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This document discusses Generation Y, also known as Millennials, born between 1980-2000. It focuses on analyzing Generation Y as a target market for LG's new smartphone, the LG CYON CRYSTAL, which is priced at 18,900. The analysis covers demographic, geographic, and psychographic segmentation of Gen Y as well as their behaviors. It also maps the positioning of the LG CYON CRYSTAL compared to competitors and outlines the marketing mix strategy of product, price, place, and promotion for the new smartphone.
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Gen y mk541
This document discusses Generation Y consumers. Some key points:
- Generation Y refers to those born between 1982-2000 who are currently between ages 2-20. They grew up with technology and are very comfortable with digital media.
- Generation Y is an important target market as they account for 16% of the population. They are trendsetters who influence other generations.
- Generation Y has different characteristics than older generations - they are more open-minded, value social media/networking, and expect brands to understand their preferences.
- LG analyzed Generation Y to develop their LG Cyon Crystal smartphone specifically for this demographic's tastes in terms of design, features, and marketing strategy.
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