BRAND MANAGEMENT

Business analysis of California Pizza Pakistan

Group Members
Shahrukh Alaya 22140
Shahzaib Palwala 19704

1|Page
 Table of Contents: Page
1- Brand Introduction page 3
1.1 Brand history page 3
1.2 Company and its people page 3
1.3 Brand stories page 3
1.4 Reason Behind Name, Logo and Tagline page 3
1.5 Important events page 4

2- Brand Mantra page 4

3-CBBE page 4
3.1 Brand identity page 5
3.2 Brand meaning page 5
3.3 Brand response page 5
3.4 Brand resonance page 6

4-Brand Prism page 6

5-Brand Key page 7&8

6- Perceptual Map page 8

7-Brand Association page 9

8-IMC Approach page10&11

2|Page
1.Brand Introduction:

1.1 Brand History:

California Pizza is the brand, which is serving the Pakistani locals since 2012. The California
Pizza serves fine baked pizza with very delicious and different flavors of Pizza. The company
managed to operate first in Karachi later, company expanded their retail locations. There are total
10 outlets in Karachi and Lahore.

1.2 Company and its People:

The company is operating in Pakistan and has more than 10 retail locations, where they are
serving the Pakistani locals. Currently company is serving in Lahore and Karachi. They first
operated in Karachi and later expanded the locations. The owner of the company is Bilal
Allawala and the Director of the company is Naeem Allawala, who is managing the company
since 2012.

1.3 Brand Stories and Important Events:

The California Pizza is the company, which is operating in Pakistan and it started operating in
2012, firstly in Karachi later in Lahore. Currently company has passed 8 years of serving in
Pakistan by introducing new flavors of Pizza. Naeem Allawala is the director of company, since
2012.

1.4 Reason behind Brand Name, Logo, Tagline:

The main reason behind the brand name is that the company started operating in Karachi and was
motivated by the California Pizza Kitchen, which is US based company. The Logo of the
company is a capsicum, which is the main ingredient of the pizza recipe, therefore, they chose
this logo. The tagline of the company is bigger size and better taste, which makes them unique,
as they serve large size pizza and delicious taste; therefore they made tagline according to their

3|Page
services.

1.5 Important Events:

The company initially operated in 2012 in Karachi and faced tough competition in the city, as
Karachi is the big city, with different types of food outlets, which includes international food
chains, therefore initially company had to face some crisis as the company was new and
competition was high, later company introduced their unique flavors and took help of effective
marketing skills and made awareness in people by providing them family deals and bigger size
pizzas, with delicious tastes, California Pizza managed the crisis and got success.

2-Brand Mantra:
Brand mantra is a short three to four word phrase that captures the irrefutable essence of the
brand.
Brand mantra of California Pizza could be, American-Italian cuisine, Fulfilling cravings and
Different flavors.
By analyzing the brand, we have drawn this brand mantra as the brand California Pizza promises
to serve the bigger size pizza with variety of flavors and bringing the American taste in Italian
origin dish.

3 Customer Based Brand Equity:

4|Page
3.1 Brand Identity:

The California Pizza is basically a pizza house, which introduced their new flavors and bigger
pizza in Karachi, which faced tough competition, later company took help of marketing skills
and found marketing gap and introduced the different flavors of Pizzas in bigger sizes, which
made the identity of the company.

3.2 Brand Meaning:

Performance:

California Pizza is the brand, which deals in Pizza and other items. As the slogan of the company
is bigger pizza and better taste, company never compromised over this mission and vision of the
company and performed reliably and got the trust of the customers by providing bigger and
better taste of Pizza

Imaginary:

As the customers are usually disappointed by the reality, as most of the customer order pizza by
watching pictures and expects that they will get, what they saw in pictures but most of the
companies don’t come on customer’s expectation, but California Pizza provides the bigger and
better taste pizza as they show in pictures and serves similarly.

5|Page
 3.3 Brand Response:

Every customer is different from each other and they judge the companies according to the
services of the company. Therefore the response is mixture of thoughts, but most of the response
of the customers are satisfying, as they get what they expect, but sometimes due to traffic jam
and other technical errors, customer face delay in order and busy helpline of the company
otherwise response of the customer are satisfying.

3.4 Brand Resonance:

As the California Pizza is operating in Karachi, which is the big city with different types of food
outlets, which includes international food chains therefore company is operating in high
competition, therefore the customer loyalty is normal, as there are several pizza outlets, which
provide similar flavors, but there are some customers, which prefer bigger size pizzas, those are
loyal to the California Pizza.

