IB1705_SS171009_TRANNGUYENDIEMQUYNH

GENERATION Z

1. What differentiates GenZers from other demographic

groups ?

- Gen Z is the group behind Gen Y born from 1995-2012.

- Generation Z will struggle to be the best version to define their sexual

orientation. They care about LGBTQ+, they care about the rights and

feelings of people regardless of sexual orientation, love or gender.

- According to a survey, Gen Z in July 2021 was studied, only 42% of them

feel their health is good or quite good. Gen Z is more prone to

psychological problems and has more depressive symptoms than previous

generations.
- Gen Z was born and raised in a high-tech world. Gen Z can both use and

find information quickly without having to be highly digital. Compared to

Millennials, most of them are digitally savvy and need a high level of

expertise.

2. Marketing strategy for our new mobile phone on GenZers in

Vietnam

- We will launch a smartphone called QPhone XR 5 with the slogan "Be your

phone, Be yourself".

a. Marketing goals

- Create a good reputation and image with customers, convince young people

that QPhone is a high quality product, leaving a mark in the eyes of young

people, especially Gen Z.

b. Target market

- The important point of our company is to focus on young people who have

a passion for technology, a passion for creation and discovery. Besides, the

color and message of the product will imprint in the hearts of customers.

c. The 4Ps of marketing

- Product:

+ Colors: We will launch a variety of colors like white, black, pink and

purple to suit all genders and hobbies.

+ Design: Unique, youthful and dynamic design. High configuration, touch

screen with good sensitivity, good screen resolution will definitely receive

the love of young people, especially GenZers.

+ Material: angular monolithic metal frame makes a luxury product to make

its own mark.

+ Battery: good battery life can be used up to 6-7 hours.

- Place: The company will act with a large market coverage plan, concentrated

in places where many of our target customers are concentrated such as

universities, high school or cinema etc.

- Price:

+ We will launch products with affordable prices only from 10,500,000vnd

suitable for everyone including students.

+ Our company will guarantee that QPhone products will have an average

price 15% lower than the market price.

- Promotion:

+ Along with advertising campaigns aimed at all people, not except the

LGBTQ+ community. To illustrate, we will hire many people including gay

people to advertise our products. In additions, understanding the

psychology of idols' tendency to love hobbies, we will hire singer Toc Tien

to attract young people. With cheerful music and meaningful messages

conveying to everyone.

+ Moreover, in order to make our products widely known to everyone, we

will distribute leaflets and make billboards in crowded areas of our

customers such as schools, shopping area to make customers more

impressed.

d. Messages

- We want everyone of any gender or sexual orientation to be able to use the

color they love, not impose a distinction between blue for men and pink for

women. Our company hopes to be able to convey the message to everyone,

let's empathize, understand and love people regardless of who they are.
 l

- In addition, we also convey the message that with a favorite phone,

everyone should connect with each other on social platforms to share,

confide in difficulties, joys and sorrows with each other. These things are

small, but they help people who are having mental difficulties to overcome

and become optimistic.

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3. Reference

https://vov2.vov.vn/van-hoa-giai-tri/nhung-dieu-thu-vi-ve-the-he-y-z-

alpha-va-cac-the-he-khac-27027.vov2

https://luxuo.vn/businessofluxury/chia-thi-phan-theo-the-he-cach-thuong-

hieu-xa-xi-hieu-thoi-quen-tieu-dung-cua-millenials-va-gen-z.html

https://northampton.edu.vn/the-he-gen-z-va-xu-huong-hoi-nhap-giao-duc-

quoc-te/