...expectations of the teenage market regarding marketing communication messages. Marketing interactions are important when marketing to teenagers and discovering the best form of marketing interaction to best cater to the teenage market will be discussed. Social interaction is an important factor in the marketing process as well as online processes or face to face communication, each provide informative feedback and we will determine which marketing process will be best for the teenage market. This Marketing Research and Promotional message paper will discuss the market of both English predominant teenagers and bilingual (both English and Spanish) predominant teenagers. Marketing is now more creative and influencing, marketers are now aiming their marketing strategies towards the teenager consumer. There are many issues and concerns that come into factor when marketing to the teenage consumer, for example some of the different issues and concerns are: * What are the buying habits and interest of teenagers and what the different buying habits and interest are amongst different teenager groups? * How to cater to both English and Spanish teens and how these products will be available on demand without any issues to the target consumer, this includes all electronics such as cell phones and computers. * Meeting the demands and requirements for both English predominant teenagers and bilingual (both English and Spanish) predominant teenagers to enable communication through...
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...Market summary K.L.S. is a new company in the market who offer basketball shoes for teenagers. K.L.S. is informed well about what kind of competitors do it has, also how to satisfy teenagers. Target Market The target market of K.L.S. is the urban teenagers with the brand proposition ‘competition to lifestyle’. Try to satisfy customers (teenagers), to be modern, comfortable, and good quality. The product of the K.L.S. is the basketballs shoes for teenagers. It is sold with price $109.95 in Houston Texas. The main case of K.L.S. in the Introduction time is to concentrate in 3 high schools right now. Market Demographics The profile for K.L.S. customer consists of the following geographic, demographics and behavior factors. Geographic We are going to geographically target the Houston, Texas area at the 3 largest high schools in town. By allowing an access point in one of the largest cities in the country this is great place to start operations of our product. Demographics There are an almost equal ratio between adult and teenagers. In Houston, the population was spread out with 27.5 percent under the age of 18, also a lot of foreign young people. So there are a lot of teenagers which will buy our product. Behavior factors Teenagers enjoy different kind of sport activities not as a means for healthy life, but as an intrinsically enjoyable activity for their lifestyle. In addition, teenagers wear basketballs shoes because not only they play basketball buy they also...
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... The 2010 Census reported that teenagers make up about 14% of the total United States population (ACT for Youth Center of Excellence, 2013). This 14% represents one of, if not the most multi-culturally diverse groups of consumers and is the ideal targeted audience for most companies in the United States today. There is no doubt about the buying power of teenagers, it is for this reason that companies must be very precise about who they are targeting for their products. In 2001, teenagers spent an average of $104 a week, which totaled around $172 billion dollars that year (National Consumers League, 2013). Introduction In the economy of today, teenagers are a sizeable and easily identifiable market segment, eager to buy, able to spend, and easily reached (Schiffman, Kanuk & Wisenblit, 2010, p. 55). Value is very important to teenagers and is apparent with the sudden rise of social networking in which connections with family, and friends are being maintained longer than ever. Teenagers make purchases that help show the world just who they are and what he or she is about. Keep in mind that the teenagers of today have never known a world without things such as the Internet and social media. It has never been easier for teenagers to shop, seek advice from friends instantly, and browse consumer ratings prior to making a purchase. Teenager Consumers...
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...specifically targeted a particular age group from 22 to 50 who are from middle class family. Women who like fashion show and keep updated with new trends, care about appearance are main target of VSFA. They focused on men too who want to gift their wife or girlfriends especially on valentine day. They introduced various new products in stores very frequently to attract those customers. Providing discount on special occasions or in seasons attracts women from lower middle income family too. Positioning: Victoria’s Secrets maintained good quality of their products as they focus on a particular age group. By 2006, company could able to capture one third of lingerie market. Their numerous products with creative designs differentiate them from the competitors in different seasons. It always comes up with new products and prints in market very frequently without compromising the quality. Brand image in other countries is so powerful that they attract men in their stores that are primarily meant for women. Company is...
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...I. Marketing Mix Strategies and Programs A. Market Targeting As mentioned in the SWOT analysis, the firm needs to expand its current market in order to keep up with the ever-growing competition. The primary target of Famous Belgian Waffles are teenagers, young adults, and those who lean more on a budget-friendly. Many opportunities have been missed out by only focusing on one market, since other competitors of Famous Belgian Waffles also have products which cater to a more mature consumer. The size of the new market should comprise of 10% to 15% of the total current market of Famous Belgian Waffles, as this product is new entrant to the market. The demographic, psychographic and behavioral characteristics are as follow: * Demographic Famous Belgian Waffle targets customer segment that represents students who belongs to a middle class; and teen-aged to middle-aged belonging to middle social class. They also target mall passers and Families in small to large numbers who love and enjoy eating together. | STUDENTS / TEENAGERS | MIDDLE AGED | MALL PASSERS | FAMILIES | AGE | 12-20 yrs. old | 18-35 yrs. old | Age varies * Kids, teenagers, young adults, adults and seniors | Age varies * Kids, teenagers, young adults, adults and seniors | INCOME | Low to Medium/ financially dependent | high | High to medium | High to medium | PRICE SENSITIVITY | Low to medium | low | low | high | OCCUPATION | * Elementary, highschool, college student...
