Our main focus will be towards the more affluent for the
regular sized crackers, but will provide a much smaller sample package for
lower-budget stores.
When it comes to the more affluent stores, we’ll push on the
older generation of baby boomers, since they will be more likely familiar with
Phileas Fogg and the “80 Days” story. “…although they might now be feeling the pinch of the
weakened economy, the baby boomers are still the wealthiest generation in U.S.
history.” Chapter 3 P71. We will also focus on attracting more of the
“white-collar” group of professionals, using an escapist vision for those
occupations to attract them to our products.
“Blue-collar workers tend to buy more
rugged work clothes…Marketers try to identify the occupational groups that have
an above-average interest in their products and services.” Chapter 5 P 146.
Although our commercials will generally lean towards the
baby boomers, we will air more comedic television commercials towards the
younger, white-collar workers as well.
By airing ads on shows they would watch,
these young professionals would take interest in being able to enjoy
something “adult” their blue-collar counterparts could not. “People can also be thought of as products. “Person
marketing consists of activities undertaken to create, maintain, or
change attitudes or behavior toward particular people.” Chapter 7 P213.
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