Brand Strategy


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

Brand Strategy

  1. 1. HomeMadePizza Co<br />Brand Strategy <br />-VasudhaTiwari<br />Vasudha Tiwari<br />1<br />
  2. 2. Brand Vision<br /> 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<br />Vasudha Tiwari<br />2<br />
  3. 3. Brand Objectives<br />Establish and increase brand awareness<br />Enhance brand recall<br />Inclusion in the consideration set . For instance, pizza = homemade<br />Brand must drive choice <br />Brand Image<br />Enhance the strength, favorability and uniqueness of brand associations<br />Vasudha Tiwari<br />3<br />
  4. 4. SWOT Analysis for Take Home Pizza category : Strengths<br />Perception of better quality ingredients<br />Perception of freshness<br />Lower cost of operations<br />Ability to offer more customization than traditional pizza restaurants<br />Vasudha Tiwari<br />4<br />
  5. 5. SWOT Analysis for Take Home Pizza category : Weaknesses<br />Little price difference compared to a readymade pizza<br />Does not appeal to all demographics especially younger people who need quick service<br />Little differentiation if the freshness concept is imbibed by other major players<br />Not all consumers like baking the pizza when another is available at about the same price and fully baked<br />Vasudha Tiwari<br />5<br />
  6. 6. SWOT Analysis for Take Home Pizza category : Opportunities<br />Enhancing the appeal to the increasingly health conscious consumers who are willing to pay a premium price for freshness and quality ingredients<br />Opportunities to offer even more personalization as per individual consumer taste<br />Operational efficiencies can be harnessed to lower prices and appeal to an even broader consumer base<br />Families with children can be targeted more effectively<br />Vasudha Tiwari<br />6<br />
  7. 7. SWOT Analysis for Take Home Pizza category : Threats<br />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<br />Established players can also offer quality ingredients, make the pizzas fresh and could still charge less because of their economies of scale<br />Vasudha Tiwari<br />7<br />
  8. 8. Alternative target segments and profiles <br />Source: Mintel<br />Vasudha Tiwari<br />8<br />
  9. 9. Recommended primary target<br />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<br />(Note: Income is not a significant factor for the refrigerated pizza category )<br />Vasudha Tiwari<br />9<br />
  10. 10. Competitive Assessment <br />Vasudha Tiwari<br />10<br />
  11. 11. Initial skepticism of concept<br />Love the product once they try it <br />Implication: acquiring new customers through promotional activities<br />Current customers have strong, favorable and unique perception of pizza, salads and cookies <br />Expensive for an unbaked pie; nevertheless consumers evaluate price in terms of value offered such as quality ingredients and taste. <br />Brand Exploratory- Summary of Brand Perceptions<br />Vasudha Tiwari<br />11<br />
  12. 12. Brand Exploratory: Word analysis of online consumer reviews<br />Vasudha Tiwari<br />12<br />
  13. 13. Primary: Price (68%), proximity (66%) and coupons (55%)<br />Secondary: Recommendation from family and friends – Implication: creating a recommendation based rewards program <br />Brand Exploratory- Target’s Decision Drivers<br />Source: Mintel<br />Vasudha Tiwari<br />13<br />
  14. 14. Brand Inventory<br />Salads<br />Pizzas<br />Sweets<br />Vasudha Tiwari<br />14<br />
  15. 15. Points of Parity and Difference<br />Wants and Needs<br /><ul><li>Tasty Pizza
  16. 16. Affordable
  17. 17. High quality
  18. 18. Convenient
  19. 19. Variety to choose from
  20. 20. Kids special
  21. 21. Discounts
  22. 22. Healthy
  23. 23. Social Acceptance
  24. 24. Offer convenience and a ready to eat pizza at a the same price
  25. 25. Can embrace the healthy image quite easily and over a broad scale
  26. 26. High quality ingredients
  27. 27. Made to order and freshly made
  28. 28. Custom made
  29. 29. Tasty food
  30. 30. Variety in the choices available</li></ul> Brand <br />Strengths<br />Consumer<br />Needs<br />Our <br />PODs<br />Vulnerabilities<br />Their PODs<br />POPs<br /><ul><li>Points of Parity (Category Benefits)
