Chick Dolly's Essay
Marketing Principles
‘Jock Dolly’
1. Analysis of the tribe’s profile
Profile –
The jock has been a part of society for as long as civilized culture has existed. The term jock refers to the classic stereotype of a male athlete, which includes traits such as;
• Attractive/muscly
• Athletic
• Unintelligent
• Popular with girls
The Jock Dolly however, is a new generation of males aged between 16-35 who have evolved from the classic jock. Jock Dolly’s are now more metro-sexual, worried about their appearance, and no longer associated with being unintelligent and unhygienic. Some of their new characteristics include:
• Wearing brand & designer clothing
• High level of personal grooming (eg. Hair dying/tinting, styled haircuts, …show more content…
waxing, colognes)
• Tattoos which cover their muscular bodies
Examples of Jock Dolly’s include superstar athletes such as Sonny Bill Williams, Tim Cahill and Michael Clarke. Although the main part of the subculture is athletes such as these, it is not essential to be a superstar to be a Jock Dolly. Any man interested in health, exercise and sport while priding themselves on their attractive appearance can characterize the modern jock dolly.
Relevant factors that influence their behaviour –
Social Factors
Reference Groups: These groups influence an individuals attitudes and behaviours. The impact of the reference group varies depending on individuals, but also varies across brands and products. When we design our product, we have to make sure we meet the needs and wants of the group we are targeting.
Personal Factors
Occupation/Income:
- Their income ranges from moderate to high. Jock Dolly’s are economically very stable as the majority are professional athletes, but even those who are not are usually single males with high paying jobs. Eg. Tim Cahill earns 3.5 million a year
- We can then base our pricing and quality of our product on the income of our target tribe, and meet the expectations set by them.
Age
- Aged between 18-late 30’s
- Age is a contributing factor to the style and overall image of the Jock Dolly. For example, 24-year-old Russell Westbrook is advertised as a modern, sophisticated, stylish young man whose image is utilized to advertise and appeal to other members of the tribe, and aspiring Jock Dolly’s. The age range for Jock Dolly’s is quite large as David Beckham shows, being part of the culture at age 37. We must still design our product based on the ages of our tribe.
Lifestyle
- Lifestyle refers to how an individual lives in society. Our target group being the Jock Dolly, it is safe to assume they live similar lifestyles. To be successful we must tailor our product to the tribe’s lifestyle.
Psychological Factors
Beliefs and Attitudes
- Customers from the tribe are going to have the same attitudes and beliefs towards various products. Being Jock Dolly’s, they will not wear cheap, unbranded clothing when their entire persona is based on designer brands.
Cultural Factors
- Cultural groups are people who have shared values and beliefs based on commonalities in their life. Cultural groups can influence the tribe by voicing their opinion on the brand or product, with either negativity or positivity. The culture of the Jock Dolly is quite similar throughout Australia, so I don’t think cultural factors will have much influence because the majority of Jock Dolly’s feel the same way
2. Macro environmental analysis
Demographic –
The demographic environment includes the study of populations in regards to size, density, location, age, gender, race, occupation and other statistics.
Changes in the demographic environment have major implications for business. Change in age and family structures, geographic population shifts and any demographic can have effects on business. For example, if there was a geographical population shift to the country from the city, Jock Dolly’s wouldn’t be as big a market as country life is different. Our target market is Generation Y (People born 1977-2000), and obviously age groups within this range have different buying power. Males aged 18-25 may be studying, working in their career as an athlete (or otherwise) and as such will have more money to spend on expensive products to suit their lifestyle, while the men aged 26-35 have reached a time where they may want to settle down with family, thus will spend less money on the expensive products they bought in their younger days, while still spending some money to keep up their image. The Jock Dolly tribe does pride itself on expensive brand name products, and as such I’d expect to see their purchases of these products continue until they reach an age where this lifestyle is no longer
attractive.
Economic –
The economic environment consists of factors that affect consumer purchasing power and spending patterns. Things like income, cost of living, interest rates savings and borrowing patterns all have an impact on the market. In the current economy, the cost of living is rising, which makes it harder for families. Fortunately, our target market is a majority single male from age 18-35. This group can afford to spend more money on their lifestyle as they are only spending for once person, and thus have less living costs. They are able to spend money on designer products to keep up their Jock Dolly lifestyle, so we must make sure that they are willing to spend their money on our product.
Natural –
The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. In the current climate, there are shortages of raw materials, increased pollution and increased government intervention in natural resource management. This means for our product we must create relationships with good suppliers so we can get low prices on raw materials. Our product will also support environmental sustainability through recyclable elements, biodegradable packaging, energy-efficient operations and general support for environmental care. Our product is also EPA certified to show our support for the environment. The cleanliness and environmental friendliness of our product will help attract the Jock Dolly’s as it is a current issue in society which major athletes are encouraged to support, and gives them good publicity to be seen representing this product.
Technological –
The technological environment is a new force shaping the marketplace. It can have positive creations such as antibiotics and the Internet, and huge negatives like nuclear missiles and chemical weapons. Attitudes on technology depend on whether a group is impressed with it or not. Jock Dolly’s being part of Generation Y, are highly into technology, more so than any other generation. Combined with their need for the latest and greatest gadgets and expensive fashionable products, Jock Dolly’s will purchase products with new, innovative technological advancements.
Cultural –
The Cultural environment affects societies basic values, perceptions, preferences and behaviours. People grow up in a particular culture that shapes their beliefs and values. The Jock Dolly is influenced by secondary cultural values, specifically people’s views of themselves. The Jock Dolly target market aim to purchase brand name and expensive products, in order to create a certain persona and purchase these things to match the high regard they hold themselves in.
