Where is the target group located?

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No matter how successful you are in the field of promotion (which will be discussed a bit later in the text), a pastry shop is not a place that one must go to. Namely, the pastry shop should attract random passers-by, afternoon walkers, couples in love on an evening walk and elderly ladies who are just returning from the market... Let's be clear, you understand - the location of the retail establishment is very important.

On the other hand, if we focus our business on delivering cakes for various celebrations, we can save money by buying/renting premises in a less busy location. Attracting random passers-by will not be our goal in this case, because hardly anyone will decide to buy the whole cake after an invigorating walk (and if you've ever done that, we completely understand you). In this case, we will emphasize the option of delivery throughout the city or try to arrange distribution channels with renowned party halls or game rooms. If others include our range (at favorable prices) in their offer - it is almost certain that we will never run out of work.

It is clear from the example - when solving the distribution, we must take into account the characteristics of the assortment and business. There is no distribution plan template that every company can use .

When it comes to digital marketing, location also plays an important role . This time it's about positioning on a certain platform. Similar to the previously described case with the pastry shop - we need to establish on which platform special lead our target group gathers. The general craze for TikTok is slowly reaching us. Everyone is looking forward to the new space for online advertising. However, we advise caution. The goal is not to disappear on all social networks, but to direct the creative to the appropriate channel. If your target group is not primarily people aged 13-24, maybe you should wait a little longer with TikTok (literally a little longer - it used to be unthinkable for us to find our aunt on Facebook, and today she spends more time there than we do).

When planning your distribution, ask yourself the following questions:

Which distribution channels can I use (taking into account the characteristics of the product)?
Is the company more focused on B2B or B2C sales?
Where is the competition?
Promotion
Promotion is the item where creativity comes to the fore the most. When planning a promotion, we take into account items such as:

advertising
personal selling
public relations
email
Promotion is deliberately placed in the last (but by no means least) place of the 4P analysis, because we have to solve all the previous elements in order to be able to deal with the promotion of our offer.