Tuesday, January 09, 2007

Marketing Funda : Masstige

Marketing Funda is a new series from Marketing Practice. A lot is happening in the marketing field which has created new JARGONS. " Marketing Funda" series is aimed at keeping you and me updated on the new fundas.

Funda #1 : Masstige

Masstige is a term introduced by Michael Silverstein and Neil Fiske to refer to a new category of products aimed at providing "Luxury To the Masses". The term Masstige is derived from the words Mass + Prestige. Silverstein and Neil published a wonderful article in Harvard Business Reveiw (April 2003) titled "Luxury for the Masses" explaining this concept in detail.

Due to a variety of reasons, the luxury market has evolved into different types like
a. Accessible Super Premium products which are priced in such a way that middleclass will be able to afford it.
b. Old Luxury brands extending downwards to catering to mass market
c. Mass prestige brands or Masstige brands which occupies the sweet spot between Mass and Class.

The term has great relevance in the Indian context because Indians are more value conscious and the market for masstige is very large. According to the authors, several factors have caused the evolution of masstige brands. The causes are in the Supplier side, Company side and in the Customer side.
The rise of the income and the change in the retail sector ( discount retailing ) and the emotional awareness has sparked the consumption of such brands. This has forced many firms to look at tapping this market. The accessibility of global resources and efficient supply chain helps the firms to control the cost thereby offer more value. The customer also has evolved in the sense that they began to demand more for less. Indian society is moving towards NUF (Nuclear Urban Family ) where each individual has their own tastes and preferences.

The marketers also find ways to make the brand stand out as a prestige product without the 'expensive ' tag. Brands like Peter England has succeeded because of the prestige image and the value delivery. Pond's has moved to cater to wider mass without compromising the image.The authors point out that inorder to successfully implement the concept has to make sure that they create a ladder of genuine benefit to the customers. The firm should have a passion for innovation on the marketing mixes. More over an outsider ( outside-in)view of the category should be encouraged to ensure that managers are not myopic to the changing marketing environment.

Related Brands
Peter England
Pond's
Tata Indica