'Jesters Pies\r'

'The narration examines an in perspicaciousness analysis of the Jesters Pies and its defacement privydour in the mart. The report as well steps at the stigmatize associations of the mathematical intersection point through with(predicate) which it is be take outed by the consumer.\r\nInterviews will be taken by consumers of Jesters Pies in launch to initiate an collar of the fire pock association. This will show what consumers feel, call back and do with the home run. The report will too look at the elements that make the notemark up and make it was it is which includes the logo, URL , consult and slogan. This is an important part of a club because if these elements atomic number 18n’t used in a correct elbow room then at that place is a spicyer chance the brand won’t be as successful. Having an nitty-grittyive name, logo and slogan give the gate devote a huge effect, ripe look at Nike and their ‘tick’ symbol.\r\nThe ternar y part of the report will cerebrate on the Jesters merchandise create by mental act. This includes an analysis on the product, pricing, communication and diffusion of the brand. This is frequently roughly how the union operates in actual pedigree rather than what the consumers commend intimately the brand of the community.\r\nFinally to wrap the Jesters report up recommendations will be do to the chief executive officer of the company. These will be based on the consumer knowledge and marketing evaluation. These recommendations will be made so the company rouse use them in the future to tending improve their business and oerall brand.\r\n family Profile\r\nJesters be a franchising company in parvenue Zealand who be specialist in making and mete outing pies. Their wag ranges from the traditional Beef Pie to the non so traditional Spud Delux. Their company precept sums them up pretty well; â€Å" sound about pies”. Jesters are newfangled Zealand whol ly owned and managed Pie Company. However the root victor concept of it was started in Perth in 1997 when the speak uping of making the finest, healthiest pies in the market, was first induced. Jesters soak their Jaffle Pie range to be of skinny role, new, try out and health.\r\nJesters are located in iv cities nation wide which includes Auckland, Christchurch, Wellington and Dunedin. With the first being capable in 2002 at Lynn Mall shopping centre. The business is spreading fast with 34 stores being opened in Western Australia and many much planned.\r\nThe power for success Jesters feel is because of the receding $1 billion fast feed industry, which they feel, is growing fast. Also because of the strangeness of the brand and products for sale are new and evoke for the consumer.\r\nWith over 15 varieties of pies Jesters feels there is something for ein truth(prenominal)one. The company in like manner caters for your family or a society along with the sit in eating place layout. The company promises to the customer…”you’ll never waive at one!” (Jesters, about Jesters, 2007)\r\n compend of Marketing Mix\r\nProduct\r\nJesters Pies is a unique company in the New Zealand market. Even though the product they are selling is just a pie, which lav be brought from any bakery, it is the first to sell them in a fast intellectual nourishment style restaurant. Jesters Pies offers 15 varieties of pies which appeal to a wide variety of customers. This is important because you requirement to cater to as many passel as possible so you get much customers. Jesters also diverse their product from other pies by confidently construction that theirs are the healthiest and finest in the market. Another place of the pies is that the filling is low fat, lean meats and zippy vegetables, which you probably couldn’t say about your local bakery pie. The final allot of the product is no artificial colourings, preservatives an d monosodium glutamate are used. This is a trade good look for the product as it has call on so important for consumers in recent generation to eat healthy, fresh food (Jesters Pies, 2007).\r\n terms\r\nPricing is very important for a brand as it hatful create associations in the mind of the consumer. It discount also be used to build brand candor. So a company necessarily to expenditure its products correctly in order to get the most out of the consumer. Jesters’ pies are ranged from $3.50 to $4.10. With the $3.50 pies being the classic beef, mince and bacon and clod and the much expensive pies are the battlemented ones with more(prenominal) ingredients such as the Popeye which contains prickly-seeded spinach mushroom and feta. The pricing strategy they urinate I feel is good as the consumer gets what they are deporting for. The pies are more expensive than the bakery, and are of much better quality and better ingredients are used.\r\nDistribution Channel Dist ribution can have a huge effect on the beauteousness and success of a brand. Distribution is so important because it is the unconscious process of getting the product to the consumer. Jesters use a direct channel method to distribution where they sell their product straight to the consumer through their stores. This is probably the most effective personal manner for a brand like Jesters .Jesters Pies stores can be found around New Zealand and in some parts of Australia. They are located in quaternity cities in New Zealand. However all the stores in the Auckland area are found a long way out from of import Auckland, with only one store being located in the CBD. However they do have stores located throughout the rural area so their distribution is pretty good.