In 2020, Toni of Toni’s Pizza* launched a new concept of eating pizza — pizza in a cone! Instead of eating pizza in its traditional form, the pizza dough is eaten like an ice cream cone. The cones are made through a patented device created by Toni. This technique allows consumers to eat pizza on the go with one hand. Therefore, the pizza does not drip with grease or sauce. The cones are personalized with whatever fixings the consumer desires. Market research indicated this product would be a huge success. The organization even started franchising the concept in 2021. Nevertheless, the company has had lackluster sales. Toni believes they need to do a better job targeting the right customers, segmenting the market, and repositioning the product.
*Disclaimer: The organization and any characters and brands depicted in this exercise are fictional. Any resemblance to real organizations, individuals, or brands is purely coincidental. This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such existing company or brand name. All trademarks remain the property of their respective owners.
Part 1–Unit 5
Checklist:
Describe the concept of targeting.
Create a customer persona for the pizza cone using target segments.
Research segments using the process of demographic, geographic, psychographic, and behavioral segmentation.
Propose three sectors with the greatest growth prospects, most profitable customers, and most promising opportunities for the cone pizza using scholarly research.
Part 2–Unit 6
Before beginning this assignment, complete the following learning activity, which focuses on points of parity and difference. Be sure to refer to the readings in this unit to Help you in this area.
Learning Activity:Take the points of difference and points of parity challenge.
Checklist:
Create a value proposition using the pizza cone’s functional, psychological, and monetary value.
Prepare a customer value analysis to reveal the company’s strengths and weaknesses relative to various competitors.
Describe the concept of positioning.
Address three points of difference (POD).
Address three points of parity (POP).
Develop a strategy for creating a sustainable competitive advantage. Provide support for your strategy.
Prepare a positioning statement for the pizza cone.
Directions for submitting this assignment in Unit 6: Combine parts 1 and 2 into a 900- to 1,150-word paper with additional title and reference pages. Use the current APA format and citation style for any short quotes or paraphrases with accompanying references (see Unit 1 reading area for Helpance with APA formatting and citation).
Part 1–Unit 5: Targeting the Pizza Cone Concept
Targeting customers effectively is crucial for any business to succeed. Toni’s Pizza needs to thoughtfully target the right segments if they want to improve sales of their innovative pizza cone product. Targeting involves identifying specific groups of customers within the market that share similar needs, wants or characteristics, and focusing marketing efforts on reaching them (Kotler & Armstrong, 2018). Let’s explore how Toni’s Pizza can target their pizza cone concept.
Creating a Customer Persona
One way to target customers is by developing a customer persona – a fictional representation of your ideal customer based on market research and real data about needs and behaviors (Patton, 2014). A potential customer persona for Toni’s Pizza cone could be:
Jenna is a 25-year old marketing professional who lives in an urban area. She values convenience and enjoys trying new food experiences. On weekdays, her busy schedule means she often needs to eat on the go. She likes pizza but finds it messy to eat with her hands while walking. Jenna is health-conscious so appreciates that the pizza cone allows her to eat pizza without the grease or mess of traditional slices. She enjoys sharing new food finds on social media. On weekends, Jenna likes to try new restaurants and food trucks with her friends. The novelty of the pizza cone would appeal to her sense of adventure with food.
Researching Target Segments
To refine their targeting, Toni’s Pizza should research potential customer segments using the processes of demographic, geographic, psychographic, and behavioral segmentation (Kotler & Keller, 2016). Some key segments identified through research include:
Demographic segmentation: Young professionals (ages 22-35) who value convenience due to busy lifestyles.
Geographic segmentation: Urban dwellers in densely populated cities who need portable food options (Patton, 2014).
Psychographic segmentation: Adventurous “foodies” interested in novel culinary experiences (Kahle & Valette-Florence, 2016).
Behavioral segmentation: Individuals who regularly purchase food from food trucks and portable vendors (Dibley & Baker, 2011).
Proposing High Growth Target Segments
After analyzing the segments, three that show the most promise for targeting the pizza cone concept are:
Young urban professionals (Patton, 2014). As a sizable demographic, they have discretionary incomes, value convenience, and are open to new products. Their busy lifestyles mean they need portable food.
