Social class and marketing

Social class can serve as a useful way of segmenting markets and also influence the way marketer communicate their products. Social class motives and values can determine which offerings consumers desire. To correspond to different market segments needs, marketers often develop different product lines for different classes. P&G has developed a premium line of Pampers disposal diapers to focus more on the innovative features, rather than price. Prada launched MiuMiu as its sub-brand to target at middle class with more competitive price. Sometimes, marketers will not only cater to different segments’ needs, but also creates appeals to stimulate consumers’ aspirations for upward mobility. I think luxury brands, such as Louis Vuitton, and Gucci, take advantage of this concept very well when marketing their products in emerging markets. Since the lower social class will somehow to intimate the living style the higher social class adopts, the aspirational approach will increase consumers’ willingness to buy luxury goods. The middle class is increasing at a very rapid rate in emerging markets, and these people want to define themselves not only by what they do, but also by what products they use, which provides luxury brands with a great opportunity to boost their sales in emerging markets.

When targeting the upper classes, advertisings often emphasize on this group’s status, and certain offerings can be adverted as coveted status symbol. Messages for the working class might focus more on home, friends and social activities. Every time when I watch Wimbledon, the Rolex watch TV commercial will be seen throughout tennis games, and the theme Rolex wants to convey is precision and excellence, which tapping into the upper class’s distinctiveness.

Marketers target upper-class consumers can make goods available through channels that sell exclusive merchandise with personalized service. Even now mass merchandisers are selling products with more appeals, trying to blur the social class sidelines. For example, Target sells cheaper apparels, compared to other pricier retailer, but Target would like to state itself like a fashion chic clothes provider, not a cheaper price provider.