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…
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
‘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…
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