Case Study Parrot Head Essay

705 Words Oct 27th, 2014 3 Pages
Marketing 310
September 11th, 2014
Parrot Heads Unite Research Paper

How can we consider Jimmy Buffet as members of a reference group? A brand community. The definition of a reference group is the people of whose attitudes, behavior, beliefs, opinions, preferences, and values are used by an individual as the basis for his or her judgment. One does not have to be (or even aspire to be) a member of a reference group to be negatively or positively influenced by its characteristics. Jimmy Buffet fans are a part of reference group because they each relate to each other with similar beliefs and behaviors and all have a common bond in following the music of Jimmy Buffet and follow the themes of the fan base similar to dead heads
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It is reported Jimmy Buffet has a net worth of over $400 million dollars with his branding and although was a decent musician he has become a marketing giant with his branding. What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics.
The opportunities are endless for the Margaritaville community as long as they are not violating the trademark or bootlegging the products. If you are an entrepreneurial type of person you could work with Margaritaville and develop products that are marketed towards this reference group or could be part of several type of businesses that use this branding or other similar products. Here is a list of promotional tactics one could use to market to this reference group. The Margaritaville line implies quality, value and good times and has a colorful tropical theme and can be put on all different kinds of merchandise that could be sold through several distribution channels.
Margaritaville clothing line
Restaurant Franchise
Hotels
Casinos
Grocery stores
Music stores retailing Jimmy Buffet music
Liquor stores
Books
Clothing lines
Parrot Head Hats
Sunglasses
Club for community charity
The Margaritaville brand
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