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Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
Brand Strategy
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Brand Strategy

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Crafted a comprehensive brand strategy for a startup Chicago company (required for MBA brand strategy course)

Crafted a comprehensive brand strategy for a startup Chicago company (required for MBA brand strategy course)

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  • 1. HomeMadePizza Co
    Brand Strategy
    -VasudhaTiwari
    Vasudha Tiwari
    1
  • 2. Brand Vision
    To serve the increasingly health conscious consumers by providing excellent service, delicious pizzas with fresh ingredients at affordable prices and to provide a unique experience through service and products
    Vasudha Tiwari
    2
  • 3. Brand Objectives
    Establish and increase brand awareness
    Enhance brand recall
    Inclusion in the consideration set . For instance, pizza = homemade
    Brand must drive choice
    Brand Image
    Enhance the strength, favorability and uniqueness of brand associations
    Vasudha Tiwari
    3
  • 4. SWOT Analysis for Take Home Pizza category : Strengths
    Perception of better quality ingredients
    Perception of freshness
    Lower cost of operations
    Ability to offer more customization than traditional pizza restaurants
    Vasudha Tiwari
    4
  • 5. SWOT Analysis for Take Home Pizza category : Weaknesses
    Little price difference compared to a readymade pizza
    Does not appeal to all demographics especially younger people who need quick service
    Little differentiation if the freshness concept is imbibed by other major players
    Not all consumers like baking the pizza when another is available at about the same price and fully baked
    Vasudha Tiwari
    5
  • 6. SWOT Analysis for Take Home Pizza category : Opportunities
    Enhancing the appeal to the increasingly health conscious consumers who are willing to pay a premium price for freshness and quality ingredients
    Opportunities to offer even more personalization as per individual consumer taste
    Operational efficiencies can be harnessed to lower prices and appeal to an even broader consumer base
    Families with children can be targeted more effectively
    Vasudha Tiwari
    6
  • 7. SWOT Analysis for Take Home Pizza category : Threats
    The business model can be easily copied by the major players such as Pizza hut and Dominos: in other words, this differentiation is not sustainable unless loyalty is developed
    Established players can also offer quality ingredients, make the pizzas fresh and could still charge less because of their economies of scale
    Vasudha Tiwari
    7
  • 8. Alternative target segments and profiles
    Source: Mintel
    Vasudha Tiwari
    8
  • 9. Recommended primary target
    Primary Target: Families with at least one child that reside in the Northeast and South regions, typically falling in the 25-34 category. According to Mintel, this demographic has the highest likelihood of buying takeout pizzas
    (Note: Income is not a significant factor for the refrigerated pizza category )
    Vasudha Tiwari
    9
  • 10. Competitive Assessment
    Vasudha Tiwari
    10
  • 11. Initial skepticism of concept
    Love the product once they try it
    Implication: acquiring new customers through promotional activities
    Current customers have strong, favorable and unique perception of pizza, salads and cookies
    Expensive for an unbaked pie; nevertheless consumers evaluate price in terms of value offered such as quality ingredients and taste.
    Brand Exploratory- Summary of Brand Perceptions
    Vasudha Tiwari
    11
  • 12. Brand Exploratory: Word analysis of online consumer reviews
    Vasudha Tiwari
    12
  • 13. Primary: Price (68%), proximity (66%) and coupons (55%)
    Secondary: Recommendation from family and friends – Implication: creating a recommendation based rewards program
    Brand Exploratory- Target’s Decision Drivers
    Source: Mintel
    Vasudha Tiwari
    13
  • 14. Brand Inventory
    Salads
    Pizzas
    Sweets
    Vasudha Tiwari
    14
  • 15. Points of Parity and Difference
    Wants and Needs
    • Tasty Pizza
    • 16. Affordable
    • 17. High quality
    • 18. Convenient
    • 19. Variety to choose from
    • 20. Kids special
    • 21. Discounts
    • 22. Healthy
    • 23. Social Acceptance
    • 24. Offer convenience and a ready to eat pizza at a the same price
    • 25. Can embrace the healthy image quite easily and over a broad scale
    • 26. High quality ingredients
    • 27. Made to order and freshly made
    • 28. Custom made
    • 29. Tasty food
    • 30. Variety in the choices available
    Brand
    Strengths
