Week 3 & 4 Flashcards
First launched in Hiroshima in 1984 as Unique Clothing Warehouse
Uniqlo
Unlike competitors that aim for a particular demographic, they don’t have a specific target customer
Uniqlo
Well designed basics. Most sizing will be for a North American fit, but there will also be some smaller sizing to reflect Toronto’s multicultural population
Uniqlo
“We believe clothing doesnt have to have individuality. Instead, the consumers selecting the clothes should have the individuality. The mix and match concept is the new way to enjoy clothing”
- Tadashi Yanai, chief executive of Fast Retailing, Uniqlo’s parent company
Uniqlo
Combines the benefits of standardization (lower costs, better quality) with the benefit of adaptation (close to needs of consumers)
International Market Segmentation
International marketers have conventionally approached segmentation at the country level
International Market Segmentation
Each country is treated as a seperate market
International Market Segmentation
The application of market segmentation to be as relevant internationally as in domestic markets
International Market Segmentation
Each country represents a separate segment
International Market Segmentation:
Multi domestic strategy
A strategy integrated across national borders
International Market Segmentation:
Global or pan-regional strategy
Segmentation is a tool that groups people by their distinct needs to determine what types of consumers will be most receptive to a particular product or marketing message
Segmentation
Using segmentation strategies that try to constrain or anchor consumers to a single, consistent, stable way of behaving is likely to lead to marketing failure
Segmentation
Country should be considered as one single market
Homogenous Market
People may be more alike around the world than different
Homogenous Market
A) Observational bases (geographic and demographic): geographic locations, economic indicators, political characteristics, and demographics
B) Unobservable bases (psychographic): consumer values and lifestyle
Segmentation Bases:
General Bases
Product type and behavioural, brand/product penetration rates, attitudes, benefit
Segmentation Bases:
Domain-specific bases
Region, city or metro side density, climate, province, country
Segmentation variables:
Geographic
Age, cohort generation, gender, family size, life stage, education, income, occupation, nationality, ethnicity, tribal identity, family identity, religion, political party membership, nationality, social class
Segmentation variables:
Demographic
Lifestyle, passions, interests, hobbies, personality, sociability, social class, values
Segmentation variables:
Psychographic
Product usage rate, brand loyalty, product benefits sought, usage occasion characteristics, user status, buyer’s readiness to purchase, buy attitudes
Segmentation variables:
Behavioural
Efficiency
McDonaldization (George Ritzer)
Calculability
McDonaldization (George Ritzer)
Predicability
McDonaldization (George Ritzer)
Non Human Technology/ Control
McDonaldization (George Ritzer)
Theme: more areas of economic life are becoming themed. Ex themed restaurants, shoppings malls, and hotels
Disneyization (Alan Bryman)
Differentiation of consumption: difficult to distinguish the forms of consumption
Disneyization (Alan Bryman)
Merchandising: the proliferation of merchandises and licensing products
Disneyization (Alan Bryman)
Emotional Labour: the act of expressing socially desired emotions during service transaction
Disneyization (Alan Bryman)
Reflexive theming
Methods of Theming
Ethnic theming
Methods of Theming
Family theming
Methods of Theming
Turning positive perception into positive experience
Ex McDonalds opening branded Golden Arch Hotel
Perception to Experience
dochakuka= global localization
Glocalization (Richard Tiplady)
Think global and act local
Glocalization (Richard Tiplady)
The way in which ideas and structures circulate globally are adapted and changed by local realities
Glocalization (Richard Tiplady)
Synonym for mixing or hybridity
Creolization (Hannerz)
Different cultural meanings are fused to create new forms
Creolization (Hannerz)
A process whereby cultural forms move through time and space where they interact with other cultural forms and settings, influence each other, produce new forms, and change the cultural settings
Hybridization (Lull)
May overlook the differences that exist between consumers
Geographic Segments (Steenkamp and Hofsted)
The values that a person expresses with reference to a number of basic dimensions
3 Meanings of Lifestyle
A group of cluster of attitudes, opinions, interests, and activities
3 Meanings of Lifestyle
Actual patterns of behaviour, eg lifestyles characterized by an active leisure time involving sports
3 Meanings of Lifestyle
LOV
List of Values
AIO
Activities, interests, and opinions
VAL
Values and Lifestyles
They are more aware of their purchasing power and are likely to spend their cash as quickly as they acquire it
Generation y
They are susceptible to boredom, short attention spans and mistrust of the media
Generation y
They are early adopters of new technologies and are extensive internet users
Generation y
Fickle and contradictory
Generation y
They are socially, environmentally, and brand conscious
Generation y
They are willing to pay more on brands that represent quality
Generation y
Pre 1946
Traditionalists
1946-1964
Baby Boomers
1964-1977
Generation X
1977-2000
Generation Y/Echo Boomers/Millennial
Post 2000
Generation Z
Sees themself younger than their actual age and avoids negative stereotypes that are commonly associated with the elderly
Boomers
Boomers are committed to their beliefs and brands
Boomers
They love to participate in social networks and are in the technology loop
Boomers
They are less brand-loyal than other consumer groups
Millennials
They have been slower to marry and move out on their own
Millennials
Different attitudes to ownership that have helped spawn what’s being called a “sharing economy
Millennials
