...RESEARCH PROJECT Submitted by, Tiju Sam Thomas Acknowledgement This research project is based on Generation Y and their characteristics. I would like to express my gratitude to Mathieu Brepoels for his guidance and support in my research. Contents What is a Brand | 4 | What is Branding | 4 | Generation Y/The Millennial Generation | 5 | Why Generation Y is important | 5 | How to reach Millennials | 6 | Different Mediums to reach Millennials | 7 | Characteristics | 8-19 | Reference | 20 | What is a Brand Simply putting, a Brand is a promise to the consumers. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors, For example, if we take the case of Nike which represents athleticism, fun, good health, performance, strength etc. So it promises the consumers certain things like athleticism, fun, good health, performance, strength etc. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate from those of competitors. What is Branding Branding is the process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and...
Words: 2747 - Pages: 11
...oLD NAVY MOBILE MARKETING CAMPAIGN MRKT501: Module 3 Case Assignment Doctor Qin Sun Trident University International | OLD NAVY | Memo To: | Dr. Qin Sun | From: | Edward Massey | cc: | [Recipient(s)] | Date: | November 14, 2014 | Re: | Old Navy’s Mobile Marketing Campaign | | | The idea of incorporating young adult males within Old Navy’s newest social media promotion is spot on. Our company along with many other businesses who deal in marketing found that targeting Millennials will provide much needed revenue to business entities such as yours. Our research has found that Millennials have an abundance of familiarity with today’s technological devices, as well as possessing the ability to easily adapt to the accelerating levels of innovation. 93% of Millennials are internet users when compared to Generation X, Baby Boomers and seniors (Crang, 2012). Your Social Media Marketing Campaign is breaking particular barriers and providing your company the opportunity to capture the attention, as well as impress, convince as well as entertain your target group. Your current social media ads appears to focus on increasing your target groups’ retention rate, by stimulating their visual senses and imagination. Previous studies have shown that television advertisements are less effective when directed toward a younger target group. We have also found that it is significantly more difficult to breakthrough and persuade Millennials with advertising messages...
Words: 805 - Pages: 4
... Engagement is in our DNA. -‐ Raja Sharief, AJ+ Strategy Implementation Manager The Reflective Mindset: Changing Trends in the News Media Industry Al Jazeera, along with other traditional news broadcasters, is currently navigating through an industry being disrupted and redefined. Pew Research suggested that by 2018, the preferred medium for interfacing with news will be overwhelming digital in nature through social media, mobile, and web-‐based interaction with increased content personalization with TV-‐based consumption fadingi. Additionally, like its sister-‐industry, the Print News Media, Broadcast news is being challenged by non-‐traditional players in this space, what are being termed “digital natives”, including digital entrepreneurs such as Amazon’s Jeff Bezos and Ebay’s Pierre Omidyar and more traditional digital native news organizations such as Vice News, Huffington post, Vox, Buzzfeed...
Words: 3504 - Pages: 15
...NEW GREEN September 19, 2015 Dr. James Case I USA Today K90000787 1 Case 1- USA Today Kimberley Hutchinson K90000787 INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Co., Inc. began USA Today in 1982 by filling a gap in the newspaper industry. Gannett wanted their paper to provide more news about more subjects in a short time frame. The two trends they took advantage of were catering to adults who had short attention spans and who were nurtured on television. These consumers wanted different information from their newspapers. The readers wanted quick, clear, fact-filled stories that were arranged with subheads, breakouts, informational graphics and that were easy to read. This is what Gannett delivered with USA Today. While the readers’ wants have differed over the years, the paper has kept up. In 1994, the paper upgraded to cover more serious topics and added reader-opinion polls and hot-line numbers. The readers were able to call the lines to obtain additional information on topics they were interested in. In 1995, there was a lull in readership; they began to see the need for more technological data required by consumers. USAToday.com was born and met that need. USA Today and USAToday.com have 5.3 million daily readers with $1.8 million paid subscriptions. Today, USA Today has the largest print circulation with over 1.8 million copies daily and 3.2 million daily readers. They also have the highest volume...
