Communication Plan Development for Attracting Millenial Clients of "SFC-Express" Brand

Student: Mazhanova Ekaterina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2018

The work is focused on the millennial’s consumption research. Nowadays generation Y is one of the fastest-growing and the most paying consumer segments in the world. Many companies are developing special loyalty programs and choosing the right communication channels to reach millennial customers. However, they do not consider other important factors, such as millennial’s social characteristics and preferences. The integrated approach, based on the psychological features of millennials, their tastes and consumer behavior, was implemented within the framework of this paper. The data was provided by a fast-food company. As a result the communication plan attracting millennial customers was developed for the company, based on the analysis of communication channels and created personas, representing the target group.

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