4. Marketing to Cohorts
4
Kids and Tweens
Teens
Young Adult
Middle Adult
Older Adult
Having cool stuff
Making friends
Fitting in
Rebelling
Dating
College
Job
Car
Housing and furnishings
Marriage/Committed partner
Children
Children
Bigger house and more furnishings
Aging parents
Managing time
Retirement
Managing health
Maintaining social relations
Age Challenges Implications:
Consumerization
Trends, Differentiate from
parents
Settling into a lifestyle,
Major investments,
Disposable income
Saving and
investment,
planning for
retirement
Decline in info processing
ability, possible disposable
income
5. This ad shows an elderly
gentleman enjoying his
retirement in a state of
financial freedom and
independence as a potential
result of long-term retirement
planning with Allianz.
11. McDonald’s
Localized Food Offerings
11
India - Veg Menu
A rich Béchamel eggless
sauce mixed with exotic
vegetables like broccoli,
baby corn, mushrooms, red
capsicum and freshly baked
on rectangular spiced bread
with a cheese topping.
A traditional Mexican soft flat
bread that envelops crispy
golden brown cottage cheese
encrusted with a Mexican Cajun
coating, and a salad mix of
iceberg lettuce, carrot, red
cabbage and celery.
Breaded fried vegetable
patty consist of peas,
carrots, green, beans, red
capsicum, potatoes, onions,
rice and seasoning.
28. The Emblematic Function
The use of products to symbolize membership in social groups
Sources of emblems:
Geographic
Ethnic
Social Class
Gender
Reference Group
28
29. The Role Acquisition Function
The use of products as symbols to help us feel more comfortable in a new role
Role Acquisition Phases
Separation from the old phase
Transition between phases
Incorporation into the new phase
Common Role Transitions
Marital Transitions
Cultural Transitions
Social Status Transitions
29
32. Special Possessions
Some products and possessions come to hold special
positions in our minds, though they may or may not be
relevant to our self-concept.
Special Brands
Types of Special Possessions
Pets
Memory-Laden Objects
Achievement Symbols
Collections
32
34. The Transfer of Symbolic Meaning
Through Gift Giving
34
Exhibit 16.10
o Motives: altruistic, agnostic, instrumental, obligatory,
compensatory , antagonistic
o Nature: depend on the situation and the relationship
o Reaction: giver’s expectation of receiver’s reaction,
receiver’s actual reaction, giver’s
response to recipient’s reaction
