Socio-Economic Grouping
Social Grade – A Description of Occupation – Higher Managerial, administrative or professional Example – Company Director Social Grade – B Description of Occupation – Intermediate Managerial, administrative or professional Example – Middle Manger Social Grade – C1 Description of Occupation – Supervisory, clerical, junior administrative or professional Example – Bank Clerk Social Grade – C2 Description of Occupation – Skilled Manual Workers Example – Plumber Social Grade – D Description of Occupation – Semi-Unskilled manual Workers Labourer Example Labourer Social Grade – E Description of Occupation – State Pensioners with no income, widows, and casual and lowest grade earners Example – Unemployed The company that we decided to look at was ‘Double M Films’ this company has helped to produce a short film titled ‘The Last Temptation of Chris’ written by Marcus Markou in 2010 and has proved popular with both film festivals and social sites online. It tells a story of a marriage councillor whose ex-partner attends hiss practice with her new husband; they begin to have an affair which he soon ends.
They have also produced a feature film called ‘Papadopoulos & Sons’ which was completed in 2012 and went on to win the audience award at Thessaloniki and was then released in Greece later that year. It was due for release in the UK April 2012 and then Germany late June 2013. The production company helps works with independent films that are mainly played in film festivals and online, the two above are the only films that the company have produced as it is only a small production company in London whom only work privately. It was set up by two brothers, Marcus and Andrew Markou; the two brothers worked together in order to create the business, one with the skills for film (Marcus) and the other skills within advertising and internet entrepreneur (Andrew). They were able to create films and produce them themselves. The company is fuelled by the success of the brothers individually, Marcus was explained to be ‘a new and more excitedly, good playwright’ by The Daily Telegraph and Andrew is the founder of the Dynamis PLC one of the leading businesses of online advertising. Adam Marisett is hugely involved in the film business with job roles such as directing, writing and working in visual effects with other jobs such as animation. One of the short films that he has directed is AMP in which he wrote and directed it. He worked with Triton films when making this short film. Amp is a sci-fi film that is about a robot named ‘amp’ in which some special force agency are trying to retrieve the technology of ‘AMP’ from the current owners whom which seem to be outlaws. This is the main short film that Adam Marisett has produced, although he has worked on a lot of normal length films and some very prestigious ones at that. He has been an animator or worked on visual effects on a lot of sci-fi films such as the 3 Iron Man’s, Thor, Elysium, Percy Jackson and many more. This is why his short film is extremely well made with excellent special effects which in turn has also lead to its success as a short film, making it on to short of the week, Vimeo and receiving a high amount of views on YouTube. On the film website IMDb, there are two reviews on his short film ‘AMP’ and they are both extremely positive. The fact that he has an IMDb page shows that he is successful in his area, which is usually animation or special effects. His earliest credited work was in 2006 on ‘Final Days Of Planet Earth’ in which he was the editor. And that work has carried on until now in which he has been involved in a lot of 2013 movies. Although he has been involved in all of these films he has not been credited for all of them such as the Iron man films, he is not credited in these. But obviously as he is the Director, Editor, Writer and Producer of AMP he is credited.
In psychographic segmentation the possible market is split up into 3 main sections; Social class, Lifestyle and Personality. This type of market segmentation is very useful in understanding the market and the customers that make up the market, in ways such as why they buy the product and how this will relate to the life they lead.
Social Class: There are 6 factors that make up the social class segment of the psychographic segmentation, these might have a very large effect on whether people will buy our product or not, these 6 factors are: A – Upper Middle Class B – Middle Class C1 – Lower Middle Class C2 – Skilled Working Class D – Working Class E – Subsistence - Upper Middle Class is the group of people that in the work place have the position of Upper Managerial, Admin or Professional - Middle Class is the group of people in the work place that have the title of Intermediate Managerial, Admin or Professional - The Lower Middle Class group of people will have the title of Supervisor, Junior Managerial or Professional - The Skilled Working Class are the group that are the Skilled Manual Workers or Labourers - The working class are the Semi or Unskilled Manual Workers - The Subsistence are the State Pensioners, Widows and the Casual Workers Lifestyle: In the lifestyle section of the psychographic segmentation, there are 8 main factors that contribute to the whole segment itself, again these will have a large effect on whether they buy our product or watch our video’s. These 7 different factors are: 1. Self Actualisers 2. Innovators 3. Esteem Seekers 4. Strivers 5. Contended Conformers 6. Traditionalists 7. Disconnected - The self-actualisers are really focused on other people and their relationships with the other people. They tend to be creative and interested in exploring change. - The innovators tend to be the risk takers that have a good level of self-confidence; they are also very good at setting targets and achieving their goals. - The esteem seekers are very materialistic and want things to show for what they have done, they see success as materials and experiences. - The strivers aim to be accepted by their peer groups and are conscious about their image and status and how others perceive it. Although they are very image focused they do hold onto traditional values. - The contended conformers are the followers of everyone else and they try to be normal and fit in, they do know that they are not original but are happy to not be because they mainly want to be accepted. - The traditionalists are very set in old ways and believe in certain traditions; they tend to be quiet and quiet with their views and just blend with the crowd. - The disconnected are bitter and do not blend in, they tend to be ‘indie’ and are detached from the rest of society. Personality: The personality side of the psychographic segmentation is that the companies and businesses try to match their ‘personality’ with the consumers personalities which in turn creates a bond between the two which will cause the sales of the product, to do this the company will have to try and understand the generic personality of their market, for example a sci-fi brand will have to know that they are appealing to the ‘geeks’ and they will have to find common ground between all of them and promote that factor. There is both data that proves and disproves the personality factor being an effective method of segmentation and advertising. Also brands do have a personality they have to exaggerate this to appeal to the consumers. |