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The launch of a new ice cream dessert - Essay Example

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The launch of a new ice cream dessert

Consumers have great amount of information access power. As the demographics has been continuously changing worldwide, needs and preferences has been changing. In any part of the globe it’s the consumers demographics and culture plays an all-important role in shaping any marketing strategy. For the product like Ice cream consumers’ age as well as eating culture always plays a major role to decide preference and needs. In general, today’s youth particularly interested in technology and gathering information in emerging economy, is more aware of its environment and changes that is taking place globally. Young are more technology friendly and connected through Internet, TV and other communication gadgets. They are more information oriented. Today’s youth is more assertive and they have specific preference and needs as well as they are more influential in shaping others buying behaviours to buy almost anything. Children age 2 to 14 indirectly influence as estimated $300 billion in annual household purchase (Mc Neal, 1998, pp 37-41). Reaching and influencing the young segment is ever more challenging. Consumption patterns are shifting from mass media towards micro media for the masses. Savvy media empowered consumers often under age of 25, are being influence by trends from all over the globe.
So children and youth represent an important demographic market because they are potential customers, they influence purchases made by parents and households and they constitute the future adult market (Mc Neal, 1998). Marketers segment target audiences by age to build brand awareness and brand loyalty early in life that will be sustained into adulthood. Child and young consumer role in one of the important aspects to be studied before marketing for the products like Ice cream. Children’s consumers’ socialization and ...Show more
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Summary

The new economy has brought success to numerous organizations that use technology to apply marketing concepts like customer focus, good value, quality service and efficient exchange mechanisms for satisfying customer needs and wants. The new economy is based on the digital…
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