Marketing & Youth Culture: Marketing & Youth Culture Russell Clark English Language Unit


Overview: Overview What is Marketing? Core Concepts of Marketing Attitudes to the Marketplace Consumer Behaviour Youth Subculture and Branding


What is Marketing?: What is Marketing? Social Definition: “A societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others” (Kotler, 2000: 8)


What is Marketing?: What is Marketing? Managerial Definition: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, to create exchanges that satisfy individual and organisational goals” (Kotler, 200:8)


What can you market?: What can you market? Goods (e.g. food) Services (e.g. airlines) Experiences (e.g. Disneyland) Events (e.g. The Olympic Games) Places (e.g. Amazing Thailand) Information (e.g. Google) Image (e.g. Punk)


Key Marketing Decisions: Key Marketing Decisions How can we spot and choose the right market segment? How can we make our offering different? How should we respond to lower-priced competition? How can we keep our customers loyal?


Core Marketing Concepts: Core Marketing Concepts Target Market Needs, Wants Demands Products Brands Competition (Brand and Industry) Product Price Place Promotion


Attitudes to the Marketplace: Attitudes to the Marketplace Production Concept – widely available Product Concept – quality and performance Selling Concept – Aggressive Selling Societal Marketing (Ben and Jerry’s)


Influencing Factors: Influencing Factors What makes us buy the offering? Cultural Factors Societal Factors Personal Factors


Cultural Factors: Cultural Factors Sub-culture Social Class ‘Nationality’


Societal Factors: Societal Factors Peer Groups (friends, workmates) Family Role and Status Age Gender


Personal Factors: Personal Factors Stage of Life Occupation and Economic Circumstances Lifestyle (Actualizers, Fulfilleds, Achievers, Experiencers, Believers, Strivers, Makers, Strugglers)


Youth Subcultures and Branding: Youth Subcultures and Branding


Punk: Punk Began as a fusion of working class youth rebellion and Art-school ‘style’. Punks were anarchistic and nihilistic


Punk: Punk The Sex Pistols The Clash The Buzzcocks The Stranglers


Marketing Punk: Marketing Punk Vivienne Westwood Opened ‘Sex’ Shop in 1971 (430 Kings Road) Worked with Malcolm McLaren who ‘discovered the Sex Pistols


Marketing Punk: Marketing Punk Punk Clothing advertised in National Press Sex Pistols appear on London Weekend Television


Marketing?: Marketing? Subculture Age Strugglers Peer Groups Image


The Mods: The Mods


Marketing Mods: Marketing Mods Mods wanted to be cool Italian Suits Ray Ban Sunglasses Fishtail Parkas Crombie Jackets Lambretta or Vespa Scooters


Skinheads: Skinheads


Marketing Skinheads: Marketing Skinheads Levis (Straightlegs) Ben Sherman Shirts Pringle T-Shirts Doctor Martin’s Bomber Jackets # 1 Hair cut