Marketing strategy

A marketing strategy is not just a plan of action, but a key tool that defines all the directions of advertising activity for promoting your business. It serves as the foundation upon which the success of every company is built. In this article, we will explore important aspects of creating a marketing strategy: from preliminary research to key elements that should be included in the strategy for the effective development of your business.

The significance of a marketing strategy is hard to overestimate, especially in the face of dynamic changes characterizing the modern business landscape in Ukraine. From the beginning of the quarantine to the current challenges posed by a full-scale war, the conditions for doing business have undergone significant changes. In this reality, adaptability and strategic planning become not only important but also decisive factors for success.

Implementing an effective marketing strategy requires a deep understanding of your market, audience, product or service specifics, as well as the ability to anticipate and respond to market changes. We will discuss how to correctly define goals and choose communication channels that will be most effective for your business, as well as how to analyze results to continuously improve your strategy.

Realizing the importance of a marketing strategy and the ability to adapt to rapidly changing realities are steps that will allow your business not only to survive in challenging conditions but also to find new ways for growth and prosperity.

What research is needed before forming a marketing strategy?

At COI.UA, we understand that every business is unique, and therefore, our approach to developing a marketing strategy is always personalized. Based on two key marketing research activities - audience analysis and competitor research - we create the foundation for your unique strategy.

  1. Audience research allows us to gain a deeper understanding of the needs and desires of your potential audience, which is crucial for creating an effective marketing message.

  2. Competitor analysis enables us to identify your unique position in the market and find strategic advantages for your business.

Taking into account the uniqueness of each client's request, we sometimes conduct additional research, such as product validation, market saturation analysis, and other specific analyses. These steps allow us to gain a deeper understanding of the specifics of your business and accordingly adapt the strategy, ensuring its effectiveness and relevance to the real market conditions.

Researching the Target Audience for a Business

Researching the target audience for a business involves analyzing the target audience group, defining audience avatars, and their characteristics. It also includes considering the placements where it is appropriate to reach the selected avatars with various advertising messages.

What is a Target Audience? A Key Element of an Effective Marketing Strategy

A target audience is not just a term; it is the fundamental foundation of any marketing strategy. Understanding who your potential and existing customers are allows for more effective planning of communication and advertising campaigns. At COI.UA, we identify three main segments of the target audience, each requiring a unique approach:

B2B Segment (Business to Business)

This segment includes companies that purchase goods or services for their business needs. It's important to note that the final decision is often made by a single person (the Decision Maker). Therefore, despite the general conciseness and dryness of B2B communications, it's necessary to address emotional aspects to persuade the Decision Maker to make a decision.

B2C Segment (Business to Consumer)

The most common segment, which includes retail consumers. Here, the focus is on emotional perception and creating a sense of ownership of the product or service. The challenge in working with B2C lies in the diversity of the audience, which requires different communication approaches for effective engagement.

B2G Segment (Business to Government)

Collaboration between businesses and government entities, participation in tenders, and government orders. This segment is characterized by lengthy decision-making processes and specific requirements for proposals.

Understanding the specifics of each of these segments allows us to develop a marketing strategy that aligns with the needs and expectations of your target audience, ensuring effective achievement of your business goals.

Business Strategies for Working with a Mixed Target Audience

Working simultaneously in two target audience segments is not only possible but often an effective strategy for businesses. For example, a clothing store that sells products both at retail and wholesale effectively expands its capabilities and market coverage.

Features of working with a mixed audience:


When developing a marketing strategy for a mixed target audience, it is essential to clearly separate B2B and B2C segments. Separate marketing approaches, advertising messages, and placements should be developed for each segment.

Consideration of Decision-Making Time

It is crucial to understand that the decision-making process and deal-making may significantly differ between the B2B and B2C segments. In the B2C segment, decisions are made more quickly, but profit margins may be lower due to retail sales. In contrast, in the B2B segment, decisions are slower, but a single order can generate significantly higher revenue.

Profit Margins

Despite the increased complexity of B2B deals, they often have higher profit margins. They can be substantial and periodic, ensuring a regular income and the ability to forecast inventory levels.

Approach to a Mixed Audience

Using a differentiated approach to various segments allows a company to maximize its resources and effectively promote its products or services, adapting to the specific characteristics of each target group. It is essential to remember that each segment requires a unique marketing approach and communication strategy.

Defining the Target Audience: The Key to Effective Marketing

Defining the target audience is critically important for successful marketing. By using various tools and methodologies, you can effectively identify who your potential customers are. Here are some ways to do it:

1. Analysis of Existing Statistics and Analytics

If your business is already operating in the market, use existing statistics and analytics to understand your audience. This may include analyzing purchase history, studying customer feedback, and analyzing behavioral data.

2. Use of Web Analytics Tools

If you have a website with Google Analytics or other analytics tools, you can obtain valuable information about website visitors, their interests, demographic characteristics, and more.

3. Social Media Analysis

Statistics from platforms like Facebook, Instagram, and other social media networks can provide insights into the audience that interacts with your content.

4. Experiment with Advertising Campaigns

If you don't have previous analytics, try running test advertising campaigns with different messages and track which audience responds to them. This will help you better understand who is interested in your products or services.

5. Utilize Practical Experience and Analogies

Marketers often use their practical experience and analogies from similar projects to form hypotheses about the target audience.

It's essential to understand that defining the target audience is an ongoing process that requires periodic review and adaptation to changes in market conditions and consumer behavior.

