Social Class as a Lens for Deriving Consumer Insights

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Social Class as a Lens for Deriving Consumer Insights

This assignment is mandatory and will therefore be evaluated as part of your final grade. This assignment must be completed individually. Before a!emp"ng the assignment, you should study the module’s content; sec"on 2 is par"cularly helpful.

Instruc"ons:

In this assignment, you will be given two op"ons to select from. You are then tasked to analyze the chosen situa"on in terms of Bourdieu’s theory and social iden"ty. With the concepts of social class in mind, you will also complete a marke"ng brief.

Follow the steps below:

1. Choose one of the following cases to analyze

a. Choose a marke"ng situa"on from your work experience that you feel would yield insights if analyzed in terms of Bourdieu’s theory of cultural capital, habitus, and social capital—or if analyzed in terms of social iden"ty.

b. If you don’t have relevant work experience, analyze a brand that you feel is symbolic of social class status in some way. You may choose any relevant brand that interests you, but if you need ideas, consider a luxury brand like Louis Vui!on (there is an official Louis Vui!on channel on YouTube). Or consider a newer luxury brand like Telfar, which conveys a set of values (including egalitarianism) that is innova"ve for a luxury brand. If you are interested in learning more about Teflar, read this ar"cle summary.

2. Please complete our course marke"ng brief form for the case or brand you choose:

a. What is the business problem or opportunity?

b. Who is the audience?

Examples of how we might answer this:

Is it all users of the category? Our own brand users only? Our brand users plus key compe"tors? Is it our most valuable customers? Is it users of our key compe""ve brand who we want to switch to our brand?

c. What is the desired consumer response?

Examples of how we might answer this:

Do we want exis"ng consumers to buy our brand more o$en? Do we want to change how consumers think or feel about the brand? Do we want to a!ract new customers? Do we want to reduce the number of consumers who switch from our brand to other brands? Do we want to increase purchase frequency among current customers?

d. What is the key thing we know about the consumer? (This is the key consumer insight and the hypothesis.) NOTE: For this assignment, it would probably be an insight related to cultural capital, habitus, social capital, or social iden"ty.

e. What marke"ng ac"on do we predict will bring about the desired consumer response? (This is the hypothesis-based predic"on.)

NOTE: Or this assignment, we would probably need to “translate” an interpre"ve insight into a more objec"ve predic"on of what kind of marke"ng s"mulus would result in the desired consumer or customer response.

f. How will we test the effec"veness of the marke"ng ac"on?

To complete the following ac"vity, download the Marke"ng Brief Template here.

Recommended length: between 1-2 pages/500-1000 words

Format: Text Input/Word Document/PowerPoint Presenta"on/PDF Document/Web Page

Please view the Text Editor Guide to learn more about how to include links, upload images, and use other resources in your assignment.

Choose an op"on below. Either type your answer or a!ach your document below, and click “Submit.”

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February 2023

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