Social Class-

A Ideal Process to divided the group in to small Sub- Groups, According to Relative same Class.

In Simple it’s the hierarchy of the society according to different Factors.

History of Social Class

Social Classes are not made in present century it’s a long long back.

The Social Hierarchy is made by the Egyptians

Nature of Social Class

It Creates Status-Social Class Gives you Pride,Prestiges and Command

It Creates Hierarchy-It Means Social Class Creates different Types of Division like Middle,Lower,Higer

It is Multi Dimensional-Social Class is Not depends on only Income, Its also education ,occupations etc

Its Always Dynamic in Nature Means All the Social Class wanted to growing up to the next level

Components of Social Class

Education-Higher education person get better preferences by Marketer for Purchase

Income-The Most Essential factor which include the Purchasing Power,Potentail,Investment

Occupation-The Occupation is also a factor to divide the Social Class Like Doctors, Engineers Etc.

Age-Age is a Factor to analyze the Social Class ,Means Maximum Younger age Class

SOCIAL CLASS CONSUMER BEHAVIOR

Social Class

Behaviour Marketer Decision

UPPER CLASS Conservative, Use Services than goods

Fun of FMCD Products

Better Brand ,Communication

Lower Upper Class Luxury Items, More Brand Oriented, Women

Involved in Decision Making

Better Product, Maximum

Substiture,Women Education

Upper Middle Quality & Purchase for Comfort Life

Price Senstivity,Quality Product

Middle Class Social Acceptable, Late Consumers,Bargaing

Price Sensitivity & Promotion

Upper Lower Class Less Purchasing PowerLaggards

Easy Available and Price Sensitivity

Lower Class Cheap and Less Less Purchase

Easily Available and Cheap

Background of Gillette

Leader in market

Controlling market share

Mature company

Unrelated acquisitions

Competition - Razor Wars

Current marketing activities

The Razor Industry

Saturation

Cultural changes

Is more innovation possible?

StrengthsReputation

Brand Recognition

Multinational distribution channels

Market Share (about 70%)

Competitors

Efficient Manufacturing System

Lots of money for R&D

Marketing

Events/Athletes/Slogan

1-800 number

respond to complaints/innovate products

Weaknesses

Future of Gillette = Fusion

Consumer skepticism (5 versus 3 blades)

Lost focus via poor acquisitions in the past

Inability to continue growth at high rates recently

Remained stagnant recently - “Sleeping Giant”

5 Blade vs 3 Blade??

Opportunities

Expand dominating market share

Globally

Acquisition of companies

Promote Western-style culture

Campaigns to glamorize clean-shaven

Make teenage men/women lifelong users

•Expand/innovate creams and lotions

•15% men don’t shave due to discomfort, and 3% don’t care to shave!

•Products for hair removal in other places

Threats

Saturated/mature market

Fierce competition

Ongoing legal battles

Consumer skepticism

Increased use of other hair removal techniques

Cultural Impediments

CASPIAN boycotts

Alternative Solutions for a Mature Company

Squeeze Margins

Positive Cannibalism

Encourage Higher Usage

Diversify and Expand Brand

Stay Creative

Higher Class

For Higher Class Luxurious, Quality

Product Link to Status

Product High Price

UPPER MIDDLE

Quality Products

Product Link to Status too

Product High Price

Pride to use

MIDDLE CLASS

Price is the Factor

Un- Sophisticated

Price must consider

Availability

LOWER CLASS

Price is the Factor

Un- Sophisticated

Price be cheap

Availability & Neighbor Oriented