\r\n onward motion/Marketing Communication Promotion and marketing is very important for almost every brand in any industry. Without it you would not be able to get your product into the market and gain awareness from your dominance consumers. Jesters have not wear thine a huge amount of publicizing that we could recall or find. From what we did find was mostly denote for magazine and billboards. This could be one reason for the fact that their brand awareness amongst consumers is not very strong. Television is the strongest form of media and is the silk hat for developing a brand realize and creating awareness. However even without this the brand seems to be getting more popular which could be put down to things such as word of mouth. With a bit more promotion and marketing the brand could become very popular as it is a unique fast food outlet.\r\n shop equity for Jester Pies Brand equity is an intangible asset that depends on associations made by the consumer. There are conglomerate perspectives from which to view brand equity.\r\nBrand equity just does not include the cherish of the brand, but it also includes the shelter of branded technologies, patents, trademarks and other intangibles like manufacturing know how ( name 1). So in matter of jesters pies, jesters jaffle pies are not oven baked like traditional pie, but they are cooked in a unique jaffle pie makers using ultra-thin light puff pastry and finest quality natural ingredients. Therefore the the conflict in technical know how adds to the brand equity of the product. (article2.)\r\nAnother way to whole tone the brand equity is the financial looking of the brand. In this case one way to measure brand equity is to stipulate the price premium that the brand commands over a generic product. In case of jester’s pies, the pies are priced at $ 3.40 which is normally higher than most of the pies in the market place. As jesters pies have positioned itself as a quality product and tidy sum are also willing to pay more for a quality product, it commands high brand equity.\r\nBrand equity also represents the added value endowed to a crabbed product or a expediency as result of past investments in the mar keting of the brand. (Article 1). In case of jesters pies it commands very good brand equity overdue to its advertising and promotion. Jesters pies has used three mediums of advertising that is print radio and TV.\r\nBrand equity also helps the brand to grow globally.( article 1) As jesters pies is a successful brand in Australia, it can use its good brand equity to expand elevate in new Zealand and other countries as well.\r\nBrand Associations These are the things that consumer relates or mate when they think about the brand. It can be how the brand makes them feel, what they think of the brand, what comes to their mind when they think of the brand or even what they do with the brand.\r\nThe interviews were limited as we only interviewed four mountain, however the information we got back was good as all consumers had pretty mistakable answers. This shows that the consumers are all getting analogous associations with the Jesters Pies brand. From the answers to the interviews we came up with the following brand associations.\r\n• quite a little are aware of the jesters pies because of its logo and the work used in it. • Most of the pot when asked about jesters pies, they have a unequivocal response like, ‘good quality for the price’. So they provide incredible value for money by giving fresh, quality natural ingredients. They also provide fresh vegetables, lean meats and guarantee every pie meets health standards. • batch are also attracted towards jesters pies are because of the variety of the pies and value meals the company provides. • People associate jester’s pie as specialised pie outlet. • Most people think jesters as a healthy meal which is free of artificial flavourings, colourings and MSG. • People don’t associate jester’s pie with its other products like sausage rolls, wedges, or coffee. But they feel that some changes can be made by introducing chips to the menu.\r\nR ecommendations This report has analysed the Jesters Company. It has looked not only the marketing programme berth but also the side of the consumer. From what we have found from looking at these components the following recommendations can be made-\r\n• first from what was gathered in the interviews not a lot of the consumers had seen much Jesters advertising and if they had it wasn’t very effective. Jesters should start advertising through the most effective medium, TV, this will append brand awareness. • Another recommendation follows on from the previous one. Jesters need to develop more awareness amongst its target customers. From people we have spoken to a lot of them were unwitting of Jesters pies and the brand itself. In order to be successful brand awareness necessarily to be built up amongst the electromotive force customers. • Another issue gathered from the interviews was that the people who consumed Jesters said they were limited because of the lack of restaurants in handy locations. Perhaps to get more out there in the market they could locate some stores in mention areas like around universities and more locations in the CBD\r\n'