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So far CanGo has stuck with the Gen-X consumer segment that made it the successful e-tailer that it is. However, the marketing team is realizing that another market may be ripe for the picking - Baby Boomers. With 60-70 million people born between 1946 and 1964, Boomers constitute one of the largest population groups ever to flood the marketplace, and some members of this group have shown interest in CanGo. Andrew and his team want to build on this interest by targeting them with a full-force marketing campaign. However, how could any business target such a large and diverse consumer group with a single marketing campaign? How can CanGo divide Baby Boomers into smaller groups they could reach more effectively and efficiently? As you watch the Introductory Video, note the segmentation alternatives Andrew and Gail discuss. Pay attention as well to the suggestions Elizabeth offers as she and Andrew discuss the problem.
Watch the Introductory Video to take a look at how these issues are confronted at CanGo.
So far CanGo has stuck with the Gen-X consumer segment that made it the successful e-tailer that it is. However, the marketing team is realizing that another market may be ripe for the picking - Baby Boomers. With 60-70 million people born between 1946 and 1964, Boomers constitute one of the largest population groups ever to flood the marketplace, and some members of this group have shown interest in CanGo. Andrew and his team want to build on this interest by targeting them with a full-force marketing campaign. However, how could any business target such a large and diverse consumer group with a single marketing campaign? How can CanGo divide Baby Boomers into smaller groups they could reach more effectively and efficiently? As you watch the Introductory Video, note the segmentation alternatives Andrew and Gail discuss. Pay attention as well to the suggestions Elizabeth offers as she and Andrew discuss the problem.