Competency Assessment: Conical Pizza

Conical Pizza

This competency assessment assesses the following Outcomes:

MT450M3-3: Develop a viable marketing strategy for a product using market segmentation, targeting, and positioning.

Read the scenario and address the checklist items of this competency assessment.

In 2020, Carlo or Carlo’s Pizza* launched a new concept of eating pizza — conical pizza! 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 Carlo. 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. Carlo believes they need to do a better job targeting the right customers, segmenting the market, and repositioning the product. He has hired you as a marketing consultant to help him out.

Checklist:

• Describe the concept of targeting.
• Create a customer persona for the conical pizza using target segments.
• Research segments using the process of demographic, geographic, psychographic, and behavioral segmentation.
• Propose the sectors with the greatest growth prospects, most profitable customers, and most promising opportunities for the conical pizza using scholarly research.
• Create a value proposition using the conical pizza’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.
• Prepare a positioning statement for the pizza cone.

Directions for submitting this assessment. Write 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. Submit your paper to the Competency Assessment Dropbox.

*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.