...Max Satory The Adverse Effects of Marketing to Children Marketing to children has become an epidemic in recent years. With pure profits in mind, corporations are advertising to children as young as toddler age to instill an obsessional desire for their products (Oksenkrug). With Children ages two to fourteen influencing over 40 times the household spending then they did in the 1960’s and children’s access to electronics at an all time high, marketer’s focus has shifted primarily to children (Zoll). Children being targeted by advertisers have numerous drawbacks including an increase in mental disease and obesity in children (Zoll). Knowing the detrimental effects of marketing targeted towards young children, countries such as Sweden, Norway, and Canada, have made laws restricting marketing targeting certain age groups (“Marketing to Kids…”). In Norway and Sweden it is illegal to market to children under the age of thirteen, while in two provinces in Canada it is illegal to market to children under the age of twelve (“Marketing to Kids…”). In the United States there are a minimal amount of child targeting regulations in state. Though there is some regulation for advertising on television to try and help children distinguish advertising from programming, the Federal Trade Commission (FTC), the government commission in charge of overseeing business practices, regulates nothing on the internet (“Marketing to Kids…”). With the average American ages eight to eighteen’s home consisting...
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...1. Based on the segmentation variables, how is Beano’s Café now segmenting and targeting the coffee market? [20%] The Egyptian market was locally driven toward oriental café, Turkish coffee and shisha and Egyptian might not be keen on coffee made from unfamiliar and new ingredients. Thus, when they want to enter the market, they have to segment the market in order giving out suitable strategy to introduce the Egyptian consumer to a new café experience. A market segment consists of a group of customers who share a similar set of needs and wants. Segmentation variables consist of geographic, demographic, psychographic and behavioral considerations. Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities or neighborhoods. Beano’s café initially geographic segmented the market in the own country of the creator of the Beano’s Café group in Egypt. As Beano’s Café is one of the most successful and popular café chains in Egypt and it segmented the states throughout the country and has branches in Cairo, Alexandria and Giza and many. Eventually, when their target segment in Egypt is stable, they even have a branch in French, Paris. Moreover, the cultures in Europe like Paris, London, Italy and more. They are many café around the street and the country. Perhaps Beano’s café will have slightly different menu in Paris compare to Egypt like it might more focus on baguette products in Paris as they have to apply grassroots marketing...
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...segmentation and targeting in its advertising and research efforts towards running in China. Nike recognises that in its efforts to encourage ‘running’ as an enjoyable activity, it needs to target a main audience of ‘young, urban, image-conscious Chinese.’ In doing this an exciting and original idea should be executed, and so, Nike uses the most logical response via online marketing. By launching their ‘Run For’ campaign, Nike attempts to facilitate customer interaction via video-sharing and social media sites. Therefore Nike, in this example, is trying to encourage running by incorporating everyday people into their ‘Run For’ campaign. Online marketing is said to ‘allow information sharing at a new level and facilitate interaction between customers and channel members.’ (Kotler et al, 2010 p.544). In this example Nike attempts to create a positive feel towards running and allows the Chinese community think of it as a social event, while using direct and online database marketing. In doing so, Nike is able to interact with past, present and/or potential customers. To achieve this Nike allows members of the Chinese community to communicate their perspectives on running, which is potentially attracting a larger target audience. By using customer interaction and seeking a large range of opinions, Nike is more likely to attract a more fluctuated interest and customer base. The article also demonstrates the concept of marketing segmentation and targeting. Market segmentation...
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...Coming down to the young segment, we decided upon the following targeting. Our Shiseido girl is 16-24 yo belonging to the middle-upper socio-economic class. She is fresh, carefree, confident, outgoing, sophisticated and stylish. She definitely wants to look beautiful-as all girls of this age do- but she doesn’t follow the masses. She is romantic, reads books and avoids showing off. Her beauty is apparent and doesn’t need to be poshy. She enjoys life, being different and following her values. She just needs to reveal her real self. She is sophisticated and unique. Therefore our positioning statement….. Regarding our promotional strategy, we wanted to promote the sophistication, uniqueness, freshness and at the same time the product lines targeting young women. We wanted to communicate the corporate slogan. So we decided upon the “Reveal your real self. Be unique. Be Shiseido” copy following the communication umbrella of the company. Regarding the print ads we chose magazines that appeal to our target segment. In addition, trying to communicate uniqueness through TVCs, as mass media is definitely THE WAY to increase brand awareness, we came up with this idea. Imagine we are in Mykonos, the popular island known for its party-animal atmosphere. Everybody gets drunk, does things to show off, is poshy, but our Shiseido girl is different. She is fresh and unique and she knows it. She is by the sea enjoying calmness, the beautiful scenery, reading a book in her ipad. She is unique...