4 -Brand Prisms

1. Physique: California pizza physique could be the something exquisite

2. Personality: The red and green communicates the joy of Italian dish
3. Culture: The culture of California pizza is American-Italian way
4. Relationship:
5. Self-image: The customer feels some American touch when haing
Californian pizza
6. Reflection:

6|Page
5-Brand Key:
A brand key establishes a common language for a business, it is used to guide the business and
help it develop the essence which will drive it in the future. It helps a business to answer some of
the very important strategic questions such as who you are values, personality, USP and
customer promise.

Brand key involves nine essential functions in its framework, we will look into these functions
with respect to our business that is “California Pizza”.

1. Roots:
California Pizza began its operations in 2012 by Mr. Naeem Allahwala with an aim to
revolutionize the taste and quality of pizza in Pakistan. He witnessed that here in Pakistan
people were inclined towards pizza as their fast food option and it was a large market

7|Page
 with a lot of brands being present to cater that market, what was not present was the
authentic taste and a good quality of pizza.
2. Competitive environment:
The Pizza market has around 6000 plus brands in Pakistan that range from all types and
quality of pizzas however these are not just the competitors of California Pizza, they
work in the fast food industry and so the competitors list increases with a number of other
fast food businesses like burgers and rolls etc.
3. Target:
California pizza targets itself to all age types who wish to satisfy their pizza cravings, it
mainly focuses on the two cities Karachi and Lahore.

4. Insights:
California Pizza knows that its customers require top of the line experience and quality
products when they tend to choose California pizza, they require a wholesome experience
along with a good tasting pizza.
5. Benefits:
Having a great quality pizza along with a good food experience is what a customer
requires which the business aims on providing and creating an atmosphere for its
customers to enjoy the tasty pizza.
6. Values and believes:
The brand stands to provide premium quality and taste to its customer along with an un
matched customer experience.

8|Page
6- Perceptual Map:

The perceptual map shows us where our business has made its grounds and what kind of an
image comes to the minds of a customer when they talk about our brand.
California pizza has achieved a more premium priced positioning with the quality and taste they
had to offer this gives them an upper edge against its competitors like Pizza hut who are fairly
cheaper but also have a less worthy costumer experience overall.

7. Brand Association:

Bigger
Size
Quality Customer
Service

Fast California Better

Service Pizza Taste

9|Page
 Normal
Price

Brand Association is the term, which links the company with customer’s thoughts regarding the
Company. If we analyze the brand association of California Pizza, we can simply say that the
company has a positive feedback in the customer’s mind and customer of California Pizza
associate California Pizza with Bigger size pizza in the town, which is served with better taste,
because the company has slogan of “Bigger Size and Better Taste.” This is the identity of the
California Pizza, therefore the Brand association of California Pizza is bigger Size and Better
Taste. Along with this the company provide fast service and price is comparatively same as other
pizza outlets are offering. The company is maintaining their quality and improving their
weaknesses by implementing over the customers’ feedbacks.

8. Integrated Marketing Communication (IMC) Approach of

California Pizza:

10 | P a g e
IMC approach is the approach to analyze the communication skills of the company and analyze
how the company is communicating their products to the customer.
In order to analyze the communication level of California Pizza, we would be using the IMC
approach. California Pizza Use above tools, shown in picture to communicate their products to
customers.
The first thing they use is the advertisement, which is done on television ads and also over social
media, in which company introduces their new deals for customers.
The company also uses sales promotion by giving off to customers through food panda, Lootlo
and several other applications.
California Pizza also personally sells their pizza over their outlets. Company also performs direct
marketing by distributing their brochures and menus in people at signals and other stops.
Along with this company use mobile marketing, by sending SMS to customers and aware them
about policies and new deals of California Pizza.
Company use social media like; Facebook, Instagram and several other social media applications
to aware about new deals of California Pizza. Company also maintains the public relations as
company has provided their customer queries email address over its website and other pages,
along with this company provides 24/7 helpline service, which is available for listening to the
queries of customers. California Pizza also takes part in sponsorships like in public gathering,
concerts, events and several other programs. To conclude, we can say that the California Pizza is
a good brand and their communication approach is good, as they use all the sources of marketing
and serving well in their respective cities.

11 | P a g e
 Recommendation:

1- California Pizza should make their Brand Mantra clearer to understand.

2- They should put more effort in advertising their brand. Give more deals as the
competition is getting really intense.

THANK YOU

12 | P a g e