In ‘the Marketing Clinic’, we have been working our way through the ‘6 Ps of marketing’, ensuring a healthy and successful marketing strategy.
This week, we will look in further details at the second ‘P’: Place.
‘Place’ focuses on how your customers can get hold of your product.
The location where your business is positioned is crucial and can make or break a new brand.
Positioning your business in the right place, convenient for both your customers and your manufacturer’s is vital.
Further considerations that need to be made are: Why have you chosen to do business in the place you have chosen? Is there much footfall here?
- How easy and convenient are you to find for the customer?
- Is your location close to transport and parking (preferably free!)?
- Where are your competitor’s located and how will this impact on your business?
As a business owner, you must take into consideration how the product will actually get to customers. For example, will you sell it directly, through a retailer or online?
- Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com
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