Target Audience Avatar: Delving into Buyer Psychology

The target audience avatar, also known as a buyer persona, is a crucial tool in marketing planning. It is a detailed description of a specific person who represents a typical member of your target audience. This tool helps businesses better understand and tailor their marketing strategies to the needs, desires, and motivations of potential customers.

How to create target audience avatars:

Level of Detail

The granularity of avatars depends on the specifics of your product or service. It's essential to segment avatars until each one represents a distinct group with clear needs and interests.

Segmentation Criteria

Avatars can be classified based on various criteria, such as gender, age, geographic location, profession, lifestyle, income level, presence of children, ownership of specific assets, phone model, interests, and more.

Utilizing Social Media

Social media is an excellent source of information for identifying the interests and behaviors of potential customers, which can assist in creating more accurate avatars.

Flexibility and Adaptation

Target audience avatars should be flexible and capable of adapting to changes in market conditions and consumer behavior.

Creating effective target audience avatars allows businesses to develop more targeted, personalized marketing campaigns that align with the specific needs and interests of their customers, ultimately leading to more effective advertising efforts.

Samples of Target Audience Avatars Created by COI.UA Team

Below, we offer you the opportunity to familiarize yourself with several examples of avatars created by our team for clients. As part of our collaboration in developing marketing strategies and researching target audiences across various business segments, we approach each project with meticulous care. You can delve deeper into the samples of our work in the portfolio section on our website. Please note that the content of each target audience avatar can vary significantly, so it is essential to work creatively to address the specific needs of the project and business requirements.



Competitor Research: An Essential Element of Marketing Strategy

Competitor research is a crucial aspect of developing an effective business growth strategy. Often, businesses believe they know their competitors, but in most cases, they lack structured information about them. Our team at COI.UA pays special attention to this aspect because a structured analysis allows for in-depth comparative research.

The process of competitor analysis includes:

1. Selection of Competitors for Analysis

Typically, we analyze around 10 of the most relevant competitors selected based on client data and our research of the online landscape.

2. Analysis Parameters

We pay attention to competitors' industries, pricing segments, marketing strategies, placements, and messaging. We also identify their strengths and weaknesses.

3. Using Analysis to Define Strategy

Competitor analysis goes beyond merely "knowing your competitor." It helps identify opportunities to improve your own advertising strategies. Knowing your competitors' weaknesses allows for efficient resource allocation in marketing efforts.

4. Crafting a Unique Value Proposition

Leveraging insights from competitors' offerings, we assist clients in highlighting their advantages, making their proposition stand out in the market.

Competitor research is not just about market awareness; it's about finding effective ways to distinguish your business from competitors, making advertising more cost-effective and efficient.

A Comprehensive Approach to Marketing Strategy Development

After collecting data about the target audience and conducting competitor research, the next step in developing a marketing strategy is integrating additional information necessary to create a comprehensive plan. Here are key aspects to consider:

1. Company Goals

It's important to define both short-term and long-term business goals. In today's dynamic environment, planning for a period of up to one year with the flexibility to adjust the strategy based on results and market changes is recommended.

2. Product or Service Segmentation

Understanding different audience segments and product categories (more popular, less popular, higher-priced, lower-priced) allows for identifying which groups bring stable income (cow clients) and which have the potential for profitability but are not stable (dog clients).

3. Current Company Situation

Evaluate the current state of the business, including the number and volume of orders, financial metrics, production efficiency, and the quantity and qualifications of the workforce.

4. Scaling and Investments

Determine the company's readiness for scaling production and the investments required to achieve ambitious goals.

5. Adjustment of Marketing Strategy

A marketing strategy should be flexible and dynamic, capable of adapting to changes in market conditions, consumer behavior, and achieved results.

By providing a holistic and detailed approach to marketing strategy development, companies can effectively utilize resources, optimize their marketing efforts, and achieve better results in the market.

What a Marketing Strategy Looks Like

A marketing strategy is a vital document that outlines the path to achieving mutually agreed-upon results between the client and the marketing strategy executor. This document contains a step-by-step plan of actions focused solely on marketing activities, while production capabilities should be addressed separately.

It's important to understand that simply ordering a marketing strategy and agreeing on the results is just the beginning. It's similar to buying a shovel when you need a hole—you still need to do the digging. Similarly, a marketing strategy is just a tool, and you must put in the effort to implement it. Ahead of you lies the work of carrying out marketing activities, analyzing results, correcting mistakes, and constantly improving your strategy. A marketing strategy is a dynamic document that needs to be adjusted and modified as new data becomes available, which can affect the previously agreed-upon plan.

Contents of the Marketing Strategy for Pizza Letta

Contents of the Marketing Strategy for IntelVision

Why Order Marketing Document Development from COI.UA?

Ordering the development of marketing documents from offers several advantages that make us an excellent choice:

Experience and Professionalism

We have a substantial portfolio of successful projects where we have developed a complete set of marketing documents. Our team of marketers has years of experience in strategic marketing.

Comprehensive Services

We offer a full range of marketing services, including strategy development, website creation, social media promotion, contextual advertising, SEO, PR, and more. This means you can get all the necessary marketing services from a single provider.

Individual Approach

We understand that every business is unique. Our manager will thoroughly inquire about your needs and propose the optimal solution tailored to your specific requirements.

Control and Reporting

We take responsibility for the results. Our company will be accountable for implementing the marketing strategy and regularly provide reports on the achieved results at each stage.

Readiness for Challenges

We are prepared to tackle even the most complex tasks. With ample experience and resources, we can deliver high-quality services.

Fill out the contact form below, and we will be delighted to discuss your needs in more detail. We are committed to creating an effective marketing strategy for you to achieve your goals.

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