Jesters Pies

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Introduction

The report examines an in depth analysis of the Jesters Pies and its brand equity in the market. The report also looks at the brand associations of the product through which it is being recalled by the consumer.

Interviews will be taken by consumers of Jesters Pies in order to get an understanding of the brand association. This will show what consumers feel, think and do with the brand. The report will also look at the elements that make the brand up and make it was it is which includes the logo, URL , name and slogan. This is an important part of a company because if these elements aren’t used in a correct way then there is a higher chance the brand won’t be as successful. Having an effective name, logo and slogan can have a huge effect, just look at Nike and their ‘tick’ symbol.

The third part of the report will focus on the Jesters marketing programme. This includes an analysis on the product, pricing, communication and distribution of the brand. This is more about how the company operates in actual business rather than what the consumers think about the brand of the company.

Finally to wrap the Jesters report up recommendations will be made to the CEO of the company. These will be based on the consumer knowledge and marketing evaluation. These recommendations will be made so the company can use them in the future to help improve their business and overall brand.

Company Profile

Jesters are a franchising company in New Zealand who are specialist in making and selling pies. Their menu ranges from the traditional Beef Pie to the not so traditional Spud Delux. Their company motto sums them up pretty well; “serious about pies”. Jesters are New Zealand wholly owned and managed Pie Company. However the first original concept of it was started in Perth in 1997 when the idea of making the finest, healthiest pies in the market, was first created. Jesters pride their Jaffle Pie range to be of good quality, fresh, taste and health.

Jesters are located in four cities nation wide which includes Auckland, Christchurch, Wellington and Dunedin. With the first being opened in 2002 at Lynn Mall shopping centre. The business is spreading fast with 34 stores being opened in Western Australia and many more planned.

The reason for success Jesters feel is because of the niche $1 billion fast food industry, which they feel, is growing fast. Also because of the uniqueness of the brand and products for sale are new and interesting for the consumer.

With over 15 varieties of pies Jesters feels there is something for everyone. The company also caters for your family or a party along with the sit in restaurant layout. The company promises to the customer…”you’ll never stop at one!” (Jesters, about Jesters, 2007)

Analysis of Marketing Mix

Product

Jesters Pies is a unique company in the New Zealand market. Even though the product they are selling is just a pie, which can be brought from any bakery, it is the first to sell them in a fast food style restaurant. Jesters Pies offers 15 varieties of pies which appeal to a wide variety of customers. This is important because you want to cater to as many people as possible so you get more customers. Jesters also diverse their product from other pies by confidently saying that theirs are the healthiest and finest in the market. Another attribute of the pies is that the filling is low fat, lean meats and fresh vegetables, which you probably couldn’t say about your local bakery pie. The final attribute of the product is no artificial colourings, preservatives and MSG are used. This is a good look for the product as it has become so important for consumers in recent times to eat healthy, fresh food (Jesters Pies, 2007).

Price

Pricing is very important for a brand as it can create associations in the mind of the consumer. It can also be used to build brand equity. So a company needs to price its products correctly in order to get the most out...
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