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Little caesar’s pizza
- 1. Little Caesar’s Pizza Online Ordering with the Best in the Game Tyler Kennedy
- 2. Company Background • First store opened in Garden City, Michigan • Opened in 1959 by Mike and Marian Ilitch • Sells pizza, crazy bread, chicken wings and salad – Some stores offer sandwiches • Quality and value are the primary focus of each Little Caesar’s Pizza QSR
- 3. Preparation: What do we need to know? • Target Market – Men and Women • With families • With full time jobs – Everyone • Goals – Push consumers to begin using online ordering – Increase web presence • Facebook • Twitter – Raise awareness for new online ordering feature
- 4. Internet Marketing • Google Adwords – Ads will link to the online ordering page. – Use of several keywords to generate traffic – Help to boost sales • Facebook Advertising – Tailor ads to consumers • Must show an online interest in pizza or Little Caesars – Reach a younger demographic of consumers
- 5. Social Media • Facebook – Increase company’s use of Facebook – Show an interest in customers – Offer exclusive coupon codes for online ordering • Twitter – Respond to followers – Improve relationship with consumer base – Offer exclusive coupon codes for online ordering
- 6. Mobile Strategy • Development of a mobile app – Mobile version of online ordering – Makes the process even faster – Convenient for people on the go • Cost – Estimated one time cost of $30k-$40k
- 7. Budget • Little Caesar’s Pizza has an advertising budget of around $35 million. • Estimated digital advertising/marketing budget of $13 million • $30k-$40k for smartphone application development
- 8. Measurement • Google analytics – Tracks views of webpage – Will tell us how effective our adwords campaign was. • Focus groups – Will allow us to gauge how people responded to the campaign • Revenue Analysis – Check for increases in revenue
- 9. Overview • Increase sales yield from online ordering. • Offer special discounts through social media sites – Facebook – Twitter • Market to men and women in the workforce – Target market is technically everybody • Use Google Adwords and Facebook advertising to reach target market
- 10. Overview (cont.) • Develop smartphone application to increase ease of use – Another reason to order Little Caesar’s Pizza • Measure success of campaign through various methods – Google analytics – Revenue data – Focus groups
Editor's Notes
- Target market: Although this feature will obviously be available for all to use, it will be primarily intended for family men and women working a full time job. The reasoning behind this target market is simple, online ordering is fast and convenient and people that fall into our target market typically are rushing around trying to finish their work.We will provide them with a simple way of ordering that makes dinner just a few clicks away. If we can show our consumers that we are working with them and the tools we are providing are meant to work for them then we can create a more stable business-consumer relationship and better the final outcome for both parties involved.Goals:Although Little Caesar's brand is a very powerful player they lack one key feature that most QSR pizza chains utilize, a strong online presence. The primary goal of this campaign is to establish an online ordering system (popularized by chains such as Jet's Pizza or Hungry Howies) so customers can quickly place an order using any device that will connect to the internet. This idea may go against Little Caesar’s traditional style but in order to keep up with the evolving industry, they must adapt to the digital age we are living in
- Google Adwords:We will be utilizing Google Adwords again for this campaign with all advertisements linking directly to the online ordering web page. We will be advertising on several keywords, some of which include:-little caesars jobs-little caesars coupons-little caesars numberThese keywords should generate a substantial amount of traffic to the new online ordering feature and will help to boost sales through this new method of selling.FacebookAdvrtising: We will use Facebook advertisements to tailor ads specifically to individuals who have shown an interest in our specific area of expertise. Although these ads will not be as effective as our Google keywords, they will still help to drive sales and increase the use of our new online ordering feature.
- Facebook: Little Caesar's Facebook following is incredibly large with over 1.5 million likes so utilizing Facebook to spread the word of the company's new online feature will be the primary focus of this digital marketing campaign. Various posts will be made prior to the launch of the new online ordering feature in order to build anticipation and keep the public's interest. The posts made on Facebook prior to the launch of the feature will be vague but will prompt users to keep checking the Little Caesars website for more information. After the feature had launched the posts on Facebook would continue but would contain exclusive coupon codes for customers to enter upon checkout.Twitter: will use much of the same strategy as Facebook. The discounts offered will be different and this will prompt users to both like on Facebook and follow on Twitter to get the maximum discount they can receive
- Using a mobile app to make ordering even faster is something that Little Caesars can use to step ahead of most of the industry. As of right now I know of only one chain, domino’s, that uses a smartphone app for ordering. Our target market is an active group and in order to make life easier for them the development of a mobile app will be necessary. The main thought here is that if a customer is on the fence about ordering between two different places and we make it easy for them with a smartphone app, they will choose us. There will be a one time cost of $30-40 thousand but after all is said and done the sales from the app nationwide should cover the cost of development.
- Little Caesar’s Pizza has a history of using a lot of traditional advertising like television, print and sponsorships. It is for this reason that most of their advertising/ marketing budget will be dedicated to those traditional forms. However, it is important that the company begins to move into the digital world.
- In order to determine how successful this campaign was we are going to use a couple methods. First of all we will look at overall revenue before and after the campaign has started and ended. Although this will provide us with some information on the health of the company it will not tell us whether or not the increase in sales was directly related to our campaign. We will hold focus groups before and after the campaign with members of our target market to get a real sense of if the campaign was successful or not. With the availability of online data, tracking the performance of the campaign will be easy. We will look at the keywords that we had selected for the campaign and will be able to tell if our online presence was being felt.
- Just a basic run through of everything I have covered throughout the presentation.