SCHOOL OF

ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: DO NGUYEN THIEN TRUC Student ID number: PSO21009995

UNIT AND TUTORIAL DETAILS

Unit name: Unit number:

Tutorial group: Tutorial day and time:

Lecturer or Tutor name: Lecturer Phat Tang

ASSIGNMENT DETAILS

Title: Individual Reflection 1

Length: 1 page Due date: 20th June Date submitted: 20th June
Home campus (where you are enrolled):

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.

I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.

No part of the assignment/product has been written/produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.

I am aware that this work will be reproduced and submitted to plagiarism detection software programs for
the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s
signature: (signed)

ARO 00380 08/

 TOPIC
MARKETING TO GEN Z: IS IT DIFFICULT?
Generation Z (Gen Z) are people between the ages of 13 to 21. In Vietnam, there are
14.4 million people of Gen Z (according to Genzilla). These are potential customers
that brands need to know how to approach and exploit. However, is it difficult to
conquer gen Z in Vietnam? Referring to myself, I discovered a number of things that
led me to make a purchase decision.

Firstly, video content is the most effective way to catch the attention of Gen Z.
However, Youtube is not the only place that contains video content. Instagram is also
a potential platform, with Instagram Stories. Besides, it is impossible not to mention
the most popular name recently – TikTok. Marketing on TikTok is something you need
to pay special attention to if you want to target the Gen Z audience.

Secondly, Gen Z seems immune to marketing campaigns because they were born
and raised on the internet period. Clearly, these young people don't like "obvious"
sales content. They don't want to hear about why your product is so great, they want
to know how it will benefit them. More specifically, does this product offer a pleasant
experience? A typical example is the Durex brand. Everyone knows what Durex
products are, but they always keep up to date with the latest posts and news from the
brand. They always believe that Durex will bring creative things about activities in life.
And that helps Durex ingrained in everyone's memory, especially Gen Z.

Thirdly, influencer marketing get familiar to consumers. It is increasingly common for

singers, artists, celebrities, or even hot face to promote products or even act as brand
ambassadors for a brand on social networking sites such as Facebook, Instagram, or
Youtube. Besides, we have the concept of micro-influencers. Micro-influencers are
influencers with a small fan base, less than 30,000 followers. Despite having a small
fan base, it is the closeness and intimacy between micro-influencers and fans that are
key to having a strong influence on the purchasing decisions of their fans.

Last but not least, 76% of Gen Z members say they want brands to respond to
comments, and see this responsiveness as key to determining a brand's authenticity.
41% of this generation read at least five online reviews before making a purchase, and
they shared twice as many positive feedback as negative.

In conclusion, marketers need to pay attention to gen Z because they are the future.