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...Virgin Mobile USA : Pricing for the Very First Time 1) Virgin Mobile targets the 14 to 24-year olds market. The case lays out three pricing options. Which option woul you choose and why ? All three options are very interesting for Virgin Mobile to introduce the American market. Considering Virgin Mobile’s background, goals and strategy, I would have choose the option 3 « A Whole New Plan » There are few reasons that explain this choice : Firstly, Virgin Mobile’s cultural values are to be innovative, fun. It also wants to make things different from its competitors and continuously improve customers’ experience through innovation. Indeed the options 3 offer something very different than competitors. Secondly, regarding the segment target, 14–24 years old, it is known that those categories can not pass the credit check with the current carriers due to their lack of revenue. The result is that this target market has been forgotten. Moreover, it is an age where teenagers are looking for “independence” and like to do things without parents. It is why the option 3 fit well. Thirdly, I believe that the option 3 is the one that fit the best selling model that has been chose by Virgin. In fact, it does not require any salespersons...
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...Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are far more diverse than those of other generations due to the constantly changing popular culture of today’s society. Attitudes and perceptions of teenagers are primarily driven by the need for popularity, success, and acceptance. It is essential for marketers to keep this in mind when advertising to them. If advertisements are not appealing to the mindset of teenagers and do not strike a chord with one of these basic needs, teenagers are likely to spend not only their money, but influence their parents to spend their money on a different brand that is more likely to garner them praise and popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services.” Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones, tablets, and MP3 players. Teenagers seem to be very intent on owning brand name clothing, phones, cars, and many other items. Many teens choose to make purchases based solely on the brand name on the tag, rather than basing them on any kind of research or product knowledge. They do not really care how much it costs, performs, quality of the product, or how...
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...Beat Bag uses state of the art technology to make one’s life easier and more luxurious than ever. This is a kind of a bag that has two external speakers attached on the shoulder straps of the haversack. One can simply switch them on or off, increase the volume or even change the channel by using the control buttons attached on one of the shoulder strap of the bag. It allows the user to play loud music in the open or even attach earphones to an external earphone jack. All this is made just to make it more convenient for the teenagers, to listen to music wherever and whenever they want to, as they do not have to carry any extra speakers, mp3 players or iPods or evne any external power source is needed as it had an internal rechargeable battery with it. This haversack has been in the market since the past one year and has been designed and targeted mainly for the youth. But ever since it has been launched it has not been able to really create an impact on the market and therefore needs to be given a new marketing strategy to be able to reach the customers in Mumbai, directly and make the most out of the few marketing strategies designed due to the limited time constraint. The company shown...
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...firm are exploring for a possibility of the country to supply edible oil requirements for both local and global business. Currently, there are about 500 farming beneficiaries as it sources tamarind and purple yam from local farmers. http://www.rappler.com/business/industries/75251-unilever-investments-philippines-expansion SWOT Analysis Strengths * Strong emotional touch * Usage of social media to reach teenagers and promote the campaign * Unilever facebook page has over 2 million likes * Relate on the campaign because it tackles about their issues as a teenager * The camp will start during summer break where teenagers have a lot of free time * Provides website to give young generation information not only about the campaign but also some tips related to their issues as a teenager * The participation in the camp is free, open for all and lasts for a day Weakness * Teenagers might have different plans and activities for the summer and may not be able to join the camp or be updated on latest happenings of the campaign * Teenagers are more likely to be careless and...
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...In this task I am going to design a promotional campaign for a specific product that meets the needs of the campaign brief. The business I am going to talk about is Alton Towers who will be launching a new Christmas themed week in December. The promotional campaign I am going to create is for Alton Towers. Alton Towers are launching a new Christmas Themed week in December, following on from their popular Halloween week. You need to design a promotional campaign that will bring in large numbers of customers. Budget available is £900,000. The target market for my promotional campaign is for family, children and teenagers. Designing a promotional campaign: The first factor when designing a promotional campaign is who you are targeting. Alton Towers will need to look at who their target market is. For example they will need to see if it will be males or females. Also Alton Towers will need to look at the age of their target market, what age will they theme be suited to. In addition Alton Towers will need to think about the income of the population. Will the Christmas week be affordable? Lastly, geographic. Alton Towers will need to be aware on which parts of the country they are going to target. The second factor when designing a campaign is objectives. Alton Towers will need to set goals and objectives when they are introducing the new Christmas theme. Alton Towers will set objectives which they can help widen the business. Furthermore Alton Towers will need to have objectives...
