How would a marketing manager use social class as a method of defining the target market for the designer label range of products in an environment such as the developing environment in South Africa?
In a Research study, a new breed of self-assured youth have been identified as colour-blind with regard to race and more interested in the colour of money. The study shows that urban youth was the most integrated group in South Africa and that friendships are now based on shared interests such as music and fashion. The group is highly interested in money and the designer brands that it can buy. Brand names such as Diesel, Polo and Levis jeans say a lot more about a teenager today than in past. Teenagers are an important market for South African marketers – they spend R25 billion each year and have R20 billion spent on them. Research has shown that 90% of product requests by children to their parents are for brand name products.
In the situation that you are describing here, a marketing manager has to figure out a way to measure social class. They need to figure out how to identify the kinds of people who will be likely to buy their product. They cannot simply rely on race, but will have to seek buyers of all races.
There are two main ways that a marketing manager can do this. First, the manager can use economic data to try to determine class. The manager can simply seek out areas where the average household income is at certain levels and use those areas as his or her target market. However, in today’s world, it is also possible to identify class in other ways. A marketing manager might identify a certain group of products that are likely to be bought by people who are of the “right” class. The manager can then market aggressively to people who buy those products or people who conduct internet searches for those products. By doing that, the marketing manager will be targeting people who clearly have both the money and the sensibility that make them likely consumers for his or her product.