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You are the new regional Retail Marketing manager for GNC, a retail leader in health-related items, including vitamins, protein, digestion aids, workout supplements and more. The data for GNC shows that the typical current customer is 18-50 years old, lives within 5 miles of the store, and exercises 3 times per week. The market for this demographic is saturated.
You have been charged by the GNC ownership to increase sales by 20 percent over the next year, as a new 55+ community located 10 miles away has just sold its last unit, and residents are now moving in. Knowing that baby boomers make up 25% of the population, you realize that opportunity for growth is there.
1. ???Explain how you will approach marketing to this population, and describe two ways in which you will define your target market of baby boomers, knowing that all baby boomers are not the same.
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