**Expanded Target Market & Customer Segmentation**
---
### **Primary Target Markets**
#### **1. Urban Middle Class**
- **Demographics**:
- **Age**: 18–35 (60% of Addis Ababa’s population).
- **Income**: 15,000–40,000 ETB/month (household).
- **Family Structure**: Young families (2–4 members) and singles.
- **Psychographics**:
- **Values**: Social dining experiences, affordability, and novelty.
- **Behavior**: 3–4 dine-out meals/month, with 45% spending on “treats” like pizza.
- **Strategy**:
- **Combo Meals**: “Family Pack” (2 pizzas + 4 drinks for 1,000 ETB) for shared dining.
- **Events**: Weekend pizza-making workshops (100 ETB/child) to attract families.
- **Discounts**: 10% off for university students (ID verification) to drive weekday traffic.
#### **2. Expatriates**
- **Demographics**:
- **Profile**: Diplomats, NGO workers, business professionals (50,000+ in Addis).
- **Income**: 3–5x higher than locals, with $1,500–$4,000/month disposable income.
- **Psychographics**:
- **Preferences**: Familiar Western flavors, upscale ambiance, and social hubs.
- **Spending**: 70% dine out 2–3 times/week (Addis Expat Survey, 2023).
- **Strategy**:
- **Premium Tier**: Gourmet pizzas (600+ ETB) like Truffle Mushroom or Prosciutto.
- **Membership**: “Expat Club” with reserved seating and wine pairings.
- **Partnerships**: Collaborate with international schools and expat Facebook groups.
---
### **Secondary Target Markets**
#### **1. Tourists**
- **Demographics**:
- **Volume**: 1.2M annual tourists (2023), 60% visiting Addis Ababa.
- **Spending**: Avg. 1,500 ETB/meal on “safe” Western foods (Ethiopian Tourism Board).
- **Psychographics**:
- **Desires**: Unique cultural experiences with photo-worthy moments.
- **Behavior**: 80% visit restaurants near hotels (e.g., Bole’s Radisson Blu).
- **Strategy**:
- **Tour Packages**: Partner with tour operators to include “Island Night” dinners.
- **Souvenir Menus**: Tropical-themed takeaway boxes for Instagram sharing.
- **Multilingual Staff**: English/Amharic menus and signage.
#### **2. Corporate Clients**
- **Demographics**:
- **Locations**: Offices in Bole (UN, AU) and Kazanchis (banks, tech startups).
- **Size**: Mid-to-large firms with 50+ employees.
- **Psychographics**:
- **Needs**: Reliable catering for meetings, conferences, and team events.
- **Budget**: 500–1,500 ETB/person for corporate lunches.
- **Strategy**:
- **Catering Packages**: “Island Feast” platters (mini pizzas + smoothies) at 400 ETB/person.
- **Loyalty Program**: 5% rebate on annual catering spend over 500,000 ETB.
- **B2B Outreach**: Dedicated sales team for contract negotiations.
---
### **Purchasing Power Strategy**
- **Price Anchoring**:
- **Combo Meals**: 350 ETB (pizza + drink) aligns with average meal spending (300–500 ETB).
- **Psychology**: Position 350 ETB as the “anchor” to upsell premium add-ons (e.g., +50 ETB for truffle oil).
- **Tiered Pricing**:
| **Tier** | **Price Range** | **Target Segment** | **Margin** |
|----------------|-----------------|-------------------------|------------|
| **Budget** | 250–300 ETB | Students, young singles | 40% |
| **Mid-Range** | 350–500 ETB | Families, urban middle | 50% |
| **Premium** | 600+ ETB | Expatriates, tourists | 60% |
- **Localized Adjustments**:
- **Injera Fusion Pizza**: 300 ETB (blends tradition with novelty).
- **Coffee Break Combos**: 200 ETB (espresso + mini pizza) for office workers.
---
### **Segment-Specific Tactics**
| **Segment** | **Channel** | **Tactic** |
|---------------------|---------------------------|---------------------------------------------|
| **Urban Middle** | TikTok/Instagram | #IslandPizzaAddis challenges with free pizza prizes. |
| **Expatriates** | Expat newsletters | VIP preview nights with live music. |
| **Tourists** | Hotel concierge partnerships | Discount coupons in tourist welcome packs. |
| **Corporate** | LinkedIn outreach | Customized catering menus for HR managers. |
---
### **Risk Mitigation**
- **Urban Middle Class**:
- **Education**: Free pizza samples at universities to build familiarity.
- **Payment Plans**: “Buy 5, Get 1 Free” loyalty cards to encourage repeat visits.
- **Expatriates**:
- **Currency Flexibility**: Accept USD payments at fixed ETB rates.
- **Tourists**:
- **Seasonal Promotions**: Rainy season discounts (June–September).
- **Corporate Clients**:
- **Buffer Stock**: Reserve 10% daily inventory for last-minute catering orders.
---
**Why This Works**: By tailoring pricing, menus, and marketing to each segment’s unique needs, South Sea Island Fantasy Pizza maximizes reach while mitigating risks. The 350 ETB combo meal anchors affordability, while premium tiers and corporate catering drive margins—ensuring the franchise becomes a staple for locals, expats, and visitors alike. 🍕🌍