Close your eyes and imagine a world without marketing or a world where marketing is prohibited, you'll see that is impossible and how important marketing is.

Generation X: Tech-savvy but skeptical. Appreciate personalized, authentic messages.

Millennials: Experience-driven. Respond well to social media marketing, sustainable practices, and convenience.

Gen Z: Digital natives. Prioritize social responsibility and expect instant gratification through mobile-friendly platforms.

• Boomers prefer email; Gen Z prefers Snapchat and TikTok.

• Solution: Tailor content for each generation using the right platforms and messages.

• Baby Boomers might value durability; Millennials look for innovation.

• Solution: Create customized marketing messages that speak directly to the needs of each group.

Did I buy it? Yes

What is it? It's DJI Osmo Pocket 3 -videokamera

I saw it on Instagram and all the influencer I follow used it to film their vlog that why I want to have it even though it quite pricy and our phone camera did the similar work.

This proves that we can say comsumer behavior is shaped by social media 90-100%.

Adaptation to change: Ensures companies can pivot in response to market shifts or disruptions.

Customer relationship building: Helps foster deeper connections with customers for long-term loyalty.

Product: Swappie focuses on providing refurbished smartphones that appeal to cost-conscious consumers.

Price: Swappie offers affordable refurbished phones at a price lower than brand-new ones, making it more attractive to budget-conscious consumers.

Place: Swappie sells directly through its stores, website and app, offering easy delivery across many countries.

Promotion: Swappie uses social media, influencer collaborations and focus on the youth and sustainable life style.

Swappie targets a wide range of age groups, but particularly focuses on younger consumers (Millennials and Gen Z) who value sustainability, affordability, and tech.

Behavioral Segmentation

Swappie can target consumers who are tech-savvy and sustainability-conscious, emphasizing the environmental aspect of refurbished smartphones.

Baby Boomers may prioritize reliability, while Gen Z cares more about sustainability and tech trends.

Younger generations are more tech-savvy, while older generations might need more guidance on digital platforms.

Solutions:

Swappie runs ads on platforms like Facebook and LinkedIn to reach older generations and Instagram or TikTok for younger audiences.

Influencers: Collaborating with influencers who focus on sustainability can help Swappie gain trust among younger consumers.

As the results, the company gain a certain position when mentioning refurbished iPhone in the Europe market.