Pick out the items that are marketed to the “classes” from following list:
Grey Goose vodka
Sean Jean’s perfume “Unforgivable”
The marketing strategy for the masses is very different from the classes. If you have identified your companies target as the “classes” the wealthier demographic, which would you consider to have an appropriate marketing strategy from the list above? If you selected any of these items, be sure that you hire a Luxury marketing expert because all of the above are mass market products.
Marketers not trained in class marketing often get confused about the distinction between mass and class. There are many blue chip companies and many good products in the mass market but they are not the class market. Be sure that your entire marketing team understands the distinction. Make sure that your company has correctly determined the demographic you wish to obtain. This confusion has left many companies with neither market as they have not appropriately targeted either. Time and image loss is expensive. It save money in the long run when it is done correctly from the start. As a consultant this is one of the most common mistakes that I have to go in to correct for companies.