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Brand Strategy
 

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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    Brand Strategy Brand Strategy Presentation Transcript

    • HomeMadePizza Co
      Brand Strategy
      -VasudhaTiwari
      Vasudha Tiwari
      1
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Alternative target segments and profiles
      Source: Mintel
      Vasudha Tiwari
      8
    • 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
    • Competitive Assessment
      Vasudha Tiwari
      10
    • 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
    • Brand Exploratory: Word analysis of online consumer reviews
      Vasudha Tiwari
      12
    • 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
    • Brand Inventory
      Salads
      Pizzas
      Sweets
      Vasudha Tiwari
      14
    • Points of Parity and Difference
      Wants and Needs
      • Tasty Pizza
      • Affordable
      • High quality
      • Convenient
      • Variety to choose from
      • Kids special
      • Discounts
      • Healthy
      • Social Acceptance
      • Offer convenience and a ready to eat pizza at a the same price
      • Can embrace the healthy image quite easily and over a broad scale
      • High quality ingredients
      • Made to order and freshly made
      • Custom made
      • Tasty food
      • Variety in the choices available
      Brand
      Strengths
      Consumer
      Needs
      Our
      PODs
      Vulnerabilities
      Their PODs
      POPs
      • Points of Parity (Category Benefits)
      • Delivery option available
      • Multiple locations available (though currently in limited areas)
      • Quality of ingredients is either equal or better
      Competitor Strengths
      15
      Vasudha Tiwari
    • Recommended Brand Pyramid- Brand Strategy Platform
      • Feeling of doing the right thing for myself and my family.
      • Social hit!
      • Enjoyment with friends and family
      Not just pizza but a reflection of my lifestyle!
      Resonance
      • Made with pure, all-natural ingredients AND tastes great
      • Service is great
      • The price is right!
      • Clean Stores
      • Trendy Packaging
      Brand Judgments
      Brand Feelings
      • Fresh
      • Delicious and addictive
      • Expensive
      • Great salads too?!
      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
      • Reasonable prices
      Salience
      Vasudha Tiwari
      16
    • 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
    • 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
    • Evaluation of Positioning #1
      Vasudha Tiwari
      19
    • Evaluation of Positioning #2
      Vasudha Tiwari
      20
    • Recommended Positioning and Rationale
      Vasudha Tiwari
      21
    • Recommended Brand Personality -Jennifer Aaker’s Framework
      Vasudha Tiwari
      22
    • Brand Architecture
      Vasudha Tiwari
      23
    • Key Touchpoints
      Vasudha Tiwari
      24
    • 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
    • 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
    • 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
    • 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