Much like the enigmatic lyrics of The Who song,
“My Generation,” we are all talkin’ ‘bout Millennials the same way we talked
about Gen Xers and Baby Boomers; and soon enough, we will be talking about Gen
Zers. We are also planning media and developing communications to reach and
influence consumers in each of these generation groups. To put things in perspective,
we are using age
as a basis to segment the market--and if that sounds archaic, you bet it is.
Yet, we keep doing it.
I had the opportunity to develop the global strategy for the
Pedigree® brand.
In the U.S., México and Latin America, dogs were regarded as “loyal friends”
and “companions.” Regardless of geographic area, age of owner or breed of dog,
these consumers showed similar attitudes and behaviors towards dogs and pet
ownership. One Brand, One Strategy was
crafted to engage consumers in the New
Continent.
A couple of years later, I moved to Zürich, Switzerland, to adapt our
Pedigree®
advertising strategy in the Anglo-Saxon market in Europe (Switzerland, Austria
and Germany).
On my first day in Zürich, I had breakfast at the Mühlebach Cafe, a
local restaurant famous for their Rührei-Toast. The atmosphere was peaceful and
well-mannered. When diners finished their meals and started leaving the
restaurant, so did their four-legged friends who were at their feet underneath
the tables. I never heard one dog whine,
bark or growl.
It was evident that the role these pets played in their
respective families was very different from those in the U.S. and Latin
America. As a result, our Pedigree® advertising
strategy evolved to reflect the new attitudes and mindset of these dog owners. We
had uncovered the universal philosophy of dog owners regardless of age or generation.
Millennials are adults aged 18-34, for example, and they are generally viewed as tech savvy and educated, with a sense of entitlement due to their upbringing and environment. However, the common attributes associated with this generation does not explain why they own a dog(s) or buy Pedigree®, IAMS or Purina. Primary Research is needed to better understand our target and their value system.
I
believe in unique, innovative ways to segment the market. Segmenting the market
by leveraging behaviors and attitudes associated with the category and the
brand will allow marketers to: (1) help
identify consumer segments that offer the greatest potential to grow the
business and build brand equity, and (2), aid to increase understanding of the brand’s consumer target. By
following this approach, marketers and agency partners will gain the necessary
insight to effectively allocate resources, and develop communication strategies
and programs that better reach and inspire consumers to purchase
one brand over another.
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