Leonie's Case Study

This report has analysed Myer’s position in the Department Store industry, and identified the target demographic which should be targeted based on information found in the IBISWorld report. The 34+years old segment has shown signs of increased social media use as well as internet use. Moreover, a stark increase in mobile phone usage across the board has given Myer a need to change their current social media strategies as well as their other digital marketing techniques. Myer’s social media has been found to be poorly integrated, and each separate app is working on its own rather than cohesively which leaves some of their apps obsolete, while others thrive. Moreover, the rise in visual media and mobile phone internet usage is not being

This group of people is viewed as vulnerable, old, lonely, and poor. Ingrained in the culture these perceptions are false and are causing marketers to miss out on an abundant target group. “Why are perceptions so far off? Why have we failed to set the record straight? Why does our advertising continue to show old people as ancient, twisted, limping people in wheelchairs with canes, wrinkled and covered with gray hair, or no hair at all? Is this why marketers have ignored the emerging mature markets? There is an obvious marketing opportunity here for us” (Leventhal, 1997). An effective marketing communication message to baby boomers explains how the product meets their needs. Baby boomers are not interested in the latest fashions or technology. They are not appealed to something because it shiny and new. Baby boomers need time to make a purchase decision. A mature consumer needs facts and data to convince them of a purchase. Flashy gimmicks and peer pressure may work on younger generations, but baby boomers are not sold with these tactics.

In his writing, Carr explains how his mind has become much more erratic since his use of the internet. “I get fidgety, lose the thread, [and] begin looking for something else to do,” Carr says (572). The availability of information that people have these days is astonishing, and their intake of it is even more considerable. In connection to the information people have access to in our day and age, it has promoted a culture of disinterest and boredom. You are able to see this clearly in a study of online research habits, conducted by scholars from University College London. The subjects displayed “a form of skimming activity,” jumping from source to source. They normally would read no more than one or two pages of a book or article before they would go to another site, seldom returning to any source they had already viewed.

Consistently there is some new innovative progression advancing into the world trying to make life simpler for individuals. In the article, "Is Google Making Us Stupid?", writer Nicholas Carr clarifies his contemplations on how he trusts the web is risking making individuals loaded with simulated information. Carr starts by clarifying how he feels that the web is bringing on his center issues, how he can never again be totally submerged in a book, and the motivation behind why he gets restless while perusing. He then goes ahead to discuss how his life is encompassed by the web and how that is the fault for the issues he has towards not having the capacity to stay associated with a content; however, in the meantime says how and why the web has been a

In The Shallows Carr includes a tale of Phillip Davis, a doctoral student, introducing his friend to the internet and becoming frustrated when his friend kept pausing to read web pages she found. Davis recounts, “ ‘You’re not supposed to read web pages, just click on the hypertexted words!’ ”(Carr 7). This statement may seem brash but it is not wrong, the Internet is not the ideal environment for individuals who want to pause and assess ever bit of information given, if that were the case one would turn on his or her computer to write an email and within three hours have gotten nowhere. From all the pop ups, side ads, and recommendations along a web page taking the time to evaluate each and every bit of information would take ages, and this discourages a mentality of linear reading and full analysis. Moreover, Carr describes how an Israeli company allows users to view the amount of time people spent on their website from around the world, the result showed that now matter were they were located they all spent a minimal amount on each website before clicking away. Carr states, “ On the Web, there is no such think as leisurely browsing. We gather as much information as quickly as our eyes and fingers can move”(Carr

She is then taken to a new webpage. This webpage provides her with three new sections she can select from. The first being what is social media. When clicking on the link, she is taken to a new page. Sharon begins by reading the definition of social media. Social media are “sites where people interact freely, sharing and discussing information about each other and their lives, using a multimedia mix of personal words, pictures, videos and audio. At these sites, individuals and groups create and exchange content and engage in person-to-person conversations (Curtis, 2013).” She feels like she knows a little bit more about social media but she would like to know more, so she scrolls down the

The claim that Chad and Haley would always be insured is only relevant if (1) the Dumonts continue the premium payments and (2) there is a high probability, based on family health history, that Chad or Haley will contract cancer, diabetes, or heart disease. Otherwise, they will be eligible for insurance in the future and there is no need for “permanent” coverage starting at this young age.

