Post by account_disabled on Dec 30, 2023 5:12:56 GMT
Although the marketing universe has always been accompanied by the famous "4Ps ", the new generations force the industry to consider new points to take into account to successfully respond to the current needs of the market. Sean MacDonald , Global Chief Digital Officer at McCann Worldgroup, has compiled other 4Ps that overlap with the trends driven by millennials and centennials. «The 5Ps seem to be dead (product, price, promotion, place and people). If we want to unlock the potential of these increasingly important younger segments, we must radically change our thinking. It is no longer the 5Ps, but the 4Ps that matter: purpose, positioning, personalization and associations,” explains MacDonald in an article for Adweek . Below, we review in depth what is hidden behind each of these Ps: 1. Purpose Inclusion and brand values are two fundamental factors for millennials and centennials.
As examples of brands that are on the right track, MacDonald cites L'Oreal Paris and its commitment to diversity by creating True Match Super Blendable makeup with 45 skin tones and including both women Phone Number List and men in its actions. Or Ben and Jerry's and their social media post that said "We must dismantle white supremacy." "Sometimes it's these smaller tactics that have a big impact," says the expert. 2. Positioning Context has become very important for a generation focused on experiences rather than material things. To launch the new Le Marché des Merveilles watch collection, Gucci commissioned international artists to develop original images that he then delivered to famous viral creators on Twitter and Instagram to turn into new memes. On the other hand, the luxury brand's podcast features people like Jane Fonda and Lil Nas X to talk about Gucci Off the Grid.
Therefore, brands must look beyond their products and create a culture and experiences that respond to the demands of millennials and centennials. 3. Personalization Younger generations are looking for personalization. KitKat Chocolatory's website allows people to create custom bars and gift boxes for Mother's Day, as well as special edition flavors like "Zingtastic Gin and Tonic." The wide spectrum of unique offerings offered by the brand helps the younger generations put that personal stamp on them. 4. Associations "Brands that are open and active in organic partnerships with complementary brands will experience brand momentum and expand their consumer base to an audience that was likely previously out of reach," notes MacDonald's. This is the case of the Travis Scott Meal from McDonald's, Travis Scott's favorite food, Cardi B's collaboration with Reebok or the Gucci collection with The North Face.
As examples of brands that are on the right track, MacDonald cites L'Oreal Paris and its commitment to diversity by creating True Match Super Blendable makeup with 45 skin tones and including both women Phone Number List and men in its actions. Or Ben and Jerry's and their social media post that said "We must dismantle white supremacy." "Sometimes it's these smaller tactics that have a big impact," says the expert. 2. Positioning Context has become very important for a generation focused on experiences rather than material things. To launch the new Le Marché des Merveilles watch collection, Gucci commissioned international artists to develop original images that he then delivered to famous viral creators on Twitter and Instagram to turn into new memes. On the other hand, the luxury brand's podcast features people like Jane Fonda and Lil Nas X to talk about Gucci Off the Grid.
Therefore, brands must look beyond their products and create a culture and experiences that respond to the demands of millennials and centennials. 3. Personalization Younger generations are looking for personalization. KitKat Chocolatory's website allows people to create custom bars and gift boxes for Mother's Day, as well as special edition flavors like "Zingtastic Gin and Tonic." The wide spectrum of unique offerings offered by the brand helps the younger generations put that personal stamp on them. 4. Associations "Brands that are open and active in organic partnerships with complementary brands will experience brand momentum and expand their consumer base to an audience that was likely previously out of reach," notes MacDonald's. This is the case of the Travis Scott Meal from McDonald's, Travis Scott's favorite food, Cardi B's collaboration with Reebok or the Gucci collection with The North Face.