ATM SHAH

SUB CULTURE IN DOMESTIC MARKET

Q15: National cultures are oftendescribed as if they were homogenous inspite of notable regional differences

research a western multi culturalsociety showing how marketer have

different cultural segments.

Table of context

• British cultural background

• Subculture Definition

• Major city population

• Subcultural groups in UK

• Subculture categories

• Marketing to white EU subculture

• Asian subculture

• Asian British market

• Marketing to Asian British subculture

• British African Carrabin Subculture

• Characteristics of British African Market

• Marketing to British African

• Researching about subcultures

• Importance of targeting subculture

• Approaches for segmentation

• Segmentation

• Conclusion & discussion

British cultural background

Great Britain

• England

• Scotland

• Wales

United Kingdom

• Scotland

• England

• Wales

• Northern Ireland

slideshare.net 2014google.com 2014

Subculture Definition

• A sub culture isagroup of people within a culturethat differentiates themselves from the largerculture to which they belongs co culture orsubculture

• Oxford dictionary defines: a cultural groupwithin a lager culture, often having beliefs orinterests at variance of those with thelarger culture. (oxforddictionaries.com 2014)

• Dick Hebdige views: members of subcultureoften signal their membership through adistinctive & symbolic use of style, whichinclude fashion, mannerism & slang. (princeton.edu2014)

Major city population

London 8.17 Million Birmingham 992000

Glasgow 560000 Edinburgh 450000

Liverpool 440000 Manchester 420000

Cardiff 310000 Cambridge 115000

(ukcities.co.uk 2014)

Google.com 2014

Subcultural groups in UK

Daily mail (2014)

Britain is a multicultural and multiracial society. Its diversity represent a large community in Jews, Italians, Greeks, Polish, Turkish in various part of the county. (H Morris ET.AL., 2002)

The usually resident population of London on Census day 2011 was 8.17 million

londoncouncils.gov.uk 2014

Subculture categories

Nationality German, French, Polish, Russian, Indian, Chinese, Asian etc.

Religion Hindi, Muslim, Christen, Buddha, Jew etc.

Demographic region

East Anglia, Midland, North

Race White British or European, American, Black, Asian

Age Teens, Adult, Old

Gender Male, Female, Transference

Occupation Doctor, Plumber, Chefs

Social class Lower, middle, upper

Consumer psychologist 2014

Idekick books 2014

EU Subculture in UK

bbc.co.uk 2014

Polish, Greeks, Russian and other EU communities

Few professional and major labour

Britain had Europe’s fastest growing population last year in terms of absolute

numbers of people, according to European Union statistics. (Telegraph 2014)

Marketing to white EU subculture

• Own community shop

• Local country news paper

• Community retail marketing

• Community Channels

Asian subculture

• Asians – Indians, Pakistanis and Bangladeshis. Together- 51%

• Indians, with a total of 27% are the single largest group.

• Wealthiest subgroup: Asian Indian

• Tendency to live in London or important cities

migration watch uk 2014

theasians.co.uk 2014

Asian British market

• Very family oriented

• Very industrious

• Strive for excellence in education

• Strive to achieve higher class

• Typically employed in professional,

managerial, or technical occupations

• Consumption decisions tend to

be male-oriented

• Likely to patronize Asian shops

• Brand loyal

dailymail.co.uk 2014

Marketing to Asian British subculture

Use Asian British models

Use native languages

Niche marketing

Family-based messages

Bollyspice 2014

British African Carrabin Subculture

• 2.9 million (2001)

• Living in major cities

• Strong middle class

Anancy Magazine 2014

Characteristics of British African Market

• Value-conscious

• Prefer popular or leading brands

• Unlikely to purchase private-label

and generic products

• Brand loyal

• Read more advertising

Afroblush 2014

Marketing to British African

• Broad appeal ads for products that broadly appeal to all ethnic groups, including African

• Specialized appeals for products specifically developed for African

• Preferred mediums are radio, African magazines, African cable stations

Theguardian 2014

Researching about subcultures

• Muslims are now the largest religious group in the UK after Christianity.

• There are 1.5 million Muslims in the UK and around two fifths (38%) of them live in London.

• Ethnic Minority Spending Power. Ex: 300m

• Where do Ethnic Minorities Spend? Ex: 12% in fashion spending

migration watch uk 2014

Importance of targeting subculture

• Minority ethnic audiences represent a significant opportunity for brands

• Many major purchases are subject to strong family-based decision making.

• Western influences affect different aspects of life

• Demand for culturally-relevant marketing i.e. special offer in major festivals

telegraph.co.uk 2014

Marketing strategy for subculture

• Promotional products for major festival i.e. Ramadan Date

• Halal stuffing i.e. Stratford Nandos

• Special pricing. Diwali fire works, Buy one Get one free

• Social massaging i.e. Eid Mubarak (Happy Eid)

forbes.com 2013

Approaches for segmentation

Demographic

Psychosomatic

Behavioural

Segmentation

Benefit • Organize can know its

consumer betters for new product development

• Get guidelines for resources allocations

• Helps to reaching homogeneous customers

• Help on focusing strategy implantation

Draw back • Targeting multiple

segment increase marketing cost

• Miss implication on segmentation

• Brand development can hampered

Article Library 2014

Conclusion

Therefore if marketer do business on counting subcultural consumers, company will enhance brand and taste market expansion

Think Bigger Think Minority

Discussion and question

Books Reference

H Morris, B Willey, S Sachdev (2010). MANAGING IN A BUSINESS CONTEXT . 3rd ed. eSSEX: BLC PUBLICATION DATA. 165.

