Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Purchase Behavior

Q: When do people buy Little Caesars?

A: When need lots of pizza

This is not a bad thing

But it means they have low share of wallet

The Problem

Mismatch between goal and perception

Goal: get more heart loyal customers!

Business Objective

Convenience

Value

Quality

Goals: 1) Value

2) Convenience

3) Quality

“To be the best take-home pizza chain by exceeding customer expectations with extraordinary value, great tasting products, and outstanding people while providing strong returns to our stakeholders.”

History

Most important aspects of pizza:

Recommendations

1) Fix the quality of product and service

Little Caesars founder Mike Ilitch

2) Rebrand

  • Better pizza for the same great price
  • National print, TV, billboard and radio ads

MO/SOV

  • Acquisition/ steal share
  • Focus on value and convenience
  • Steal share from pizza and fast food

Largest pizza chains by revenue

$12.6B

$7.4B

$2.94B

$2.90B

"Pizza Pizza!"

Agenda

Storyboard

STP

The cars pull up next to each other and drivers exchange knowing looks

  • Identified customers well
  • Targeting lunch and dinner

History

Current Big Picture

Problems

Recommendations

Conclusion

Why choose between new or old when you can have both?

Whole new pizza for the same great price.

Blue-Chip Blues

"Young with kids"

Target segments:

  • Low income
  • Kids
  • Busy
  • Young

Shotguns and Pickups

"Rural working class with kids"

New Beginnings

"Ethnically diverse, young kids"

Better! Better!

Bedrock America

"Economically challenged, sprawling families"

Kid Country, USA

"Large family small town"

4P's

  • Very poorly perceived product
  • Behind the times on quality

Conclusion

"Cardboard"

"Fast"

"Disgusting"

"Cheap"

  • Strong growth and well run company
  • Key problem: poor perception of product
  • Solution: fix the product and tell everyone

"Low quality"

Service

No mention

Not standardized

"Poor customer service"

Questions?

Marketing 300 - Group 9

Dan Chamness

Erik Jordan

Kelly Martin

Malvin Pranoto

Mark Terwilliger

Nicole Fleischman

Learn more about creating dynamic, engaging presentations with Prezi