Plan B - what is the future?

**Lucifer Box** · 19 April 2007, 22:05

I can produce a marmalade for every category.

**Clippy** · 19 April 2007, 23:27

All of 'em.

The gap between the have and have nots is growing.

Cover all your bases.

**cykophysh39** · 19 April 2007, 23:58

sell what you can when you can!!

**Board Game Geek** · 20 April 2007, 00:04

I'd have to agree. All of them.

Any market has its desires and wants, or can be articifically stimulated to desire and want, so the question is a moot point really.

For Group 1 (Chavscum), price is the major factor, although cheap trashy Celebrity endorsement is high up on the list as well. Quality is way down the list.
Think about what Chav's need....(no no, apart from sterilisation...oooh you are naughty).

Sorry to generalise, but you are looking at educationally disadvantaged people, with a poor socio-economic background, many unemployed, with poor quality housing and 2+ kids.

I would suggest the "kids" bit is the key, because I spoke earnestly to a friend of mine once who happens to be a chav, and asked her why the hell she keeps popping out more kids (6+ now). Her reply, and I assumed it would be because of the £££ in benefits shocked me. She said "Its coz, like, I know I aint clever or anyfing, and I'll neva 'av a posh 'ouse and stuff, but like, 'aving kids is sumfing I *can* do, and I am like, responsible for and stuff, and since I left skool, it's been like, you are useless and everyfing, so kids is like my way of prooving to meself that I can do sumfing".

They've got their Sky, the fags and the booze (from the bloke round the corner) and their trainers and JJB sports tops. But when it comes to the kids, that's where they will splash out (particularly as Xmas).

Group 2 used to be wholly focussed on quality and prestige years ago, but now, it seems price is also creeping in to their decision making, to a smaller extent. Generally, it has to be exclusive (to reflect their own perceived exclusivity), something Group 1 wouldnt buy on a regular basis, if at all, and have some longevity and care in its craftsmanship.

Group 3 is a tricky one. However the key is to appeal their guilt. Group 3 like to adopt the "holier than thou" stance, so anything which gives them perceived moral bragging rights is a sure-fire winner. Group 3 are so riven with insecurity that they need a moral pedestal to stand on, and more importantly, to be seen standing on. Organic, free-trade, saving the planet tat falls deftly in to this catergory. However, be wary. You see, not all organic, save the planet types are from Group 3. Many are now the middle classes of all political persuasions. The real group 3 will be the ones who go that step further to ensure bragging rights.

Eg, whilst everyone else is buying fair-trade coffee, the real group 3's have a certificate on their lounge wall, showing their share in the plantation, and receive regular e-mail updates from Migel, the farm manager in Peru, about the wonderful contribution they are making and how Pedro, one of Migel's farmers managed to send little Alicia to nursery school, thanks to their valuable contribution. (However, her school is running short of funds, and Migel wondered if.....)

To be honest, there are far more than 3 socio-economic groups, and this is a fascinating subject, so you may want to research further, with Sociology being a good start, as it gives you a real appreciation of people (your customers), their base want's and needs, and what factors motivate them in different ways. Whatever your opinion of sociology, man has been studying his fellow man for aeons, and there is some very powerful knowledge to be learned and used when you tap in to the psyche of a target group.

**wendigo100** · 20 April 2007, 08:07

Originally posted by _V_

Which is the most likely to be a winner?

1. Low cost product aimed at Chavs and Pikeys (i.e. the average Brit). Sell em by the millions.

2. Luxury items aimed at the wealthy. Overpriced and elitist products.

3. Products aimed at Champagne Socialists with money to waste on eco-friendly, environmental, green, organic, "fair" trade, dull looking tat

Where's the money at?

Selling your body in category 2.

**threaded** · 20 April 2007, 08:11

Stack 'em high, sell 'em cheap.

**Buffoon** · 20 April 2007, 08:31

Borrow something just before is goes out of fashion and sell it. When nobody wants it any more, buy it and give it back.

**Captain Dispensable** · 20 April 2007, 08:35

BOGOF

The guy that does that ad lives not far from me, seen him in town on a night out. I bet he is totally sick of hearing everyone in the street shout BOGOF to him. I think he went to the same stage school as Barry Scott. At least the partially deaf don't need to turn the volume up.

**gingerjedi** · 20 April 2007, 08:36

I've often thought about this as an eBay shop venture (no/low risk) but surely its less time consuming to sell small volumes of high mark up products than forever stuffing envelopes and parcels to make a £1 a time?

Plan B - what is the future?