Targeting the Teenagers in Marketing

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Targeting the Teenagers in Marketing

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Abstract

Teenagers today are a very integral part of almost every western society including France and represent a very big market. Owing to the increase in the number of adolescents, the need to understand them and their needs becomes quintessential. This essay goes on to define teenagers and what they really want. It talks about how firms can get in touch with these potential customers. The first part of the passage goes on to describe ?who teenagers really are'. It shows how heterogeneous they are along with the common aspects they share. The second part of the passage introduces the different firms that cater to the teenage section and goes on to describe the status of consumer, producer and future adult consumer. The third part analyzes strategies that brands can use to reach their new target. This includes traditional modes of marketing and communication such as Ads along with new strategies as Viral Marketing and Street Marketing.

Teenagers: a recent concept which brings together different kind of people, still with common points
1. The Teenager concept
2. Today, Teenagers are an heterogeneous group
3. However, Teenagers share some common points
The teenagers: how do they behave when faced with consumption?
1. The teenager's psychology as a consumer
2. The different ways the teenagers are used to use
3. The relation with the brand
The companies' strategies
1. Innovation's strategies
2. Specificities of the product policy
3. The communication
4. The place strategy

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[...] Clothing sector: This third sector fits the tribal behavior of the teenagers by taking advice next to the trend researchers, and behavior agencies specialized in the youth attitude. As a consequence, brands like Kookai or Jenyfer sold clothing ranges at the right time which centred on Asian trends. Here are some concrete examples of clothing trends perceived by professionals of the brand Whos' next: Shopping tribal: this trend links fashion and music: that's why we can find the grunge / RnB / rap / Hip Hop with respect to the looks. [...]

[...] Teenagers have to feel good, to feel just like at home in the shop, and they have to find the brand spirit there. Relaxation and pleasure are very important. Stores corresponding to this concept store and a space dedicated to teenagers, are being developed. As luxury brands, this latter from which targets are mainly teenagers are opening more spaces like that. They have to respect some rules if they want their store to be successful: To create a space on a theme, on a product concept To offer a selection with brands open to both sexes To have multi-products offer To have different brands To offer different prices To organize spaces of meeting and relaxation To work constantly on the evolution of their selection To care a lot about the presentation of the products The Galeries Lafayette Haussmann in Paris is a very good example to the above context. [...]

[...] The teenager's psychology as a consumer An informed and demanding consumer: According to Martin Lindstrom, nowadays teenagers have grown up faster, they are more informed, more connected than the pervious generations, and they have more money, more influence and are more powerful. So they get easily what they want. We could sum up this idea by these two words: “Here and as they are living in a consumption society where opulence is the watchward. A three-dimensional target: Teenagers seem to become a target with different choices for the companies, which do not hesitate to qualify them as the new El Dorado. [...]

[...] Today, Teenagers are an heterogeneous group Nowadays, we can say that teenagers represent a very important community in our society, and they buy products on their own without the guidance of their parents. They have an influence on their parents' consumption and tomorrow they will buy even more. But who really are teenagers? It was considered in olden times that a teenager was aged between 15 to 18 years but now 11-year-old's are considered as teenagers. They are sometimes divided into two categories: the badge marketing, where the target is 11 to 14 years, and the pure marketing, where the target is from 14 to 18 years. [...]

[...] The followers: they belong to the massive market and adopt the trend because the marketing campaign influences them. However, Teenagers share some common points So, as we have already said, tribes are constantly changing and are very numerous: there is the skaters' tribe, the lolitas' tribe and so on. Every tribe has its own values and hobbies but there are common points between all these tribes: A multimedia generation: Thanks to the new technologies, teenagers are communicating more with the help of mobiles and internet. [...]

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