1. Generation X Group 6
Born between Nicolas Tassopoulos
1967-1979 Mona Mohammad
Chris Somos
Iouri Vorobiev
Shadab Zaman

2. 1. Introduction to Generation X
2. Analysis/Characteristics of Gen X
3. Introduction to Mark’s Work Warehouse
4. Internal Consumer Behaviour Audit
5. SWOT Analysis
6. Competitive Review
7. Alternative Strategies
8. Conclusion/Questions

3. • Generation X: Born between 67’ and 79’
– 6.5 million Canadians
– Smack in the middle
• Term was coined in 1964
• Became popular in the 90’s
• Very influential subculture

5. • Compositions of households
– Marital status
– Social/Class Structure
• Advertising
– Effects on Gen X
– Lack of Trust
– Direct Shopping Experiences
• Global Perspective

6. • Social and Marital Status
– Different roles in the household
– Decision Makers
• Boomerangers
– Men Vs. Women
– Money and relationships
– Discretionary items
– Contribute in household decisions
• Typical household decision maker

7. • Technological Advancement
– Technological change
– Technology a part of daily routine
– Created a need for technology
• Influence on the market
– Online shopping
– Google, YouTube, and Amazon

8. • Durability over designer labels
– Targets a conservative market
• Mark’s Work Wearhouse
– Targets working individuals
– Does not spend millions on advertising
– Clothing that is meant to be worn
– Wrinkle free shirt

9. • Mark’s employs Vision Critical
• Research methods include:
Focus Groups
Depth Interviews
Ethnographic research

10. • Mark’s value proposition
speaks to Generation Xers
• Consolidated targeting efforts
on Gen X in early 2000s
• Strategy of innovation is here
to stay

11. In the Marketing Mix
• Innovative products
• Excellent value proposition
• Honed distribution; both
physical and online
• Targeted promotion to support
the other 3 Ps

12. Business Performance
*Courtesy of Canadian Tire Annual Reports 2007-2009
• 80% of sales can be attributed
to persons aged 30-50

13. • Most recent campaign’s results
“very positive”
• Measured through proprietary
analysis of data including;
 Exposures
 Web Analytics
 Loyalty Sign Ups
 Sales

14. Strengths
Innovation
Socially Responsible
Weaknesses
Increased Expenditure
Product Assortment

15. Opportunity
Market Trend
Outsourcing
Threat
Market Obsolescence Risk
Competition

16. Marks
– Largest Industrial apparel and
footwear retailer
– Second largest pants & jeans retailer
– Sixth largest women’s apparel retailer
Reitman’s
Sears

17. • Women; 25-45
• 370 locations
• Leading retailer of women’s
apparel and outerwear
• Everybody, every body
• Self-image

19. • Men and Women; 25-45
• 122 Full-line department stores
• Number one department store
• Several brands; several strategies
• Ideal-self
• Models

21. Celebrity Endorsement
Increase brand awareness
Differentiate among similar
products
Product Placement
Change purchase intention
Wider exposure

22. • Generation Xers are united as a subculture
– Thrift of time
– Financial resources
– Eye for value
• Mark’s capitalizes on Gen Xers
• Excels in innovation versus competition
• Future expansion utilizing successful
foundation of Gen X consumers