David, Theo, Goldberg (1994). “Introduction to Critical Multiculturalism” Multiculturalism . USA: BASIL BLACKWELL LTD. 107.

P Kivisto (2002).”Multicultural prospects & 21st century realities” Multiculturalism in a global society . Oxford: Black well . 186.

Michael E Porter (1998). The "Improving the national competitive environment" Competative Advantages of Nation. London: Macmillan Press Ltd. 591.

Justin Lewis (1995). "From mass production to popular production" Art Culture and Enterprise. Wiltshire: Redwood Books Ltd. 110.

R Lee Blaszczyk (2000). "Btter production for better homes"Imagining Consumer. Maryland: The Johns Hopkings University Press. 168.

Journal references

• Mark Connolly at.all.. (october 2014). Class ability grouping and relative age effects . British

Educational Research Journal. 40 (1), 2.

• Twrence Jackson. (April 2014). Cross cultural management of money: the roll of ethnicity.

International Journal of Cross Cultural Management. 14 (1), 85.

• Audretsch D. (november 2014). Creating competative enterpreneurship and innovation policies for

growth. International Small Business Journal. 32 (7), 854

Web references

• Full text online 2014: https://www.princeton.edu/~achaney/tmve/wiki100k/docs/Subculture.html

• Full text online 2014 http://www.oxforddictionaries.com/definition/english/subculture

• Full text online 2014 http://www.emeraldinsight.com/doi/pdfplus/10.1108/EUM0000000004540

• Full text online 2014 http://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000004540

• Full text online 2014

http://www.google.co.uk/imgres?imgurl=http://i.dailymail.co.uk/i/pix/2014/05/06/article-2620957-

1D97975900000578-999_634x572.jpg&imgrefurl

Full text online 2014

http://www.google.co.uk/imgres?imgurl=http://i.dailymail.co.uk/i/pix/2014/05/06/article-2620957-

1D97975900000578-999_634x572.jpg&imgrefurl

Full text online 2014: https://www.princeton.edu/~achaney/tmve/wiki100k/docs/Subculture.html

Full text online 2014: http://www.oxforddictionaries.com/definition/english/subculture

Full text online 2014: http://www.slideshare.net/josephleixu/british-culture

Full text online 2014: http://www.consumerpsychologist.com/cb_Culture.html

Full text online 2014: http://www.theasians.co.uk/Blog/Post/70

• Full text online 2014: https://www.google.co.uk/search?q=BRITISH+cultural+background&espv

• Full text online 2014: http://ukdataservice.ac.uk/use-data/data-in-use/case-study/?id=85

• Full text online 2014: http://www.londoncouncils.gov.uk/londonfacts/default.htm?category=2

• Full text online 2014: http://www.ukcities.co.uk/populations/

• Full text online 2014: http://www.telegraph.co.uk/news/worldnews/europe/eu/10465123/UK-

population-growing-faster-than-any-other-EU-country.html

• Full text online 2014:

https://www.google.co.uk/search?hl=en&site=imghp&tbm=isch&source=hp&biw

• Full text online 2014: http://www.bbc.co.uk/news/uk-30243472

• Full text online 2014: http://www.migrationwatchuk.org/latest-immigration-statistics

• Full text online 2014: http://www.migrationwatchuk.org/outlook-for-migration

• Full text online 2014: http://www.bitc.org.uk/about-us#Who we are

• Full text online 2014: http://www.articlelibrary.com/marketing/marketing-management/advantages-

and-disadvantages-of-market-segmentation/27955/

• Full text online 2014: http://sidekickbooks.blogspot.co.uk/2013/05/is-poetry-subculture.html

• Full text online 2014: http://www.telegraph.co.uk/comment/9830797/Only-a-coward-would-deny-

the-people-their-voice-on-Europe.html

• Full text online 2014: http://www.dailymail.co.uk/news/article-2610162/Asian-families-know-

look-elderly-relatives-says-minister-warns-UK-left-state.html

• Full text online 2014: http://asianchic.co.uk/the-contemporary-asian-wedding/

• Full text online 2014: http://bollyspice.com/38389/from-the-moment-that-this-film-starts-

youre-going-to-be-blown-away-asad-shan-on-7-welcome-to-london

• Full text online 2014: http://anancymag.com/black-british-who-are-the-voice-super-mums-

of-2013/

• Full text online 2014: http://afroblush.com/category/beauty-the-industry/

• Full text online 2014: http://www.theguardian.com/media/2009/jul/01/wild-africa-cream-

alcohol-sex-ad-banned-asa

• Full text online 2014: http://www.islamicity.com/articles/Articles.asp?ref=HP1212-5352

• Full text online 2014:

http://www.telegraph.co.uk/comment/columnists/charlesmoore/8277811/A-British-Muslim-

who-would-rather-talk.html

• Full text online 2014: http://www.forbes.com/sites/theyec/2013/02/08/5-tips-to-refresh-

your-multicultural-marketing-strategy-in-2013/

• Full text online 2014: http://www.thinkethnic.com/engage-ethnic-market-millennials/