Words: 4879 - Pages: 20
...Defining Marketing MKT/421 Defining Marketing When you hear the term marketing, it may elicit any one of several thoughts, although two trains of thought seem most likely to develop. First of all, marketing might seem like such a common term that it should be simple to define. On the other hand, marketing might seem like such a generalized, wide-ranging concept that it becomes exceedingly difficult to describe accurately. It is foreseeable that each individual, including myself, could come up with his or her own definition, each one of which could be in contrast to the definitions that are provided by experts in the field. To be sure, it is important to have an understanding of the definition of marketing to be able to comprehend the importance of marketing to businesses. Personal Definition * I must admit that, if pressed to come up with a personal definition or marketing, my thoughts first turn to the concept of advertising. I tend to want to make the terms interchangeable. I picture in my mind media-produced images of 1960s ad men sitting around smoky rooms developing ways to convince consumers to buy the latest vice, or I think of modern advertising developers exercising limited acting skills to convince clients to let them sell the clients' wares. Logically, I know that marketing is much more than advertising. I know that marketing involves detailed research and knowledge of subjects such as demographics and statistics and, I think I am safe to say,...
Words: 1179 - Pages: 5
...REQUIRED COVER PAGE. USE FOR ALL SUBMISSIONS. BE SURE TO INSERT YOUR NAME, SECTION #, THE TITLE OF THE ASSISGNMENT AND DUE DATE. NEW JERSEY CITY UNIVERSITY School of Business, Marketing Department MKTG. 231 Principles of Marketing David Williams, Course section # 2499 Title of Assignment – Semester Writing Sample Due Date – 12/15/14 CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this work and that any assistance I have received in its preparation is fully acknowledged and disclosed. I have also cited any source from which I used data, ideas or words, directly quoted or paraphrased. This work was prepared by me specifically for this course. Thesis Statement: The millennial generation are often posed with many more choices and different ways of purchasing, presenting more challenges to marketers to appease the target market. Millennials are defined as a demographic of people born between the early 1980’s and early 2000’s, but are often categorized as narcissistic, lazy, and indecisive. Amongst the stereotypical name calling is the reality of the harsher economic climate millennials came of age into. This leads to a major change in consumer behavior and as a result compels marketers to change business models accordingly. The millennial generation are often posed with many more choices and different ways of purchasing, presenting more challenges to marketers to appease the target market. According to the Dionne Searcey of the New...
Words: 1227 - Pages: 5
...UNIVERSITY COLLEGE OF NORTHERN DENMARK 1st year interdisciplinary exam 2015 TRENDS IN BOOKING THROUGH THE MOBILE DEVICES Klaudia Harvanova 22.5.2015 Number of characters: 19 123 UCN SERVICE AND HOSPITALITY MANAGEMENT KLAUDIAHARVANOVA CONTENTS 1.0 Introduction ....................................................................................................................................... 3 2.0 Delimitations ..................................................................................................................................... 4 3.0 Methodology ..................................................................................................................................... 4 3.1 THEORETICAL FRAMEWORKS ........................................................................................................ 4 4.0 Analysis .............................................................................................................................................. 6 4.1 Task 1: ............................................................................................................................................ 6 4.2 Task 2 ............................................................................................................................................. 8 4.3 Task 3 ............................................................................................................................................. 9 4.4 Task...
Words: 3794 - Pages: 16
...THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG SIN KIT YING, EMILY BA(Hons)Scheme in Fashion and Textiles (Fashion Marketing and Merchandising Management) INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2015 THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion Marketing and Merchandising Management Specialism) under the Supervision of Dr. CHANG M.T. Jimmy by Emily, Kit Ying SIN Institute of Textiles & Clothing The Hong Kong Polytechnic University May 2015 ACKNOWLEDGEMENTS CERTIFICATE OF ORIGINALITY I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text. _____________________________________________________(Signed) __________________________________________________(Name of student) ABSTRACT Summary of the contents and finding of the thesis briefly LIST OF TABLES ...
