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Marketing to the Baby Boom Generation Case Study


Baby boomers are high spenders, who use a lot of their money to purchase luxurious goods and services. As such, smart marketers need to pay attention to the boomers because they are very important in any marketing establishment. Besides anti-ageing creams and other products targeted towards the aging boomers, leisure and adventure travel are other services that can be popular and attention catching to the market segment. Since leisure and adventure travel services are less demanding, comprise lots of relaxation, and are mind refreshing, the boomers are likely to invest most of their time and resources on them. According to Hudson, Fyall, and Garrod, the baby boomers are highly inclined to leisure activities that engage their minds and put their muscles into practise (2).

Therefore, smart entrepreneurs can market the services to the boomers and attract their attention. Imperatively, the services are a good fit for the boomers since they relax their bodies and refresh their minds after long years of active work in various organizations. As a result, leisure and adventure services can become the best services that best fit and meet the demands of the segment.

Like other contemporary consumers, baby boomers comprise dynamic and trendy individuals as well as conservative individuals, who are less inclined to fashion and luxurious products. Conservative boomers fall in the segment of conventional and non-conforming consumers since they are less demanding and stick to various products that are in line with their self-interests. Mandal states that conservative consumers love well-known product brands that they are conversant with (287).

Notably, conservative boomers are unlikely to purchase anti-aging creams or spent their resources in a number of luxurious products, but spent most of their time at home as grandparents, or with their families. There is a good potential present for the segment as they have demands and preferences just like other consumers. To meet their demands and successfully attract their attention, marketers need to tailor their products in a manner that encompasses leisure and relaxation. It is significant to elucidate that a right focus on this conservative baby boomer segment has substantial results in the overall performance of any business. Therefore, by tailoring their products towards relaxation and leisure, marketers are likely to motivate conservative boomers to consume their services.

Some of the businesses that baby boomers, who want to be entrepreneurs, can undertake include hospitality and accommodation. Hospitality and accommodation businesses are good fits for the boomers as they are easy and convenient to operate. In essence, hospitality services are less demanding in terms of activities but only require small supervision and collection of reports from the concerned supervisors and managers. Moreover, by establishing the facility, the boomers attract trendy consumers, who want to relax and stay away from normal and routine home based activities (Jones and Lockwood 30).

Besides, the hospitality business, development of accommodation facilities such as condominiums, cottages, and guesthouses can be a good business for the boomers. Remarkably, accommodation facilities require low levels of supervision from the boomers, and hence, they can relax as they engage in the business. It is paramount to highlight that some of the main factors that motivate the boomers to own and operate these businesses include availability of resources, their dynamic and trendy characteristics, and freedom from work after retirement.

Works Cited

Hudson, Simon, Alan Fyall, and Brian Garrod. Bumps for Boomers: Marketing Sport Tourism to the Aging Tourist. Woodeaton: Goodfellow Publishers, 2011. Print.

Jones, Peter, and Andrew Lockwood. The Management of Hotel Operations. London: Thomson, 2004. Print.

Mandal, Purnendu. Proceedings of the International Conference on Managing the Asian Century: Icmac 2013. Singapore: Springer, 2013. Print.

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IvyPanda. (2020, June 10). Marketing to the Baby Boom Generation. Retrieved from https://ivypanda.com/essays/marketing-to-the-baby-boom-generation/

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"Marketing to the Baby Boom Generation." IvyPanda, 10 June 2020, ivypanda.com/essays/marketing-to-the-baby-boom-generation/.

1. IvyPanda. "Marketing to the Baby Boom Generation." June 10, 2020. https://ivypanda.com/essays/marketing-to-the-baby-boom-generation/.


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IvyPanda. "Marketing to the Baby Boom Generation." June 10, 2020. https://ivypanda.com/essays/marketing-to-the-baby-boom-generation/.

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IvyPanda. 2020. "Marketing to the Baby Boom Generation." June 10, 2020. https://ivypanda.com/essays/marketing-to-the-baby-boom-generation/.

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IvyPanda. (2020) 'Marketing to the Baby Boom Generation'. 10 June.

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