Market Segmentation

For ONE of the following market segments and for an airline of your choice, develop a profile/description of a group of consumers:

• Baby boomers (aged between 50 and 70)
• Business travellers
• Millennials (aged between18 and 30)

The profile of this group of consumers should detail their demography and usage traits, their purchase drivers, and the benefits they seek from the airline. The profile might consider wider interests, opinions and lifestyles that may impact and influence their purchase behaviours.

I will be looking for:

A   B   C   D   E

Demographic structure of the market segment chosen
Data on usage traits of patterns
Indication of key purchase criteria
Likely cues to be included in any marketing messages that will speak directly to the segment
An infographic summary of the profile

2. A new social media promotional campaign

Develop, plan, and storyboard (or produce) a new video advert for your airline. The advert is for use within a social media campaign. You should detail and profile your target audience for the advert. Your decisions around the story, message, visual and audio selections will need to be described and justified against the objectives selected.

. Market Segmentation

For ONE of the following market segments and for an airline of your choice, develop a profile/description of a group of consumers:

• Baby boomers (aged between 50 and 70)
• Business travellers
• Millennials (aged between18 and 30)

The profile of this group of consumers should detail their demography and usage traits, their purchase drivers, and the benefits they seek from the airline. The profile might consider wider interests, opinions and lifestyles that may impact and influence their purchase behaviours.

I will be looking for:

A   B   C   D   E

Demographic structure of the market segment chosen
Data on usage traits of patterns
Indication of key purchase criteria
Likely cues to be included in any marketing messages that will speak directly to the segment
An infographic summary of the profile

2. A new social media promotional campaign

Develop, plan, and storyboard (or produce) a new video advert for your airline. The advert is for use within a social media campaign. You should detail and profile your target audience for the advert. Your decisions around the story, message, visual and audio selections will need to be described and justified against the objectives selected.