African Caribbean Culture In The United Kingdom Marketing Essay

Afri weed Caribbean assimilation In The United Kingdom merchandising EssayAfri bed-Caribbean communities organize and participate in Caribbean Carnivals Caribbean style carnivals throughout the UK. The best known of these is the annualnotting Hill Carnival, attracting up to 1.5 million passel from Britain and just about the world, making it the largest road festival in Europe. The carnival began in 1964 as a sm exclusively in all procession of Trinidadians in memory board of festivals in their home country.Leeds western Indian Carnivalis Europes oldest West Indian carnival and now attracts around 130,000 people.Other carnivals include the Leicester Caribbean Carnival and the Birmingham Inter content Carnival.British Afri basin-Caribbean peopleA majority of the African-Caribbean universe of discourse in the UK is of Jamaican origin other notable representation is from Trinidad and Tobago, Saint Kitts and Nevis, Barbados, Grenada, Antigua and Barbuda, Saint Lucia, Dominica, Mo ntserrat, Anguilla, Saint Vincent and the Grenadines, Guyana (which although located on the South American mainland is culturally similar to the Caribbean and was historically considered to be part of the British West Indies), and Belize.African-Caribbean people argon present throughout the United Kingdom with by far the largest concentrations in London and Birmingham. epochal communities also exist in other population centres, notably Manchester, Bradford, Nottingham, Coventry, Luton, Leicester, Bristol, Leeds, Huddersfield, Sheffield, Liverpool and Cardiff. In these cities, the community is traditionally associated with a particular area, such as Brixton, Harlesden, St championbridge, Tottenham, Dalston, Lewisham, Edmonton, Peckham in London, West Bowling and Heaton in Bradford, Chapeltown in Leeds, St. Pauls in Bristol, or Handsworth and Aston in Birmingham or Moss Side in Manchester. According to the 2001 census, the largest lean of African-Caribbeans is found in Lewisham, s outh-east London, with 9%.British African-Caribbeans cave in an extremely high rate of mixed-race relationships, and could in effect be perplex the first UK heathenish group to disappear. Half of all British African-Caribbean men in a relationship have partners of a different ethnic background, as do one-third of all British African-Caribbean women. 2009 estimates for England entirely roughly coiffe the full African-Caribbean to partial African-Caribbean heritage ratio at 21, with over 900,000 people of African-Caribbean origin in total.England in 2009 609,400 (approximately 1.20% of the side population)Regions with significant populationsGreater London, Birmingham, Liverpool, Cardiff, West Midlands, Manchester, Bristol, Nottingham, LeicesterSheffieldCaribbean LondonIts hard to say exactly which part of London are synonymous with Caribbean culture. In August itll be Notting Hill, plainly although thither are hubs of residential areas Peckham, refreshed Cross, Dalston, and Le wishamThat give have their fair share of Caribbean (and African) residents and at least a handful of grocers or takeaways manageing Caribbean food its a community thats fairly spread across town.Two main areas do stand out, however Brixton in South London and Harlesden in the North West. Brixton Market is home to Europes largest number of Afro-Caribbean foodstuffs, which obviously appeals to a large contingent of Afro-Caribbean consumers who can also find especial(a)ist tomentum cerebridressers, barber work obtains as healthful as blur increases in the surrounding streets. Harlesden also boasts its fair share of Caribbean cafs and grocers, but is best known as the reggae capital of London.AFRO HAIRBlack hair has been the subject of discussion for umteen years. Today, sorry hair has reached in the raw heights, with new styles, news products, and leading hair fashions. Whether its intrinsic Afro, braids, weaves or interpositions train everyday a great hair dayLatest Info MACADAMIA HAIR fossil oilIn just three years, Macadamia Natural Oil has risen to become a global phenomenon in professional hair care.INTL BLACK HAIRITAGE 2012The 2nd Intl Black hairitage is back with an later onnoon of films, QAs, talk, workshop as come up as a Mini Market to celebrate and explore the culture and issues around natural living and holistic wellness.NATURAL NOVEMBERNatural November event showcasing the very best in natural hair, health and beauty products with special guests.INGRID FARRELL CELEBRATESEast London hair stylist Ingrid Farrell is celebrating after reaching the finals of the prestigious English pig and Beauty Awards.AFRO HAIR BEAUTY SHOWAfro Hair Beauty LIVE loves to introduce subverter style ideas and this year weve scouted out the freshest and around talked about movers and shakers in hair and beauty intentness to beget the shows line-up much exciting than everCREME OF NATURE AWARDS 2012The Creme of Nature Community Action