  31. 31. Delivery option available
  32. 32. Multiple locations available (though currently in limited areas)
  33. 33. Quality of ingredients is either equal or better</li></ul>Competitor Strengths<br />15<br />Vasudha Tiwari<br />
  34. 34. Recommended Brand Pyramid- Brand Strategy Platform<br /><ul><li>Feeling of doing the right thing for myself and my family.
  35. 35. Social hit!
  36. 36. Enjoyment with friends and family </li></ul>Not just pizza but a reflection of my lifestyle!<br />Resonance<br /><ul><li>Made with pure, all-natural ingredients AND tastes great
  37. 37. Service is great
  38. 38. The price is right!
  39. 39. Clean Stores
  40. 40. Trendy Packaging</li></ul>Brand Judgments<br />Brand Feelings<br /><ul><li>Fresh
  41. 41. Delicious and addictive
  42. 42. Expensive
  43. 43. Great salads too?!</li></ul>Brand Performance<br />Brand Imagery<br />Healthy, fresh AND affordable pizza that is convenient to order and easy to bake <br /><ul><li>Tastes as good or better than competition
  44. 44. Reasonable prices</li></ul>Salience<br />Vasudha Tiwari<br />16<br />
  45. 45. Positioning#1<br />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<br />Vasudha Tiwari<br />17<br />
  46. 46. Positioning #2 <br />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<br />Vasudha Tiwari<br />18<br />
  47. 47. Evaluation of Positioning #1<br />Vasudha Tiwari<br />19<br />
  48. 48. Evaluation of Positioning #2<br />Vasudha Tiwari<br />20<br />
  49. 49. Recommended Positioning and Rationale<br />Vasudha Tiwari<br />21<br />
  50. 50. Recommended Brand Personality -Jennifer Aaker’s Framework<br />Vasudha Tiwari<br />22<br />
  51. 51. Brand Architecture <br />Vasudha Tiwari<br />23<br />
  52. 52. Key Touchpoints<br />Vasudha Tiwari<br />24<br />
  53. 53. Consistent messages about Brand offerings/ specials/promotions related to family specials and kids’ favourites<br />Leverage the social media more by having an active presence on twitter<br />More active on local media emphasizing the support to local farmers markets<br />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 <br />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)<br />Executing Brand Across Key Touchpoints<br />Vasudha Tiwari<br />25<br />
  54. 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 <br />Available from Harvard Business Review <br />Key measurement elements include:<br />The brand excels at delivering the benefits customers truly desire<br />The brand stays relevant<br />The pricing strategy is based on consumers’ perception of value<br />The brand is properly positioned<br />The brand is consistent<br />The brand portfolio and hierarchy make sense<br />The brand makes use of and coordinates a full repertoire of marketing activities to build equity <br />The brand’s managers understand what the brand means to consumers<br />The brand is given proper support and that support is sustained over the ong run<br />The company monitors sources of brand equity <br />Recommended Brand Metric: The Brand Report Card by Kevin Lane Keller<br />Vasudha Tiwari<br />26<br />
  55. 55. Rewards<br />The recommended demographic is most likely to take out pizzas and bake at home according to Mintel research – Hence tangible benefits can be reaped <br />Risks<br />Alienating the other demographics due to emphasis on family demographic <br />Risks and Rewards<br />Vasudha Tiwari<br />27<br />
  56. 56. Delicate balance must be maintained in serving the recommended demographic and other demographics in general<br />Recommendation based rewards program can be instituted because of the efficacy of word of mouth advertising as researched by Mintel<br />Kids are an important demographic and thus menu items catering to their needs can be offered <br />Logos and packaging have scope for improvement in order to aid in better recall and awareness<br />Messaging can be focused on the “experience” of baking the pizza rather than just the consumption in order to aid differentiation<br />Enhancing the likelihood of Success<br />Vasudha Tiwari<br />28<br />