‘Jock Dolly’
1. Analysis of the tribe’s profile
Profile –
The jock has been a part of society for as long as civilized culture has existed. The term jock refers to the classic stereotype of a male athlete, which includes traits such as;
• Attractive/muscly
• Athletic
• Unintelligent
• Popular with girls
The Jock Dolly however, is a new generation of males aged between 16-35 who have evolved from the classic jock. Jock Dolly’s are now more metro-sexual, worried about their appearance, and no longer associated with being unintelligent and unhygienic. Some of their new characteristics include:
• Wearing brand & designer clothing
• High level of personal grooming (eg. Hair dying/tinting, styled haircuts, …show more content…
waxing, colognes)
• Tattoos which cover their muscular bodies
Examples of Jock Dolly’s include superstar athletes such as Sonny Bill Williams, Tim Cahill and Michael Clarke. Although the main part of the subculture is athletes such as these, it is not essential to be a superstar to be a Jock Dolly. Any man interested in health, exercise and sport while priding themselves on their attractive appearance can characterize the modern jock dolly.
Relevant factors that influence their behaviour –
Social Factors
Reference Groups: These groups influence an individuals attitudes and behaviours. The impact of the reference group varies depending on individuals, but also varies across brands and products. When we design our product, we have to make sure we meet the needs and wants of the group we are targeting.
Personal Factors
Occupation/Income:
- Their income ranges from moderate to high. Jock Dolly’s are economically very stable as the majority are professional athletes, but even those who are not are usually single males with high paying jobs. Eg. Tim Cahill earns 3.5 million a year
- We can then base our pricing and quality of our product on the income of our target tribe, and meet the expectations set by them.
Age
- Aged between 18-late 30’s
- Age is a contributing factor to the style and overall image of the Jock Dolly. For example, 24-year-old Russell Westbrook is advertised as a modern, sophisticated, stylish young man whose image is utilized to advertise and appeal to other members of the tribe, and aspiring Jock Dolly’s. The age range for Jock Dolly’s is quite large as David Beckham shows, being part of the culture at age 37. We must still design our product based on the ages of our tribe.
Lifestyle
- Lifestyle refers to how an individual lives in society. Our target group being the Jock Dolly, it is safe to assume they live similar lifestyles. To be successful we must tailor our product to the tribe’s lifestyle.
Psychological Factors
Beliefs and Attitudes
- Customers from the tribe are going to have the same attitudes and beliefs towards various products. Being Jock Dolly’s, they will not wear cheap, unbranded clothing when their entire persona is based on designer brands.
Cultural Factors
- Cultural groups are people who have shared values and beliefs based on commonalities in their life. Cultural groups can influence the tribe by voicing their opinion on the brand or product, with either negativity or positivity. The culture of the Jock Dolly is quite similar throughout Australia, so I don’t think cultural factors will have much influence because the majority of Jock Dolly’s feel the same way
2. Macro environmental analysis
Demographic –
The demographic environment includes the study of populations in regards to size, density, location, age, gender, race, occupation and other statistics.
Changes in the demographic environment have major implications for business. Change in age and family structures, geographic population shifts and any demographic can have effects on business. For example, if there was a geographical population shift to the country from the city, Jock Dolly’s wouldn’t be as big a market as country life is different. Our target market is Generation Y (People born 1977-2000), and obviously age groups within this range have different buying power. Males aged 18-25 may be studying, working in their career as an athlete (or otherwise) and as such will have more money to spend on expensive products to suit their lifestyle, while the men aged 26-35 have reached a time where they may want to settle down with family, thus will spend less money on the expensive products they bought in their younger days, while still spending some money to keep up their image. The Jock Dolly tribe does pride itself on expensive brand name products, and as such I’d expect to see their purchases of these products continue until they reach an age where this lifestyle is no longer
attractive.
Economic –
The economic environment consists of factors that affect consumer purchasing power and spending patterns. Things like income, cost of living, interest rates savings and borrowing patterns all have an impact on the market. In the current economy, the cost of living is rising, which makes it harder for families. Fortunately, our target market is a majority single male from age 18-35. This group can afford to spend more money on their lifestyle as they are only spending for once person, and thus have less living costs. They are able to spend money on designer products to keep up their Jock Dolly lifestyle, so we must make sure that they are willing to spend their money on our product.
Natural –
The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. In the current climate, there are shortages of raw materials, increased pollution and increased government intervention in natural resource management. This means for our product we must create relationships with good suppliers so we can get low prices on raw materials. Our product will also support environmental sustainability through recyclable elements, biodegradable packaging, energy-efficient operations and general support for environmental care. Our product is also EPA certified to show our support for the environment. The cleanliness and environmental friendliness of our product will help attract the Jock Dolly’s as it is a current issue in society which major athletes are encouraged to support, and gives them good publicity to be seen representing this product.
Technological –
The technological environment is a new force shaping the marketplace. It can have positive creations such as antibiotics and the Internet, and huge negatives like nuclear missiles and chemical weapons. Attitudes on technology depend on whether a group is impressed with it or not. Jock Dolly’s being part of Generation Y, are highly into technology, more so than any other generation. Combined with their need for the latest and greatest gadgets and expensive fashionable products, Jock Dolly’s will purchase products with new, innovative technological advancements.
Cultural –
The Cultural environment affects societies basic values, perceptions, preferences and behaviours. People grow up in a particular culture that shapes their beliefs and values. The Jock Dolly is influenced by secondary cultural values, specifically people’s views of themselves. The Jock Dolly target market aim to purchase brand name and expensive products, in order to create a certain persona and purchase these things to match the high regard they hold themselves in.