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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience - Essay Example

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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience

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. Moreover, Red production team realized that their target group was mostly women in established careers and with children and therefore they have high demands due to their roles. Stevens, Maclaran and Brown (2003, p. 37) explains that since this group had little time for themselves, the marketing strategy of Red was emphasizing the experience and indulgence of reading the magazine. The campaign also stressed on the value of having time for oneself and coined the slogan ‘Red Time is Me Time’ as described by (Rainey, Kelly, Campbell, Roalfe/Y&R 1999). EMAP Elan Annual Report (2000) note that Red was successful in capturing the new market with its circulation increasing by 12 % in 2001 to 174,000 copies per month. Its TV advertisement is composed of three short commercials ‘Defining Moments’, ‘Me Time’ and ‘The Strip’. Stevens, Maclaran and Brown (2003, p. 36) observe that the Defining Moment was intended to capture the attention of women while the other two pieces of advertisement brought out the fact that reading the magazine brings a pleasurable feeling. Stern (2000, p. 58) argues that the method used in the Red Magazine Campaign stressed on the experimental dimensions of reading the magazine and the gratification of self-indulgence. Use of Experimental Appeal in Marketing There is increased use of experimental appeals in marketing where the target market is invited to have a personal experience in the use of a certain product. O’Donohoe (2002, p. 103) argues that from the beginning, modern marketing relies on gender to understand and describe consumers and their trends. Kerwin (2000) asserted that the new strategy in marketing of women’s products is simplicity. In perfume market, there are so many products and understanding the attitudes and lifestyle of the target group determines ones success in capturing the market. Stevens and Maclaran (2007, 36) describe the marketing of Touch of Pink which is a new fragrance produced by Lacoste. The advertisement features a young beautiful woman with blonde hair wearing a short pink dress. Stevens and Maclaran (2007, 36) further notes that the advertisement points that the perfume is for genuine and spontaneous women with ...Show more


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…
Author : ivyheller
Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience
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