The Active Baby Boomers

1 / 9
About This Presentation
Title:

The Active Baby Boomers

Description:

'I enjoy the total control while I'm at the Gym, it is a ... bathing suits. trail guides. bike. jerseys. knee/ankle braces. bike seat bags. active electronics ... – PowerPoint PPT presentation

Number of Views:131
Avg rating:3.0/5.0
Slides: 10
Provided by: jonathan94

less

Transcript and Presenter's Notes

Title: The Active Baby Boomers


1
The Active Baby Boomers
  • For Target Corporation
  • Alex Nielsen
  • Yona Belfort
  • Jon West
  • Will McElwain
  • Abigail Reiss

2
Active Baby Boomer Need
To maintain control of their bodies as they go
through physical changes.
I enjoy the total control while Im at the Gym,
it is a methodical and therapeutic experience for
me. Renee, Preschool teacher 52
3
Media Aging Model
  • YOUNG
  • Beauty
  • Power
  • Freedom
  • Independence
  • Activity
  • Immortality
  • Potential
  • OLD
  • Burdensome
  • Weakness
  • Dependency
  • Passivity
  • Isolation
  • Fear
  • Loss of Respect

4
Proposed Aging Model
  • Life experience
  • Wisdom
  • Character
  • Beauty
  • Growth
  • Potential
  • Activity

5
Cross Generational Ads
  • Why?
  • Current commercials exclude boomers
  • Marketing is most effective way to show Targets
    change in aging definition to include boomers

6
Market maintainable exercise rather than extreme
exercise
  • Why?
  • Increase likelihood of consistent product use
    which yields repeat sales
  • Appeals to larger user group
  • Puts guest at ease rather than exploiting their
    fear of aging
  • Boomers already participate in these types of
    activities regularly

7
Activity Equipment Selection
Picky
? golf clubs
? bike
? cleats
? skis
? golf cart
? rollerblades
? running shoes
? trekking poles
? racquetball racquets
? suitcases
? bike jerseys
? active electronics/ heart rate monitors
Primary Equipment
Secondary Equipment
? bathing suits
? chess set
? gym bags
? garden tools
? trail guides
? bike seat bags
? knee/ankle braces
? cheap carabineers
? yoga mat
? jogging weights
? stop watches
? compass
? water bottles
? sweat bands
? athletic tape
Not Picky
8
Focus on secondary, not picky equipment
  • Why?
  • Target is not a sporting goods store
  • Target doesnt have a sales presence to guide
    guests with primary equipment purchases
  • Keeps products within discounter price range

9
Suggestions
  • Cross generational advertising
  • Market maintainable exercise over extreme
    exercise
  • Focus on secondary, not picky equipment
Write a Comment
User Comments (0)