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...Product Development In order to successfully introduce a new product into the marketplace, it is important to know what consumers want and need. Likewise, it is just as important to position a product offering in the minds of customers in their target market in a way that consumers understand why the product the company is offering meets their needs better than other competitive offerings (Grewal & Levy, 2014). A marketing plan must be put in place that identifies and evaluates opportunities by performing a marketing segmentation, targeting, and position evaluation. Hands-Free Can Opener Many people have difficulty opening cans due to multiple issues ranging from arthritis to hand pain or those that have weak grip strength. There are manual can openers on the market as well as automatic ones, though these can sometimes not open cans as efficiently and leave cans with extremely sharp edges that can cause injury. A hands-free automatic can opener that cuts from around the rim of the can as opposed to cutting from the top of the can like other openers can alleviate the problem of sharp edges. In addition, the design will be ergonomic in that it fits in the palm of your hand and can be stored in a small drawer where it does not take up counter space like traditional automatic can openers. It will be activated with a push of a button and feature a magnet that holds the top of the can in place to prevent the top from falling into the can once cut. Segmentation In...
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...fashion for its young female readers. An article included in the latest issue, titled “Beat the Breakout”, is an informative piece on the topic of skincare. KRASH, has a similar demographic, targeting boys aged 8-12. The magazine addresses what could be considered more traditionally masculine content including gaming, anime, sport, entertainment and grooming. An article featured in the latest issue, “Make way for a new wave”, is informative,...
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...Asian automakers targeting generation Y The strategy behind Asian automakers targeting Generation Y could be explained in a number of ways. Asian automakers customer base is aging hence the need to identify a different segment to cultivate loyalty to support present and future sales. Generation Y consists of young Americans born in the mid 1970s and mid 1990s. This segment consists of around 71 million with a purchasing power estimated to be $200 billion. With such a sizable population and impressive purchasing power, Generation Y is poised to be that fastest growing segment that could soon outgrow that of baby boomers. Generation Y is educated, diverse, and tech-proficient. This is a unique segment that has unique needs. Asian automakers understand that a company's product can only serve some but not all demographic groups. It is with this in mind that the automakers are focusing on serving generation Y as a distinct segment, with unique needs and preferences. The strategy behind targeting Generation Y (Gen Y) by the Asian automakers seems to be driven by the 80/20 rule. According to Keegan and Green (2011), “ This rule (also known as the law of disproportionality or Pareto's law) suggests that 80 percent of a company's revenues or profits are accounted for by 20 percent of a firm's products or customers” (p.213). Generation Y is a large segment that is still growing and has the potential to sustain the automakers growth now and in the near future. By targeting Generation Y...
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...1. Chapter 1 discusses such issues as segmentation and targeting. Who do you believe to be the type of a person or family that grocery stores are targeting with their prepared meals for takeout? Working singles and couples in their late twenties early thirties who live in cities -- as they would want to spend time else where other thant cooking. And it also saves them time to get involved in other activites. Couples whose children have left home -- as the parents may loose interest to cook food. Parents of young children -- as they would spend most of the time with the kids. get involved in kids sports, their studies. More affluent consumers -- Consumers who lack culinary skills -- as they do not have other options Families where both parents work -- In families where there are teenagers -- Travelling Customers -- The students -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college. The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive 2. Let’s assume that one of a consumer’s local supermarkets offers takeout meals that she and her family enjoy. What...
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...I visited the web sites for A&F, Banana Republic, and J. Crew. Each website, excluding Banana Republic, starts with a pop up requesting that the visitor register for their respective new letters containing special offers. This is a great way to use technology to continue to engage the customer after the initial visit. J. Crew seems to be targeting a slightly older crowd these days. When I visited their site I noticed they were advertising weddings and seemed to have a multigenerational feel. J. Crew is targeting the more affluent customer base rather than just the fashionable 20 something crowd. Banana Republic, like J. Crew, is focusing on the slightly older demographic. Instead of the high school and or college student, Banana Republic is targeting young professionals. Banana Republic’s parent company, the GAP, has several clothing brands that cater to different stages in life. Old Navy focuses on kids and families, The GAP has affordable cloths for High school and college while Banana Republic sells higher end clothing for the college graduate and professional crowd. All the companies use ridiculously good looking young people with a noticeable lack of diversity. One way they could better position themselves is to appeal to a more diversified clientele. This could include diversity in both ethnicity and in body type. 2. It will be difficult for Sears and J.C. Penney to become more relevant with the youth subculture. Younger customers probably think you can’t...
