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Brand

The report investigates an in depth evaluation of the Wenches Pies and its brand equity in the market. The report as well looks at the brand associations with the product through which it is becoming recalled by consumer.

Interviews will be taken by consumers of Jesters Pies in order to get an understanding of the brand affiliation.

This will display what customers feel, think and do while using brand. The report may also look at the elements that make the brand name up and make it was it is which includes the logo, LINK, name and slogan. This is certainly an important element of a company mainly because if these elements aren’t utilized in a correct way then we have a higher opportunity the brand defintely won’t be as effective. Having an efficient name, brand and slogan may have a huge result, just check out Nike and the ‘tick’ sign.

The third section of the report will focus on the Jesters marketing programme. This includes a great analysis for the product, prices, communication and distribution of the trademark. This is more about how the company operates in actual business rather than what the consumers think about the label of the company.

Finally to place the Jesters report up recommendations will be made to the CEO of the company. These types of will be based around the consumer expertise and advertising evaluation. These kinds of recommendations will probably be made hence the company are able to use them down the road to help improve their business and overall brand.

Company Account

Jesters certainly are a franchising company in Fresh Zealand who have are specialist in making and selling pies. Their menu ranges in the traditional Gound beef Pie to the not so classic Spud Delux. Their business motto sums them up pretty well, “serious about pies. Jesters will be New Zealand wholly owned or operated and handled Pie Firm. However the first original concept of it was started in Perth in 1997 when the idea of producing the finest, natural pies available in the market, was first developed. Jesters pride their Jaffle Pie range to be great quality, clean, taste and health.

Jesters are located in four urban centers nation wide including Auckland, Christchurch, Wellington and Dunedin. With all the first becoming opened in 2002 in Lynn Mall shopping hub. The business is usually spreading quickly with 34 stores being opened in Western Australia and many more prepared.

The reason for accomplishment Jesters think is because of the niche captal up to $1 billion fast food market, which they think, is growing quickly. Also because of the uniqueness of the brand and goods for sale are new and interesting pertaining to the consumer.

With over 15 varieties of pies Jesters seems there is something for anyone. The company likewise caters for your household or a party along with the sit down in cafe layout. The business promises towards the customer¦you’ll never stop at one particular!  (Jesters, about Jesters, 2007)

Evaluation of Marketing Mixture

Product

Wenches Pies iis a remarkable company in the New Zealand market. Although the product they are really selling is really a pie, that can be brought coming from any food handling business, it is the initially to sell them in a fast food style restaurant. Wenches Pies presents 15 varieties of pies which usually appeal to a wide variety of customers. This is important since you want to focus on as many people as possible so you get more consumers. Jesters as well diverse their product from other pies by confidently saying theirs are definitely the healthiest and finest available in the market. Another attribute of the pies is that the filling is zero fat, lean meats and fresh vegetables, that you simply probably could hardly say about your local bakery pie. The final attribute of the product is not any artificial colors, preservatives and MSG are being used. This is a good seek out the product as it has become so important for customers in recent times to consume healthy, fresh food (Jesters Pies, 2007).

Cost

Pricing is very important for a brand as it can produce associations in the mind of the consumer. It can also be used to build brand fairness. So a company needs to value its products appropriately in order to get one of the most out of the client. Jesters’ pies are ranged from $3. 40 to $4. 10. Together with the $3. 40 pies getting the classic beef, mince and bacon and egg as well as the more expensive pies are the more fancy ones with more ingredients like the Popeye which in turn contains kale mushroom and feta. The pricing technique they have I feel is good as the consumer gets what they are purchasing. The pies are more expensive than the bakery, tend to be of much better quality and better ingredients are being used.

Distribution Funnel Distribution may have a huge impact on the equity and success of a manufacturer. Distribution is indeed important because it is the process of receiving the product to the consumer. Wenches use a immediate channel method to distribution wherever they sell their particular product straight to the consumer through their retailers. This is probably the most effective way for a company like Jesters. Jesters Pies stores is available around Fresh Zealand in addition to some elements of Australia. They are located in 4 cities in New Zealand. However each of the stores inside the Auckland location are found quite a distance out by central Auckland, with only 1 store being proudly located in the CENTRAL BUSINESS DISTRICT. However they do have stores located over the country thus their circulation is decent.

