45-54 cohort on laundry detergent as cpg

8/10/2019 45-54 Cohort on Laundry Detergent As CPG

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45 54 Cohort

Team 2Jessica Harran

Janelle JordanAnna LamYinan Li

Colleen PittJesse Ritter


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According to the MetLife Mature Marketing Institute, our cohort canbe described as the Younger Boomers.

Born between the years 1960 and 1969, they experienced their

adolescence during the 70s and 80s.

As seen in the visual shown above, the boom is strongly depicted.

Insight behind our age cohort commonly

known as Younger Boomers.


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The overview of our cohort

ages 45-54 years old.

Multiple events occurred during the Younger Boomers lateadolescent, early adulthood years that made a significantimpact.

The three most significant events that truly connect our cohortare the Assassination of JFK, Neil Armstrong walking on themoon, and the Watergate Scandal.

Another strong connection our cohort has is the idea of theAmerican Dream. Based on our research, both primary andsecondary, we found that most individuals in our cohort believethe ability to build relationships and provide financial stabilityfor themselves and their families are the most important aspectsof this dream.


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The insight behind our

questionnaire is explained.

After conducting secondary research, our team was able to

gain insight into the type of questions we wished to ask in our

questionnaire. Our teams goal was to uncover more

information behind the habits and thoughts of our cohorttowards these different products.

Our questions included: Did their childhood had effects on

products they currently purchase? Do their personal beliefs

correlate with their news/media intake? Are frozen dessertpurchases impulsive? With whom do our cohort dine out and

travel with?


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The focus behind Sub-

Segmenting is discussed.

After attaining information from our

questionnaire and conducting secondary

research, our team came to a conclusion.

In order to further analyze our cohort we must

sub-segment them into two groups: Family First

segment and the Career Focused Couple. The

Family First segment include those with childrenand the Career Focused Couple are those who do

not have children.


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This picture illustrates the average family living

room for a married couples between the ages of

45-54 that have two children. The son is holding two ice cream cones, which

indicates that ice cream is the most popular

purchase of frozen desserts.

FOX, ABC, or HBO are the programs that are

most likely viewed for their entertainment.

The travel magazines on the tables indicate those

with children are more likely to plan recreational

travels on their own without consulting anagency.

Our cohort predominately subscribe toEntertainment and DIY magazines. This

conclusion traces back to the ideal self and the

extended self.

The illustration of an average family in

our cohort is displayed and explained.


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Our research indicates

that those who are

married, but do no havechildren, can be

described as true

foodies.

In terms of dining out,

they enjoy time together,

cooking in the kitchen.

The dining out behaviors of those who are

married but have no children.


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For these Career Focused

Couples, their motivation

when dining out is toenhance their relationship

with one another.

These factors take effect

in their decision-makingprocess on where to dine.

The Career Focused Couples decision-making

process when dining out.


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For married couples with children,

convenience and environment are

key factors in their decision-

making process. The Family First Couples tend to

dine out at bar and grills

restaurants with their children.

This time together is used to

strengthen their connection with

one another, similar to the

previous couple shown.

Family First Couples decision-

making when dining out.


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This picture displays the womanholding the most purchased brand of

laundry detergent associated with this

cohort. Based on our questionnaire,

Tide is the predominately brand used

during childhood and is consumed tillthis day.

This close relationship between ourcohort and the Tide brand led our

team to consider the possibilities

between Tide and a travel agency.

The travel agency can run a vacationgiveaway while using Tide as their

platform. The Freshen Your

Perspective sweepstakes could offer

free, domestic, family vacation for

Tide consumers.

Tides impact on our age cohort.


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Recommendations for marketers

to optimize on this age cohort.

Nostalgic advertising could be effective based on the idea of the

American Dream. Marketers could appeal to the painful longing to

return to a place of economic stability. Targeting childhood memories

can also prompt individuals to buy.

Our cohort is more likely to watch television in the evening. Planning a

strategic way to advertise during these hours will optimize the brand or

product. Advertising during hit shows such as New Girl on FOX,

Modern Family on ABC, and Girls on HBO will help optimize the on

networks and create awareness.

Strategic partnerships is essential for advertising. In this cohort,

women are predominately the key decision makers in a household. A

partnership to target these women would benefit both parties involved.


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This age cohort stands out from the rest because they saw the landscape of

this country change, both economically and in technology.

These individuals maintain the values instilled as children and strive to pass

these values through future generations despite the changes.

Our team learned the consumer behavior of laundry detergent, frozendesserts, dining out, recreational travel, and media pertaining to our cohort.

Through these findings we realized one thing remained constant: their

attempt to maintain a sense of what the American Dream means to them.

Paying tribute to our cohort.


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Thank YouTeam 2

45-54 Age Cohort

45-54 cohort on laundry detergent as cpg

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