...Marketing Research and Promotional Message PSY/322 January 27, 2014 Marketing Research and Promotional Message This paper will focus on the consumer needs, perceptions, attitudes and expectations of the teenage market regarding marketing communication messages. Marketing interactions are important when marketing to teenagers and discovering the best form of marketing interaction to best cater to the teenage market will be discussed. Social interaction is an important factor in the marketing process as well as online processes or face to face communication, each provide informative feedback and we will determine which marketing process will be best for the teenage market. This Marketing Research and Promotional message paper will discuss the market of both English predominant teenagers and bilingual (both English and Spanish) predominant teenagers. Marketing is now more creative and influencing, marketers are now aiming their marketing strategies towards the teenager consumer. There are many issues and concerns that come into factor when marketing to the teenage consumer, for example some of the different issues and concerns are: * What are the buying habits and interest of teenagers and what the different buying habits and interest are amongst different teenager groups? * How to cater to both English and Spanish teens and how these products will be available on demand without any issues to the target consumer, this includes all electronics such as cell...
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...Individual Marketing Research and Promotional Message Paper Corey Jones PST/322 March 3, 2014 Professor Don Crabtree Consumer needs, attitudes and perceptions are constantly changing and vary all throughout life. People go through phases, moods, and growth that cause their desires to evolve with them. One phase of life that everybody goes through is the years of being a teenager. Teenagers are people who are going through a time in their life where they are trying to discover themselves, and establish their identity as an individual. This can be particularly difficult for marketing research professionals when it comes to communicating with teens, because many of these teenagers want to be ‘different,’ yet still be accepted by their peers. Therefore, marketing specialists must constantly evolve and understand what the attitudes, perceptions and needs are of teens as well. Throughout the decades one constant about teenagers is that they are always looking forward to the new ‘thing’ or fad. As a marketing specialist, understanding what the next fad might be, and delivering it to this consumer group before anyone else is the goal. One direction that teens are constantly looking towards for advice on fashion, where to eat, what to read, and whatever else, is the celebrity. Due to being young and inexperienced, teens are not very confident in making decisions and purchases on their own. They seek advice from those they admire and look up to. This includes mimicking...
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...Marketing Research and Promotional Message PSY/322 Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are much different than those of other generations due to the changing expectations of society. Attitudes and perceptions of teenagers are primarily geared towards them obtaining popularity. It is essential for marketers to keep this in mind when advertising to them. If their advertisements are not appealing to the mindset of teenagers, they are most likely going to go with another brand that ensures them popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services” (Schiffman and Kanuk, 2010, pg. 392). Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones. Teenagers seem to be very into brand names, such as brand name clothes and brand name cars. Many teens buy clothes and other goods based solely on the name on the tag. They do not really care how much it costs or how it looks, but more so what name brand it is. Schiffman and Kanuk (2010) state, “Moreover a recent survey of 13-to 17-year-old teens found that they have 145 brand-related conversations a week, about twice the number of adults” (Sschiffman and Kanuk,...
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...Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are far more diverse than those of other generations due to the constantly changing popular culture of today’s society. Attitudes and perceptions of teenagers are primarily driven by the need for popularity, success, and acceptance. It is essential for marketers to keep this in mind when advertising to them. If advertisements are not appealing to the mindset of teenagers and do not strike a chord with one of these basic needs, teenagers are likely to spend not only their money, but influence their parents to spend their money on a different brand that is more likely to garner them praise and popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services.” Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones, tablets, and MP3 players. Teenagers seem to be very intent on owning brand name clothing, phones, cars, and many other items. Many teens choose to make purchases based solely on the brand name on the tag, rather than basing them on any kind of research or product knowledge. They do not really care how much it costs, performs, quality of the product, or how...
