Marketing Supergeeks

THE SUPERGEEK (Rapple’s iGlasses)

1st part

An analysis of the profile of the selected tribe highlighting key factors that influence their behaviour.

What is one thing that a SuperGeek would love to own?

… a pair of fashionable glasses, that is also integrated with technology, of course!

But before we go further into the details of this product, lets find out about the people who will want it the most, and the factors that will influence them to want it

Economic

Economic situation, occupation and lifestyle

They’re known for their ability to create and demand new technology e.g. steve jobs, renowned for innovative technological products

Technology

Allows supergeeks to interact and share their interests with others

Also allows geeks to discover new interests

Websites such as Tumble and The Mary Sue promote this

Changing tech environment, the ease of online shopping and the allowance of customisation of products to user needs

Social

Social online networks and online opinion leaders influence supergeeks

Social networks such as family, roles and status

They are also influenced by their social class (theyre considered as high class). Theyre less concerned with the price of things and usually look for the best quality.

Culture

Defined as values, perceptions and wants which influence members of society

Supergeeks have grown up in a culture dominated by technology, so their wants and needs are influenced by this.

Personal

Supergeeks occupations influence the products they purchase e.g. technology dominated industries

Economically influenced as well e.g. the gfc influenced buying behaviour

Lifestyle – influenced through online activites e.g. online, gaming

They are well linked online so online products attract them

Education, occupation and income - education level determines a person’s occupation and therefore their income, disposal income and all three influence interests and hobbies and purchasing behaviour.

Psychological...