Ten years ago Kia was rolled out and targeted for hip, tech-savvy, young consumers. It was for the millennial generation – consumers in their 20s and 30s. Ads with dancing hamsters were designed to attract urban hipsters. But, this segmentation of buyers has shrunk to 12%. Who is buying the car? Boomers, retired or close-to-retirement individuals, have purchased 42% of these cars.

Discussion Questions:

  1. Who is the target audience for these ads?
  2. Why has sales to millennials declined while sales to boomers increased? Did advertising have any impact on this occurring, or is it just the design of the car?
  3. Chapter 3 identifies a consumer trend called age complexity. How can this be impacting sales of Kia?
  4. Can Kia reach both segments with the same advertising or is it necessary to design a different advertising campaign for each target audience? Explain.
  5. With this change in buyers, should Kia continue their current advertising approach or should a different strategy be used? Explain.

About Dr. Ken Clow

Co-author of textbook.

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