Adventurous “foodies” (Kahle & Valette-Florence, 2016). Always seeking new culinary experiences, the novelty of the pizza cone would appeal to their sense of adventure. They are willing to try new restaurants and food concepts.
Food truck patrons (Dibley & Baker, 2011). Already accustomed to purchasing food from portable vendors, they represent an accessible customer base receptive to the pizza cone’s on-the-go positioning. Their loyalty to food trucks makes them profitable repeat customers.
Targeting these high-potential segments through relevant marketing communications, partnerships with food trucks, and point-of-sale promotions at food events could help Toni’s Pizza improve sales of their innovative pizza cone product. Of course, ongoing market research will be needed to refine their targeting approach over time.
Part 2–Unit 6: Positioning the Pizza Cone Concept
Before beginning, I completed the points of parity and difference learning activity. This helped me understand how to effectively position the pizza cone concept relative to competitors.
Creating a Value Proposition
Toni’s Pizza needs a clear value proposition – a clear statement of the functional, emotional and self-expressive benefits customers will receive from the pizza cone (Kotler et al., 2016). A potential value proposition could be:
“Toni’s Pizza Cones offer the convenience of eating a full pizza on-the-go, with one hand, while avoiding the mess of traditional slices. We allow customers to enjoy their favorite pizza toppings in a novel, portable format that lets them share the experience on social media.”
This highlights the functional value of portability and convenience, as well as the psychological and self-expressive value of a unique culinary experience worth sharing.
Customer Value Analysis
To position effectively, competitors must be analyzed (Kotler & Keller, 2016). While pizza chains like Domino’s offer delivery, their traditional slices are not as portable as the cone. Food trucks offer on-the-go options, but their menus have less variety than Toni’s customizable cones (Dibley & Baker, 2011). Cafe pizza options like Pizza Hut are dine-in focused rather than for transportation.
Toni’s main strengths are portability, novelty and customization and their weakness is lack of brand awareness. With targeted promotions, they can leverage their points of difference around convenience and experience to gain market share.
Three Points of Difference
Portability – No other pizza option allows fully customizable pizza in an easily transported cone format ideal for eating with one hand anywhere (Patton, 2014).
Novelty – The concept provides a fun, shareable experience that food blogs and influencers can endorse, unlike traditional slices (Kahle & Valette-Florence, 2016).
Customization – Customers can personalize their cone with favorite toppings, unlike set food truck menus or delivery pizza with limited topping choices (Dibley & Baker, 2011).
Three Points of Parity
Taste – The pizza cone uses the same high-quality dough and ingredients as competitors, ensuring comparable flavor.
Variety – Consumers can choose from standard pizza toppings like pepperoni or vegetarian options, matching variety at pizza chains.
Price – At around $8 per cone, Toni’s offers similar value as a medium pizza from major chains in the customers’ region.
Positioning Strategy and Statement
To create a sustainable competitive advantage, Toni’s Pizza should position their cones as the most convenient and shareable way to enjoy customized pizza anywhere (Kotler & Keller, 2016). An effective positioning statement could be:
“Toni’s Pizza Cones are the portable pizza experience – allowing customers to enjoy their favorite customized pizza with one hand, wherever life takes them, in a fun format worth sharing.”
This positions the cones as the leading solution for on-the-go pizza consumption in a memorable way, leveraging their points of difference around convenience and experience over competitors. Ongoing promotions targeting segments like young professionals and foodies can reinforce this positioning.
In conclusion, effectively targeting customers and positioning the innovative pizza cone concept relative to competitors through segmentation, value analysis, and clear messaging can help Toni’s Pizza improve sales and market share over the long term. Of course, ongoing testing and adaptation will ensure their approach stays relevant in the competitive food industry.
References
Dibley, M., & Baker, S. (2011). Unwrapping the food truck phenomenon: The influence of entrepreneurship and innovation homework help writing assignment service. International Journal of Entrepreneurial Behavior & Research, 17(1), 45–54. https://doi.org/10.1108/13552551111107546
Kahle, L. R., & Valette-Florence, P. (2016). Marketplace lifestyles in an age of social media: Theory and methods. ME Sharpe.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Patton, M. Q. (2014). Qualitative research & Assessment methods: Integrating theory and practice. SAGE.
