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Unit 6 Assignment

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Course Name and Number

Institutional Affiliation

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Assignment Due Date

Part One

Targeting is the process of selecting and identifying a certain audience or set of people

who are most likely to be interested in a given good, service, or message in a given place

(McDonald, 2017). Targeting in marketing is revolves around identifying the people most likely to

respond to a specific marketing campaign by accessing information such as demographics,

interests, habits, and geography. Targeting aids companies in maximizing the impact of their

marketing initiatives and raises the likelihood that interested parties will become paying clients

(Goyat, 2017). Businesses can target particular groups and modify their marketing messages and

strategies to meet their needs and preferences, increasing engagement and conversion rates.

For this case, the customer persona is created using the hypothetical name of Sylvester.

Sylvester is 25 years old and an actuary in an urban area. Sylvester is new in the town and trying

new friends, watching the sports and food cultures in the new town where he is living. Sylvester

enjoys trying new foods, socializing with friends, watching sports, and seeing new places. In

terms of behaviour, Sylvester like quick, easy meals and frequently eats while on the run or at

work. Conversely, Sylvester values quickness and convenience and wants to test out new and

unusual culinary selections. However, visiting a new location has a lot of challenges. In this

instance, Sylvester's difficulty is that he has little time to prepare meals and few options for lunch

close to his workplace. Last but not least, in terms of motivation, Sylvester enjoys sharing new

culinary experiences with friends and wants to eat a satisfying and speedy lunch. Based on

Sylvester's persona, some potential target markets for the pizza cone might include young urban

professionals interested in novel and unusual food options, busy people who value speed and

convenience, and social groups looking for a fun and shareable meal option. Marketing

campaigns could emphasize the distinctive and practical qualities of the pizza cone, such as its
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mobility, variety of flavours, and speedy preparation time, to target these market segments.

Influencer marketing and social media advertising may also be useful for targeting these target

audiences.

Convenience stores are the first sectors with the best development prospects, most

lucrative clients, and most promising business chances. In this instance, convenience stores are

becoming increasingly well-liked as a destination for quick and simple meals. Pizza businesses

may get into this market by collaborating with convenience stores to offer their products as a

grab-and-go alternative for clients. This offers a chance to expand your audience and boost your

revenues. The online fast food delivery industry is the second sector. The industry for online

food delivery has expanded significantly in recent years and is predicted to do so in the future.

Pizza companies now have the chance to collaborate with meal delivery services and reach a

larger audience with their products. Additionally, the popularity of virtual restaurants and ghost

kitchens makes it possible for pizza delivery services to serve customers who prefer to order

food online while maintaining lower overhead costs. Last but not the least sector is the health-

conscious consumer sector. Even in the fast-food industry, there has been a growing tendency

toward healthier eating practices in recent years. Pizza shops may profit from this trend by

providing healthy options like gluten-free crusts, plant-based toppings, and low-fat cheese. This

offers a chance to stand out from rivals, boost profitability through premium pricing, and draw in

health-conscious clients who may not have previously thought of pizza as a dinner option.

Part 2

Psychological value: enjoying one of our pizza cones is a joyful and special experience

that can liven up your day. The novelty of a cone-shaped pizza is sure to thrill kids and adults,

and you can personalize your cone to your preferences thanks to our extensive selection of
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delectable contents. Practical value: Our portable pizza cones provide a great way to enjoy

excellent pizza wherever you are. Our pizza cones offer a fulfilling meal that can be eaten

anywhere, anytime, with a crispy crust and savoury fillings. Functional value: Our portable pizza

cones provide a great way to enjoy delicious pizza wherever you are.

Technology and convenience are the first points of differentiation (POD) of the Tonis

pizzas: The utilization of technology and convenience is the first area where the pizza industry

differs from other industries. Some pizza companies provide cutting-edge mobile apps, online

ordering platforms, or delivery tracking services that make it simpler and more convenient for

customers to order and receive their pizza. A firm may stand out from its rivals and attract clients

who value speed and convenience by providing technology and convenience. The Gourmet

Ingredients are the second point of distinction: Using high-end ingredients is the second key

differentiator in the pizza industry. Some pizza brands distinguish themselves from their rivals

using distinctive and premium ingredients like truffles, prosciutto, or fresh herbs. By providing

gourmet ingredients, a business can foster an image of exclusivity and quality that will draw

clients looking for upscale dining experiences. The last element is Toni's Pizza's distinctive pizza

varieties: The availability of distinctive pizza variants is a crucial point of differentiation in the

pizza industry. Some pizza chains offer distinctive varieties uncommon at other pizza joints,

such as Chicago deep dish or Neapolitan-style pizza. A brand can stand out from its rivals and

attract clients looking for something different by providing distinctive pizza variants.