Promotion/Marketing Conversation Promotion and marketing is essential for almost every single brand in just about any industry. With out it you will not be able to get the product into the market and gain recognition from your potential consumers. Jesters have not carried out a huge amount of marketing that we may recall or perhaps find. From what we did find was generally advertising for magazine and billboards. This could be one cause of the fact that their company awareness amongst consumers is not very strong. Television is the strongest type of media and is also the best intended for developing a company image and creating awareness. However without even this the brand seems to be getting more popular that could be put to things such as person to person. With a little more promotion and marketing the brand name could turn into very popular as it is a unique fast food outlet.

Manufacturer equity pertaining to Jester Pies Brand value is a great intangible property that is determined by associations made by the consumer. There are many perspectives from which to view company equity.

Manufacturer equity just does not include the significance of the brand, just about all includes the value of proprietary systems, patents, trademarks and other intangibles like production know how (article 1). So in case of wenches pies, wenches jaffle pies are not the oven baked just like traditional quiche, but they are cooked properly in a exceptional jaffle pie makers using ultra-thin mild puff pastry and finest quality natural ingredients. Which means the difference in technical understand how adds to the brand equity of the product. (article2. )

Another way to measure the manufacturer equity may be the financial element of the brand. In such a case one way to measure brand collateral is to identify the price high grade that the manufacturer commands over a generic merchandise. In case of jester’s pies, the pies cost $ several. 40 which is normally greater than most of the pies in the market place. As wenches pies possess positioned by itself as a quality product and people are also offering more to get a quality merchandise, it directions high company equity.

Brand equity as well represents additional value gifted to a particular product or possibly a service because result of earlier investments in the marketing of the brand. (Article 1). In case of wenches pies it commands very good manufacturer equity due to the advertising and promotion. Jesters pies has used three mediums of marketing that is printing radio and TV.

Company equity can help the brand to grow worldwide. ( content 1) As jesters pies is a powerful brand nationwide, it can work with its good brand collateral to grow further in new Zealand and other countries as well.

Manufacturer Associations They are the things that consumer relates or associate in regards to the brand. It is usually how the brand makes them experience, what they think of the brand, what comes to their particular mind if they think of the brand or even what they do with the manufacturer.

The selection interviews were limited as we only interviewed several people, though the information we have back was good as all buyers had very similar answers. This demonstrates that the individuals are all having similar organizations with the Wenches Pies brand. From the answers to the selection interviews we came up with the following manufacturer associations.

¢ People are mindful of the jesters pies due to the logo and the colours employed in it. ¢ Most of the people once asked about wenches pies, there is a positive response like, ‘good quality intended for the price’. So they give incredible affordability by giving new, quality 100 % natural ingredients. They also offer fresh vegetables, lean meats and ensure every cake meets wellness standards. ¢ People are as well attracted towards jesters pies are due to variety of the pies and value dishes the company supplies. ¢ Persons associate jester’s pie as specialised cake outlet. ¢ Most people believe jesters as a healthy meals which is clear of artificial flavourings, colourings and MSG. ¢ People avoid associate jester’s pie having its other items like sausage rolls, wedges, or espresso. But they feel that some improvements can be of introducing chips to the menu.

Recommendations This report features analysed the Jesters Company. It has viewed not only the marketing programme area but as well the side with the consumer. Coming from what we include found from looking at these kinds of components the subsequent recommendations may be made-

¢ Firstly from what was accumulated in the interviews not a lot of the consumers had seen much Jesters promoting and if they’d it had not been very effective. Wenches should start promoting through the most beneficial medium, TV SET, this will maximize brand recognition. ¢ Another recommendation employs on through the previous one particular. Jesters have to develop more awareness amidst its goal customers. By people we now have spoken to numerous them were unaware of Jesters pies plus the brand alone. In order to be good brand recognition needs to be accumulated amongst the customers. ¢ Another issue collected from the interviews was that the people who used Jesters stated they were limited because of the deficiency of restaurants in handy spots. Perhaps to get additional out there available in the market they can locate several stores in key areas like about universities and more locations in the CBD