2
PRODUCT
“healthy” carob (chocolate substitute) bars
PERSONA
Erin, 35
PLACE
CHANGES IN THE MARKETPLACE
Change in the marketplace: I would like to explore the increase in cost for distribution and its effects economically.
How the change addresses the distribution of products to my persona: With the increase cost in distribution, manufacturing, and raw materials, the cost of products and services will continue inflating to meet the rising costs. Specifically, our persona "Erin" likes to shop online and in healthy store. The prices of shipping the offering will increase, as well as distribution to self-service retailers like Whole Foods, Trader Joe's, etc. According to one study, trade imbalance, Covid restrictions, and employment issues have all cause rise in inflation. "Put simply, transportation affects the price of goods because it is a key component of both their creation and sale" (InTek ). This change in distribution means that we may want to rely more on
direct to consumer channels like online distribution. DISTRIBUTION CHANNEL
Potential distribution channel and why it is appropriate for my product and persona: One distribution channel appropriate for the "Erin" persona is through online distribution. Not only does this channel cut down on cost for intermediary sources, but also has a direct line from the organization to the consumer. Social media is a particularly appropriate and successful channel to market to Millennials. According to media consumption trends, "Millennials are the generation with the highest use of social media (90,4%) and spend an average of 2 hours 44 minutes on social media each day" (Cure Media). Millennials also have a ton of buying power, spending more than $1.4 Billion in shopping 2020 alone (Cure Media).
