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Papers > Business > INTEGRATION INTO GROUPS TRIBAL MARKETING
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INTEGRATION INTO GROUPS TRIBAL MARKETING |
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... Individualism / Collectivism and Marketing A. ... The Marketing approach of the group III. Tribal Marketing A. From Marketing to Tribal Marketing B. Definitions Conclusion INTRODUCTION In order to define well our subject “Integration into groups”, we chose in a first time to define the culture, which helps us to understand groups’ aspirations. ... We then define the relation between this dimension and the marketing, specially for the marketing-mix. Finally, we derive on the tribal marketing, which explain well the reason of the importance of the integration into the groups in marketing. ... Individualism / Collectivism and Marketing A. ... The collectivism designate a society where people have been integrated into a strong an coherent group since their birth. ... CHARACTERISTICS OF HOFSTEDES INDIVIDUALISM AND COLLECTIVISM: Individualism Collectivism Individual autonomy: Individual Success Important Group unity and harmony: Group Success Important Self-oriented: Life revolves around self-interests Group-oriented: Life revolves around groups or community interests Personal goals: Self Achievement important Group goals: Group Achievement important Unique and independent: Simple community/family ties Conforming and interdependent: Complex community/family ties Individual privacy: High Priority Group belongings: High Priority Nuclear family: Parents, Children Extended family: Grandparents, Parents, Aunts, Uncles, Children Individual rewards: Equity Equal distribution of rewards: Equality Competition: Highly Competitive Collaboration: Highly Collaborative Please to his study, Hofstede has pointed out some factors that would have incidence on the Individualist/Collectivist dimension. ... Predictors Individualism Collectivism Economic development developed / wealthy underdeveloped / poor Climate cold warm Power-distance low high Some Consequences: Individualistic cultures -- people speak out, question, confrontational, are direct Collectivist -- people blend in, avoidance conflict, use intermediaries The question is now: how can we link the Groups and the Marketing? It recently appeared that Nations, even with a strong culture, were divided into thousands of groups. It was often considered by sociologist as “sub-culture” groups, which means little groups of people with common believes, habits and traditions etc. The origins of those gathering are diverse and this phenomena is interesting more and more the Marketers, but the problem that appear is the difficulty for them to identify those Groups. ... The Marketing approach of the group First of all, if you want to introduce a new market, you must have in mind that you cannot approach two countries in a same way. As we have seen in the first part of our task, countries are so different that you cannot make the same Marketing plan for 2 countries. ... The understanding of a culture will avoid mistakes in the marketing plan because the culture has an enormous importance on the way you define the 4 Ps. ... Here are some funny examples of absurdity made by some famous companies: Coors put its slogan, "Turn It Loose" into Spanish where it was read as "Suffer From Diarrhea. ... Tribal Marketing A. From Marketing to Tribal Marketing COMPARISON BETWEEN THE ANCESTRAL MEANING OF THE TRIBE AND THE MARKETING MEANING: Ancestral tribe Transposition in Tribal Marketing Assertion of the specific identity Language to each tribe Slang, specific vocabulary Religion Beliefs morals, life style, tastes and dislikes Totem Symbols, marks. ... This Latin view holds that people like to gather in tribes and that such social, proximate communities are more affective and influential on people’s behaviour than either marketing institutions or other « formal » authorities. ... Thus, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. The future of Marketing is in offering and supporting a renewed sense of community : Marketing become tribal marketing. ... They are increasingly gathering together in multiple an ephemeral groups. ... Definitions The word “tribal” refers to this re-emergence of quasi-archaic values: a local sense of identification, religiosity, syncretism, group narcissism and so on. ... As a result, the tribal marketing is a marketing strategy that attempts to create social groups or communities that are centred around a product or service. The tribal marketing makes the promotion of product and services near one or more tribes. ... Tribal marketing is mainly addressed to the young teenagers: it speaks their language and aims their "tribe". ... It includes different techniques: street marketing (commercial tags on the walls), buzz, "discrete" incrustation of ad in video plays etc. ... Belonging to this tribe becomes more significant for the individual than belonging to a social class and Marketing becomes carrier of this tribal link. |
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Title: INTEGRATION INTO GROUPS TRIBAL MARKETING
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