1. Analysis of the tribe’s 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
•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, 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 –
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.
-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 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.
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 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
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...