This has been presented as a matter of choice. However, the private health insurance surcharge can be seen as unfair by those who live in rural areas where access to private health facilities is limited. • Recognition that we must invest more in the health of our children - Often, there would be someone who have a family of his/her own. Sometimes, the child or children’s health is not acknowledged by the parents.

Demographics is the salient macro-environmental force for driving Lululemon’s success in a very competitive market and defines their target market (Ibisworld, 2016). Lululemon’s core demographic profile is females aged 23-34 (gen y) and 17-19 (gen z) (Molly o 'shea, 2015). Generation y is the largest demographic purchasing new technological gadgets and fashion apparel (Larissa Faw, 2012). The L.A Times also reported “Women in their 20s and 30s are spending money on workout gear because they feel a need to impress their peers.” Lululemon is successful through their online platforms by building brand awareness this appeals to generation z known as the digital natives (Creative Concepts, 2016). Lululemon has already built a strong market through females, however

Nicholas Carr’s story about Google tells us about how we are on the site spending a lot of time online, searching and surfing too. He claims that the Web is a godsend, and it is the truth because when we are on the internet looking at Google it can help us find things. Bruce Friedman, who blogs all the time about the use of computers in medicine has described how being on the internet had changed his mental habits. He claims “I now have almost totally lost the ability to read and absorb a longish article on the web or in print.” Maryanne Wolf, a developmental psychologist at Tufts University, says that when we read online we tend to become “Mere decoders of information.”

There is a tax affective manner to pay for the health insurance premiums by using your super fund to pay for them. This however, can’t be achieved by Sheere as she doesn’t work thus having no Employer Super Guarantee contributions or salary sacrifice. This however can be changed by Nick splitting his superannuation concessional contribution, Sheree’s super fund could be able to pay for the health insurance premiums.

Global brands, products or trends are seemingly beyond culture as exemplified by Natasha Singer’s article “Can’t Put Down Your Device? That’s by Design” in which she illustrated that the app for Instagram created by Greg Hochmuth contributed to a “network effect” (2015: 1). This very “network effect” involved the simple notion that greater interest in something would result in even more use for that very product (Singer 2015: 1). The app for Instagram, like the tamagotchi, emphasized convenience as the tamagotchi could easily accompany one due to its small size and the app could be accessed by anyone possesing a cell phone or access to an electronic device (Allison 2006: 164). Also, the app and tamagotchi continued to help eliminate cultural

Look around you in retail, you’ll see people googling reviews and hitting their Social networks to make sense of the retail options they face. For brands, marketing to respond to this new reality is vital, but it’s messy, often hit or miss, and often takes purchasing online and away from in-store. The struggle to digitally merchandise in ways that align with today’s digitally connected consumers and their need to buy with confidence from brands they trust, like and understand is a huge challenge. It’s a challenge that’s not just about physical environments, it’s also physiological, getting brands connected emotionally and intuitively through physical devices and digital media. So like any smart dad, I turned to my in-house marketing gurus; my 23- and 11-year old daughters for

Parents used to bemoan the fact that their kids were constantly glued to the set; now they despair that young people don 't seem to focus on anything for more than a few minutes. Sure, they 're still watching TV, but no longer are they couch potatoes, absorbing everything that flashes across the screen; they 're flicking channels, flicking through a magazine, texting their friends or moving to a PC -- a growing culture of impatience that began with the remote control and is now seen to an extreme degree in the region 's young. For marketers, this means a single-shot strategy

Furthermore, to aid this interaction and enable further accessibility for both the business and its customers, retailers should present themselves across several platforms. By interlinking these, one’s brand and its services can be effortlessly identified and accessed by current and new customers who may have a preference of platform. This therefore assists them in becoming aware of the brand and engaging with them (Tsimonis & Dimitriadis, 2014).