HomeMadePizza Co's brand strategy document outlines their brand vision, objectives, and SWOT analysis. Their brand vision is to serve health conscious consumers with fresh, affordable pizzas and a unique experience. Key brand objectives are to increase awareness, enhance recall, and drive choice. A SWOT analysis identifies strengths like fresh ingredients, weaknesses like limited appeal to younger demographics, opportunities like health trends, and threats like potential copying by major competitors. The document recommends targeting families with children, provides a competitive assessment, and outlines brand elements and positioning strategies.

1. HomeMadePizza CoBrand Strategy -VasudhaTiwariVasudha Tiwari1

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 productsVasudha Tiwari2

3. Brand ObjectivesEstablish and increase brand awarenessEnhance brand recallInclusion in the consideration set . For instance, pizza = homemadeBrand must drive choice Brand ImageEnhance the strength, favorability and uniqueness of brand associationsVasudha Tiwari3

4. SWOT Analysis for Take Home Pizza category : StrengthsPerception of better quality ingredientsPerception of freshnessLower cost of operationsAbility to offer more customization than traditional pizza restaurantsVasudha Tiwari4

5. SWOT Analysis for Take Home Pizza category : WeaknessesLittle price difference compared to a readymade pizzaDoes not appeal to all demographics especially younger people who need quick serviceLittle differentiation if the freshness concept is imbibed by other major playersNot all consumers like baking the pizza when another is available at about the same price and fully bakedVasudha Tiwari5

6. SWOT Analysis for Take Home Pizza category : OpportunitiesEnhancing the appeal to the increasingly health conscious consumers who are willing to pay a premium price for freshness and quality ingredientsOpportunities to offer even more personalization as per individual consumer tasteOperational efficiencies can be harnessed to lower prices and appeal to an even broader consumer baseFamilies with children can be targeted more effectivelyVasudha Tiwari6

7. SWOT Analysis for Take Home Pizza category : ThreatsThe 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 developedEstablished players can also offer quality ingredients, make the pizzas fresh and could still charge less because of their economies of scaleVasudha Tiwari7

8. Alternative target segments and profiles Source: MintelVasudha Tiwari8

9. Recommended primary targetPrimary 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 Tiwari9

10. Competitive Assessment Vasudha Tiwari10

11. Initial skepticism of conceptLove the product once they try it Implication: acquiring new customers through promotional activitiesCurrent 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 PerceptionsVasudha Tiwari11

12. Brand Exploratory: Word analysis of online consumer reviewsVasudha Tiwari12

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 DriversSource: MintelVasudha Tiwari13

14. Brand InventorySaladsPizzasSweetsVasudha Tiwari14

15. Points of Parity and DifferenceWants and NeedsTasty 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 StrengthsConsumerNeedsOur PODsVulnerabilitiesTheir PODsPOPsPoints 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 betterCompetitor Strengths15Vasudha Tiwari

34. Recommended Brand Pyramid- Brand Strategy PlatformFeeling 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!ResonanceMade with pure, all-natural ingredients AND tastes great

37. Service is great

38. The price is right!

39. Clean Stores

40. Trendy PackagingBrand JudgmentsBrand FeelingsFresh

41. Delicious and addictive

42. Expensive

43. Great salads too?!Brand PerformanceBrand ImageryHealthy, fresh AND affordable pizza that is convenient to order and easy to bake Tastes as good or better than competition

44. Reasonable pricesSalienceVasudha Tiwari16

45. Positioning#1For 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 affordableVasudha Tiwari17

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 deliciousVasudha Tiwari18

47. Evaluation of Positioning #1Vasudha Tiwari19

48. Evaluation of Positioning #2Vasudha Tiwari20

49. Recommended Positioning and RationaleVasudha Tiwari21

50. Recommended Brand Personality -Jennifer Aaker’s FrameworkVasudha Tiwari22

51. Brand Architecture Vasudha Tiwari23

52. Key TouchpointsVasudha Tiwari24

53. Consistent messages about Brand offerings/ specials/promotions related to family specials and kids’ favouritesLeverage the social media more by having an active presence on twitterMore active on local media emphasizing the support to local farmers marketsCall 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 TouchpointsVasudha Tiwari25

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 desireThe brand stays relevantThe pricing strategy is based on consumers’ perception of valueThe brand is properly positionedThe brand is consistentThe brand portfolio and hierarchy make senseThe 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 consumersThe brand is given proper support and that support is sustained over the ong runThe company monitors sources of brand equity Recommended Brand Metric: The Brand Report Card by Kevin Lane KellerVasudha Tiwari26

55. RewardsThe recommended demographic is most likely to take out pizzas and bake at home according to Mintel research – Hence tangible benefits can be reaped RisksAlienating the other demographics due to emphasis on family demographic Risks and RewardsVasudha Tiwari27

56. Delicate balance must be maintained in serving the recommended demographic and other demographics in generalRecommendation based rewards program can be instituted because of the efficacy of word of mouth advertising as researched by MintelKids 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 awarenessMessaging can be focused on the “experience” of baking the pizza rather than just the consumption in order to aid differentiationEnhancing the likelihood of SuccessVasudha Tiwari28