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.
1. What are the characteristics that you associate with homosexual group?
3. Do you think companies should target this GLBT group? Communication. PR, MPR
Gay, Lesbian, Bisexual and Transgender (GLBT) Demographics
Population: 16.5 Million
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
$485 Billion at 2003
$610 Billion at 2005
Corporations are aware of the gay community`s growing buying power.
70% beyond college education
19% have post-gradate degrees compare to 14%
58% hold management professional and managerial jobs
83% own at least one financial product
Will & Grace, Queen as Folk, Six Feet Under, Trading Spaces
84% hold a valid passport compared to national avg 29%
fly an average of 3.2 trips per year.
94% purchase product and service marketed directly to them
Fiercely loyal to brands that advertise directly to them