Case Study Parrot Head Essay

How can we dish out Jimmy replication as members of a type group? A brand community. The definition of a reference group is the people of whose attitudes, behavior, beliefs, opinions, preferences, and determine argon procedured 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 atomic number 18 a fork of reference group because they each relate to each other with uniform beliefs and behaviors and all have a common bond in future(a) the medicinal drug of Jimmy Buffet and follow the opuss of the fan base mistakable to dead mentalitys (Grateful Dead). It seem that this reference group aka parrot heads are too part of a nerd group by themselves. Parrot heads is in like manner a humanitarian group and has over 200 different clubs and volunteer groups and charitable events for communities for a charity. This ref erence group notonly attends Jimmy Buffet concerts yet they also are part of huge tailgating party that likes to dress up in tropical outfits and like to drink and pass around sport up dolls filled with alcohol and have fun and escape from their effortless nerdy lives. Jimmy Buffet music was big in the late 70s but his following has become even much large today and multi-generational and is not uncommon to see a parent attendance this events with one of his adult siblings partaking in the festivities. A brand community is a community or a company to express shared chase in a particular product or brand. In the case of Jimmy Buffet the brand name is Margaritaville from his hit melodic birth back in 1977.This brand has gone far beyond sell T shirts and posters but has become a major multi- million dollar bill business and his branding ranges from a wide range from clothing to casinos and everything in between. I personally am not a parrot head or have been to a one of his co ncerts but enjoy his music and would probably enjoy going to a concert if the opportunity presented itself. I have a neighbor who is a huge Parrot query and she has all mentals of Margaritaville brand products from bags games, to Adirondackchairs to a huge fake palm corner in her backyard and travels to Las Vegas to go to the casino. It is reported Jimmy Buffet has a bring in worth of over $400 million dollars with his branding and although was a the right way 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 bring up of circumstantial marketing and promotional tactics. The opportunities are endless for the Margaritaville community as immense 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 government note implies quality, value and good times and has a colorful tropical theme and can be put on all different kinds of trade in that could be sold through several distribution channels. Margaritaville clothing lineRestaurant FranchiseHotelsCasinosGrocery storesMusic stores retailing Jimmy Buffet musicLiquor storesBooksClothing linesParrot Head HatsSunglasses nightspot for community charityThe Margaritaville brand continues to expand and as new sound markets are created you can see the branding take advantage of those markets that are growing.ReferencesConsumer Behavior Buying, Having, Being (10th ed.). (2013). Saddle River,NJ Michael R. Soloman. Reference Group explanation Sociology. (n.d.). Retrieved from http//sociology.about.com/od/R_Index/g/Reference-Group.htm What Is a f all guy Community? (n.d.). Retrieved from http//www.wisegeek.com/what-is-a-brand-community.htm Margaritaville A Brand Anything But Wasting Away Beneath the Brand. (n.d.). Retrieved from http//www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=15368 Parrot Heads in enlightenment Inc. (n.d.). Retrieved from https//www.phip.com/