas with breadsticks and a 2-liter drink. Little Caesars also offer a $5 lunch combo that includes a half of a deep dish (peperoni or cheese) and a 20oz drink of your choice. As stated earlier, they have the pinball machine with special balls to get free breadsticks. Although their prices are low, they send out these coupons to appeal to all people. Not only do they sell pizza, but they sell bottles, cups, pizza cutters, baby bibs, and plush animals. Little Caesars is constantly researching and developing its company to improve for the better. They make their food more desirable with the low prices. That is their gimmick and how they have so many
“Two double cheese burgers please!” “One salad please.” When we hear these two orders in a restaurant or a fast food shop, we always consider that the former customer is a man and the latter one is a woman. Although it is absolutely normal that men and women eat together and have the same food on the table, they always have their own different preferences. For example, in “Men Eat Meat, Women Eat Chocolate: How Food Gets Gendered”, Riddhi Shah describes that boys show a clear preference for sugary, fatty food and meat while girls are more willing to eat chocolate, fruits and vegetables. In addition, she states that the reasons why food becomes stereotypically identified with gender include evolution, hormones, culture and so on. As a matter of fact, around the world, there is a rich history of advertisements that make food gendered. If you are a man, advertisers
People tastes and preferences in Canada have changes over time and they are increasingly looking for the tangy and spiced Mexican flavor. Canadians have become more adventurous especially with regards to food and drinks than it used to be in the past. In addition they have become more health conscious and choosy in their choice of what to eat and drink. Judging by the variety of dishes provided at Quesada Burrito restaurants, people fancy Mexican foods and the trend is not likely to change any time soon. Franchising has created room and opportunities for franchisees with better models for doing business (Fisher, 1998). The core reason for franchising was to develop a win-win situation where both franchisor and the franchisee made money. Franchising is an excellent way to grow your brand and as well as infrastructure that is well thought
Although NRFC believe estimation of pizza sales could base on Contadina pasta's 24% market-penetration rate, more conservative calculation should take different ranges of penetration rate into consideration. By choosing three possible penetration rates of 5%. 15% and 25%, the estimated results are demonstrated in Exhibit 1. In all three scenarios, kit only concept will not make up to company's expectation. For kit and topping concept, only if penetration rate reach to 15%, launch decision could be supported.
Another popular luxury that came about in 1957 and is still around today is the Frozen Pizza. The Calentano Brothers’ Frozen Pizza was the first-ever frozen pizza on the market (Epstein 34). The frozen pizza became the best selling item in the frozen food isles of grocery stores. People could not comfortably eat and watch TV in the comfort of their home. Because of this, Pizza restaurants became a regular staple in the American restaurant industry. In this
Australia has had one of the most outstanding economies of the world in recent years - competitive, open and vibrant. The nation’s high economic performance stems from effective economic management and ongoing structural reform. Australia has a competitive and dynamic private sector and a skilled, flexible workforce. It also has a comprehensive economic policy framework in place. The economy is globally competitive and remains an attractive destination for investment. Australia has a sound, stable and modern institutional structure that provides certainty to businesses. For long time, Australia is a stable democratic country with strong growth, low inflation and low interest rate.(Ning)
During the same period, Little Caesars made a strong push and they have continued to grow. Little Caesars' "two for one" marketing approach was effective in infiltrating the "mom's night off" segment, and is seen by customers as a great value. This is adding direct competition into our niche market share. Little Caesars is surely not making headway with the pizza connoisseurs, but it has effectively targeted a market in which Pizza Hut does not currently have a strong presence. 50% to55% of this market is made up of family dining situations. Our marketing team has conducted multiple data analyses on ways in which we can gain market share from Little Caesars within this market. After much thought and many hours of research, we have devised a marketing plan that will potentially improve our market share.
The best pizza I’ve ever visited is Papa John’s. Papa John’s has the best pizza because of the delicious bread, savory tomato sauce, and tasty cheese. The wings and desserts are also better than the competition’s.
The first time went to your restaurant I was wary, but when I tried your pizza I left the restaurant dazzled, I immediately knew that your generic pizza place is most certainly a diamond in the rough. Year after year you’re my first choice for food, because let’s face it you’re pizzas are one of a kind that can make emotionless people smile with the flavor of your pizza that leaves us customers longing for more. I’ll have you know that 97% of the pickiest people I know when it comes to food consider Two Brothers Pizza their favorite pizza place. My family fancies your restaurant and they have been eating at your place for years and are planning on eating there for years to come. I have always had opposite opinions with my family with almost anything you could think of, but the subject that my family and I can always agree on is that Two Brothers Pizza has the best pizza on Earth both with its great prices and top notch quality
CHANGING PREFRECE depended vastly on the fast food manus. For example we can mention about SALAD. Now salad was never considered as a part of fast food menu. But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald have introduced SALAD into their menus. This preference is not stopping only with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and chan...