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.