SCHOOL OF BUSINESS
Module Title: Introduction to Marketing
Module Code: MK 194 P/T
Lecturer: Brenda Muldowney
Topic: Marketing assignment
Word Count: 1687
“All changed, changed utterly for Irish consumers.”
Authors: Student Numbers
Stewart Phoenix: 1639073
Kate O Connor:
Submitted: 7th February 2013
Table of Contents
Page 2 – 3: a) Describe any one contemporary lifestyle change evident in today’s society as a result of the recession
Page 4- 5:b) Profile a segment of consumers that have emerged as a result of this change. Include references to demographic, geographic, psychographic and behavioral segmentation.
Page 6-7:c) Show examples from relevant industries of global marketing advertisements targeting this segment of consumers. These advertisements can be taken from newspapers, magazines, journals or websites and must be no more than 12 months old. Provide a brief overview on each advertisement and explain how it relates to your chosen segment.
Page 8 – 12: Consider the attractiveness of this market segment in Ireland. Extensive secondary research is required in order to evaluate - The size of the segment
- Growth of the segment
- Accessibility to the segment
- Competition in the segment
Page 13 – 15:Individual work
Page 16 – 18:Appendix
Page 19-20: References
Page 21: Bibliography
a) Describe any one contemporary lifestyle change evident in today’s society as a result of the recession.
Since the onset of the recession Irish consumers have less disposable income resulting in consumers making drastic lifestyle changes.
“Over 1.8 million people are left with €100 or less to live on a month after essential bills are paid, according to a new report from the Irish League of Credit Unions.”
“69% of people have less disposable income than 12 months ago, according to the ILCU report.”
The report also shows that grocery bills are the second largest utility bill.
This is clearly visible in today’s society as more and more people are looking to value retailers such as LIDL and ALDI. The shift in consumers turning to value retailers tells us that customers are less loyal to well-known and expensive brands.
So why are ALDI seeing so much success?
ALDI joint managing director Roman Heini said that “ALDI is winning shoppers from all of the other grocers and that customers have realised they can both do a full weekly shop or a top-up shop at the discounter”.
Increase in demand for own brands.
The bursting of the economic bubble changed all that, and Irish consumers are buying far more own-brand products. AS we can see value for money seems at the top of the agenda for shoppers who are becoming more selective about which products they buy and where they buy them resulting in a surge in sales of retailer own-brand goods across most categories, with everyday staples such as bread, breakfast cereals, biscuits, and soft drinks more prevalent in consumers weekly shop.
To summarise right across the board, Irish people have become used to dealing with austerity. The recession has become normality. Even the word itself is used less. People are looking for bargains rather than bling.
b) Profile a segment of consumers that have emerged as a result of this change. Include references to demographic, geographic, psychographic and behavioral segmentation.
The food sector has been hit hard since the recession and in the twelve month period ending in November 2009, we saw the food sector fall by 7.6% in value and by 2.2% in volume.
This kind of segmentation is used by marketers who wish to market a particular type of buyer. This is segmented by their knowledge of particular products, their use of products and their response, based on certain consumer behavior characteristics, for...