Little Caesars Enterprises, Inc. Marketing Plan Little Caesars ...

5. Market-Product Focus
Little Caesars Enterprises, Inc. 16
The following section describes the marketing and product objectives for Little
Caesars Pizza. The target markets, points of differentiation, and positioning of its
products are also addressed.
Marketing and Product Objectives
Little Caesars’ main marketing objective is to be the best take-home pizza chain
by exceeding customer expectations with extraordinary value, great tasting products, and
outstanding people while providing strong returns to its stakeholders. These are detailed
in four areas below:
• Current Markets. Currently there are approximately 4,500 delivery-carryout
units located throughout the United States. Within the locations in the United
States, four of them are located within 12 miles of Radford University. However,
“The chain’s true store count or gross sales numbers—much less same-store sales
numbers—have never been discussed publicly except for some rare and veiled
revelations carefully doled out over the past two years.” (PizzaMarketPlace.com,
2006). “In 2005 alone, more than three billion pizzas were sold nation wide.”
(Little Caesars Pizza – Franchise Opportunities: About Us, 2006). The chain
was named best pizza chain in 4 out of 12 customer satisfaction attributes: value
for money, speed of service, convenience of locations and overall appeal to kids.
Little Caesars also was ranked in the top three of 58 quick- service chain rated on
12 key quality attributes.