In this assignment, I will be Choosing two new customer segments for the newly repositioned brand, and name them. I have chosen the under 50 category, and the all young adult category. I will make up a name based on their characteristics. I will also, Identify the primary and secondary markets, Detail the demographics and psychographics of both segments, Develop one advertisement that matches the customer’s buying behavior. Finally, I will explain the communication channel or venue where the advertisement will appear. My product is the Big Mac. For my customer segment I have chosen to combine teens and young adults. The new group will be called all adults fifteen and over. Also I am renaming the elderly with elder adults. The younger adults have a wider taste pallet. They are more likely to try new things. Also if the people they know are trying and likening the product, they will be more likely to try it.
Market segmentation is the subdividing of a market into distinct subgroups of customer, where any subgroup can conceivably be selected as a target market to be met with a distinct marketing mix. Segmentation is a creative process; the purpose is to satisfy customer needs more closely, creating competitive advantage for the company. It is defined by the customer needs and should be revisited periodically. The primary group in my splicing of groups is the teens. “Brand marketers that target teens have so many variables to consider, including their interests, brand loyalties, shopping behaviors and Internet usage,” said Don Dam ore, CEO of ASL, in a statement. “This segmentation breaks down not only what teens are interested in, but where and how they shop, and how they respond to direct mail, digital advertising and in-store marketing. It also shows how teens use different forms of traditional and new media.” Now as a teen we could just about eat anything we wanted and not have to worry about the cost. This is the main consumer of the big mac The secondary market for the big mac would the young adults ages 18-30.this group is the same as teens. Except they have bills and some kids to pay for. They are looking for value
for the dollar. 1968 the now legendary Big Mac made its debut, and in 1969 McDonald’s sold its five billionth hamburger. A year later, as it launched the “You Deserve a Break Today” advertising campaign, McDonald’s restaurants had reached all 50 states.
Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun…
Millennial, typically defined as people in their mid-20s to mid-30s whose name derives from them coming of age around the turn of the century, are aging beyond the target years from the perspective of companies trying to hook people as early as possible to their products. Many of these young and not-so-young adults have children of their own. Estimates put the number of millennial in the U.S. at around 70 million, give or take 10 million in either direction depending on loosely defined starting and ending ages of the generation. There could be as many children of this demographic learning from their parents’ buying and consuming habits, according to the Advertising Age report. The youngest consumers, today’s children, still like McDonald’s. But one can imagine that in time, as millennial age and become parents, McDonald’s could face a negative, cascading effect. To rectify this situation, McDonald’s has been altering its menu, adding new items and shifting its serving times. In particular, McDonald’s has pushed the McRae — a premium, customizable snack wrap management has called a “Subway Buster.” The company has also started serving some breakfast items on its late night menu, and has hinted that it could start serving breakfast 24 hours a day — a subtle outreach to millennial consumers, who are often viewed as wanting more options. But demographically driven changing eating habits have been around as long as some of the oldest and most successful food giants, which have long adapted to changing consumer preferences. THE communication channel I have chosen for my commercial is the radio. I would like to use the fact you cannot see what is going on to my advantage.
Alexander, Delroy, “McDonald’s Chief to End Rocky Tenure Years Early,” Chicago Tribune, December 6, 2002.