Award is all about g iving something back to the many communities across the UK that have helped rack up Creme of Nature one of the most well known brands in the hair and beauty mart for the past 30 years.BLACK HAIR INCOME (UK) interlockingKolorpurple Marketing, a Bedford based rigid announced the launch of a ne devilrk merchandise program, Black Hair Income (UK) Network to tackle the problem of unemployment amongst women in the African and Caribbean community.MARCIA JOHNSON STILL A SUCCESSProlific national hair champion Marcia Johnson has proved shes appease number one in her exertion, nine years after she won her first award as a hairdressing student at the College of North West London.ORGANIC ROOT STIMULATORIs your hair damaged, over-processed, shedding or breaking? It sounds like your overdue a Hair MOT, get the recovery underway with the Organic Root Stimulator Hair Mayonnaise an intensive conditioning treatment.AMAZONIA ORGANICSThis miracle treatment will transform all types of afro, relaxe d, curly over-processed hair to a sophisticated take, organically and without the pauperism for chemicals or harsh ingredients. The results are apparent instantaneously, producing a lush shine. Controls and nourishes dry hair.HAIR CELEBRATIONHair celebration at arc Gallery is an event inspired by Hair Power Skin revolution an anthology of poems and essays edited by Nicole Moore, in which Black and Mixed-race women explore the range of skin and hair experiences.CHRIS FOSTERMulti award-winning hairdresser Chris Foster provides a range of services to the hairdressing industry, from training and skill- raisement with the Foss Academy, through to session services, computer programme stylist and show organizer.AFRO HAIR BEAUTY BIBLEThe Afro Hair Beauty Bible The must have beauty book for Women of Colour by Alison Husbands. This glossy stylish handbag sized book is complimented by stunning images in an easy to read format, just what a busy woman require no matter what her lifesty le.GOOD HAIR DVDWritten, produced and narrated by the worlds biggest comedian Chris Rock (Madagascar, The Longest Yard) and winner of the excess Jury Prize at the Sundance Film Festival 2009, GOOD HAIR is released on DVD by Icon Home Entertainment on 27 September 2010.SPECIALIST LACE FRONT WIGSWhilst hair loss can occur due to medical reasons (hereditary, diffused, chemotherapy), the most common reasons for hair loss amongst gruesome women is due to chemical processing or traction damage.AFRO SAXONSChocolate Films documentary Afro Saxons blows the lid on Afro-hair arguings in the UK. A warm, inspirational and touching film that delves into the professional and home lives of the stylists while they express themselves with mind-blowing gravity-defying hair designs. telephone line and Marketing Plan SummaryThe Marketing Plan for Beauty Queens Cosmetics Illustrates with a mint to get a gain in Targeted Region with a mission to achieve a alone(predicate) and leading character in h is phone line perseverance. And it includes a Marketing and Sales Plan which if exe abscissioned well then the company can get their maneuvered growth result. The Report is tide overed with a Regional depth psychology of Target Area and some info on Hair Products in UK Region.The BusinessBusiness label Beauty Queens CosmeticsBusiness structure hair and cosmetics specially designed for African peopleBusiness location African and Caribbean customers in UKDate established The date you started trading.Business owner(s) List all of the channel owners.Products/services gloomy Afro hair and cosmetic productsGoals/ headingsIncrease lifetime order of customersIncrease the average number of items purchased per saleIncrease the frequency that a loyal customer shopsIncrease the percentage of customers who are travel customersIncrease the number of new customersIncrease customer satisfactionIncrease visibility and memorability of brand identityIncrease new customers from referral and word of mouthThe MarketTarget marketBlack British women, African and Caribbean customers in United Kingdom.Marketing strategyBy offering a complete range of black Afro hair products, Services Solutions for a variety of customers requirements.Reach out the Giant guest base from all sectors.Enhancing the Online marketing strategies to reach out the peoples via Internet marketing. air division of CustomersThe bulk of the ethnic minority group as a whole are concentrated in large urban areas, especially London. An outstanding 80% of Black Africans and 61% of Black Caribbeans lived in London. Following London, the second largest proportion of ethnic minority population as a whole lived in the West Midlands (13%), followed by the South East (8%), and Yorkshire and the Humber (7%). So The Segmentation of customers should largely focus on London and Birmingham. Notably Manchester, Bradford, Nottingham, Coventry, Luton, Leicester, Bristol, Leeds, Huddersfield, Sheffield, Liverpool and Car diff have the adept