Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


CaraHansonThesis_Final.pdf (802.03 KB)

ETD Abstract Container

Abstract Header

Pizzapreneurship: A Creative Solution Directed at College-aged Consumers to Enable Better Access to Little Caesars Pizza

Hanson, Cara C
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492689430373602

Abstract Details

2017, Bachelor of Science of Journalism (BSJ), Ohio University, Journalism.
For my professional honors thesis project, I crafted a creative solution to address a marketing problem for Little Caesars Pizza. Despite Little Caesars’ emphasis on low prices and convenience, it currently struggles to attract college-aged consumers who live in college towns or areas where the Little Caesars location is far from campus and/or off-campus living. Because Little Caesars does not offer delivery and many store locations are not in reasonable walking distances, students rely on other pizza restaurants. The brand’s current national advertising campaign is geared toward a more general population, failing to directly market to this demographic and allowing it to fall through the cracks. The challenge of my professional project was to increase sales of Little Caesars Pizza to college-aged consumers in the markets described above without disrupting the company’s existing business structure. I conducted primary and secondary research to understand the pizza market and my target consumer group. I examined current trends to better understand the marketing landscape of the pizza industry. I also focused on purchasing habits, media usage, values, and lifestyle choices to better understand my target consumer group group. This research came from studies, scholarly journals, and news articles. For my primary research, I conducted online surveys, personal interviews, and focus groups to understand how college-aged consumers feel, think, and make decisions about buying pizza. Then, I formed a strategy based on insights derived from my research. I created three personas for my target consumer group that illustrate the personalities and habits of current college-aged consumers. I also wrote a creative brief to direct my solution. I concluded my project with a creative solution that aims to address this marketing problem. A creative solution is an idea that solves a marketing communications problem in an innovative way within the client’s requirements. In a real-world scenario, the creative solution in my project would be an integrated component of a broader advertising campaign. My solution is the Little Caesars Pizzapreneurship Program. It connects college students with opportunities to deliver and run pop-up tents to sell Little Caesars pizza to make extra money. Students can also make large orders at a discounted price for student organizations.
Charles Borghese (Advisor)
Bernhard Debatin, Dr. (Advisor)
53 p.
Communication; Marketing
pizza; advertising; marketing; creative solution; consumer research; Little Caesars

Recommended Citations

Citations

  • Hanson, C. C. (2017). Pizzapreneurship: A Creative Solution Directed at College-aged Consumers to Enable Better Access to Little Caesars Pizza [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492689430373602

    APA Style (7th edition)

  • Hanson, Cara. Pizzapreneurship: A Creative Solution Directed at College-aged Consumers to Enable Better Access to Little Caesars Pizza. 2017. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492689430373602.

    MLA Style (8th edition)

  • Hanson, Cara. "Pizzapreneurship: A Creative Solution Directed at College-aged Consumers to Enable Better Access to Little Caesars Pizza." Undergraduate thesis, Ohio University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1492689430373602

    Chicago Manual of Style (17th edition)

ouhonors1492689430373602
1,151
© 2017, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.