Positioning in marketing refers to how a business or brand is viewed by its target market

compared to its rivals (De Ruyter & Scholl, 2019). Positioning entails separating the brand from

comparable brands on the market by forming a distinctive and positive image of the brand in the

eyes of the consumers. Identifying the target market, comprehension of their wants and
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preferences, competition analysis, and developing a memorable and compelling brand identity

that appeals to the target market are all steps in the positioning process. This entails crafting a

brand message, selecting effective communication avenues, and developing marketing

campaigns that support the brand's positioning. The ultimate objective of the positioning is to

develop in consumers' minds a strong and favourable perception of the brand, which might result

in higher.

The size and toppings of the pizza can affect the price at Toni's. Pizza Cafe: Has

reasonable rates and frequently changes its specials. Pizza establishment: Known for having

higher costs because of the unusual toppings and ingredients. Pizza Place: Charges more because

it emphasizes organic and locally sourced ingredients. Strength: Pizza restaurant provides prices

to accommodate various spending levels. Weakness: Toni's Pizza might not be able to compete

with the affordable prices of Pizza Cafe or the high-end selections of Pizza Restaurant and Pizza

Place. Convenience Toni's Pizza: Deliveries and online ordering are both available. Pizza Cafe:

For convenience, it has several locations. Pizza restaurant: provides online ordering as well as

curbside pickup. A smartphone app is available from Toni’s. Pizza Cafe for simple ordering and

delivery. Having fewer alternatives than Toni’s. Pizza Cafe or being less easily accessible than

Pizza Cafe are weaknesses of Pizza restaurants.

The availability of various cheese and topping alternatives is one of the key points of

parity in the pizza industry. Many different toppings are available on most pizza brands,

including mozzarella cheese, pepperoni, sausage, mushrooms, onions, and peppers. This is a

crucial point of parity because most customers anticipate having these alternatives when they

purchase pizza. The last point of parity is the crust variants. The availability of numerous crust

variants is a third area of parity in the pizza industry. Various crust varieties, including thin crust,
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deep dish, stuffed crust, and gluten-free crust, are offered by most pizza manufacturers.

Customers have varied preferences when it comes to the thickness and texture of the pizza crust.

Thus, this is an important point of parity.

Delivery & Take-Out: The availability of delivery and take-out alternatives is another

parity area in the pizza industry. Customers may conveniently enjoy their favourite pizza without

eating at the restaurant because most pizza businesses provide delivery and take-out alternatives.

Pizza cone aims to provide excellent customer service and ensure that the customers are

turned into loyal customer base and positive word-of-mouth advertising, which can help sustain a

competitive advantage over time. Companies such as Amazon and Zappos have successfully

provided excellent customer service. Providing exceptional customer service may build a

devoted clientele and favourable word-of-mouth marketing, which can help a business maintain

a competitive advantage over time. Businesses like Amazon and Zappos have successfully

provided excellent customer service.

Pizza Cones provides a distinctive and gratifying experience that blends the portability of

portable food with the luxury of a fresh, made-to-order pizza for busy pizza enthusiasts who

yearn for a delectable and fast lunch on the go. Our cone-shaped pizza crusts are durable and

simple to grip, filled with delectable toppings that range from conventional pepperoni to

inventive vegetarian options, unlike typical pizza slices, which may be messy and challenging to

eat on the move. Pizza Cones offers a tasty and portable option ideal for any situation, whether

racing to catch a train or seeking a fun and relaxed supper with friends.
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References

De Ruyter, K., & Scholl, N. (2019). Positioning qualitative market research: reflections from theory and

practice. Qualitative market research: An international journal, 1(1), 7-14.

Goyat, S. (2018). The basis of market segmentation: a critical review of the literature. European Journal

of Business and Management, 3(9), 45-54.

McDonald, M., Christopher, M., Bass, M., McDonald, M., Christopher, M., & Bass, M. (2017). Market

segmentation (pp. 41-65). Macmillan Education UK.