The challenge for this case is to build an Integrated Marketing Communications (IMC) campaign plan to a targeted market: Millennial’s (aka Generation Y), the timeline for campaign: April 2014 – March 2015, with a budget of $15 million for a national campaign.
Research objective:
One research objective has set the foundation for our company to communicate to Chipotle customers about the sustainable packaging through social media and in store promotions
Target Market Analysis
Generation Y are also termed Millennial’s
Millennial’s to be those with birthday years from 1979 to 1993 (age 20 to 34).
As might be expected, the millennial generations as a whole are passionate about the technological and communication advances in the past decade with the internet and social media. “A new Pew Internet Project report reveals that 93% of young adult’s ages 18‐29 are online” (Andrew January 14 to 27, 2010). This allows access for marketer’s access to the generation in a different way than previous generations.
They are mostly accepting of social changes such as the mass availability of green products and more of a racial and ethnic diversity.
Detailed Profile of Target Market & Consumer Insights
Demographics / Geographics (Andrew January 14 to 27, 2010)
Psychographics
Personality
This generation is in need instant gratification from all sources. What used to be the norm like going to the store to shop compare prices is now done on line form the house. The attention span of the average millennial is short. At any given time a person has roughly 3 seconds to capture the attention of a person before they are on to the next subject.
Lifestyle
VALS is a consulting and consumer research service that identifies the psychological mo...
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Dan, Schawbel. Gen Y Career. Workplace trends. Personal Branding, "74 Of The Most Interesting Facts About The Millennial Generation - See more at: http://danschawbel.com/blog/74-of-the-most-interesting-facts-about-the-millennial-generation/
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Von Oech, Roger. 1983. A whack on the side of the head: how to unlock your mind for innovation. New York, NY: Warner Books.
It appears that Generation Y is executing the wishes that other generations of workers subdue, and are subsequently portrayed as a vocal group by default. As a result of millennials’ demands, various companies are now beginning to conform to the ideas this generation presents. As such, new policies are being implemented,
Keep, Christopher, Tim McLaughlin, and Robin Parmar. "Defining Postmodernism." Defining Postmodernism. N.P., N.D. Web. 10 Apr. 2014.
As Andres Tapia mentioned, “ To be young is to be experienced”. Millennials have a different perspective about how to success in life. Since millennials are born during this current era, they have an advantage over people that were born before. With the inclusion of technology, it is easier to learn and apply new knowledge than before. A good example is the “Apps”. It is only necessary to create an app that attracts the interest of many consumers to start making money. Finally, Millenials have the ability to adapt and evolve. Millenials are the representation of
Simon Sinek, in the YouTube video “The Millennials in the Workplace Interview”, states that Millennials need to learn balance with their social media and physical life. According to Sinek, a millennial is a person born approximately between 1984-2000. Throughout the Interview, Simon is very zealous, empathetic, apologetic, and humorous. He uses metaphors, They Say I Say, diction, and parallel structure.
Stereotyped in popular media as whining, self-absorbed, narcissistic, overindulged and tech-addled, the Millennial generation - born 1980 through 2000 - is generally considered to be the epitome of spoiled unreasonableness. Now that Millennials are making strides in the workplace, it is evident that those stereotypes are based more on anecdotes rather than reality. In fact it now appears that they very much echo their Boomer parents, which is why they are often referred to as Echo Boomers. Simply put, where Boomers have an optimistic outlook of the world, Millennials are hopeful; where Boomer work ethic is driven, Millennials are determined; where Boomers have a love / hate relationship with authority, Millennials treat authority with politeness; where Boomers believe in leadership by consensus, Millennials believe in leadership by pulling together; and where personal gratification is the impetus for Boomer relationships, Millennials have no personal motivation for relationships which are inclusive and with no boundaries (Zemke, Raines & Filipczak, 2013).
On average, the typical millennial needs constant feedback on everything they do, and want to share their entire lives on social media. They want everyone to see their accomplishments. This differs from some of the older generations that may value their privacy and do not want to have their entire lives placed on the Internet. According to the “Millennial General Research Review,” Millennials are considered more accepting of other races and cultures compared to the previous generations. The Millennial generation puts more emphasis on trying to be culturally and racially accepting towards everyone. In addition, they are able to multitask better then any of the other generations, changing from task to task at an extremely accelerated rate and receiving their current information from technology like the internet and television as compared to other forms that were previously popular (“Millennial General Research Review”). Overall, Millennials have many defining characteristics that have helped shape them to who they
Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the targeted audience. IMC considers all sources of contact that a customer / prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers /prospects and to which they might be receptive. IMC requires that all of a brands communication media and messages deliver a consistent message. The IMC process further necessitates that the customer / prospect is the starting point for determining the types of messages and channels that will serve best to inform, persuade and induce action. (Shimp 2003)
Blaising, Craig A., Kenneth L. Gentry, and Robert B. Strimple. Three Views On the Millennial and Beyond. Counterpoints. Grand Rapids, MI: Zondervan, 1999.
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
The target market for my Cîroc marketing campaign is the Multicultural market, specifically African American and Hispanic consumers. Each element of the campaign is vital and I will explain part of the designed Cîroc marketing mix to include the marketing media, the product and the offer in order to create an effective multicultural campaign. The goals of my campaign are to deliver a clear brand message, connect emotionally with the target audience and confirm the brand’s credibility, which will position the brand to improve on overall conversion rates. There is an arsenal of powerful resources available to tap deeply into consumer’s social relationships and to encourage consumers to play an active role endorsing the product
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
We have become the consumers. However, we’re a little behind when it comes to production. The millennials have been more fortunate growing up, compared to the previous generation. They didn’t have to struggle to make ends meet while growing up. Also, they had internet - this whole new world where everything from science to art, was available instantly.
Social media and mobile marketing. John Deere could publish posts which promote the brand and reproduce user-generated content, to increase the virality of such social media posts. Also online video is the most effective medium for Hispanic content as Hispanics spend most of their leisure time at home consuming content and utilizing online video sources or streaming services for content consumption, while social media is a great way to reach retirees, as statistics shows that baby boomers are the fastest growing segment on Facebook (de Almeida, Costa, Coelho, & Scalco, 2016; “Generational Marketing,” n.d.; Pavlika, 2015). To counteract potential identity avoidance, organizations need to monitor the way in which they are perceived and comments
In the article “The Problem with Hiring Millennials Is Their Age, not their Generation” published on entrepreneur.com in 2014, Matthew Goldman, the Co-Founder and CEO of Wallaby Financial, talks about some popular stereotypes and assumptions about the millennial generation in labor markets. Moreover, Goldman argues that millennials, like every other generation, has various kinds of people, and he gives several examples from his experience of working in the corporate world. I believe he uses ethos and kairos very well in his argument. However, the use of logos, while sometimes effective, could have been improved.
In his May 2013 editorial for Time Magazine, “Millennials: The Me Me Me Generation,” Joel Stein explains his viewpoint on millennials, defined as people born 1980 through 2000. Using an occasionally humorous tone, Stein summarizes the typical bleak view that older people have for the younger generation, before offering what he believes is closer to the truth. In the end, he decides that while millennials are not without their flaws and vices, a lot of the fears that older people are mostly due to the advanced technology that we are now dealing with. By the end of the article, it is my opinion that Stein makes a very fair summarization and is correct in his idea that to write off the entire generation is unfair towards younger people.