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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
Mismatch between goal and perception
Goal: get more heart loyal customers!
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.”
Most important aspects of pizza:
1) Fix the quality of product and service
Little Caesars founder Mike Ilitch
2) Rebrand
Largest pizza chains by revenue
$12.6B
$7.4B
$2.94B
$2.90B
"Pizza Pizza!"
The cars pull up next to each other and drivers exchange knowing looks
History
Current Big Picture
Problems
Recommendations
Conclusion
Blue-Chip Blues
"Young with kids"
Target segments:
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"
"Cardboard"
"Fast"
"Disgusting"
"Cheap"
"Low quality"
Service
No mention
Not standardized
"Poor customer service"
Marketing 300 - Group 9
Dan Chamness
Erik Jordan
Kelly Martin
Malvin Pranoto
Mark Terwilliger
Nicole Fleischman