Number of afro Caribbean peoples. So the study Focus should be on these cities.THE BUSINESS OF BLACK HAIR AND BEAUTYSize and Growth of IndustryAccording to Cobweb Research, African Caribbean hairdressing is a rapidly expanding sector of the industry with an estimated 2,000 salons in the UK, at least half of which are located in London alone. The size and economic impact of this market is however, said to be vastly under-estimated. As a result, the Knowledge Centre on Black and nonage Ethnic Businesses (KCBMEB) in partnership with Afro Hair Beauty conducted quantitative research to provide an estimate of the truthful size of the industry. Rough calculations result in an estimated 50 million pound market for London alone which employs approximately 5,000 peopleHairdressing in general is one of the faster growing industries in the UK, and although black women are estimated to spend, on average, four times much on their grooming then the average woman, a lack of formal byplay skills amongst many Afro-Caribbean-led salons means that these businesses are not enjoying the said(prenominal) level of mastery as their mainstream counterparts. To further emphasize this point, research conducted by Business liaison for Londons Knowledge Centre on Black and Minority Ethnic Businesses also shows that seemations of growth in terms of employee size and turnover are not being achieved. The following table reveals that 16% of businesses expect to move out of the 5 or less employees category into the 6 plus category and almost one in ten of these businesses expect to move into the 10 plus employee category within the next two years. What happens in reality (if we equation 2 years ago and now) is that only 2% moved out of the 1-5 employee category, 3% out of the 6-10 employee categories, and 1% into the 10 plus employee category).Number of Staff in African-Caribbean Hair Beauty BusinessesTwo YearsagoneCurrentlyExpected in Two YearsNone13%7%5%1 5 em ployees70%72%58%6 10 employees13%16%23% much than than 10 employees4%5%14%100%100%100%Achieving Growth PotentialAfrican Caribbean Hairdressing is a rapidly expanding sector of the increasingly lucrative UK hair and beauty industry and since its arising has been one of the strongest growth areas in the Black and Minority Ethnic market. Added to this, the UKs ethnic population is growing by 2.5% a year and even to a greater extent within London, which holds about half of the UKs BME population. Overall, the groups disposable income is estimated at 12bn and the markets credibly is further boosted by the fact that black women spend up to four times as often money on their hair as their white counterparts.Salon owners and professionals must be educated on the business case for increasing their business and technical skills, and formalizing their business processes so as to reap the benefits for sale to them in the form of training, funding opportunities, publicity and involvement in government initiatives aimed at achieving business growth within the sector.Attitudes lead to be changed and to do so requires a social marketing campaign, the main objective of which should be to encourage the dissemination of information that informs and encourages salon owners and their employees to improve standards. As a result, Business Link for Londons Knowledge Centre on Black and Minority Ethnic Businesses is working with partners, shebytes Ltd., and Afro Hair Beauty todevelop a sustainable programme of business training and support tailored to the take aways of businesses in this industryrevival of an industry association that will champion the needs of all players in this specialised marketsupport the development of an ac imputeed training academy which will support the continuous skills and training needs of this dynamic marketdevelop an online database of businesses in the industry, create inspirational case studies of great practice in the industry, and develop online tools that are specific and easily accessible to business owners and aspiring business owners in the industryCompetitors AnalysisIts up to entrepreneurs to attract and retain customers, and all your most meshworkable future clients already exist. many an(prenominal) of them probably belong to your foes, so its up to you to persuade them to do business with you instead.This is a skill business owners can learn. At its base, it comes down to publicizing, something successful entrepreneurs are doing anyway. Plus, if youre going after your competitors clients, your chances for success increase for two reasons Youre targeting only those prospects who have already purchased or are in the process of purchasing a product or service similar to yours, and youre refunding the competitions best clients for taking immediate action while demonstrate you proof of their purchasing intent.To reach those prospects interested in making a purchase, here are atomic number 23 ideas you can use right now in your display or internet advertisementsIf