Contemporary approaches to target audience formation for mini-bakeries under wartime conditions

Abstract

This article elucidates the impact of Russia's full-scale invasion of Ukraine on the operations of bakery enterprises, encompassing mini-bakeries. It is posited that mini-bakeries exhibit a heightened susceptibility to fluctuations in the external environment compared to larger establishments, a phenomenon attributable to the scarcity of energy resources, escalating raw material prices, alterations in the minimum wage, and other pertinent factors.

Purpose: The objective of this study is to delineate the fundamental conditions for collaboration with the target audience of mini-bakeries and to explore efficacious communication channels for their engagement, in conjunction with strategic and tactical objectives.

Materials: The research framework is underpinned by the scholarly publications of domestic scientists and experts within the chosen thematic domain, and the specific subjects of their investigations are disclosed herein.

Methods: Observation, analysis, synthesis, induction, deduction, and other relevant scientific methods were employed.

Results: The competitive environment in which mini-bakeries operate is outlined, and emphasis is placed on the necessity for them to offer the target audience product types that are not only classic and well-known but also contemporary, while simultaneously preserving traditional recipes and ensuring their safety level. The developmental trajectory of mini-bakeries, enabling them to retain existing customers, maintain their attention, and concurrently seek new target audiences capable of being guided through all stages of the marketing funnel, is delineated. Criteria for target audience segmentation and methods of their segmentation are enumerated. The potential of segmenting the target audience through the application of the Job Story template is considered.

Conclusions are drawn regarding the feasibility of target audience segmentation and the methods that are advisable for implementation in the operations of mini-bakeries. Emphasis is placed on the imperative for mini-bakery owners to comprehend the genuine desires and needs of their audience, to conduct surveys and research, and to undertake thorough analysis. For a more profound organization of the marketing campaign process, the utilization of target audience segmentation methods is essential. In our assessment, the 5W segmentation method proposed by Mark Sherrington emerges as the most efficacious, as it comprehensively considers segmentation criteria and possesses substantial versatility.