Exploring New Tribes: BOBOS, Adultescents, DINKIS, and More

Posted on Jun 6, 2024 in Economy

  1. BOBOS: ‘Bourgeois Bohemian’
    • Belong to the capitalist and urban world.
    • Engage in liberal professions.
    • Embrace a sophisticated and consumerist style.
    • Follow a neo-hippie lifestyle.
    • Evolution of the yuppies from the 80s and 90s.
    • Prefer high quality, organic, fair trade, and handicraft products.

Ex: Patagonia aligns with BOBOS’ preference for sustainable, ethically sourced products.

  1. ADULTESCENTS or KIDULTS
    • In their 30s but dress and behave like 20-somethings.
    • Many still live with family.
    • Spending on video games, electronics, branded clothes, and sporting goods.

Ex: Nintendo appeals to adultescents who enjoy gaming and nostalgia.

  1. DINKIS
    • ‘Double income’, no kids.
    • Couples who work but choose not to have kids.
    • Madrid and Catalonia lead in ‘dinky’ couples.

Ex: Tesla appeals to dual-income couples with innovative, high-end products.

  1. PROSUMERS
    • ‘Producer + Consumer’.
    • Today’s consumers engage with brands through social media and online platforms.
    • Encourage user-generated content and interaction.

Ex: GoPro products fit the prosumer profile of creating and sharing media.

  1. INFLUENCERS

The power of influencers impacts purchasing decisions.

  1. SINGLES
  • Enjoying singlehood is a lifestyle choice.
  • Access to products and services tailored for singles.

Ex: Tinder caters to singles seeking social interactions.

  1. ALPHA WOMEN
  • Natural leaders, self-confident, and independent.
  • Found in executive positions and among celebrities.

Ex: Apple products resonate with alpha women for their innovation and sophistication.

Inbound vs Outbound Marketing

Inbound marketing focuses on creating valuable content tailored to customers, while outbound marketing involves reaching out to customers through various channels.

Examples:

  • A company writing a blog post about product tips.
  • Creating instructional videos on YouTube.
  • Offering free eBooks or webinars for email addresses.

Outbound marketing involves traditional methods like TV commercials and email campaigns.

  • Sending mass email campaigns.
  • Placing banner ads on websites.

Omnichannel vs Multichannel Strategies

Online Sales of Offline Businesses

  • Multichannel: Channels available but not integrated.
  • Omnichannel: Channels available and connected.

An omnichannel approach integrates all channels for a seamless customer experience.

Key differences: Omnichannel focuses on customer experience, while multichannel focuses on customer engagement.

Internal vs External Growth

Internal growth involves expanding through new shops, while external growth is through acquiring competitors.

External growth is faster but more expensive and complex.

Limitations include brand image differences and high integration prices.

Types of Distribution

  1. Direct

Direct distribution involves selling products directly to consumers without intermediaries.

Example: Tesla sells cars directly to consumers.

  • Easier brand identity maintenance.
  • Higher profit margins.
  • More control over the process.
  1. Indirect

Indirect distribution uses third parties like retailers to disseminate products.

Example: Coca-Cola uses bottlers and distributors.

Benefit: Allows focus on core business while outsourcing distribution.

  1. Intensive Distribution

Intensive distribution aims to sell products in as many places as possible.

Example: Nestlé’s KitKat bars are widely available.

Characteristics include a wide range of products and high advertising needs.

  1. Selective Distribution

Selective distribution involves a small number of distributors meeting specific criteria.

Example: Sony sells high-end electronics through selected retailers.

  • Risk of buying competing products.
  • High investment in the channel.
  • Controlled economic flows.

Vertical Integration Strategy

Vertical integration seeks market power and added value through internal synergies.

Advantages include market control and economies of scale.

Pull vs Push Strategy

Push strategy involves distributors encouraging product sales, while pull strategy focuses on consumer demand.

Push strategy is downstream, while pull strategy is upstream.

Marketplace

Marketplaces allow multiple sellers to interact with buyers for commercial transactions.

Benefits include cost savings, payment management, and synergies with other sellers.

Franchisor vs Franchisee

  • Buy only from franchisor.
  • Training and advice.
  • Franchisee independence.
  • Problems with contract renewal.
  • Non-transparency.

DPP (Direct Product Profitability)

DPP analyzes product profitability to optimize logistical management and make strategic decisions.

Social Marketing Trend

Coca-Cola’s sustainability efforts represent social marketing by addressing climate change.