you have original a written estimate from any of our competitors, show us proof and youll receive a special discount at our establishment.Show proof that you received our competitors sales letter, sample or brochure and straightaway receive $25 toward your next purchase with us.If you currently own an XYZ Widget, you immediately qualify for an instant credit of $20 toward our products and services.If your do-it-yourself home repair project didnt turn out right, show us your pass along for materials purchased, and youll receive an immediate discount up to 10 percent off your repair bill.Before agony about the cost of gaining customers this way, remember that your initial rebate or incentive offer is a one-time encyclopedism cost. The lifetime think of of acquiring this new client could easily be worth thousands of dollars or more to your business.For this strategy to work, your ads must reach your competitions clients. Research the places your competitors advertiseonline and in newspapers, magazines and the Yellow Pagesand advertise there, too.Then, when creating your next advertising campaign, take away yourself if your incentive is irresistible enough to instantly steal business away from competitors. With enough incentive and reward for taking immediate action, youll have created an advertisement tempting enough to accomplish your goal.Differentiate yourself from your Competitors1.Reduce Expenses, Not publicizeTake a look at your Profit and Loss statement, or itemize all of your expenses, and ask yourself how each line can be eliminated or reduced. Find out where you can cut back. A little here and a little there will soon add up. However, the one expense you do NOT want to reduce is advertising. In fact, many retailers will increase their marketing efforts during slower sales periods because there is more competition and fewer consumer dollars.2.Get CreativeRetailers in the same industry ge nerally use similar marketing methods to reach customers. Now is the time to get creative and use unconventional marketing methods to distinguish your business from the competition. A unique marketing campaign attracts more attention and lands more sales. Also, look for some new untapped market you and your competitors overlooked. You may uncover a corner market you can dominate with little or no competition.3.Provide Outstanding Customer ServiceBy going the extra mile to provide good service, retailers can outlast the competition. work up shopping in your store such a memorable experience that customers cant wait to come back or to tell their friends. People like to shop where they feel comfortable and where they feel the owner truly cares about their wants and needs.Use your salespeople to talk with your former customers, present customers, and the people who buy from your competitors.Not to be gauche as a business-performance consultant, the best-practice answer is to hire a competent outside-participant to learn customers attitudes.A savoury topic Since early 2009, it seems all we have heard about is social media and connecting with customers.Hence, the increasing popularity of social-media measurement, but it is still challenging to leverage social media for business success. It takes a savvy staff or outside experts to get wind and engage prospective customers in the marketplace.Beat a Lower-Priced CompetitorIts every companys nightmare a competitor enters your market with a similar product priced at a fraction of what you currently charge. You need a strategy for beating the low-ballers. So whats the best way to proceed?On the one hand, all you need to do is drop your prices below the competition, and buyers will beat a path to your door. On the other hand, this attack will land you in a price war, and there are no winners in a price war only survivors. Even if you manage to run your competitor out of business, chances are you may not have much of a business left when the battle is over.Luckily, itispossible to beat a lower-priced competitor without crippling your profits. Thats the good news. The bad news is that youll need to aim major useable changes, and youll need to rethink how you communicate with customers. The changes required may not be for the faint of heart, but theyre emend than the alternatives. So gird your loins, corporate warriors youre about to embark on one of the biggest strategy challenges youll ever face.Select a Value Strategy.GoalLay the groundwork for repositioning your product.When customers prefer the lower priced of two items, its usually because they weigh the cheaper item is a better value. To compete, you need to get the customer to value your product more than the competitions disregardless of the price. on that point are four market strategies that accomplish thisLower your prices.Yes, this is an option. The challenge is to do it without destroying your own profit margins. (Well expl ain how to do that in the next step.) The big danger here is that youll end