What are Subcultures?

1788 WordsJun 18, 20188 Pages
Introduction Subcultures are smaller groups of a larger culture that have similar and unique values but also possess some differences to the common culture. There are many different subcultures such as social class, age cohorts, gender, and religious subculture. Nowadays, subcultures are becoming important to brands because it leads to a better orientation to market a product or service. This assignment will focus on the age cohorts’ subculture, namely Generation Y. Surprisingly, “Millennials has 21% of consumer discretionary purchases, which is estimated over a trillion dollars in direct buying power and a huge influence on older generations” (Milleniall Marketing, 2014). It is the generation of people born during the 1980s and early…show more content…
The use of emotion in this ad conveyed the positive emotion and appealed to excitement and joy of Generation Y. By doing so, Rexona struck a strong chord with the members of Generation Y who do not dare to do more due to lack confident about their body. When using Rexona, they can do whatever they want, not paying attention to others. Interestingly, the ad has excellent results. The emotion in the ad transferred to the brand, which leads to brand perception. Moreover, it also enhanced Rexona’s image and generated memorability to the customers. 3. Discuss the linkages between brand attributes, consequences of using the brand and the values that characterise members of the subculture. A means-end chain is a helpful framework in order for the brand to communicate more effectively with customers. The means-end chaining includes three major components: brand attributes the consequences of using the brand and customers’ terminal values (Chitty, Barker & Shimp, 2012). In the case of Rexona, there are many attributes relating to Generation Y’s terminal value. Two first attributes are the protection against odour and the protection against wetness, which leads them to be more confident. Body odour and underarm sweating are never pleasant, especially to Millenials who are physically active. Moreover, the body odour and excessive wetness affect negatively Generation Y’s daily activities. It makes them get an inferiority complex and become
Open Document