MMK101 T1 2018: Sushi Sushi's Segmentation, Targeting & Positioning

This report assesses Sushi Sushi's segmentation, targeting, differentiation, and positioning strategies within the Australian food industry. It begins with a background of the company and the food industry, followed by a detailed analysis of market segmentation based on demographic, geographic, psychographic, and behavioral factors. The report identifies health-conscious individuals as a potential target market, highlighting the health benefits of sushi. It then discusses differentiation and positioning strategies, including product quality, competitor analysis, pricing, promotion, and brand strategy, suggesting a new value proposition and leveraging the brand's existing positioning statement. The report concludes with a positioning map and a reference list.

[SUSHI SUSHI]
ASSESSMENT 1
MMK101 TRIMESTER 1 2018
SEGMENTATION, TARGETING, DIFFERENTIATION AND POSITIONING STRATEGY
Student Name:
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Table of Contents
1.1. Background...........................................................................................................................3
1.2. Market Segmentation............................................................................................................3
1.3. Target Market.......................................................................................................................5
1.4. Differentiation and Positioning Strategy..............................................................................5
Reference List..................................................................................................................................7

1.1. Background
The food industry in Australia supplies a diverse range of products. The industry meets the
consumer trends such as health and wellbeing which is also convenient and pays value for
money. The food and beverage industry in the country contributes in terms of financially and
providing employment (Williams, 2017). Sushi Sushi was first launched in Australia 20 years
ago. The company has more than 120 locations worldwide. Sushi Sushi offers Japanese cuisine,
including additional of salads to the menu. The chefs prepare meals by using ingredients like
avocados, authentic Koshihikari rice and Tasmanian salmon (Hoel, et.al. 2015).
1.2. Market Segmentation
The potential market is segmented by Sushi Sushi on the basis of consumer market.
Demographic
Segmentation
Geographic
Segmentation
Psychographic
Segmentation
Behavioural
Segmentation
The demographic
segment divides the
consumer market into
groups on the basis of
demographic variables
such as age, gender,
income, occupation,
education and religion.
The buyers can be
divided into different
geographic units
such as state, cities,
nations, region or
neighbourhood.
The Psychographic
segmentation relates
to products, buying
behaviour mainly
depends on lifestyle
and personality
characteristics.
The buyers are
divided on the basis
of knowledge,
attitude and response
towards a product.
 Segmenting
according to
age is a great
strategy for
personalized
marketing. For
instance, Sushi
 The
geographic
variables
influence
need of
consumers
such as
 The company
segments
personality
characteristic
s according to
competitivene
ss, ambitions,
 On the basis
of behaviour
market can
be
segmented
on the basis
of usage rate

Sushi targets
teenagers,
adults and
seniors.
 Income: The
market is also
segmented on
the basis of
income. It
affects
purchasing
power and
eating habits of
consumers.
climate,
natural
resources and
territory.
 Sushi Sushi
divides the
market into
regions
because the
geographic
variables can
cause need
and want of
consumers
differ from
one region to
another.
aggressivenes
s, introvert,
extrovert etc.
 The lifestyle
of people
provides
broad view of
consumers.
So the
lifestyle
analysis is
made on the
basis of
interest and
taste of
consumers.
which is
light,
medium and
heavy users.
 The buyers
can also be
segmented
on the basis
of their
loyalty like
hard core
loyal, split
loyal,
shifting loyal
and
switchers.
Appropriate new market segments to be used as potential target market
Health conscious people
Sushi Sushi targets health conscious people
as it is one of the healthy meal options.
Fast food lovers
People who prefer to eat fast food can also be
targeted as it can be new option for them to
try.
1.3. Target Market
From the above two options Sushi Sushi can choose segment of health conscious people. As diet
food is the new trend in Australia. The people who are diet conscious prefer to eat Sushi as it has
a great source of carbohydrates and has negligible fat (Huang, et. al. 2017). It lowers the risk of

heart disease, ensures healthy hormonal balance, increases red blood cell count and reduces risk
of cancer. So, there is great scope of targeting health conscious people as they can prefer it in
their daily meal.
The consumer profile includes:
 Males and females of age 18-34.
 People who value fresh food.
 Active, on the go and health consciousness people.
 People who value packaged food.
 People who are obliged of value and ability to modify taste of meal.
 The consumer who value unique method to prepare product: Sushi is made available in
different options.
1.4. Differentiation and Positioning Strategy
Product quality: The quality of product differentiates it from the competitors in market. Sushi is a
Japanese dish. The products can be imported from Japan to provide better quality. The quality of
product ensures more reliability and long term durability (Carey, Caraher, Lawrence & Friel,
2016).
Competitors:
The competitors can be used to establish positioning. It can be made possible by contrasting
Sushi Sushi product with competitors. The characteristics of products should be specified to
position it better than others.
Price:
The price can be used to position brand. Sushi Sushi can decide the prices by evaluating the price
of competitors. It should keep the prices which are sufficient enough to attract the target market.
Promotion: The company can differentiate itself by sale and marketing channels such as inside
sales, outside sales, catalogue, web, etc. These all channels can be used together in an integrated
manner (Perry & Lamb, 2016).
Brand strategy:

Great brand strategy enunciates differentiation of company against competitors. Sushi Sushi is an
already established brand of Japan. So, it can easily differentiate itself from competitors in
Australia by using unique value proposition. Now a day’s brand strategy is the most appropriate
one as people are already known from brand.
New value proposition
The company can new value proposition by offering five products for $4. Such combos are
attractive to customers. It is the best strategy to use in the new target market.
Positioning statement
Sushi Sushi can use it’s positioning statement “double delicious” to position itself better in the
Australian market (Payne, Frow & Eggert, 2017).
Positioning map

Reference List
Carey, R., Caraher, M., Lawrence, M. and Friel, S., 2016. Opportunities and challenges in
developing a whole-of-government national food and nutrition policy: lessons from Australia’s
National Food Plan. Public health nutrition, 19(1), pp.3-14.
Hoel, S., Mehli, L., Bruheim, T., Vadstein, O. and Jakobsen, A.N., 2015. Assessment of
microbiological quality of retail fresh sushi from selected sources in Norway. Journal of food
protection, 78(5), pp.977-982.
Huang, H.W., Wu, S.J., Lu, J.K., Shyu, Y.T. and Wang, C.Y., 2017. Current status and future
trends of high-pressure processing in food industry. Food Control, 72, pp.1-8.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing Science, 45(4),
pp.467-489.
Perry, L.B. and Lamb, S., 2016. Curricular differentiation and stratification in Australia. Orbis
scholae, 10(3), pp.27-47.
Williams, G., 2017. Sustaining Australia's food and agribusiness sector. Food Australia, 69(4),
p.20.