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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience - Essay Example
Pages 4 (1004 words)
Tapping into a new zeitgeist: women consumers, lifestyle trends and the Red experience By: Professor: University: City: Date: Introduction Introduction of new products in the market and maintaining the customer’s awareness calls for business organizations to use the most effective marketing strategy…
Today, marketing trends are inclined in the use of social networks and mobile marketing as explained by (Lash, 2001, p. 7). In this paper, I will base my discussion on the case study of tapping into zeitgeist of attitude and lifestyle to reach out to women consumers in the Red experience. The Red Experience EMAP Elan came to a decision of launching Red into the already crowded market of magazines targeting women in UK as explained by Stevens, Maclaran and Brown (2003, p. 36). The company based its idea on the consumer trend where they believed that there was rising sensibility in the women. According to Stevens, Maclaran and Brown (2003, p. 36), the new zeitgeist utilized by in the Red experience was founded on the belief that age is a state of mind which is flexible idea. To this end, women were seen to be maintaining youthful behaviours and ideas even when they are past thirty years. Consequently, the production team of the Red Magazine was persuaded that concentrating on the lifestyles and attitudes instead of demographics was probably going to have more appeal in the new spirit in women as described by Stevens, Maclaran and Brown (2003, p. 36). The target market was referred to as the middle youth. ...
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