Integrated Marketing Communication (IMC) Campaign Plan

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

In 1946, a surge in births began. The increase in birth rate continued until 1964. “By then, there were 76.4 million “baby boomers” in the United States. They made up almost 40 percent of the nation’s population” (History, 2014). Baby boomers have unique needs, perceptions, and attitudes requiring a tailored promotional message. The baby boomers are now ages 50-68 and still comprise a large segment of the population. The baby boomers also have disposable income to spend making them prime targets for marketers.

Youngsters, nowadays, are tech savvy or computer literate. Adults call these youngsters the “Millennials”. Millennials grew up with what technology can offer like personal computers, gadgets , and the internet. Positive and negative effects, advantage , and disadvantages will always be present.

The Millennials: This generation grew up in an era with many technological advances, along with the creation of new social networking sites; therefore,

The Millennial Generation, born between 1977 and 2000, are the children of Baby Boomers. Mark Bauerlein says, “The 18-year-old

Though elders may scold the Millennials for being stuck in a plastic universe filled with social media and indirect communication, they fail to see what we, the youngest generation, may have to offer. In past times, the population had lacked an awareness that we are now able to grasp with our fingertips. Thanks to Millennials and some of the generations previous to us, all things are worthy of discussion, even if we choose to do so on a screen instead of through our voices. From music to television, movies to blog posts, society as we know it today is much more progressive than ever before.

Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets comprise women, men, girls, and kids of the upper and higher-middle section of the society. Nordstrom gives a lot to their consumers in both goods and service. When asked, clientele say they expect goods that are fashionable, long lasting, and

I switch on my laptop, and read aloud the lines I fed the client yesterday. “A cruise where time stands still… and a cell phone becomes obsolete.” The words sound as absurd today as yesterday. Since the majority of people can’t bear to be unconnected from technology. I check my iPhone for the notes I dictated to myself in the elevator after the meeting. Ah, here we go. Baby boomers vs. Gen Y, can they co-exist? Shuffle board vs. immersion, how to integrate... Note: Millennials spend 62% less on cruises than middle aged. “Damn with the research, who’s the target audience?”

This generation is also referred to as Generation Y, Nexters, Echo boomers, and the “Me” generation as well who are well-educated, multitalented, open minded, confident, outgoing, and influential (Berkup, 2014). The focus on children is the highest with attention-giving parents involving their children in all kinds of multiple activities (Twenge & Campbell, 2012). Technology has had the biggest impact on this generation since they were children labeling them as the “digital natives” (Berkup, 2014; Twenge & Campbell, 2012). This high tech environment has allowing them to communicate globally utilizing e-mails, Facebook and text messaging rather than picking up the phone to talk (Stein, 2013; Twenge & Campbell, 2012). Because of the advancements of technology this generation has the most and is the most educated compared to the other generations. They welcome challenges, yearn to learn new ideas and do not hesitate to change their career to find their own sense if identity or feel fulfilled (Stein, 2013; Twenge & Campbell,

Behavioral data was also examined and cognitive factors observed. The cognitive factor is what is in the consumer’s mind. The information is not universally definable but provides an idea of what the consumer wants. The consumer-intrinsic factors include personality traits, cultural values, attitudes towards politics, and social issues. Consumption-specific is more towards the attitude and preference of the consumer.

According to a study, “millennials spend an average of six to seven hours per week on social media, whereas 44 percent of Gen Z check their social media at least hourly” and “Gen Z is entering the workforce and has immense buying power ($44 billion) (Contreras, 2017).” Moreover, when trying to reach out to specific market, it’s best to reach out to them at a platform these individuals use the most in a given

In this article, Wisenberg discusses how the Millenials are changing the work environment through developing technology. Because the Millennials are starting to dominate the workforce, the environment has gone through drastic changes. Just as much as technology, Wisenberg notes how the Millennials are bringing more focus to a more practical, more community-oriented family and workplace as well as demanding heavier technology to fulfill these preferences. They wish to fulfill a work-life balance and to become well-rounded people who want to work for a job they love instead of for a job with good pay.

The use of the ingredients such as VitaNiacin which contains Vitamin B3, sunscreen protection and Vitamin E that is not found in the competitors’ (Lisa S, 2013), are contained in Olay Total Effects. This served as the key differentiation and advantage to Olay Total Effects whereby consumers just have to spend a fixed amount for a 7 in 1 product compared to competitor’s, which would require them to buy two or more products to combat the same signs of aging.

Most organisations such as NIVEA is facing to the similar challenge which is high competitive and lack presence in some potential target audience group (both geographically and demographically) (NIVEA MEN, 2012). Targeted marketing enables the brand to get to appropriate prospective customers more efficiently than any other marketing strategy (Griffin, W. G., & Pasadeos, Y. 1998). SMART objectives for the brand relaunch should be specific, measurable, achievable, realistic and time constrained (Barney, J. B., & Griffin, R. W. 1992).This helped them set specific targets for increasing sales, growing market share and improving its brand image in target audience (Madhavaram, S, 2005 ).

For many Millennials, the conversational defaults are often social media sites and chat apps. That’s not to bad mouth Millennials, as they often have a passion for making this world a better place. But it is to point out a disconnect brands must work to mend with millennial members of their audience.