How can established, longstanding businesses attract younger shoppers? It is the question that company after company is attempting to tackle, …
Coca-Cola Lures Gen Z Consumers with Pixel and Dream-Flavored Beverages
26 Monday Sep 2022
Category Archives: Chapter 09: Segmentation, Targeting and Positioning
Abercrombie & Fitch Wants You (Yes, You!) to Visit Its New Gateway Shopping Destinations
07 Wednesday Sep 2022
Way back when, all the way back in the 1990s, Abercrombie & Fitch was the source for some very strange …
To Catch up with the Times, Watch Companies Embrace Gender-Neutral Marketing
22 Friday Jul 2022
Watchmakers are finally getting the memo that some men are partial to smaller watches decorated with diamonds, just like some …
Hugo Boss Would Like to, Once Again, Dress the Boss
14 Monday Mar 2022
Who’s the boss, and how can Hugo Boss get them to wear its clothes again? These are the pressing questions …
A Cinematic Cycle: Women In and At the Movies
17 Thursday Feb 2022
Movie theaters are open again, and big name, blockbuster, superhero movies are bringing in the crowds. But those crowds have …
Lining Up College Influencers, for Emotional and Business Support
24 Monday Jan 2022
For many college students, becoming an influencer sounds like a perfect gig. Take something they love already, like fashion, sports, …
Marketing Old Age Products to a Generation that Refuses to Grow Up
11 Friday Jun 2021
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At its prime, in the 1990s, Generation X was a widely derided but proudly distinctive age cohort. Blamed for being …
If Segmentation Is Racist and Unhealthy, Should It be Banned? Menthol Cigarettes and Proposed Legislation
09 Wednesday Jun 2021
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Even among the long and complex history of questionably ethical marketing tactics adopted by the tobacco industry, the promotion of …
Luxury Watches in China: Even Traditional Markets Cannot Remain Static When Global Changes Hit
09 Friday Apr 2021
The luxury watch industry is not a particularly dynamic one. It sells expensive, high quality timepieces to wealthy consumers. Purchases …
The Latest Insights into Gen Z
23 Wednesday Sep 2020
Born between 1996–2015, Gen Z has been characterized according to their study and interaction patterns. As the earliest members of …
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