LITTLE CAESARS DIGITAL PLANCAMERON SOLU

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:

• Keywords such as “pizza”, “carry-out” and “fast food” will be utilized.

• The advantages plateau at $1.65 CPC• This price point results in between 5789

clicks and 7075 clicks per day.

Sample Ad Copy

Little Caesars Hot-N-Ready PizzaAlways fresh, never frozen!littlecaesars.com

$5 Hot-N-Ready PizzaFeed the family tonight!littlecaesars.com

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.

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

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 BUDGET

Strategy Cost

Google AdWords Campaign (two month duration)

≤ $460,000

Social Media Presence, digital coupons, etc. (six month duration)

≤ $540,000

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.