Words: 13347 - Pages: 54
...8/30/2014 McDonald's Faces 'Millennial' Challenge - WSJ Dow Jones Reprints: This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order Reprints tool at the bottom of any article or visit www.djreprints.com See a sample reprint in PDF format. Order a reprint of this article now BUSINESS McDonald's Faces 'Millennial' Challenge Customers in Their 20s and 30s Are Defecting to Fast-Casual Restaurants Like Chipotle, Five Guys By JULIE JARGON Aug. 24, 2014 9:05 p.m. ET McDonald's is trying to enhance its credibility with young customers by marketing more on digital channels and testing mobile ordering and payment. Associated Press Behind McDonald's Corp.'s worst slump in a decade is a trend that may augur even tougher times ahead: The Golden Arches is losing its luster with younger consumers. The world's largest restaurant company by revenue earlier this month reported its sharpest monthly decline in global same-store sales since early 2003, adjusted for calendar irregularities. In the U.S., with more than 40% of McDonald's 35,000-plus global locations, sales at restaurants open at least 13 months have been flat or falling for most of the past year. The hamburger giant on Friday announced it was replacing the head of its U.S. division for the second time in less than two years. The company tapped a former executive, Mike Andres, to take the helm...
Words: 1562 - Pages: 7
...Simões, L. e Gouveia, L. (2008). Consumer Behaviour of the Millennial Generation. III Jornadas de Publicidade e Comunicação. A Publicidade para o consumidor do Séc. XXI. UFP. Porto. 10 de Abril. Consumer Behaviour of the Millennial Generation Luís Simões1, Luís Borges Gouveia2 1 PhD Student (Information Science), Fernando Pessoa University (lsimoes@ufp.pt) 2 Associate Professor, Fernando Pessoa University (lmbg@ufp.pt) In this paper we present an integrative view of Millennials’ consumer behaviour. After applying some classical models based on the traditional “information-processing paradigm”, we concluded that only a framework that takes into account the impact of the culture and lifestyle surrounding Millennials is useful to derive guidelines on how to make successful advertising campaigns aimed at this population. The paper concludes with some recommendations on how to be able to reach this segment of consumers. I. Millennials as Consumers Advertisements targeting children and adolescents tend to have a profound impact on this population. Brands try to obtain lifelong loyalties by connecting with teens that will thereafter develop strong identity feelings with those brands. In a study carried out in 1999, with 5-9 year-old students in Dutch schools it was found that 52% of the children referred brand names when asked what gifts they wanted for Christmas (McNeal, 1999). In another study it was also found that the child's first request for a product occurs...
Words: 2248 - Pages: 9
...The Role of Social Media in Business Asia’s Digital Age www.wipro.com Rahul Koul Head-Digital Marketing & Thought Leadership, Wipro Technologies Table of contents 03.....................................................................................................................Abstract 04.....................................................................................................................The Internet as a Utility 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values of Digital Natives 05.....................................................................................................................The Social Business - Connecting with Customers, Employees and Society 05.....................................................................................................................Conclusion 06.....................................................................................................................References 07.....................................................................................................................About the Author 07.....................................................................................................................About WCIR 07.....................................................................................................................About Wipro Technologies Abstract...
