As you saw in the Resolution Video, the marketing team decided to adapt its Gen-X and Gen-Y marketing messages to what it perceives to be the wants and attitudes of Baby Boomers. The team is running versions of CanGo ads in magazines Boomers tend to read. By doing so, the team hopes to turn the small overlap of its three target segments into a larger, more profitable market share. However, such an approach involves risks. In the effort to adapt messages crafted for one segment to appeal to another, a firm could water down its entire message, pleasing no one and alienating all of the consumers it wants to attract. As you watch the Case Video, note whether the new CanGo ad campaign has successfully avoided this trap. Pay attention to the reactions of Gail's colleagues and consider what a firm like CanGo must do to position itself to appeal effectively to several distinct segments at once.
As you saw in the Resolution Video, the marketing team decided to adapt its Gen-X and Gen-Y marketing messages to what it perceives to be the wants and attitudes of Baby Boomers. The team is running versions of CanGo ads in magazines Boomers tend to read. By doing so, the team hopes to turn the small overlap of its three target segments into a larger, more profitable market share. However, such an approach involves risks. In the effort to adapt messages crafted for one segment to appeal to another, a firm could water down its entire message, pleasing no one and alienating all of the consumers it wants to attract. As you watch the Case Video, note whether the new CanGo ad campaign has successfully avoided this trap. Pay attention to the reactions of Gail's colleagues and consider what a firm like CanGo must do to position itself to appeal effectively to several distinct segments at once.