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...Alexandria, Giza, Sharm El Sheikh, Hurghada El Gouna Resorts, in addition to international branches in Paris, France. Because it sells new coffee products, such as cappuccino and java solo drinks like espresso, most of its daily customers are the youth - people between the ages of 18 to 25. In addition, it sells high quality products at affordable prices, so it tends to attract the middle class, for example: university students. Moreover, most of its customers are regular customers because Beano's Cafe excels in its excellent and quick service, so generally, the customers have a positive attitude towards the cafe. However, since Beano's Cafe targets young people, its segmenting style/type falls under Demographic Segmentation, which is based on variables such as age, generation, etc. (Kotler & Armstrong, 2012). Beano's Cafe is targeting the coffee market by enhancing the quality of its service. In order to find out what consumers like and dislike about their cafe, they conducted surveys. The results of the surveys showed that consumers liked the cafe's service, atmosphere, and quick response, while they disliked allowing private celebrations to be held, waiting to get a table at the cafe, prices of food, type of music played in the cafe, and the furniture as well. The cafe tried to solve the problems by increasing the number of tables and chairs in the crowded locations, reducing prices of popular products while increasing prices of newly introduced products, and playing different...
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...delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories regarding a company’s marketing strategies. A company must have ethical marketing policies to guide their pricing, advertising, research, and competitive strategies. (www.boundless.com) My analysis will determine if the aforementioned strategies follow this...
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...On October 31, 2013, Chad Stover died while playing football after receiving a concussion. Stover’s head made contact with another player’s thigh in the midst of a tackle, resulting in a concussion. Concussions are one of many injuries that are possible when playing football. Aside from all of the injuries, there are many helpful characteristics of the sport (football). Football aids in the development of children and young adults. From work ethic to relieving of stress football has many beneficial facets. Football is one of the many sports that provides Psychological increase in youth. The pros outweigh the cons, the cons are injuries while the pros are community building and a better psychological outlook. During a football game in October, Leshawn Williams received an injury to his knee thinking it was a type of ligament damage. Later over the...
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...After the world-shattering success of the Egyptian revolution, Egypt is now a new fertile land. However, although political freedom was achieved, the revolution has left us with a shaking economy. Various key economists around the world have pointed out that the health of a state’s economy lies in its entrepreneurs. Therefore, we chose to study closely a relatively new yet booming company owned by young and zealous entrepreneurs. The Bakery Shop (TBS) is owned by three young men, Tarek El Nazer, Basel Mashhour and Sameh El-Sadat but only managed by the first two. It originated as a small booth in the North Coast in 2008 catering for the high class society living within and around the Diplomats 3 Resort. Their competitive edge in sahel was to provide freshly baked bread in a place where it is rare to find fresh bread at all. Their edge was successful and experienced a positive push in sales via word of mouth. After two consecutive flourishing summers, TBS opened its first capital outlets in Zamalek followed by Heliopolis. However, they greatly expanded their range of pastries to include freshly baked muffins, don nuts and a wide variety of bread ex. white and brown baguette and different types of Italian bread such as focaccia and ciabatta, soft white bread which includes burger buns and rolls; toast; mint bread, a range of whole wheat German breads, and the hard to come by corn bread is also available. TBS also provides a sandwich station where consumers choose their type...
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...opening location for both of these well-known American fast food restaurant chains. McDonald’s has a vast demographic target which is every segment of the demography. This demography is based on family life cycles, age, gender, sex, nationality, income, generation and race. Since McDonald’s is a world-wide corporation, they have different demographics in hundreds of countries. Their main target is towards adults and teens looking for a quick meal also, families with young children. McDonald’s main goal is to target anyone and everyone. Jack in the box started targeting young kids in the beginning of the franchisee to compete with industry giant McDonalds. They set out to change that motto in the early 1980 to target and attract older, more affluent ‘yuppie” customers with a higher quality, more upscale menu. They changed their target from children to adults because of the belief of booming their business through television commercials and redecorating their restaurants. Working as a manager for McDonalds, targeting for a perfect location would be near apartment...
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...VW hired a new ad agency, Arnold Communications, who was able to use psychographic segmentation to concentrate on what consumers the campaign should target. After almost pulling out of the U.S. market, VW wanted to revitalize its brand by making it relevant to the 1990’s driver. Since VW’s image and dealer confidence was diminished, Arnold decided concentrate on consumer/dealer perceptions of the VW brand. They held customer interviews, visited dealerships, and even drove the VW cars themselves. By doing this, they were able to fully understand the personality and lifestyle of VW consumers. Most importantly, they discovered that VW owners were adventurous people who liked to have more of an active role in driving. With all of the information that they gathered, along with creating a new product positioning and brand essence, Arnold came up with the “Drivers Wanted” campaign. I believe the success to this campaign was the actual slogan itself, which was created from a strategic segmentation strategy. It invites the consumer to be a part of VW and the experience of driving their vehicles. The slogan is motivational in the sense that it welcomes all consumers to join the VW family while satisfying their needs as drivers. After interviewing a diverse group of people about their past relationship with the original Beetle and a possible relationship with the New Beetle, Arnold found that the two potential target markets were the baby boomers and the new VW audience which...
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