Gen Y Ad- iPod/iTune

Having a look at this 30 second advertisement, it targets the Generation Y, market using minimal effort but has achieved to win the audience over.

The product is representing music and the iPod/iTunes product and service which is highly influential to generation Y. 

The song in the advertisement emphasises the idea of what Generation Y is and that is technology. To further develop this ad, the whole of the video such as dancing and image it presents to the public doesn't just apply to the late teens instead it also targets the early generation Y, their type of music but used a typical image of gen Y.

 The dancing isn't so demanding of targeting the younger audience  but it reflects the 1980s' generation not just the 1990's as they have used the colouring and style of the advertisement to the 1990-1992 kids style.

Overall it creates a balance to target the whole of Generation not just a small segmented of gen y.  

This is not just influenced by the gen y but by the way they act socially, trying to be independent and expressing their individuality. The whole ad is based music, which is apart of the Gen Y audience, they are so music and on-line orientated that they easily fits into their social and outgoing lifestyle. 

Primary Versus Secondary Research

Primary Research - A collection of experiments, investigations, or tests carried out to acquire data first hand,, fresh and new research rather than old and published sources. 

• Known as 'Field' research, working out to find answers, such as surveys, questionnaires and focus groups.
• The two basic types of primary research are qualitative and quantitative. 

Quantitative Research -collection and analysis of numerical data and statistics

• To gain an understanding of underlying reasons and motivations
• To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research
• To uncover prevalent trends in thought and opinion

Qualitative Research -  relies less on numbers and statistics but more on interviews, observations, small numbers of questionnaires, focus groups, subjective reports and case studies. 

• To quantify data and generalize results from a sample to the population of interest
• To measure the incidence of various views and opinions in a chosen sample
• Sometimes followed by qualitative research which is used to explore some findings further

Secondary Research- A collection of 'ready-made' interprets and analyses primary research. (published information)

• Secondary sources may have pictures, quotes or graphics of primary sources in them.
• Secondary research is a process of looking through published documents. ('Desk' research)  
• PUBLICATIONS: Textbooks, magazine articles, histories, criticisms, commentaries, encyclopaedias and journal, governmental publications.

To apply to Generation Y , the methods in which organisations (marketing department) use is to gather their own primary research such as questionnaires and focus through the use of technology. BUT it has to mentioned that the research varies due to age so for example gen y group of 18-30 are most likely to use online way to fill in primary research. 

From research it does discuss that media such as television and the internet are major methods to use with generation y.

Other methods include an offer to generation Y as they are more likely to purchase item if there are discounts, such as membership and loyalty cards, internet offers for mobile and other products. 

The Teen Market (Solomen 2010)

Generation marketing is the whole idea of marketing a specific product or brand, using certain images that willl attract that specific generations attention.

 

As the generations vary in personality traits so does the way in which marketers have to advertise a certain brand.

 

Therefore marketing Generation Y, the internet seems to be the most common method as Generation Y's useage of the internet is significantly higher than other generations.

 

With a spending capacity of more than 61 billion euros per year, the European youth market teens is powerful demographic and an important culture to understand intimately for businesses looking to grow and maintain revelancy in the future.

Teenagers activitly search for clues from their peers and from advertising for he right way to look and behave.

Advertising geared towards teenagers are typically action-oriented and decicpts a group of 'in' teenagers using the product.

Teenagers use products do express their identities, to explore the world and their new-found freedom in it.

Teenagers in every culture grapple wih fundemental developmental issues as they make the transition from childhood to adult. According to research by Saatchi & Saatchi, there are 4 themes of conflict common to all teens:

1) Autonomy vs Belonging
Teenagers need to aquire independence so they try to break away from their families.

2) Rebellion vs Comfortamity
Teenagers need to rebel agaisnt social standards of appearance and behaviour, yet they still need to fit in and be accepted by others.#

3) Idealism vs Pragmatism
Teenagers tend to view adults as hypocrites, while they see themselves being sincere.

4) Narcissism vs Intimacy
Teenagers can be obsessed with their appearance and needs but want to the desire to feel connected with others (meaningful level).

Throughout history insecurity, parental authority and peer pressure had to cope with this, but now there are many issues which at concern at the begining of the millenium such as environment, racism, AIDS and social problems.

Marketers have a difficult time defining the values of today's European teens due to the socially dynamic and demanding times.

500 YOUNG OPINION LEADERS AGED 14 -20

"Dont define us- we'll define ourselves" (Soloman 2010)

Black Box Model & Gen Y

Black Box Model
The Black Box Model (Kotler), the model suggests the factors external to the consumer will act as a stimulus for behavior, but that the consumer's personal characteristics and decision- making process will interact with the stimulus before a particular behavioral response is generated.