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...Determine the image that Sears is attempting to create with its “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites. If you want to communicate with teens and their pre-pubescent counterparts, otherwise known as tweens, you need an expert and that doesn't mean a parent. In order to connect with teens and tweens on their level, you need to play where they play. Teen and tween virtual worlds and the people who create, monitor and brand on them offer a direct, immersive channel for communicating with this unpredictable demographic. With 1.6 million apparel items "bought" on Zwinky and a million instances of Sears’s clothes being tried on and saved on Meez, the brand engagement exceeded expectations, says Dave Bazant, Sears' advertising manager for online and emerging media. "The effort was about learning as much as we can," Bazant says. "Working with a younger target that doesn't necessarily consider our brand, [the campaign] certainly drives up our name with this audience." "Engagement" is the operative word on virtual sites where brands can splash their name around the environment by opening boutiques in virtual malls or sponsoring lounges where users can congregate. To build up its back-to-school campaign, Sears did just that on the teen and tween sister sites Zwinky and Meez. In its Arrive Lounge on Zwinky, a Sears-created video featuring High School Musical 3 star Vanessa Hudgens played in the background. Users could also watch...
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...Issues in Marketing Week # 2 Paper 5-6-2013 Amy Beechum The two different groups of consumers I chose are teens and adults over 65. Companies market these two specific groups very differently from the means of advertising to the products that they sell to them. Marketers Today have found that teenagers play a large role in purchasing items for themselves and they are the future consumers of the world.Markerters have noticed that the buying power of teens is incredible. It is not uncommon for teens to have debit and credit cards and money in hand to shop with. Marketers will primarily try to advertise on the internet on social media websites such as facebook and twitter because of the amount of time spent on these sites by teens. Marketers will also advertise in Teen magazines or even in bathroom stalls of clubs and teen hangouts. Perception plays a large role when it comes to marketing teenagers. Teenagers have strong beliefs in perception being reality. Marketers need to take perception and turn wants into a must have. Marketing is key in creating buying trends amongst teenagers. If companies can get one group of teens in a specific area to buy a product and start the trend than it will become a domino effect and all teens will have to have the product. The needs and desires of a teenage consumer are very different than those needs and desires of an adult over the age of 65. Marketers realize this and advertise and promote items completely different. When a company or...
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...consumers? Discuss using the beer category as an example. Corporate Social Responsibility should be the first priority of marketers when promoting goods that can and may become harmful to their consumers. The World Business Council for Sustainable Development defines CSR as “the continuing commitment by business to contribute to economic development, while improving the quality of life of the workforce and their families as well as of the community and society at large.", or simply “the ethical behavior of a company toward society.” (Meeting Changing Expectations ( http://www.wbcsd.ch). Marketing is essentially getting the products out there visible to their target market so they can be purchased. Marketing can also be defined as preparing potential customers to become your customers; it is not selling; it is the preparation work to selling. Whatever your definitions, CSR and Marketing has a serious impact on the corporate’s development and both are used to build a very good image in each corporation as well as the driving forces behind the company’s profits. To answer the question, I will focus mainly on the Alcohol Companies, specifically Mike’s Hard Lemonade, who will from this moment be referred to as MHL So who are the targets for MHL? Jack is 28 year old male who steps out of his Ford F-250 in his checkered shirt and his favorite blue jeans. Greeted by his golden retriever at the front door; he is hot and sweaty after a long day’s work at the lumber mill...
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...Marketing Research and Promotional Message PSY/322 September 30, 2013 Joanna Bauer Marketing Research and Promotional Message The 2010 Census reported that teenagers make up about 14% of the total United States population (ACT for Youth Center of Excellence, 2013). This 14% represents one of, if not the most multi-culturally diverse groups of consumers and is the ideal targeted audience for most companies in the United States today. There is no doubt about the buying power of teenagers, it is for this reason that companies must be very precise about who they are targeting for their products. In 2001, teenagers spent an average of $104 a week, which totaled around $172 billion dollars that year (National Consumers League, 2013). Introduction In the economy of today, teenagers are a sizeable and easily identifiable market segment, eager to buy, able to spend, and easily reached (Schiffman, Kanuk & Wisenblit, 2010, p. 55). Value is very important to teenagers and is apparent with the sudden rise of social networking in which connections with family, and friends are being maintained longer than ever. Teenagers make...