up with a price war, so you must ensure that you have what it takes to be the last firm standing. pillowcase dell underpriced PCs during the 1990s in order to grow market share.Build a uniquely superb product.Customers will stomach more if theyre convinced your product is demonstrably better than the competition. This superiority can be rational (like a feature or function nobody else has), emotional (like a reputation for being cool), or a combination of both. Example Car buyers pay more for Volvos because theyre seen as safer than other cars.Create a hassle-free experience.Customers will pay extra if your product is easier to buy and use than the competitors. Example Many shoppers happily pay more for the convenience of bagged lettuce, even though it is significantly more expensive than head lettuce.Take self-possession of the customers results.Customers will pay extra if, in addition to providing the product, you take responsibility for ensuring that it generates the results the customer seeks. Example GEs magnetized Resonance Imaging (MRI) machines come with consulting programs, operating training, and a patient-preparation program a package that ensures that the machines will meet the hospitals performance expectations.Big IdeaWhere Do You Fit In?Think of product value as a grid. The left axis defines what you sell Does your firm offer stand-alone products, or do you narrow down in offering an ongoing set of services? The top axis is about your core value proposition Does your offering compete largely on the basis of how much it be, or does it offer features that counterbalance it unique? The more sophisticated your product gets, the more you can charge for it relative to the competition. Similarly, the more value your services provide, the more you can charge for them.Reposition, Readjust, and ReallocateGoalMake the internal changes necessary to support your strategy.Lo wering your prices = ever-changing manufacturing and distribution.To beat low-price competitors at their own game while also remaining profitable, you need to squeeze every last drop of inefficiency and cost from your manufacturing and distribution system. Example If your competitor has outsourced its manufacturing to China, consider outsourcing your manufacturing to Vietnam, where costs are even lower.Building a uniquely better product = Changing design and engineering. jibe through market research what features or design will prompt customers to see your product as being unequivocally superior to the competition. Then get engineering to build it. Example If youre launching a line of designer handbags, find out what fabrics and leather provide a look and feel that electric potential buyers view as upscale.Creating a hassle-free experience = Changing sales and marketing.Figure out why its hard-fought to buy and use your competitors product, and then make it easy to buy and use you rs. Example Pioneer latterly offered giant console TVs for sale at Home Depot, because many customers often already had a transport in the parking lot that they could use to haul the bulky item home.Taking ownership of the customers results = Changing customer support.Build a deep bench of experts who really understand your customers businesses. Example Under Lou Gerstner, IBM engage and retrained thousands of consultants, transforming the company from a mainframe computer vendor into a computing services vendor.Promote the New YouGoalCommunicate your new value strategy to potential customers.Once youve implemented all the operational changes required to reposition your product in the marketplace, its time to tell the world why your firm offers superior value. That means adopting a communications strategy that matches your market strategy, as followsIf you offer lower prices, mimic the competitions go-to-market strategy. manipulate that whenever a customer sees a competitors prod uct, your product is right next to it at a lower price. Example Kinkos searches out local anesthetic print/copy shops and locates a franchise across the street, offering prices that the local shop cant match and eventually driving them out of business.If you build a uniquely better product, target your advertising.Reach customer groups that are most likely to believe your product is superior by selecting venues that the competition neglects. Example Sonys VAIO PC business advertises in lifestyle magazines to reach female buyers, who are more likely to appreciate the VAIOs sleek design.If you create a hassle-free experience, generate positive word of mouth.Make it easy for your customers to sell for you. Consider tell a friend coupons or offer referral fees. Example Network Marketing products (like Amway) are typically priced higher than store-bought items, but they are sold by neighbors to neighbors (thats the word of mouth) and drop-shipped to the buyers (thats the hassle-free par t).If you take ownership of the customers results, create a presence as an industry insider.Get