Words: 2176 - Pages: 9
...application that are on focus in the semiconductor group including automotive, healthcare, consumer electronics, aerospace, defense, industrial, wired and wireless communication 2 • Aravind Seshagiri, Program Manager, Measurement & Instrumentation Frost & Sullivan Follow me on: (Connect with social media) @asesh1974 • • Key Take Away’s from the previous edition Ian Ferguson, Vice President Segment Marketing Security is non-negotiable. ARM is concerned about fragmentation of standards and compromise on privacy. Performance, power efficiency and the flexibility to reconfigure on the go are they key needs for next gen processors. Bob Doud, Director of Marketing Privacy a pressing issue rather than actual information overload because they are going to be small bits of data in high volume. John Peeters, Founder, President and CEO Ensuring frictionless authentication for consumers with maximum security and privacy is the need of the hour. Mathew Silverstone, Founder and CEO 3 Panelists’ Profile Luke Schreier, Senior Manager, Automated Test Product Marketing Luke Schreier is the senior group manager for...
Words: 2300 - Pages: 10
...Head-Digital Marketing & Thought Leadership, Wipro Technologies Rahul Koul www.wipro.com Asia’s Digital Age The Role of Social Media in Business 07.....................................................................................................................About Wipro Technologies 07.....................................................................................................................About WCIR 07.....................................................................................................................About the Author 06.....................................................................................................................References 05.....................................................................................................................Conclusion Employees and Society 05.....................................................................................................................The Social Business - Connecting with Customers, of Digital Natives 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values 04.....................................................................................................................The Internet as a Utility 03.....................................................................................................................Abstract Table...
Words: 2067 - Pages: 9
...Introduction The target market of Generation Y is not easy to reach in method or message. “This group is technologically, socially and environmentally different from older generations” (Olson, 2007). Messages have to appeal to them at multiple levels invoking them to want to know more about the brands and prompting them to engage in online research and peer input to solidify their thoughts and opinions. A unique blend of media vehicles – both traditional and alternative – must be utilized to reach the targeted audience through the clutter to optimize engagement. This brief will discuss the appropriate appeals, message themes and media vehicles necessary to reach Gen Y and propel the Chevrolet brand above its competitors. Appeal Engaging Gen Y’s attention will require a combination of appeals to resonate brand messaging as they have collectively begun to tune out traditional advertising (Carter, 2010). Successful brands have strategically used humor, emotion and music to appeal to Gen Y’s individuality thus allowing the brand to grow (Carter, 2010). Chevrolet’s goal is to establish a following with members of Gen Y and build upon this following via peer referrals (word of mouth). Humor will engage and capture their attention allowing for better recall of the message and brand (Clow, 2012). The ads will contain quirky, ironic humor and have a sense of truth to make them believable. Humor will relay the Chevrolet brand as fun and entertaining and Gen Y’ers will respond...
Words: 2004 - Pages: 9
...competitors combined do not come close to the 27,021 locations that Subway currently owns in the United States; Quiznos has 5,200 locations (Quiznos, 2015), Firehouse Subs owns 850 locations (Firehouse Subs, 2015), Jimmy Johns has approximately 2,000 locations (Jimmy John's, 2015), Jersey Mike’s has 1,300 locations (Jersey Mike's, 2015), and Charley's Grilled Subs has over 500 locations (Charley's, 2015). The Subway chain is indisputably the world’s largest submarine sandwich chain with over 43,000 locations around the world (SUBWAY, 2015) and a brand value of $6.6 billion (Forbes, 2014). In this paper we will discuss how the Subway brand came to be so successful, what marketing strategies were used properly in the process, and conclude with what marketing strategies should continue to be implemented and what marketing strategies should be improved in order for Subway to maintain its success in the QSR industry. Background Information The “How” In 1965, 17 year old Fred DeLuca needed a way to fund his tuition to become a medical doctor. With a $1,000 loan from soon-to-be business partner Dr. Peter Buck, Fred founded Pete’s Super Submarines, known today as Subway Restaurants. The first store was opened in Bridgeport, Connecticut in August, 1965 with the future goal of opening 32 stores in 10 years (SUBWAY, 2015). Their biggest concern at the time was “how.” In eight years the subway chain was able to grow from 16 stores to 200 stores and they did this by franchising. Franchising...
Words: 8885 - Pages: 36
