Marketing to Cohorts4Kids and TweensTeensYoung AdultMiddle AdultOlder AdultHaving cool stuffMaking friendsFitting inRebellingDatingCollegeJobCarHousing and furnishingsMarriage/Committed partnerChildrenChildrenBigger house and more furnishingsAging parentsManaging timeRetirementManaging healthMaintaining social relationsAge Challenges Implications:ConsumerizationTrends, Differentiate fromparentsSettling into a lifestyle,Major investments,Disposable incomeSaving andinvestment,planning forretirementDecline in info processingability, possible disposableincome
This ad shows an elderlygentleman enjoying hisretirement in a state offinancial freedom andindependence as a potentialresult of long-term retirementplanning with Allianz.
McDonald’sLocalized Food Offerings11India - Veg MenuA rich Béchamel egglesssauce mixed with exoticvegetables like broccoli,baby corn, mushrooms, redcapsicum and freshly bakedon rectangular spiced breadwith a cheese topping.A traditional Mexican soft flatbread that envelops crispygolden brown cottage cheeseencrusted with a Mexican Cajuncoating, and a salad mix oficeberg lettuce, carrot, redcabbage and celery.Breaded fried vegetablepatty consist of peas,carrots, green, beans, redcapsicum, potatoes, onions,rice and seasoning.
McDonald’sRegional Food OfferingsProsperity BurgerTargeted at Asian countriescelebrating Chinese New Year12
Ethnic Influences13Ethnic groups:subcultures with asimilar heritage andvaluesAcculturation
27Exhibit 16.2: The Sources andFunctions of Consumption Symbols
The Emblematic FunctionThe use of products to symbolize membership in social groupsSources of emblems:GeographicEthnicSocial ClassGenderReference Group28
The Role Acquisition FunctionThe use of products as symbols to help us feel more comfortable in a new roleRole Acquisition PhasesSeparation from the old phaseTransition between phasesIncorporation into the new phaseCommon Role TransitionsMarital TransitionsCultural TransitionsSocial Status Transitions29
Role transitions, includingchanges in marital statussuch as getting married,involve a variety ofproducts and rituals.
Special PossessionsSome products and possessions come to hold specialpositions in our minds, though they may or may not berelevant to our self-concept.Special BrandsTypes of Special PossessionsPetsMemory-Laden ObjectsAchievement SymbolsCollections32
The Transfer of Symbolic MeaningThrough Gift Giving34Exhibit 16.10o Motives: altruistic, agnostic, instrumental, obligatory,compensatory , antagonistico Nature: depend on the situation and the relationshipo Reaction: giver’s expectation of receiver’s reaction,receiver’s actual reaction, giver’sresponse to recipient’s reaction