Market segmentation, divides the purchasers into several consumer groups, each having a unique homogeneous behavior. A company that is embarking on the process of marketing its product must first choose its target range. This process is a fundamental strategic decision, and is called targeting. It is important to avoid inconsistency between the current image of the brand and the image that would be the outcome of poor targeting. If a upscale brand targets a sector involving a public group it is very likely that its image will be eroded over time.
[...] Becoming a registered tribal Key points: Knowledge of the target: This requires specific tools to learn the language, rituals and places of the tribe. Ethnographic methods are most suited to conduct the survey. The brand that wants to become a member of the tribe must blend into the mass of individuals who constitute it. This approach is participative. The mark should appear as a social bond that is to say that the product must not only respond if necessary, but also be built on the group's values or even be designed in collaboration with its leaders. [...]
[...] This causes some inequality as consumption is spread over a wider range of places and reaches particularly those people who respond to its values and creativity. The rituals vary from one tribe to another, but are always necessarily associated with a particular place. Retro-marketing The tribes have a strong tendency to recycle old concepts of another era. This approach is studied as retromarketing. Being a tribal mark If its strategy is optimal, a brand can become a true symbol of identity. Often a brand has unwittingly taken the status of the codes of a generation related to a tribal mark. [...]
[...] Tribal marketing is a tool complementary to the traditional approach. Organization of the postmodern tribe The post-modern tribe is composed of three types of individuals: Natives: These are individuals who participate actively in the activity of the tribe and are very loyal to it. Adoptees: They are transient. They are part of the tribe intermittently, and often belong to another tribe. They participate in events, but do not do so on a daily basis. Members: They are people who adhere to the phenomena, but are not physically present. [...]
[...] The distinction may bear on the objective characteristics of the product as well as on the characteristics associated the services and any other variable of the marketing mix. The choice of positioning To be effective, the position must have the following qualities: Objective Credibility so that the customer adheres to the speech and that the staff adheres to the strategy. Interest: the consumer absorbs only messages that interest them. Thus it is important to ensure that the position corresponds to a motivation to purchase. [...]
[...] Tribal marketing and relationship marketing A comparison of the relational and tribal levels includes: The type of relationship: In relationship marketing the link is solely between the customer and the brand, while in tribal marketing, customers come into contact with other clients, and even with the brand. The role of corporate stakeholders in the relationship: In relationship marketing, the process of building loyalty plays the role of mediator, whereas in the tribal marketing, it is integrated into the relationship. The tools used: direct mail, rituals, cult objects, events, etc. [...]
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