2. SUB CULTURE IN DOMESTIC MARKET
Q15: National cultures are often
described as if they were homogenous in
spite of notable regional differences
research a western multi cultural
society showing how marketer have
different cultural segments.
3. 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
4. British cultural background
Great Britain
• England
• Scotland
• Wales
United Kingdom
• Scotland
• England
• Wales
• Northern Ireland
slideshare.net 2014 google.com 2014
5. Subculture Definition
• A sub culture is agroup of people within a culture
that differentiates themselves from the larger
culture to which they belongs co culture or
subculture
• Oxford dictionary defines: a cultural group
within a lager culture, often having beliefs or
interests at variance of those with the
larger culture. (oxforddictionaries.com 2014)
• Dick Hebdige views: members of subculture
often signal their membership through a
distinctive & symbolic use of style, which
include fashion, mannerism & slang. (princeton.edu
2014)
6. 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
7. 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
8. 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
9. 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)
10. Marketing to white EU subculture
• Own community shop
• Local country news paper
• Community retail marketing
• Community Channels
11. 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
12. 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
13. Marketing to Asian British subculture
Use Asian British models
Use native languages
Niche marketing
Family-based messages
Bollyspice 2014
14. British African Carrabin Subculture
• 2.9 million (2001)
• Living in major cities
• Strong middle class
Anancy Magazine 2014
15. 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
16. 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
17. 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
18. 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
19. 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
21. 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
22. Conclusion
Therefore if marketer do business on counting subcultural
consumers, company will enhance brand and taste market
expansion
24. 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.
25. 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.
26. 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
27. 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
28. 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
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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
29. • 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/
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population-growing-faster-than-any-other-EU-country.html
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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
30. • 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-
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• Full text online 2014: http://sidekickbooks.blogspot.co.uk/2013/05/is-poetry-subculture.html
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the-people-their-voice-on-Europe.html
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look-elderly-relatives-says-minister-warns-UK-left-state.html
31. • 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
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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/
