Ch. 4 - The Marketing Environment

Pantene Pro-V's target market is the women of Generation Y. Why young, beautiful women? For starters, they are young enough to set new trends and beautiful enough to help give the products the push in the right direction. The fact that Generation Yers consume over $200 billion annually it gives this target market the extra incentive to firms all around the world. This younger generation tends to be more inclined to breaking out of traditions and conforming to new social norms, as well as leading older generations into these new trends and out of older social standards that invigorate their lives. By daring their target market to take the "Pantene Challenge," marketers grab the attention of Generation Yers by attracting them through their inquisitive side, to draw them in to learn about the benefits of using the product. Since Generation Yers are also concerned with doing more, Pantene's Beautiful Lengths program also continues to target women from Generation Y in their drive to do more raised from the concerns of the generation.