Marketing-Targeting Homosexual Group

소개

마케팅 강의 수강 중 제출했던 동성애자들을 겨냥한 마케팅이 관한 PPT 입니다. (영문 19 슬라이드)
미국 시장을 중심으로 Homosexual 그룹의 시장 사이즈와 포드와 같은 회사들의 게이 마케팅
사례를 제시하고 어떻게 이 그룹들을 겨냥한 마케팅을 할 것인가를 제시하고 있습니다.

목차

1. What are the characteristics that you associate with homosexual group?
Demographics 분석
2. Issues-EX
3. Do you think companies should target this GLBT group? Communication. PR, MPR

본문내용

Gay, Lesbian, Bisexual and Transgender (GLBT) Demographics
Population: 16.5 Million
Average Income
Gay Men: $61,300 compared with $56,900
Gay Women: $6,600 more than straight women
21% of two groups’s income surpasses $100,000 per yr
Spending power:
$485 Billion at 2003
$610 Billion at 2005
Corporations are aware of the gay community`s growing buying power.

GLBT Demographics
Education
70% beyond college education
19% have post-gradate degrees compare to 14%
Employment
58% hold management professional and managerial jobs
Financial future
83% own at least one financial product

GLBT Demographics
Favorite shows:
Will & Grace, Queen as Folk, Six Feet Under, Trading Spaces
Leisure:
84% hold a valid passport compared to national avg 29%
fly an average of 3.2 trips per year.
Buying habit:
94% purchase product and service marketed directly to them
Fiercely loyal to brands that advertise directly to them

참고자료

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