Group 6Nicolas Tassopoulos

Mona MohammadChris Somos

Iouri VorobievShadab Zaman

Generation XBorn between1967-1979

Agenda

1. Introduction to Generation X2. Analysis/Characteristics of Gen X3. Introduction to Mark’s Work Warehouse4. Internal Consumer Behaviour Audit5. SWOT Analysis6. Competitive Review7. Alternative Strategies8. Conclusion/Questions

Introduction to Gen X

• Generation X: Born between 67’ and 79’– 6.5 million Canadians– Smack in the middle

• Term was coined in 1964• Became popular in the 90’s• Very influential subculture

Who is Generation X

Consumer Behaviour

• Compositions of households– Marital status– Social/Class Structure

• Advertising – Effects on Gen X– Lack of Trust– Direct Shopping Experiences

• Global Perspective

Household Purchase Decisions

• Social and Marital Status– Different roles in the household– Decision Makers

• Boomerangers– Men Vs. Women– Money and relationships– Discretionary items– Contribute in household decisions

• Typical household decision maker

Marketplace Influence

• Technological Advancement– Technological change– Technology a part of daily routine–Created a need for technology

• Influence on the market–Online shopping–Google, YouTube, and Amazon

Mark’s Work Wearhouse

• Durability over designer labels– Targets a conservative market

• Mark’s Work Wearhouse– Targets working individuals– Does not spend millions on advertising– Clothing that is meant to be worn–Wrinkle free shirt

• Mark’s employs Vision Critical• Research methods include:Focus GroupsDepth InterviewsEthnographic research

Internal C.B. Analysis Audit

• Mark’s value proposition speaks to Generation Xers

• Consolidated targeting efforts on Gen X in early 2000s

• Strategy of innovation is here to stay

Products Begged Market

In the Marketing Mix• Innovative products• Excellent value proposition• Honed distribution; both

physical and online• Targeted promotion to support

the other 3 Ps

Speaking to Xers

Business Performance

*Courtesy of Canadian Tire Annual Reports 2007-2009

• 80% of sales can be attributed to persons aged 30-50

What does it mean?

• Most recent campaign’s results “very positive”

• Measured through proprietary analysis of data including;

ExposuresWeb AnalyticsLoyalty Sign UpsSales

Success?

StrengthsInnovationSocially ResponsibleWeaknessesIncreased ExpenditureProduct Assortment

SWOT

Opportunity Market TrendOutsourcingThreatMarket Obsolescence RiskCompetition

SWOT

CompetitionMarks– Largest Industrial apparel and

footwear retailer– Second largest pants & jeans retailer– Sixth largest women’s apparel retailer

Reitman’sSears

• Women; 25-45• 370 locations• Leading retailer of women’s apparel and outerwear• Everybody, every body• Self-image

• Men and Women; 25-45• 122 Full-line department stores• Number one department store• Several brands; several strategies• Ideal-self• Models

Celebrity EndorsementIncrease brand awarenessDifferentiate among similar

productsProduct PlacementChange purchase intentionWider exposure

Alternative Strategies

Conclusion• Generation Xers are united as a subculture– Thrift of time– Financial resources– Eye for value

• Mark’s capitalizes on Gen Xers• Excels in innovation versus competition• Future expansion utilizing successful

foundation of Gen X consumers

Questions?