How Should Ford Motor Company Market Differently to Generation Y, Generation X, and Baby Boomers?

699 Words May 31st, 2013 3 Pages
How should Ford Motor company market differently to Generation Y, Generation X, and baby boomers?
Each generation has its own characteristics, attitudes and lifestyle. Understanding their needs, wants and buying behaviors is essential to be able to connect with them. Efficient communication to convey the message will help gain their trust. Once gained, with their attention captivated, it will be easy to position the brand in their minds.
Ford Motor Company should be prepared to serve people from all segments of the population, providing products that meet the demands and expectations of each generational group.
GENERATION Y was born during 1979-1994 and are in the 18–33 age range. They are in the age where they are able to buy a
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They have specific qualities they search for in cars, like affordability, quality and durability. They are vey conscious about safety and low price, and don’t have brand loyalty.
Gen X is turned off by hype. Marketing to them is a very difficult process. They trust themselves and friend’s opinions rather than advertising. Yet, understanding their needs and wants can likely gain their trust. They don’t like being grouped. A good way to reach this generation is individually, emphasizing communication through the Internet. Email messages with their names makes them feel important.
BABY BOOMERS were born during 1946-1964 and are in the 48-65 age range. Health, energy and wellness are major goals for them. Family values are very important to this generation. Many are becoming Empty Nesters since their children are leaving home. The necessity of having a family vehicle is not essential anymore.
Boomers put a priority on good value for the money and on comfortable attributes like ride and handling. They are environmentally conscious and supportive of green products. Baby Boomers like to show off their personal style, so they tend to look for cars that increases their social status.
Since boomers grew up with TV, this medium is a major route to approach this generation. Yet, as they are jaded of ads and promises, baby boomers look for word-of-mouth promotion. When it comes time to