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

Target Markets
Little Caesars Enterprises, Inc. 18
The primary target market for Little Caesars Pizza is middle and low income
families who desire to pay a low amount of money for a large portion of food to feed
their family members. The secondary market consists of students who have little or no
income and rely on part-time jobs or money from elsewhere to fund their food budget.
Points of Difference
The “points of difference” that differentiates the company from its competitors
fall into three important areas:
• Superior Ingredients. Little Caesars uses superior ingredients and offers a variety
of foods which includes sandwiches and side items. Compared to other pizza
places that only focuses on one product which is pizza.
• Family Owned Environment. The owners of the Little Caesars Pizza value
customer service and satisfaction and emphasize this to its employees.
• Affordability. The fast food industry provides a variety of cheap menu items
Positioning
which makes it affordable to many people.
In the past, pizza products have been either fast but lacked quality or focused on
quality but was time consuming, but not both. Little Caesars Pizza combines these two
desirable characteristics to obtain a positioning in consumers’ minds as fast and high
quality pizza, which allows customers to order them fresh out of the oven and tasty (Little
Caesar Enterprises, Inc., 2006).