Segmentation, Targeting, and Positioning: Burger Bistro
In this activity, you are the marketing intern for two alumni of your university who are planning to open a craft burger bar called Burger Bistro. They need your help and marketing expertise to consider how they will segment and target their target markets and position their brand
The correct answer and explanation is:
Segmentation, Targeting, and Positioning: Burger Bistro
Segmentation
Segmentation involves dividing the market into distinct groups of potential customers who share similar characteristics. For Burger Bistro, segmentation could be based on:
- Demographics: Age (18–45), income (middle to upper-middle class), and education (college students and young professionals).
- Geographics: Urban areas with high foot traffic, proximity to universities or business hubs.
- Psychographics: Individuals valuing high-quality ingredients, artisanal food, and a trendy, casual dining experience.
- Behavioral: Frequent diners who enjoy experimenting with unique flavors, social media-savvy customers who share dining experiences, and those who seek premium dining without the high-end restaurant price.
Targeting
The most viable target markets for Burger Bistro include:
- Young Professionals: Aged 25–35, with disposable income and a preference for trendy, quality-driven dining experiences.
- College Students: Aged 18–24, looking for affordable luxury and a place to socialize.
- Food Enthusiasts: Individuals who actively seek out unique culinary experiences and value gourmet ingredients.
Burger Bistro should focus on creating a welcoming and vibrant atmosphere, along with strategic pricing and promotions to cater to these groups.
Positioning
Burger Bistro can position itself as a premium craft burger destination that blends gourmet ingredients with a casual dining experience. The value proposition could emphasize:
- Artisanal Quality: Using locally sourced, fresh, and sustainable ingredients.
- Unique Offerings: Creative burger options that cater to adventurous palates, including vegan and gluten-free alternatives.
- Atmosphere: A chic, urban design that appeals to millennials and Gen Z, ideal for both social gatherings and quick meals.
Positioning Burger Bistro as “the ultimate destination for craft burger lovers” highlights the brand’s commitment to quality, creativity, and a memorable dining experience. This strategic positioning will set it apart from fast food and traditional burger joints, appealing to its target audience.