FILM 340 Lecture Notes - Lecture 3: Estée Lauder Companies, Aveda, Social Currency
28 Apr 2015
School
Department
Course
Professor
Document Summary
Segmenting consumers because different consumers are looking for different things: e. g. Dunkin donuts latte lite with no fat: diverse consumer preferences = product differentiation strategy. Estee lauder companies mac, aveda, smashbox cosmetics, Then select appropriate communication channels: demographics: identity vectors (age, race, religion, gender, family size, Healthy hermits seniors in good health; socially withdrawn: interested in: home entertainment, diy products, reach them via: direct mail, tv. Woopies well-off older people: affluent retired person able to pursue an active lifestyle, most likely taking walks outside and carry cellphone/tablet. Yup-and-comers 70% of genx highest level education & income: interested in: intangible rewards vs. material wealth, reach them via: traditional and social media. Lumbersexuals millennials bearded flannel-wearing rugged hipster: shared with genz. Teen brands keep their edge by being secretive, special, bit subversive : especially for genz customization is key, psychographics: aio attitudes, interests, opinions. Experiencers: impulsive, variety-seeking, cool stuff, avid consumer of. Believers: motivated by ideals, few resources, choose familiar products.
