HO CHI MINH CITY OPEN UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

MARKETING RESEARCH:
MARKETING OPPORTUNITIES
IN BABY BOOMER
GENERATION

CLASS: AV45
GROUP: A+
ADVISOR: MR. PHM KHC THNG

MEMBERS:
NGUYN NGC QUNH NH
NGUYN NGC THO NHI
L QUC THNH

Ho Chi Minh city

July 2017
 OUTLINE
I. BACKGROUND: BABY BOOMERS (Nh)

II. MARKETING RESEARCH FINDINGS

1. PROBLEMS AND IMPROVEMENTS (Nh)

2. THE DESIRE OF BABY BOOMERS (Nhi)

3. MISTAKES IN MARKETING TO BABY

BOOMERS (Nhi)

III. FUTURE MARKET OPPORTUNITIES (Thnh)

IV. CONCLUSION (Thnh)

 I. BACKGROUND: BABY BOOMERS

WHO IS BABY BOOMER GENERATION? PEOPLE BORN IN THE TIME FROM 1946 TO
1965.

AGE: OVER 60 YEARS OLD

PRODUCTS: ALL KIND OF PRODUCTS

PRODUCTS QUALITY: GOOD, EASY TO USE

PUCHASING POWER: $3.4 TRILLION

BUSSINESS MARKET : BIG

ABILITY OF DEVELOPMENT HIGHEST

NGUYN NGC QUNH NH - GROUP A+

MARKETING
NGUYN NGC QUNH NH - GROUP A+
MARKETING
 II. MARKETING RESEARCH FINDINGS

1. PROBLEMS AND IMPROVEMENTS

BABY BOOMERS BUSINESSES

PROBLEMS IMPROVEMENTS

CVS - lowering its shelves.

Difficult movements due to
arthritis. Diamond Foods Inc. designing
its package easier to open.

CVS making its lighting

softer.
Weak eyesight.
CVS installing magnifying
glasses.
NGUYN NGC QUNH NH - GROUP A+
MARKETING
 II. MARKETING RESEARCH FINDINGS

2. THE DESIRE OF BABY BOOMERS

BABY BOOMERS BUSINESSES

Staying fit and prolonging their Developing products & devices

lives. => installed at home + monitor
movements.
Preserving their youthful Creating shapewear, cloths
appearance. -> tone the body.

NGUYN NGC THO NHI - GROUP A+

MARKETING
 II. MARKETING RESEARCH FINDINGS

3. MISTAKES IN MARKETING TO BABY BOOMERS

ADULT DIAPERS

Many baby boomers avoided them.

EVADING WORDS OR PHARASES THAT

MAKE BABY BOOMERS FEEL OLD.

NGUYN NGC THO NHI - GROUP A+

MARKETING
 III. FUTURE MARKET OPPORTUNITIES

- Demands for products increasing sharply=> Raising the companys

profit.

- Strong and secure income => Stable buying power.

- Wishing for variety of products => Diversifying goods in the market.

POTENTIAL MARKET FOR BUSINESSES.

L QUC THNH GROUP A+

MARKETING
 IV. CONCLUSION

Marketing research:

Realizing a potential group of customers.

Understanding their features for suitable products.

Developing new products according to customers wants.

Being aware of customers psychology for natural

approach.

THE KEY TO BEST MEET CONSUMERS NEEDS.

L QUC THNH - GROUP A+

MARKETING
 Question 1:
Why are Baby Boomers such a lucrative market?
+ They desires to have variety of available products.
+ Their finance is more secure.

Q + They are loyal customers.

Question 2:
& How has the marketing research process been used to understand how Baby
Boomers shop and interact in stores?

A + The research design involved replicating a 70s person with arthritis.

+ The researchers observed their movements and recorded their physical
conditions.

Question 3:
How have stores used marketing research findings to tailor their stores and
products to appeal to Baby Boomers?
+ Lowering the shelves.
+ Placing magnifying glasses.
+ Designing package easy to open.
 THANK YOU
FOR
YOUR ATTENTION!