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...LIFE COACHING Life Coaching/Consulting Services Marketing Plan Mabel Meadors Keller Graduate School of Management 1.0 EXECUTIVE SUMMARY 3 2.0 SITUATION ANALYSIS 4 2.1 MARKET SUMMARY 5 2.2 STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREAT ANALYSIS (SWOT) 7 2.3 COMPETITION 9 2.4 SERVICE OFFERING 10 2.5 KEYS TO SUCCESS 11 2.6 CRITICAL ISSUES 12 3.0 MARKETING STRATEGY 13 3.1 MISSION 14 3.2 MARKETING OBJECTIVES 15 3.3 FINANCIAL OBJECTIVES 16 3.4 TARGET MARKETS 20 3.5 POSITIONING 22 3.6 STRATEGIES 25 3.7 MARKETING MIX 26 3.8 MARKETING RESEARCH 28 4.0 CONTROLS 29 4.1 IMPLEMENTATION 30 4.2 MARKETING ORGANIZATION 32 4.3 CONTINGENCY PLANNING 33 5.0 CONCLUSION 34 REFERENCES 35 1.0 EXECUTIVE SUMMARY Life Coaching /Consulting Services will offer services to inner city youth and young adults. Initially the plan is to offer the services in the St. Louis City, County and outlying Missouri State major cities. Increasingly young people seem to be having difficulty making good choices, from as simple as deciding should they do their homework or watch TV or play video games instead. Some youth are faced with more serious life choices of dropping out of school, choosing to use drugs, engage in sexual activity, which may result in STDs and/or unplanned pregnancies, or even to join a gang or participate in criminal activity. How does Life Coaching/Counseling Services plan to make a difference, reach the youth and...
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...staff cannot handle any possible public skating sessions; therefore he needs to hire more staff. 3. Opportunities: By successfully adding public skating sessions, his ice skating rink could become very profitable due to the increased revenue. 4. Threats: Making the ice skating rink available for public skating sessions does not guaranty that a large number of people show up. His current efforts to make the public skating session more attractive have failed and expenses have been higher than the revenues. Target Market Taffe’s Iceland is using a multiple target market. The multiple target market approach involves choosing two or more market segments and then handling each of them as a different separate target market to develop a marketing strategy. (Veneeva, 2006) In this case Taffe is segmenting the market into two...
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...certain brands and products by the right kind of advertising. These advertising tactics and gimmicks are most effective when targeted to the right demographic or audience, using the most popular and effective medium. Marketing is considered a discipline in creating a loyal customer base by using various advertising techniques. Identifying the needs and wants of a target audience helps develop the path to creating loyal customers who can and will engage emotionally with a product or brand. Companies advertise to make money, which is a fairly simple idea. When a closer look is taken a consumer will notice there is very little difference between competitive products. Advertisers realize this and in turn try to relate their advertising to the feeling a buyer receives in relationship to their brand. By creating a positive relationship with a target audience a company can count on beating their competitors in a close race for a customer’s money. Using a target audience to develop a relationship between a customer and a product allows several mediums for marketing to be effective in its own way. Print marketing is a large part of how consumers learn about new products. Magazines, newspapers, and billboards are some of the more recognizable forms of print marketing. Each medium has its benefits and downfalls, such as billboards provide the reader with information that is hard to avoid but it is also hard for the reader to spend enough time reading the billboards so they have to...
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...restaurants and their marketing, hereditary obesity, and people reacting to the stereotypes in the media that you must be beautiful to be accepted. A. Supporting Evidence More and more Americans are becoming obese every single day. “More than half of Americans are overweight, including 1 out of 5 children. Nearly one third are obeseâ€. (Wooten) Childhood obesity is a serious and common disease that is becoming more and more popular for children to be obese. B. Explanation Some parents or people do not understand why or how their children became obese. There are many explanations for this. One can simply be consuming too much food into one’s body. Today’s culture promotes eating habits that contribute to obesity. People may serve large portions of foods that are mostly readily available instead of choosing foods that are most nutritious. C. So What? While it is easy to discuss the facts about childhood obesity, we all Have to look at the backgrounds of people. Obesity is hereditary and this I say from experience, because my mother was obese and I have always had problems with my weight. I. Body paragraph # 2- Topic Sentence # 2 There are several causes for obesity in America, including fast-food restaurants and their marketing, hereditary obesity, and people reacting to the stereotypes in the media that you must be beautiful to be excepted. A. Supporting Evidence America today is based on media and the people involved. The marketing of fast food restaurants...
