The global youth market (with a case study about Converse)

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The global youth market (with a case study about Converse)

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Abstract

Hassan and Prevel in 1991, defined the global marketing segmentation ‘as the process of identifying specific segments- whether they be country groups or individual consumer groups- of potential consumers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix'. Most of all, nowadays, according to Hollensen in 2004 ‘youth is becoming more homogeneous across national markets; youth cultures are more international than national'. Generally speaking, the cross border segmentation is ‘regional or even global segments and it offers standardization opportunities'; for example, the youth or business markets, the green consumer. However, segments can differ from country to country, or can have similarities between segments that cut cross across national boundaries. The process of market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. Global segments are used to identify, define, understand and respond to customer wants and needs on a worldwide, rather than strictly local, basis. This cross border segmentation allows to global brands different (many) occasions to go across the globe. According to Hachette Oxford dictionary: global means: “pertaining to the whole world; worldwide; universal”.

Tags: Global marketing segmentation,The youth culture , Converse branding, global youth marketing strategies

Introduction.
A cross border segmentation.
1. Definition of global marketing segmentation.
2. General statement of cross border segmentation.
3. Cross border similarities.
The global youth culture.
1. Dissection of the expression.
2. The result: Two theories.
Using appropriate segmentation variables, definition of 'global youth'.
1. Demographic segmentation.
2. Age variable.
3. Psychographic variable.
Problems of researching and defining the 'global youth culture'
1. Tribes: Sub tribes.
2. Sudden changes.
Opportunities in terms of products and marketing strategies.
1. In terms of product.
2. In terms of marketing strategies.
Limits of trying to market to such a large segment.
1. Standardised language.
2. Sub-cultures across the world.
Conclusion .
Bibliography and referencing.

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[...] and the global youth market Introduction Converse was established in 1908 in Massachusetts, nowadays, it is a totally owned subsidiary of Nike Inc. The Converse brand built its famous reputation as ‘America's Original Sport Company' and has been associated with legendary shoes: Chuck Taylor, All Star shoe, the Jack Purcell shoe and the One Star shoe. Today, Converse offer a diverse portfolio with men and women's footwear and clothes. Such an old brand but in our day Converse is know by youth people thanks to a new strategy and attractive products. [...]

[...] That said, the term hybridist will be reserved to refer to instances in which the fusion of elements of two or more traditions is so new and distinct, as to be self- conscious ON THE OUTSIDE THE MARGINALISATION OF CULTURAL DIFFERENCE The history of the globalisation of culture, the history of the increasing connection of global cultures, is a history of struggle in which dominant cultures, sponsored by military and economic power, have often sought to colonise, subjugate or even eradicate marginal cultures. [...]

[...] To be a youth in this colloquial sense of the term is to be distinguished from the remainder of the population not just by age but by a certain level of agency (youth typically enjoy a greater amount of agency, or social power, than children but less than adults); a particular relationship to the labour market (youth are more likely to be unemployed, earn less or be engaged in study than adults); and youth-specific cultural pursuits (youth typically consume cultural phenomena and assume styles of behaviour and dress that are different from the comparable habits of children and adults). [...]

[...] This was put to the test at a recent conference where I presented the Youth Tribes study at which there were a number of young people who had been drafted in to comment on each session. A daunting prospect, but in retrospect a genuine road-test of the work. In their own words they said the tribes were real and that our insights, although obviously still the result of generalisation, were valid. The reason behind this was our focus on allowing the dialogue with our target to lead the methodology. [...]

[...] Origins of the study Channel 4's Youth Tribes study started life in a typically non-descript meeting room in our London headquarters with a view of the Houses of Parliament. Not, you might think, the most stimulating environment in which to conceive a study to bring us closer to youth culture in the UK. However, two years later we found ourselves presenting the findings of the work to the government and so maybe the location of that initial meeting was in some way prescient. [...]

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