MKT205_Module_Five_Milestone

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Southern New Hampshire University *

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205

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Marketing

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Feb 20, 2024

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docx

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1 Module Five Milestone Worksheet: Place Lucy Kelly Southern New Hampshire University MKT 205: Applied Marketing Strategies Christopher Alan February 6, 2024
2 PRODUCT “healthy” carob (chocolate substitute) bars PERSONA Jennifer, 32 PLACE CHANGES IN THE MARKETPLACE Change in the marketplace: Covid - 19 was a major even created a major change in the marketplace by increasing online shopping. How the change addresses the distribution of products to my persona: Millennials are highly influenced by social media and prefer to order online, but the pandemic has increased that preference. That is why the TikTok shop and Amazon storefronts have become so popular. It is easier to click right to the product from the Instagram or TikTok reel. After the pandemic, my is more likely to order online or use an app for curbside pickup or delivery more than ever. Even though my persona enjoys whole food stores and taking a trip to the grocery store, the pandemic changed her habits and increased her online shopping (Mendina 2021). Our company should make online distribution simple and easy. We can allow influencers to link their recommendations directly to our products and find a way to reduce shipping costs. Also, any grocery stores that distribute our supplies should make sure that our products are available on Instacart and other grocery delivery apps. DISTRIBUTION CHANNEL Potential distribution channel and why it is appropriate for my product and persona: The distribution channel I would recommend for my persona is the retail channel. When choosing which retailers to select, it is important to make sure that they offer curbside pickup and delivery and also that they partner with Instacart. This will make it easy for my persona to order her groceries from her phone and also allow her to pick up a box of chocolate if she needs to run to the store in person. While I think that it would be a good idea to invest in an Internet distribution channel, retail is the most practical because chocolate is hard to ship and melts easily. Statistics show that almost forty percent of chocolate shopping is now done online, so Internet distribution is a close second to retail. ( 31 current Chocolate Statistics, 2024). My persona is also more likely to buy chocolate from a retailer than online even though her online
3 shopping has become more habitual. Chocolate purchases are often more spontaneous, because people view it is a treat. (DelPrete & Samoggia, 2020). Impulse buying is more likely to happen inside a retail store when the product is inches away from your hand, so my recommendation is to invest in a retail distribution channel to target my persona.
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4 REFERENCES DelPrete, Margherita & Samoggia, Antonella. (2020). Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research. Sustainability. 12. 5586. 10.3390/su12145586. Medina, A. (2021, July 9). How covid has changed the way americans shop . Consumer Reports. https://www.consumerreports.org/shopping-retail/how-covid-has-changed-the-way- americans-shop-a8562281287/ 31 current Chocolate Statistics (Market Data 2024) . Dame Cacao. (2024, January 7). https://damecacao.com/chocolate-statistics/#:~:text=According%20to%20research %20shared%20by%20industry%20non-profit%20the,and%20reflects%20the%20shift %20towards%20online%20purchasing%20post-pandemic.