The Australian pie company "Pie Face" was examined and evaluated through applying marketing strategies. Finally, recommendations for focusing on a certain strategy and general implications are made in the paper.
Group project assignment for this paper was to describe the target market of the brand and prepare a perceptual map of the market, to briefly conduct an environmental scan by describing the key social, demographic, economic, technological, political/legal and competitive factors that affect the brand’s business and to identify and discuss two internal factors (personal/psychological) and two external factors (social/cultural/situational) that affect the choice of the brand.
Furthermore to discuss the current Integrated Marketing Communication (IMC) campaign of the brand.
What are the IMC tools and media that the brand is currently using? How effective are these tools in creating a positive attitude towards the brand considering the target market of the brand?
Table of Contents
Pie Face: Company Introduction
Target Market
Perceptual Map
Environmental Factors Analysis
Social
Demographic/Geographic
Economic
Technological
Political/ Legal
Analysis of Internal and External Factors
Internal Factors
Personal Factors
Psychological factors
External Factors
Cultural factors
Social Factors
Integrated Marketing Communication (IMC)
Evaluation
Differentiation
Overall cost leadership
Focus
General Recommendations for Pie Face to Implement
Sustainability
Crisis Management
Technology
Social Media and Brand Name
Alterations of Advertisement
Strategy recommendation
Research Objectives and Key Topics
This marketing report aims to analyze the current strategic position of the Australian fast-food chain Pie Face, evaluate its marketing communications, and provide actionable recommendations to regain competitive advantage following financial difficulties.
- Analysis of the external and internal environmental factors influencing brand performance.
- Evaluation of Pie Face’s current target market and competitive positioning via perceptual mapping.
- Assessment of the company's Integrated Marketing Communication (IMC) tools and strategies.
- Development of strategic recommendations focusing on differentiation and brand sustainability.
Excerpt from the Book
Perceptual Map
Brand positioning relies fundamentally on the knowledge of marketers to determine the target consumer, the main competitor, as well as the similarity and distinction to competitors (Keller, 2013). A perceptual map can show consumers’ judgments and perceptions about a brand’s position in a graph, compared to its most important competitors. The map is divided up in 4 quarters and two dimensions of positioning (McCarthy, McGuiggan, Perreault and Quester, 2004). For Pie Face, there was no existing map available that was based on academic research. The provided perceptual map for Pie Face (see figure 1) is not based on representative surveys or primary research. It was created considering websites, social media and other advertisement as well as product offerings. The “Integrated Marketing Communication (IMC)” affects directly Pie Face’s alignment on the perceptual map. Only competitors who were deemed the most important were included, with a focus on those with the greatest market share. Although it is difficult to place Pie Face in a single industry, it was considered that it best suits the fast food industry. Its main competitors are local coffee shops, bakeries, and grocery stores, which compete with Pie Face in a broader sense. Grocery Stores are not included in the perceptual map because they are not considered as a direct competitor. Due to a lack of research to determine the two most important positioning dimensions to customers, the general categories of Price and Quality were chosen.
Summary of Chapters
Pie Face: Company Introduction: Provides an overview of the company's founding in 2003, its international expansion, and subsequent financial challenges leading to the acquisition by United Petroleum.
Target Market: Examines the company's customer demographics and psychographics, noting a focus on younger, fun-oriented individuals alongside travelers at petrol stations.
Perceptual Map: Visualizes the brand's position relative to competitors based on price and quality dimensions.
Environmental Factors Analysis: Investigates the macro-environmental influences, including social trends, demographic shifts, economic conditions, and legal frameworks affecting the fast-food industry.
Analysis of Internal and External Factors: Breaks down the consumer decision-making process by analyzing personal, psychological, cultural, and social drivers.
Integrated Marketing Communication (IMC): Evaluates the company's current marketing mix, including social media usage, promotions, and advertising strategies.
Evaluation: Critically assesses Pie Face’s current marketing strategy using Porter’s generic strategies and identifies a lack of coherence.
General Recommendations for Pie Face to Implement: Suggests strategic improvements regarding sustainability, crisis management, technology, and social media presence.
Strategy recommendation: Summarizes the final proposal to adopt a differentiation approach to improve brand perception.
Keywords
Pie Face, Marketing Fundamentals, Brand Positioning, Fast Food Industry, Perceptual Map, Consumer Behavior, Integrated Marketing Communication, Differentiation Strategy, Sustainability, Crisis Management, Competitive Advantage, Australian Market, Brand Equity, Market Research, Target Market.
Frequently Asked Questions
What is the core focus of this marketing report?
The report focuses on evaluating the current market position, brand strategy, and communication effectiveness of the Australian fast-food chain, Pie Face, following its acquisition by United Petroleum.
What are the central themes discussed in this study?
The central themes include environmental scanning, consumer behavioral analysis, strategic brand positioning, marketing mix evaluation, and crisis management.
What is the primary objective of this research?
The primary objective is to identify why the brand has faced financial struggles and to provide strategic recommendations that will allow it to reposition itself effectively in the competitive food market.
Which scientific frameworks were applied in the analysis?
The report utilizes Porter’s three generic strategies (Differentiation, Cost Leadership, Focus), Maslow’s Hierarchy of Needs, and the 4P marketing decision framework (Product, Price, Place, Promotion).
What does the main body of the document cover?
The main body covers the company background, a detailed environmental analysis, an internal/external factor analysis, an evaluation of current marketing tools, and specific strategic recommendations.
How would you characterize the primary keywords of this document?
The report is characterized by keywords such as brand positioning, consumer behavior, differentiation strategy, market research, and competitive advantage.
Why does the report emphasize the importance of crisis management for Pie Face?
The report highlights that the company failed to appropriately manage negative press reports in 2014 and 2016, which severely damaged its brand reputation and equity, necessitating a clear recovery strategy.
What is the recommended strategic direction for Pie Face?
The authors recommend that Pie Face adopts a differentiation strategy, focusing on high-quality products and healthy ingredients to move away from the highly competitive lower-end fast-food segment.
How do technological advancements influence the recommendations?
The report argues that the company has been slow to adopt modern IT solutions such as efficient delivery systems and online ordering, which are essential for staying relevant in the modern food industry.
What role do social media platforms play in the suggested strategy?
Social media is identified as a critical tool for rebranding and audience engagement; the report suggests that Pie Face should leverage these platforms to repair its negative brand image and connect with younger demographics.
- Quote paper
- Christopher Roßmann (Author), Derek Ng (Author), Isabelle Stoffregen (Author), Debora Kocak (Author), 2018, Marketing Report about the Australian company Pie Face. Examining overall marketing approach, Munich, GRIN Verlag, https://www.grin.com/document/468958