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... Hispanic teens constitute about 20 per cent of all teenagers, and they are very important to marketers. The Hispanic teens represent $20 billion in spending power, and this is growing by 62 per cent through 2020, which make it the faster than other teen’s market. And more important, these teens are joined black teenagers as fashion and style leaders for the over all teens market. Hispanic teens are often different from their parents, who feel that they are under pressure to blend in and be an American, but their teens don’t. The trend for Hispanic is to be bicultural, this is by adding second culture, not replacing their first culture. To do so requires a balancing act, and how they divide between inside and outside the home. This is challenging given the importance of family. The balancing proses leading to biculturalism seems to be working as expert describes “ I’m always amazed by the Hispanic teens. They are speaking Spanish at home, both with friends, English for college and Internet, but they are very much into Hispanic culture even when they are born in US. It is not about being bilingual, it is about being bicultural. They are engrossed in the American culture, and also they are very proud of being Latino”. These bicultural teens read the same English language magazines and watch the same television programs as their non-Hispanic counterparts. One of the magazines targeted the female Hispanic teenagers, and produces most of the ads in Spanish. They also produced...
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...Market Segmentation Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior that require separate products or marketing programs. Starbucks uses socio-economic segmentation in consumer markets, concentrating on social classes. 1. Young urban adults, particularly the business class population who works in offices and wants to have a cup of coffee with a good atmosphere and facilities, are the main segment it focuses on. According to Howard Schultz, Chairman of Starbucks, this segment is what the company refers to as its “core customers”, educated, average age of 42, and average income of $90,000. (The New York Times, 2006). They are people of diverse income and age groups that possess varying tastes and interests. Starbucks focuses on embracing diversity by providing good customer service and also by offering a large base of products that cater to different appeals. They are willing and interested in trying new products and innovations and by primarily reaching this target segment; it would then be easier to persuade other age groups to try Starbucks’ products. 2. Teenagers like college students are not its target group as teenagers do not necessarily have the money and if they do, are not as willing to spend their money on a pricey cup of coffee. Although teenagers are a large segment, they do not fit in to the image that Starbucks is creating. In addition they are not high consumers of coffee products...
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...• Market Demographics Our service is mainly located in Ho Chi Minh City because of its potential, where people always want to experience new things and time is a very important issue. Our ideal customer is between the age of 16 and 30 who enjoys having a quick meal which can be easily found on the street with attractive design and affordable price such as B's Mart, Family Mart and other street foods. Customers are typically teenagers and officers who are busy working and studying. They often do not have time to cook a proper meal at home. They also have a wide range of disposable income. Some are outgoing and fun-loving people, others are often spend more times at work. Our service design consulting customer is a large group of teenagers who is looking for a good meal deal with best price, best quality in a healthy way. • Market Needs These group of people get bored of fast foods and considered more about time managing. They are now looking for more healthy food with a quick serve. In order to meet customer needs, we will target a service that provide certain good foods such as sticky rice, kimpap, sandwiches, healthy drinks, etc... The service we are trying to build up that are covered by the type of this demographic consumers. Customers in this segment also has limited financial capacity. Teens typically get their money to buy foods, fast foods will not be always best choice. Firstly, it is pricey, it costs much more money than local foods. Especially for teenagers, who...
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...Issues in Marketing Week # 2 Paper 5-6-2013 Amy Beechum The two different groups of consumers I chose are teens and adults over 65. Companies market these two specific groups very differently from the means of advertising to the products that they sell to them. Marketers Today have found that teenagers play a large role in purchasing items for themselves and they are the future consumers of the world.Markerters have noticed that the buying power of teens is incredible. It is not uncommon for teens to have debit and credit cards and money in hand to shop with. Marketers will primarily try to advertise on the internet on social media websites such as facebook and twitter because of the amount of time spent on these sites by teens. Marketers will also advertise in Teen magazines or even in bathroom stalls of clubs and teen hangouts. Perception plays a large role when it comes to marketing teenagers. Teenagers have strong beliefs in perception being reality. Marketers need to take perception and turn wants into a must have. Marketing is key in creating buying trends amongst teenagers. If companies can get one group of teens in a specific area to buy a product and start the trend than it will become a domino effect and all teens will have to have the product. The needs and desires of a teenage consumer are very different than those needs and desires of an adult over the age of 65. Marketers realize this and advertise and promote items completely different. When a company or...
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...status and non status seeking teenagers Ian Phau and Yip Siew Leng The School of Marketing, Curtin University of Technology, Perth, Australia Abstract Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total of 365 teenagers participated in this study through a self-completed questionnaire. Fishbein’s Multi-Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t-tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings – The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort. Research limitations/implications – The findings is only limited to Australian teenagers and cannot be generalized...
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