This document discusses marketing to the "pink dollar" segment, which refers to lesbian, gay, bisexual, and transgender (LGBT) consumers with disposable income. It presents four marketing options for reaching the pink dollar segment: 1) subtle hints in general media to target both LGBT and non-LGBT customers, 2) non-targeted ads in LGBT media, 3) targeted ads in general and LGBT media, or 4) launching a unique brand exclusively for LGBT customers. The document concludes by opening the floor for debate on pink dollar marketing strategies.

1. The Pink Dollar _LUXURY CONSUMER BEHAVIOR – CASESTUDY $ Elisabeth G25/02/10

3. DINK: DOUBLE INCOME NO KIDSTIME, LIFESTYLE, BETTER ORIENTATION TOWARDS CONSUMPTION, SELF ORIENTAION CONSUMPTION (RATHER THAN TOWARDS FAMILLY )

4. $ PINK DOLLAR SEGMENTATION _PROS AND CONS

5. $ PINK DOLLAR SEGMENTATION _PROS AND CONS

7. NEGATIVE EFFECT COULD BE PRODUCED ONTO NON-GAY CUSTOMERS CREATING NEGATIVE IMPACT ON PRODUCT’S IMAGE

9. ALLTGOUGH VAGUE APROACH AND NON DIRECT CAN DILUTE THE GOAL OF IMAGE AND EFFECT TO BE REACHED

11. MESSAGE SERVING ITS GOAL MOST EFFICIENTLY

13. NOT DISTURBING TO THE OTHER CUSTOMER’S ( A SAME PRODUCT WITH DIFFERENT PACKAGING ANDVERTIZING AND DISTRIBUTION CAN BE DONE BUT WITH A NON-GAY TARGET)

14. RESPONDING TO THE SEGMENT WITH THE RIGHT MESSAGE THEREFORE COMMUNICATION IS NOWADAYS THE PRIORITY