Bubble Stick: Kiosk Pizza Market Analysis and Segmentation Report

This report provides a comprehensive analysis of Bubble Stick's target market for its Kiosk Pizza, focusing on identifying the optimal customer base and market segments for its product. The report explores the importance of marketing in launching a new business and emphasizes the need for selecting an appropriate target market. It identifies the UK market as a potential location for Bubble Stick's Kiosk Pizza, highlighting the high pizza consumption rate and the opportunity to offer customers quality food at competitive prices. The report delves into demographic segmentation, suggesting a target market of individuals aged 25-54 with families and also children. The report discusses the different stages of a product's life cycle and suggests strategies for each phase, including low pricing during the introduction phase and service differentiation during the maturity stage. The report also analyzes the benefits of micro market tests, such as increasing sales and profitability and improving customer convenience through self-service kiosks. The conclusion reinforces the significance of market research and the advantages of self-service approaches in boosting sales and profitability. The report references various academic sources to support its findings.

Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
A) Identifying the target market .................................................................................................3
B) Defining the market segment................................................................................................3
C) Micro market test ..................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is considered to be as an important function which is required to be executed
before as well as after launch of business. It is the activity through which business can be
promoted. Selection of an appropriate target customer group as well as market for selling goods
or services is very much essential in order to ensure success of new business.
The report will have focus on identifying the target market where bubble stick can
positioned its product that is Kiosk pizza for selling to customers. Study will have emphasizes on
addressing the segmentation strategy which can be utilized by firm.
MAIN BODY
A) Identifying the target market
Bubble stick is required to select the location where no Pizza outlets are established. An
organization can plan to select the market near mall. In addition to this, T As per the market
research, approximately, ninety-three percent of people in UK eat Pizzas. By utilizing an
effective marketing strategy and also offering superior quality of Kiosk Pizza Bubble stick can
exceed the projected sales. Bubble stick can position its newly launched product that is Kiosk
pizza in UK market (Chernev, 2018.). As by entering into such market an organization can offer
customers with clear as well as compelling benefit by offering them with good quality of food at
cheaper price. It has been analyzed from the market research that youth in the market are now
looking for healthier food options. Bubble stick can position it newly launched kiosk pizza in
local market.
Bubble stick needs to utilize all its business resources in efficient manner in order to
attract customers (De Mooij, 2018.). It will be required by manager in Bubble stick to analyze
the needs as well as demands of customers by conducting the market research. In addition to this,
Firm should concentrate on identifying as well as resolving the problem faced by customers.
B) Defining the market segment
Demographic market segmentation strategy can be adopted by an organization. As
demographic marketing strategy will help an enterprise in meeting the expectation of customers.
It will also provide firm an ease in fulfilling the needs as well as demands of target customers
group. The target market of bubble stick can include the people belonging to the age of twenty
five to fifty-four years of age. An enterprise can target specially those customers those who are

socialized and have families. Bubble stick is required to mainly concentrate on targeting the
children, as they are big part of food market. Children belonging to the age of four to nineteen
year prefer to eat Pizza as well as other fast foods. The target customers group will belong to
local market.
Customers have positive behavior towards the companies selling the Kiosk Pizza. There
has been increased in utilization of self service facilities, as customers feels uncomfortable while
directly interacting with sales assistants (Chaffey and Ellis-Chadwick, 2019).
A new product or services undergoes sequences of different phases from introduction to
growth, maturity and decline. At the introduction stage, an organization intends to generate
brand awareness. During the introduction of services, customers have high level of expectation
ion context of quality and price. At this stage, Low pricing strategy can be adopted by Bubble
stick.
The second stage is growth phase, an enterprise concentrates on building the customer
preference as well as on increasing market share. At this phase of service launch, it is required by
Bubble stick to select an appropriate distribution channel, as this tactic will help firm in
positively influencing customers to accept new services (Kumar, 2018.).
Third stage is maturity, at this phase features or quality of services provided by Bubble
stick might attract customers. It is stage when bubble stick needs to emphasize on service
differentiation. The fourth phase is decline stage, bubble stick need s to reduce the prices of
services which can be helpful in context of attracting or gaining the loyalty of Niche segment.
C) Micro market test
By offering the Kiosk Pizza to customers, Bubble stick can help customers in feeling
comfortable in availing the products or services offered by an organization. In addition to this ,
through offering Kiosk pizza facility Bubble stick can aid customers in eliminating the language
barriers. In addition to this, Bubble stick can provide with healthier as well as organic pizza
which will assist customers in fulfilling their desire for fast food without compromising with
health. Customers belonging to the age of 54 years have trouble in vising the outlet and availing
the product or services offered by company. In addition to this, customers those who have busy
schedules face difficulty in visiting the restaurants for eating food.

The benefit which Bubble stick can gain by offering the Kiosk pizza is that it can increase
sales as well as profitability. By providing the Kiosk Pizza facilities, an organization might
make customer feel more comfortable. It will aid firm in reducing the ques. In addition to this,
Kiosk Pizza facility will help Bubble stick in meeting the expectations of customers and will
provide firm an ease in providing the quick services to clients (Armstrong and et.al., 2015.).
The target market selected has high potential to grow. People with busy working
schedules. In other words, people doing Job are other potential segments who can get benefited
from a related offering by Bubble stick, as these are those people who generally do not have
sufficient time for cooking food (Andrews and Shimp, 2017).
Innovation in products or services which is transferable from one segment to another can
be developed by Bubble stick . As innovation is the capability which will assist an organization
in gaining competitive advantage in the market. It will help an enterprise in differentiating itself
from that of other companies in an industry (Hunt, 2018). Innovation capabilities will also help
an enterprise in catering to the needs of customers and will assist an enterprise in meeting the
expectation of clients. It is the capability which can be easily developed. Bubble stick in order
to increase its innovation capabilities need to implement advance technology at workplace.
CONCLUSION
It has been concluded that marketing is the function which can help newly establishment
business in generating sales as well as revenue. The other fact which has been found during the
study is that selection of an appropriate market and customer segment is very much essential in
order to ensure success of new company. It has been concluded that Survey is the best strategy
which can assist manager in developing the understanding about the market which is very much
crucial in order to run business in successful manner. The other thing which has been concluded
is that a right approach a self-service can assist an organization in increasing sales as well as
profitability.

REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Kumar, V., 2018. Social Media a Marketing Tool Providing Awareness in Customers. Available
at SSRN 3306728.
Hunt, S.D., 2018. The prospects for marketing strategy and the marketing discipline in Era V: is
the prognosis promising or problematic?. Journal of Marketing Management.34(1-2).
pp.86-95.