Little Caesar's positioning strategy
Brand positioning is how the brand is defined in a customer's mind. In order to do this, a brand must differentiate itself from the competition. There are three levels a brand can position itself on. First, product attributes, second, a desirable benefit, and third, beliefs and values. Among these three levels, beliefs and values is the strongest position because it grabs the customer's attention by connecting with them on an emotional level. One example of successful brand positioning and differentiation is Little Caesar's Pizza.
Little Caesar's Pizza offers large Hot & Ready pizzas for five dollars. This is the company's main point of differentiation, which sets it apart from competitors and offers more value to consumers. By offering this product, Little Caesar's is practicing level two positioning by marketing itself based on a product that offers a desirable benefit. The image below shows the brand positioning, based on consumer perceptions compared to competitors by measuring average price and convenience/quality.
Little Caesar's Pizza offers large Hot & Ready pizzas for five dollars. This is the company's main point of differentiation, which sets it apart from competitors and offers more value to consumers. By offering this product, Little Caesar's is practicing level two positioning by marketing itself based on a product that offers a desirable benefit. The image below shows the brand positioning, based on consumer perceptions compared to competitors by measuring average price and convenience/quality.
Overall, Little Caesar's offers the lowest priced large pizza with convenience. Convenience is the desired benefit the company is marketing. In order to do this, Little Caesar's must develop a positioning strategy to set it apart from competitors marketing in the same target market. Included in the positioning strategy is the positioning statement, which sums up the overall brand position by stating the targeted segment, the need that is satisfied, and the point of differentiation. The positioning statement developed by Practicum Group #3 is: "To
the hungry pizza-lover who needs a quick, low-price meal, Little Caesar’s is a
carryout pizza chain that offers ready-to-eat pizza cheaper and faster than any
other restaurant."
A brand's full positioning, or value proposition, can be illustrated in a value proposition diagram. This diagram shows the company positioning by comparing it to competitors in terms of "more for more", "more for the same", "more for less", "the same for less", or "less for much less." Little Caesar's offers more for less: more convenience for less money. Shown below is a value proposition diagram that displays the value proposition of Little Caesar's Pizza (marked with a star).
A brand's full positioning, or value proposition, can be illustrated in a value proposition diagram. This diagram shows the company positioning by comparing it to competitors in terms of "more for more", "more for the same", "more for less", "the same for less", or "less for much less." Little Caesar's offers more for less: more convenience for less money. Shown below is a value proposition diagram that displays the value proposition of Little Caesar's Pizza (marked with a star).