Answer

Segmentation, Targeting, and Positioning

1.0 Consumer Analysis

1.1 Level of Consumer Involvement

            The consumers that purchase the kid’s party offerings have various involvement characteristics as discussed below.

1.1.1    Target Buyers

            The buyers of the service comprise of families, learning institutions and event organizers. The buyers participate in the purchasing process either directly or indirectly through third parties.

1.1.2    Rating and Comparing Service Offerings

            Customers and prospective customers compare and rate particular service offerings in the market based on service costs and additional add-ons.

1.1.3    Purchasing platforms

            Customers purchase kid’s party service offering by booking directly online or physically at any of the 13 locations across Sydney, Brisbane, and Melbourne.

1.2    Social, Psychological and Situational Influences on the Buying Decision Process

1.2.1    Quality and Convenience

            Customers are looking for high-quality services that can conveniently meet their needs. In a leisure industry where competitors offer almost the same services, switching a brand is relatively easy. Therefore, better deals, quality service delivery, safety, and low cost are key to developing customer loyalty.

1.2.2    Service Location

            Consumer purchasing decision is also influenced by the fact that the service is domestically situated. Most of the customers and potential customers live within the cities, and this makes it easier and convenient for them to attend to other commitments such as going to work and having time to organize and attend the best party for their kids.

1.2.3    Availability of Deals and Offers

            Some customers like purchasing party services when there are deals and offers that allow them to have the best experience for lower budgets coverage.

1.2.4    Service Cost

            Service cost is one of the most considered variables in the purchasing decision process (Erickson & Johansson, 2014). Consumers prefer best service delivery on affordable budgets; therefore, they tend to purchase where services are affordable. Offering cost is a significant variable because bowling alleys offer similar services.

1.2.5    Brand Loyalty and Reward Programs

            Satisfied customers develop brand loyalty over the lifecycle the service and commit to repeated purchases of that particular service. However, brand loyalty only exists when customer expectations are met especially during the early stages of service offering (Oliver, 2014). The company offers reward programs and incentives such as free samples to develop brand loyalty.

2.0    Segmentation

            Segmentation is the process of dividing the potential market into segments or groups based on certain characteristics (Weinstein, 2013). Members of these segments have similar futures since they contain consumers who similarly respond to marketing strategies. Segmentation is used because it enables marketers to be more efficient with their time and other marketing resources to achieve promotional goals. Marketers use segmentation to personalize their promotional campaigns. It is difficult financially to target each individual customer in the target market thus segmentation enables marketers to target a group as opposed to individuals making marketing campaigns more productive and less costly.

2.1Potential Market Segments

            4-10-year-old male and female kids living in Victoria with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn approximately $45,000-75,000 annually.

            10-16-year-old male and female kids living in Victoria with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn about $45,000-75,000 annually.

            4-10-year-old male and female kids living in Queensland with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn approximately $40,000-70,000 annually. 

            10-16-year-old male and female kids living in Queensland with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn approximately $40,000-70,000 annually.

            4-10-year-old male and female kids living in New South Wales with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn approximately $50,000-80,000 annually.

            10-16-year-old male and female kids living in New South Wales with their parents, School going kids from families of 4-10 people and celebrate their birthdays with family and friends. Parents earn approximately $50,000-80,000 annually.

            4-10-year-old male and female kids visiting Victoria, Queensland or New South Wales with their parents, for holidays or vacation and celebrates their birthdays with their parents and friends.   

            10-16-year-old male and female kids visiting Victoria, Queensland or New South Wales with their parents, for holidays or vacation and celebrates their birthdays with their parents and friends.

3.0    Targeting

            Targeting is the process of selecting a segment or a series of segments and concentrating promotional efforts and resources on those segments whose needs best match the service offering (Cravens & Piercy, 2013). Targeting is used because it impacts customer experience as well as service promotion. Marketers use targeting to channel marketing resources to most productive market segments.

The most profitable for Strike Bowling’s kid’s party service offering would be 4-10-year-old male and female kids living in New South Wales with their parents for the following reasons:

• The segment contains the 1.43 million customers making it a substantial unit.
• Most households in New South Wales earn adequate income thus they can afford the service offering.
• The segment is sensitive to the service offering, so the demand is likely to be high.

3.1 Description of the Target Segment

3.1.1 Geographic/Demographic   

            The target kid is a junior, aged 4-10 and living with his or her parents in the State of New South Wales. The kid is attending a good school and has good grades but like most kids in the same age bracket, birthday celebration to them is a necessity. The kid lives in the city residential district such as Chatswood Sydney. The parents earn an adequate income to support the family so booking a kid’s birthday party package is not a problem.

3.1.2 Psychographic

            Determined and competitive, they work hard in school to meet their parents’ expectations. Although they are young, they are aware of the values of education and excellent performance. They go to school on weekdays and participate in leisure activities during the weekend. On their birthdays they prefer to celebrate with their friends and family.

3.1.3 Behavioral

            Kid’s party offering by Strike Bowling is an unforgettable experience and the kids will be expecting is the best games and party experience with friends and family. With packaging comprising of games, food and drinks, party host, party room and gifts, the kids’ expectations will be met, and they will remain loyal to the brand.

4.0    Positioning Statement

  ‘To parents, planning a party for their kid with intentions of making it better than the last one, Strike Bowling organizes unique service offerings every year to suit your needs for small budget Coverage.’

5.0    Positioning Map

The map below indicates consumer perception of the service offering compared to those of Zone Bowling Australia and King Pin Bowling Australia.