Bmw films case study

1. Elisabeth G 25/02/10 The Pink Dollar _LUXURY CONSUMER BEHAVIOR – CASE STUDY $

2. _WHAT IS THE PINK DOLLAR? DESIGNATION OF A NEW MARKET SEGMENTATION STRONGER PURCHASE POWER THAN HOUSHOLD APEARED IN 90’S DINK: DOUBLE INCOME NO KIDS TIME, LIFESTYLE, BETTER ORIENTATION TOWARDS CONSUMPTION, SELF ORIENTAION CONSUMPTION (RATHER THAN TOWARDS FAMILLY ) $

3. PINK DOLLAR SEGMENTATION _PROS AND CONS $

4. PINK DOLLAR SEGMENTATION _PROS AND CONS $

5. MARKETING OPTIONS _FOUR ALTERNATIVES: KILL TWO BIRDS WITH ONE STONE: PLACE SUBTLE HINTS OR ASSOCIATIONS IN GENERAL MEDIA TARGET MA BE LOST NEGATIVE EFFECT COULD BE PRODUCED ONTO NON-GAY CUSTOMERS CREATING NEGATIVE IMPACT ON PRODUCT’S IMAGE WINDOW DRESSING: PLACE NON-TARGETED ADS IN GAY MEDIA POTENTIALLY REACHING THE CUSTOMER ALLTGOUGH VAGUE APROACH AND NON DIRECT CAN DILUTE THE GOAL OF IMAGE AND EFFECT TO BE REACHED WALK THE WALK PLACE TARGETED ADS IN GENERAL AND/OR GAY MEDIA ALLOWS SEGMENT TO BE REACHED MOR SPECIFICALLY MESSAGE SERVING ITS GOAL MOST EFFICIENTLY ALLTHOUGH PRODUCT IS CATHEGORIZED TOWARDS LGBT AND CLOSING THE DOOR INDIRECTLY TO NON-GAY CUSTOMERS. $

6. GREEN FIELD LAUNCH A UNIQUE BRAND EXCLUSIVELY FOR THE LGBT SEGMENT ALLOWS SPECIFIC SEGMENTATION NOT DISTURBING TO THE OTHER CUSTOMER’S ( A SAME PRODUCT WITH DIFFERENT PACKAGING ANDVERTIZING AND DISTRIBUTION CAN BE DONE BUT WITH A NON-GAY TARGET) RESPONDING TO THE SEGMENT WITH THE RIGHT MESSAGE THEREFORE COMMUNICATION IS NOWADAYS THE PRIORITY BEING ADVANTAGEOUS TO BOTH GAY AND NON-GAY MARKETS, BEYOND THOSES BARIERS, MESSAGE IS ACHIEVED SPESSIFICLY AND GLOBALY WITHOUT HAVING A “MASS” IMPERSONAL EFFECT $ MARKETING OPTIONS _FOUR ALTERNATIVES:

7. END OF PRESENTATION _DEBATE WITH THE AUDIENCE THANK YOU FOR YOUR ATTENTION QUESTIONS ? Dorothy Amuah - Nicolas Besins - Elisabeth Galbois 25/02/10 $ $