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...Digital marketing campaign Strategy of Fanta Digital marketing campaign Strategy of Fanta FANTA Jags Team: John Devery, Andrew Ambat, Glenn Power, Shane Moloney Digital & Social Media Marketing and Sales Joe Wilde By Jags Team: John Devery, Andrew Ambat, Glenn Power, Shane Moloney Digital & Social Media Marketing and Sales Joe Wilde By TABLE OF content Introduction 2 History of Fanta 2 List of Main competitors 3 Fanta’s Branding Strategy 4 Case Studies 5 Less Serious 6 Fanta’s Digital Novel 8 #Fanta100 9 Tastes like Fanta 10 S.w.o.t Analysis 11 Justification of Fanta’s 12 strategy FANTA introduction In the following project Team Jag will demonstrate research and knowledge of Fanta’s branding and target demographics, we will identify Fanta’s market strategies and provide justification for them. History of fanta Fanta is a product of the Coca Cola Company. Fanta’s origins began in 1940’s Nazi Germany when the Coca Cola Company’s plant in Germany could no longer obtain the core ingredients in cola due to trade embargoes and other difficulties encountered during the war. After Coca Colas key operator in Germany died and with the Cola syrup no longer obtainable, it fell upon Max Keith the new head of Coca Cola Germany to create a new product from accessible ingredients to keep the plant running. The new product using whey and pomace became known as Fanta. Fanta was named in...
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...™ Strategic Marketing, BA-MI20 Frito Lay, Inc. Sun Chips Multigrain Snacks Frito Lay, Inc. Sun Chips Multigrain Snacks Strategic Marketing BA-MI (20) Tutor: Mikael Rasmussen Student: Tina Wichmann Strategic Marketing BA-MI (20) Tutor: Mikael Rasmussen Student: Tina Wichmann Contents Abstract 3 Introduction Frito Lay, Inc. 3 The product Sun-Chips™ Multigrain snack 3 Product Lifecycle 4 Competition 4 Segmentation - How might the chip category be segmented? 5 Product & Branding Considerations 6 Product strategy 7 Pricing strategy 7 Advertising and Merchandising strategy 7 Distribution and sales strategy 7 Recommendations 8 Abstract In this report the objective is to evaluate the feasibility of Frito-Lay, Inc. launching a new product, Sun Chips™ Multigrain Snacks. Dr. Dwight R. Riskey, Vice President of Marketing Research and New Business at Frito-Lay, Inc. had to decide and present, together with the product management, the future for Sun Chips™ Multigrain Snacks. The chip had been in test-market for 10 months in the Minneapolis-St. Paul, Minnesota, metropolitan area and appeared to be extremely favorable according to consumer response. The presentation to the Frito Lay, Inc. seniors had to be persuasive, and besides the thorough assessment of the test-market data, Riskey added: “Sun Chips™ Multigrain Snacks required a new manufacturing process, carried a new brand name, and pioneered a new snack category...
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...were the Marketing manager of Embassy, what measures are you going to institute so as to make Embassy remain as a popular “Hang-out” among teens? Answers: 1. The relevant social issues that were depicted in the Embassy case is about their limitation in serving liquors or alcoholic drinks which is patron by those customers were a certain condition are order for them to be allowed in resuming their operations. 2. The impact that the new city of ordinance will have on embassy business operations will be an effective and efficient flow the business as they follow the conditions given to them. 3. If I am the marketing manager of embassy, the measures that I will be going to institute so as to make embassy remain as a popular “having-out among teens is that I must lessen or limit the serving of alcoholic drinks which will give a bad effect on teenagers” health. Instead, I will suggest serving new drinks that will be loved by teens such as juices or beverages that has only a small time I’ll suggest to serve foods which will be a good compliment to new drinks that I suggested. CASELET 2 MATTEL ISSUES NEW MASSIVE CHINA TOY RECALL ABOUT 9 MILLION ITEMS RECALLED; DANGER FROM MAGNETS AND LEAD PAINT Questions: 1. What do the recalls of various toys say about current product quality strategies? 2. As the owner of Mattel, what must you do in order to prevent product recalls? 3. Prepare SWOT analysis for Mattel. Answers: 1. If I am the marketing manager...
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