To apply to Gen Y, the stimuli are the external factors are the reason for a gen y consumer to method of gaining interest. From the marketing mix all 4 areas have a major affect to the gen y consumer, especially the product and promotion and price, the product is their interest, want or need but the promotion is likely to gain attention of the product leading to the Transformer part of the model instantly but other external factors such as lifestyle and social aspects have a bigger impact as they are likely to purchase a product that suits to their lifestyle, known as the social trend. Again the topic of technology places a huge part of Generation Y's lives, therefore Apple Brands products (iphone, ipod, ipad) and other brands representing the same idea such as samsung (tablet, smartphone) play a huge influence on Generation daily lives, it then means that they are the aspects which make the gen y consumer have that interest of the product. Looking at the Transformer part of the model, this is what gen y consumers are thinking such as their internal influnces of lifestyle,motivation and need and beliefs and values. For example a motivation for purchasing an ipod is due to listening to music, if they travel on long days or they like to listen to music when they train or workout which is apart of their lifestyle, this takes them to the decision making process, which allows them to figure out the problem solving of purchasing an ipod (listening to music for entertainment purposes, yet again gaining information of the product such as references from family and friends or the person selling the product. The decision making process also allows the consumer to have an idea of what the purchase can lead to such as the post purchase is what they think they will be doing once they have the product. Finally the responses is whether they have bought the product or not?

In regards of the purchase, they evaluate the product (ipod) , brand , the information, the payment method in which leads to the consumer satisfaction. If they do not buy the product then that is it yet they went through many process just to make a decision.

The Model below show that there are 4 aspects which lead the consumer to purchase a product or service, that is cultural, social, personal and psychological leading to be the BUYER!

Howard Sheth Model & Gen Y

The Howard sheth model explains the reason why gen Y buy products, in other words. The Howard-Sheth Model of consumer behaviors gives an understanding to analyse and understand behavior of consumers . as shown below, it explains the way in the model works but to apply it to the generation Y, it hits different aspects.

The inputs are the ways in which the consumer is aware of the product in 3 categories, that is significative , symbolic and social aspects. Depending what input they are interested in the product/service such as social reason from a reference group (friends and peers) then allows them to get into the the perceptual and learning constructs, this means that the decision is being made to what they heard for the variables in the input section (the social factor of friends and peers). The perceptual constructs the information they gather from peers and then from their own independent research.The Learning constructs deals with stages the from the buyers motives to his or her satisfactions in the buying situation. If the buyer gets to the stage of the learning constructs it will take them to the outputs of actually purchasing the product/service.

GEN Y Input

If we apply this to Generation Y, the inputs are mostly price and social factors (friends and family references), it can relate to sheep thinking, the idea to do what other people are doing, known as following the trend.

Gen Y Perceptual Constructs

If the product was a smart Phone (technology is what this generation grew up) they tend to hear what family, friends and peers references then if they are really interested they will complete some of their own research, via internet research and talking to people who have a higher knowledge in smart phones (Orange, 02, T-mobile).

Gen Y Learning Constructs

With that intention they go through the understanding, which increases their confidence and attitude to that particular product (an iphone 4), as the iphone 4 has a huge brand comprehension, therefore gen y consider that to be the biggest satisfaction factor leading to the purchase.

Gen Y Output

Once they have leaded themselves to the purchase (meaning they have achieved to the output part of the model below) once purchased the product they then automatically have a i want this attitude caused by the brand comprehension and attention of the product which leads to satisfaction of purchasing the product.

Gen Y Timeline

Gen Y Values and Groups

They value family, personal connection, and loyalty.

They seek out the genuine and are repulsed by phony.

They are famously optimistic and believe in the possibility of change.

They advocate for the environment and social justice.

They treasure tolerance and diversity, teamwork and balance.

They seek spirituality and are open to the possibility of the divine.

GENERATION Y Values ???

Is Gen Y a lost generation, do they continue to keep the values they have grown up in ?

It is also considered that Gen Y values are the way they are defined, their passion to have the ability to grow and achievedhigh lengths for the world is what they are.

With a  deep understanding of values is critical to creating desirable products and meaningful communication. Employers who take Millennials seriously will be more attractive to the best and brightest. Marketers who take Millennial values seriously are better positioned to win with the consumer of the future.

Values for Gen Y lead to:
Self-expression is more important than self-control
Marketing and branding self is important
Violence is an acceptable means of communication
Fear living poorly—this is related to lifestyle enjoyment, not wealth Respect must be earned; it is not freely granted based on age, authority or title

Generation Y are the most diverse group, known as the millinials they are the most technologically savvy, and the word “instant” is their understanding 24/7.

This is the group that wonders how the world functioned on dial-up or without cell phones or instant messaging.

They have a strong ability to relate to one another without face-to-face interaction.

In the workforce to recruit employees from this group, you must have technology and be incredibly flexible with their work schedules.

They fit into many catergories such as being:

Tech-Savvy: Generation Y grew up with technology and rely on it to perform their jobs better.

Family-Centric: The fast-track has lost much of its appeal for Generation Y who is willing to trade high pay for fewer billable hours, flexible schedules and a better work/life balance.

Achievement-Oriented: Nurtured and pampered by parents who did not want to make the mistakes of the previous generation, Generation Y is confident, ambitious and achievement-oriented.

Team-Oriented: As children, Generation Y participated in team sports, play groups and other group activities, they value teamwork.

Attention-Craving: Generation Y craves attention in the forms of feedback and guidance. They appreciate being kept in the loop and seek frequent praise and reassurance.