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The Millennial Paradox

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages

Case Preview

The Millennial Paradox

 

Expected Learning Outcomes

• Understand the millennials’ defining characteristics and debate on why the characteristics are often called ‘paradoxes’
• Discuss and debate on how the millennials characteristics can be converted into marketing triggers to understand their consumer behavior
• Analyze the possible challenges that marketers would face, given the millennials’ paradoxes, in turning millennials into brand advocates

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The Millennials: Complicated by Characteristics

1. What do you understand by – a) baby-boomers; b) Gen X; c) Gen Y/Millennials; d) Gen Z; e) Gen Alpha? What is the importance of understanding their characteristics for the marketers?
2. Who are the millennials? What are their characteristics as portrayed in the base article?
3. Considering that you are a millennial (born between 1980 and 1995), do you agree with a typical millennial consumer profile as depicted in the article?
4. Why are millennials tough-nuts to crack? What makes it so complicated to understand their behavior?
5. ..........................

Teaching Note Preview

The Millennial Paradox

 

Synopsis

Millennials born between 1980 and1995 are quintessentially paradoxical with the base article of this case flyer and several other research reports seconding the same. However, paradoxical they may seem, the marketing opportunities with them are quite promising. It is not easy though, to tap these millennials’ buying power (remember, they are rich too!!) unless the marketers make a very well-thought outreach.

Expected Learning Outcomes

  • • Understand the millennials’ defining characteristics and debate on why the characteristics are often called ‘paradoxes’
  • • Discuss and debate on how the millennials characteristics can be converted into marketing triggers to understand their consumer behavior
  • • Analyze the possible challenges that marketers would face, given the millennials’ paradoxes, in turning millennials into brand advocates

 

Positioning and Setting

This case flyer can be ideally positioned for:
General Marketing Course –

  • a) Segmentation – Behavioral and Demographic Segmentations
  • b) Target Customers

 

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$2.74
Rs 0
Product code: MKTG-4-0009, MKTG-4-0009A

Abstract


This case flyer can be used to understand the intriguing contradictions that characterize the millennials. The case flyer enables a discussion on what challenges the Indian marketers are faced to pitch for the most potential and highly intriguing target market audience, the Indian millennials.
Millennials are the segment of population born between 1980 and 1995 and nearly 30% of India's population falls under this segment earning India sobriquets like 'Young' Nation and 'India's Demographic Dividend'. While they are larger in number, the challenges of understanding them and catering to them are equally high. As mentioned in the base article1, they are tough-nuts to crack owing to their complicated attitudes and behavior. With this backdrop, what challenges do Indian marketers and brands face in tapping the mindshare of this 'Demographic Dividend'? Which spaces do the marketers target to reach millennials so as to maximise the potential of their promotions? This case flyer can be used to teach the concepts of Behavioral and Demographic Segmentations and Targeting in the Introductory Marketing Course.



Pedagogical Objectives

  • To understand the millennials' defining characteristics and debate on why the characteristics are often called 'paradoxes'
  • To discuss and debate on how the millennials characteristics can be converted into marketing triggers to understand their consumer behavior
  • To analyze the possible challenges that marketers would face, given the millennials' paradoxes, in turning millennials into brand advocates


1 Delshad Irani, 'The Millennial Paradox: How to Deal with a Generation Packed with Contradictions', The Economic Times, December 11th 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.74
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