Case Study : Generation Y And Its Marketing Segments Into The Demographic, Psychographic And Behavioural

Different ways to segment a market would be demographics, geographics, psychographics, and behavioral. I think that it makes more sense to focus on just one segment rather than use more than one it would be more successful for the company.

Those on the younger end of the Generation Z spectrum, also called Generation X, spend their time outside of the classroom differently than one may think. Upon first thought, children who are currently in elementary school appear to be technology obsessed and crave a device at all times. When having the opportunity to sit down and ask these younger students about what they do in their free time, opinions can change to the opposite of what they once were. Generation X and Millennials perceptions tend to be stereotypical of the generation as a whole, rather than realizing that there are differences between each age group in a generation. Older Generation Z’s viewpoints show that they believe technology only affects the younger population negatively. Aged Generation X members think younger people are so preoccupied with technology that the idea of playing outside and hanging around friends face to face becomes foreign; when really, it could not be more opposite. There is a split in the way Generation Z uses their free time, whereas the older half is more technology consumed, leaving the younger members hungering to live in the present.

segmenting customer groups. The psychographic segment variables include people with similar personalities, values, and lifestyles. The last of the segmentation bases of the U.S. consumer markets would be behavioral segments. These are actions a person takes in purchasing and using products and services. Some of these segment variables include outlet type, direct, product features, usage rate, user status and awareness/intentions. Once the segmentation of the market is developed, the second step is to group products to be sold into categories. One can then develop a market-product grid and estimate the size of the markets. A market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 3 Steps four and five consist of using the segmentation will help to develop the target markets, which in turn will then lead to successful marketing actions. Successful segmentation depends on

| Customer segments:3.12-B2C: connecting people with people, everywhere permitted (68)3.13-B2B: marketers, free channels; advertisers with budget, solutions to audience; developers with resource, offer platform(69)

As the influence of the millennial population continues to grow, there is an increased demand for effective advertising methods. The purse of this research is to gain a better understanding of the successful approaches companies and advertising agencies have when reaching millennials. They say millennials are some of the most diverse and influential generations in history. They are understood as the most educated, socially responsible and most financially in debt over any other generation. Despite that, their buying power and influence over businesses continuously catch the attention of marketers. Marketers are in a position where they must find different ways to reach this generation a completely different way then they have with any other s in the past. Millennials are tech savvy with

Gender is frequently adopted as a main tool of marketing in the case of particular technological devices and one of the most illustrative examples can be observed by looking at the design of razors. The blade itself appears to be no longer important in the contemporary society when considering the overall design of the razor. It is actually hidden and all that people can see is the impressive design found in both razors meant for men and razors meant for women. Moreover, the first thing that people are likely to see when buying a razor is the brand being present on the most prominent side of the package. The marketing strategies devised by razor producers are especially gendered and even their names are meant to influence buyers into thinking that they need to buy particular products.

“Congratulations for your participation”, read the trophy. The trophy should have read, “You sat on the bench for the entirety of the season, with the exception of your one time on bat, but you struck out because you are a horrific baseball player. Nonetheless, congratulations for putting yourself out there, kid!” Notoriously known for being the generation of trophy kids, Generation Y represents the population born between 1980 and 2000. These people were liberally handed trophies for mere participation, heightening their self-esteem. Every little kid of Generation Y was told he or she has the ability to do anything. Generation-Y, also known as Millennials, is widely credited for being narcissistic, lazy, and antisocial. While valid arguments

There is a significant correlation between Gen Y, social media and marketing occurring in this day and age. According to a survey conducted by Piper Jaffray, approximately 9 out of 10 American teens use some sort of social media. Gen Y is a distinctive generation; it is the largest generation of them all and with access to huge social networks, their range of connections allow them to have a voice that is louder, and more impactful, than any previous generation. With this in mind, marketers are able to target these teens and turn this into a huge profit in just a short amount of time. Majority of teenagers are unaware that they are contributing to the profits that companies gain primarily because the use of social media is free.

“Marketing segmentation and targeting are particular important for finding customers that are the best match for a business’s products and services” (Suttle, 2014, ¶ 2). “KnowledgeNet Enterprises LLC is an industry leader in IT and business skills training” (KnowledgeNet, 2013, ¶ 1 ). This paper will go over several aspects of the company including an overview, demographic, psychographic, geographic and behavioral characteristics. The company’s target market and how the company targets that market will also be discussed, as well as new proposed positioning statement for the company to use.

Generation Z is the most diverse demographic group in the United States. It has been recorded there are over 20.9 million tweens with a purchasing power of $BLANK amount. The current tween is being targeted. Different clothing, technological, and food companies have tried different marketing tactics to reach out to this new generation of youngsters. However, some marketers have failed to connect with this group, because certain marketing strategies are outdated and separated from the tween’s view. The primary research is fixated on understanding the habits and interests of tweens.

* Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional, involved razor users, and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors, Involved is for 28%, and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges at a higher rate than ever before.

The Asian automakers employed three criteria of target market strategy for capturing the generation Y market. The three criteria are Standardized Global Marketing, Concentrated Global Marketing, and Differentiated Global Marketing. The first, standardized global marketing focuses on mass marketing in a single country. Their decision to target the generation Y in the American market is their implementation of Standardized Global marketing. The Asian automakers also saw that due to the Japanese restrictions on the number of children a family can have, the number of Generation Y consumers in the Asian market would be low. In response to

Customers are always changing and organizations need to reevaluate their long-term consumer strategies in order to keep up with changing lifestyles. A person’s lifestyle is essentially who he is. A person’s habits, beliefs, morals, and financial status combine to manifest how he chooses to live his life. It determines the choice he makes, the things he wants and the things he purchases. Understanding the general lifestyle trends of a population can allow a business to better market itself. If those trends change, the organization needs to in order to achieve its objectives or stay in business.

Next, we are going to segment the market that gives the specific variables used in order to segment markets. After that, we are going to describe the characteristics of each segment. Then we are going to evaluate the attractiveness of segments. Finally, we are going to draw the conclusion and give the company recommendations.

Gillette is successful because the focus on the one thing they know and that is men. They understand what men need for their grooming needs, and their products are sold all over the world (P Kotler, 2017). Gillette’s popularity has worked because of several factors, including high-quality innovation, consumer research, and mass communications. With their research, and the fact they have kept improving their product, Gillette has made many breakthrough product innovations, which should allow their success to keep increasing. In 1971, there was the Trac II, the first twin-blade shaving system, then the Atra in 1977 there was a razor with a pivoting head, and then in 1989 they developed the Sensor the first razor with spring-mounted twin blades dubbed (P Kotler, 2017). In 1998, Gillette introduced the Mach3 it was the first triple-blade system, surpassed only by the 2006 launch of the six-blade Fusion, promoted as “the best shave on the planet.” (P Kotler, 2017) It is possible that Gillette can become as successful with Women as Men due to the fact Procter & Gamble acquired Gillette in 2005 and Procter & Gamble are experts at marketing to women, due to the fact most of their lines such as dishwashing liquid, laundry detergent, and hygiene products are aim for their woman clients.