    Consumer
    Needs
    Our
    PODs
    Vulnerabilities
    Their PODs
    POPs
    • Points of Parity (Category Benefits)
    • 31. Delivery option available
    • 32. Multiple locations available (though currently in limited areas)
    • 33. Quality of ingredients is either equal or better
    Competitor Strengths
    15
    Vasudha Tiwari
  • 34. Recommended Brand Pyramid- Brand Strategy Platform
    • Feeling of doing the right thing for myself and my family.
    • 35. Social hit!
    • 36. Enjoyment with friends and family
    Not just pizza but a reflection of my lifestyle!
    Resonance
    • Made with pure, all-natural ingredients AND tastes great
    • 37. Service is great
    • 38. The price is right!
    • 39. Clean Stores
    • 40. Trendy Packaging
    Brand Judgments
    Brand Feelings
    Brand Performance
    Brand Imagery
    Healthy, fresh AND affordable pizza that is convenient to order and easy to bake
    • Tastes as good or better than competition
    • 44. Reasonable prices
    Salience
    Vasudha Tiwari
    16
  • 45. Positioning#1
    For parents who want the whole family to have satisfying, quality and quick meal without breaking the bank, homemade pizza companies is better than other pizza places because HMC sources the best ingredients, the pizzas are made fresh to order , they taste great and are affordable
    Vasudha Tiwari
    17
  • 46. Positioning #2
    To the convenience, quality and price conscious consumer that usually has frozen pizzas, Homemade Pizza Company’s frozen pizzas are higher quality, better tasting and provide great value than other frozen pizzas because the individual pizzas are frozen as soon as they are hand crafted, and are all natural and delicious
    Vasudha Tiwari
    18
  • 47. Evaluation of Positioning #1
    Vasudha Tiwari
    19
  • 48. Evaluation of Positioning #2
    Vasudha Tiwari
    20
  • 49. Recommended Positioning and Rationale
    Vasudha Tiwari
    21
  • 50. Recommended Brand Personality -Jennifer Aaker’s Framework
    Vasudha Tiwari
    22
  • 51. Brand Architecture
    Vasudha Tiwari
    23
  • 52. Key Touchpoints
    Vasudha Tiwari
    24
  • 53. Consistent messages about Brand offerings/ specials/promotions related to family specials and kids’ favourites
    Leverage the social media more by having an active presence on twitter
    More active on local media emphasizing the support to local farmers markets
    Call centers could be more efficient in that some consumes are not happy that their calls are always redirected somewhere else- A centralized number may offer the solution
    Store employees are an important face of the brand – hence ensuring that employees convey the brand identity is quintessential else a disconnect (for instance some consumers were not happy about a not-so-helpful manager)
    Executing Brand Across Key Touchpoints
    Vasudha Tiwari
    25
  • 54. Helps brand managers identify all of the factors the should consider in measuring and managing the brand by allotting a score for each factor
    Available from Harvard Business Review
    Key measurement elements include:
    The brand excels at delivering the benefits customers truly desire
    The brand stays relevant
    The pricing strategy is based on consumers’ perception of value
    The brand is properly positioned
    The brand is consistent
    The brand portfolio and hierarchy make sense
    The brand makes use of and coordinates a full repertoire of marketing activities to build equity
    The brand’s managers understand what the brand means to consumers
    The brand is given proper support and that support is sustained over the ong run
    The company monitors sources of brand equity
    Recommended Brand Metric: The Brand Report Card by Kevin Lane Keller
    Vasudha Tiwari
    26
  • 55. Rewards
    The recommended demographic is most likely to take out pizzas and bake at home according to Mintel research – Hence tangible benefits can be reaped
    Risks
    Alienating the other demographics due to emphasis on family demographic
    Risks and Rewards
    Vasudha Tiwari
    27
  • 56. Delicate balance must be maintained in serving the recommended demographic and other demographics in general
    Recommendation based rewards program can be instituted because of the efficacy of word of mouth advertising as researched by Mintel
    Kids are an important demographic and thus menu items catering to their needs can be offered
    Logos and packaging have scope for improvement in order to aid in better recall and awareness
    Messaging can be focused on the “experience” of baking the pizza rather than just the consumption in order to aid differentiation
    Enhancing the likelihood of Success
    Vasudha Tiwari
    28

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