2. 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.
3. “BY THE TIME THEY THAW YOUR DOUGH,
YOU COULD ALREADY BE EATING LITTLE CAESARS”
4. 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
5. DIGITAL MEDIUMS
Facebook
• 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.
6. DIGITAL MEDIUMS
Twitter
• 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
7. 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.
8. 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.
9. CAMPAIGN BUDGET
Strategy Cost
Google AdWords Campaign ≤ $460,000
(two month duration)
Social Media Presence, digital ≤ $540,000
coupons, etc. (six month duration)
Maximum budget $1,000,000
10. 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.
