COMPETITOR ANALYSIS• Competitors position themselves primarily as creators of pizza superior in quality to restaurants like Little Caesars.• The best way to compete with this is to take an angle that focuses on both quality and convenience. • Little Caesars never uses frozen dough in their pizzas like many of their competitors do. • Little Caesars also offers Hot-N-Ready pizzas available to pick up as soon as you walk in the door.• Combining these two points into a concise new slogan will help reposition the brand and attract new customers in a target market of men and women, ages 16 to 50 years old.
“BY THE TIME THEY THAW YOUR DOUGH, YOU COULD ALREADY BE EATING LITTLE CAESARS”
SEARCH ENGINE MARKETING• Google AdWords campaign: Sample Ad Copy • Keywords such as “pizza”, “carry-out” and “fast food” will be utilized. Little Caesars Hot-N-Ready Pizza Always fresh, never frozen! • The advantages plateau at $1.65 CPC littlecaesars.com • This price point results in between 5789 clicks and 7075 clicks per day. $5 Hot-N-Ready Pizza Feed the family tonight! littlecaesars.com
DIGITAL MEDIUMSFacebook• Post humorous status updates, pictures and related links.• Promote new slogan, Hot-N-Ready pizzas and other offerings• Generate page fans, likes, and social shares of meaningful content.
DIGITAL MEDIUMSTwitter• Tweet humorous messages, pictures and related links.• Promote new slogan, Hot-N-Ready pizzas and other offerings• Generate followers and retweets to spread brand awareness
SOCIAL MEDIA PROMOTIONS• Distribute digital coupons through Facebook and Twitter • Customers can access them directly from their phone while in-store to redeem them at the register.• Engage customers by encouraging them to post about their favorite things about the Hot-N-Ready pizza, using the #HotNAwesome hashtag on Twitter. • Participants will be given access to exclusive coupons on their mobile phones.
CAMPAIGN ANALYSIS• The success of the campaign can be measured in a variety of ways. • Amount of Facebook fans, likes and shares • Amount of Twitter followers, mentions and retweets • Amount of coupons redeemed through social media promotions • Using the Google AdWords built-in tools to measure click-through rate• Gains in market share over the campaign period are also great indicators to look out for.
CAMPAIGN BUDGETStrategy CostGoogle AdWords Campaign ≤ $460,000(two month duration)Social Media Presence, digital ≤ $540,000coupons, etc. (six month duration) Maximum budget $1,000,000
SUMMARY• Little Caesars needs to take back market share that has been taken by other companies claiming to have superior quality pizza by combining quality with convenience. • “By the time they thaw your dough, you could already be eating Little Caesars”• Facebook and Twitter will be used to connect with the target market and deliver exclusive coupons, discounts and promotions.• A $1,000,000 budget will encompass a two month Google AdWords campaign as well as a six month social media campaign.• Results of the campaign can be expected to include a gain in market share, a rise in revenue, increased brand awareness and a more positive consumer view of the company.