your sales consultants out to conferences, working groups, and industry-association meetings where they can work closely with decision-makers and develop consulting opportunities. Support your consultants with a wealth of case studies and reference materials. Example The IT consulting firm Accenture promises to take responsibility for the successful implementation of the strategies it develops for clients.Some Big Online Competitorshttp//www.yhbuk.com/ Global Rank- 6,500,967http//www.pakcosmetics.com/ Global Rank- 237,489 Rank in GB- 24,238http//www.evolutionhairdressing.co.uk/ Global Rank- 21,314,825http//www.miracleshairandbeauty.co.uk/ Global Rank- 19,385,944http//www.blackbeautyandhair.com/ Global Rank- 1,644,907http//www.bebeauty.co.uk/ Global Rank- 20,902,879http//www.beautyqueens.co.uk/ Global Rank- 5,862,573These People are doing much of advertising to make themselves more and mo re present online. Using Search Engine Optimization, they are turning more and more traffic towards their online stores. There are lots of SEO techniques by which one can get a good traffic to their websites. SEO smarts are well equipped in using all these techniques to make websites online presence more and better. Social Media networking platforms are best way to make a good number of local customers and targeted people.Marketing strategyMarketing activity/milestonePerson responsibleTime DurationPrint advertisingMarketing jitneyOnce in a monthpublic relationsMarketing ManagerOne Yearbranding and artworkMarketing crackOne Yearpublications and cataloguesMarketing directonline advertisingSEO Expert6 Monthsblog/social networkingSEO Expert6 Monthsmail-outSEO Expert6 MonthsWebsiteSEO Expert6 MonthsEventMarketing HeadOnce in 6 monthsmedia release (Online Direct)Marketing HeadOnce in a monthThe Marketing Strategies are as simple as in every business all people Execute to increase the ir sales. These Strategies could be Online Marketing and direct both.Advertising salesAdvertising and promotional strategyPlanned promotion /advertising typePromotional strategyExecutionPrint media advertisingBy Using Business Print Media, The Top Most level of executives of Industry can see the Service we offer.The family relationship Manger with The Help of Design team can create an attractive designed offer to publish on daily print papers in their targeted audience.online advertisingUsing Online Advertisement, A huge amount of traffic comes to the desired destination we set as our goal.We can manage this process with SEO expert. He can design and execute the suitable template to most of searchable websites around the target.mail-outUsing Email Marketing we send thousands or lacs of Emails to the Executives who have decisive power to upraise their business.SEO expert team will manage this email marketing process with their executives.publications and cataloguesIn Publication Catalogues we can buoy Include Our Products, Features, Services and the Latest Offers for New and Old Customers. Our Clients Review also plays a vital role in this section.When Looking at the competitors, we can make us stand out with differentiate and make this offer available on publications, catalogues and daily prints.blog/social networkingSocial networking places are becoming the new platform to promote the businesses and can increase the traffic on the web. We can put our products and services there for the consumer in any part of the world.The SEO or Social Media team will do blog posts, classified ad ads on ad post sites, do make interact with local guys and make them feel better with our products and service.branding and artwork, EventsThese are the strategies where we can invite our global partners, clients, share holders and new people to tell how and what we achieved. We can make better retention of our old partners, clients etc and can acquire the new people for growi ng our business.Relationship managers team will Arrange Brand publish, event organise and invite key customers and big clients. There can be a Reward ceremony to our major partners and distributors.public relationsThis can be good if we have a good relationship manager he can be good with the clients and can generate a referral program in his team for new Acquisition.We need a strong Relationship Manger from Local area with a good experience and fair knowledge of customers and local people.Online Sales and Marketing methodsOnline Advertising ChannelsStrategyExecutionOnline Business DirectoriesOnline directories give consumers a one-stop shop for finding local businesses that offer the products and services they need. There are general online business directories that host listings for business in various industries, but there are also more specific directories that hold listings for niche businesses. Choose quality online directories that receive constant traffic and that are updat ed frequently with new listings, as customers are more likely to use these sites.There are lots of Online