Targeting the Teenagers in Marketing

Résumé du document

Teenagers today are a very integral part of almost every western society including France and represent a very big market. Owing to the increase in the number of adolescents, the need to understand them and their needs becomes quintessential. This essay goes on to define teenagers and what they really want. It talks about how firms can get in touch with these potential customers. The first part of the passage goes on to describe ?who teenagers really are'. It shows how heterogeneous they are along with the common aspects they share. The second part of the passage introduces the different firms that cater to the teenage section and goes on to describe the status of consumer, producer and future adult consumer. The third part analyzes strategies that brands can use to reach their new target. This includes traditional modes of marketing and communication such as Ads along with new strategies as Viral Marketing and Street Marketing.

Extraits

[...] The SENSIBILITE to the brands: The typical teenager's purchase is usually led by the brand. Thanks to a survey, the specialists realised that almost half of the young adolescents flaunt a sensibility to the luxury brands superior to the average. Consequently, the brands from the up-market broadened their range to the cosmetics b. The faithfulness to the brands: The teenagers are very fickle, they tire very fast, they switch back and forth from a brand to another, they are attracted by everything, which is new Indeed, the newness has an amazing “seduction power” on this category of consumers. [...]

[...] The teenager as we generally define him, is a complex person. He does not belong anymore to the childhood but not yet to the adult world. He is in a phase of transition. On the one hand, he can't easily leave his childhood because it's usually a secure and comfortable period. On the other hand, he wants to be an adult and treated as an adult but this new status implies a lot of responsibilities, questions about himself, about the world, about the others. [...]

[...] As a matter of fact, the surest attitude is to offer products which already exist but the difference is to transform the usual form and thus, to create a new way of consumption. This is the strategy Herta adopted with the Knacki balls. The second method consists in working again on the concept of a product in order to update it, while supporting it with a publicity coded in an adolescent way: funny and “totally inadvisable to adults”, like Golden Grams and Fanta did. [...]

[...] Pure Zone by l'Oreal again, founds its arguments on purity and well-being. Clothing sector: This third sector fits the tribal behaviour of the teenagers by taking advice next to the trend researchers, and behaviour agencies specialised in the youth attitude. As a consequence, brands like Kookaï or Jenyfer sold at the opportune moment clothing ranges centred on rock and Asian trends. Here are some concrete examples of clothing trends perceived by professionals of the brand Whos' next: Shopping tribal: this trend links fashion and music: that's why we can find the grunge / RnB / rap / Hip Hop . [...]

[...] Targeting the Teenagers in Marketing Introduction In France and in every western society, teenagers are today a very important group and represent a big market. They are more and more numerous and the length of Adolescence is increasing, in part due to the rise of the studies' length. But who are they really? What do they really want? How firms can get in touch with these potential customers? In a first part, we will present who Teenagers are, how heterogeneous they are but also what common points they do share. [...]