4. MICRO ENVIRONMENTAL ANALYSIS AND ITS IMPLICATION ON BUSINESS
4.1. CUSTOMER ANALYSIS
STP (Segmentation, Targeting and Positioning) analysis would help demonstrate the link
between the overall market, customers and competition.
Segmentation:
 Demographic segmentation-
The target customer of Hell Pizza is the age group of 15-55 in New Zealand which
basically is comprised of students and working professionals, as these people have no
time to prepare food and require food that can be grabbed as fast as possible.
(concentrate.co.nz, 2019).
 Geographic segmentation-
Hell Pizza is an NZ based company. Its primary customer base is kiwi students and
young professionals, in urban areas of New Zealand, UK, Ireland, Canada, Korea and
India.
 Psychographic segmentation-
Due to the urbanized lifestyle, more people are indulging in fast food instead of a
home-cooked meal this day. Fast-food chains, encashing this tendency, are quickly
grabbing the opportunity to attract more customers. Hence, Hell Pizza targets students,
youngsters and professionals who depend on a quick takeout or online ordering for their
meals.
Targeting:
Hell Pizza targets students and young professional within the age group of 15-55 and
hence opens outlets near offices, stations, movie halls and campuses. These group of
people get no time to prepare food and require food that can be grabbed as fast as
possible.
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Marketing Planning for Hell Pizza

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