African Caribbean Culture In The United Kingdom Marketing Essay

Afri piece of tail Caribbean Culture In The United Kingdom merchandise EssayAfrican-Caribbean communities organize and participate in Caribbean Carnivals Caribbean style carnivals through unwrap the UK. The best known of these is the annualnotting Hill Carnival, attracting up to 1.5 million people from Britain and around the world, qualification it the largest street festival in Europe. The carnival began in 1964 as a sm exclusively procession of Trinidadians in memory of festivals in their floor country.Leeds West Indian Carnivalis Europes obsolescentest West Indian carnival and now attracts around 130,000 people.Other carnivals include the Leicester Caribbean Carnival and the Birmingham International Carnival.British African-Caribbean peopleA majority of the African-Caribbean universe in the UK is of Jamaican origin other no instrument panel representation is from Trinidad and Tobago, Saint Kitts and Nevis, Bar naughtyos, Grenada, Antigua and Barbuda, Saint Lucia, Dominica, Mon tserrat, Anguilla, Saint Vincent and the Grenadines, Guyana (which although turn up on the South American mainland is cultur altogether in ally corresponding to the Caribbean and was historically considered to be part of the British West Indies), and Belize.African-Caribbean people ar present throughout the United Kingdom with by far the largest concentrations in capital of the United Kingdom and Birmingham. Significant 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 familiarity is traditionally associated with a particular atomic number 18a, such as Brixton, Harlesden, Stonebridge, Tot decenniumham, Dalston, Lewisham, Edmonton, Peckham in capital of the United Kingdom, West Bowling and Heaton in Bradford, Chapeltown in Leeds, St. Pauls in Bristol, or Handsworth and Aston in Birmingham or Moss Side in Manchester. Accordi ng to the 2001 census, the largest number of African-Caribbeans is found in Lewisham, atomic number 34 London, with 9%.British African-Caribbeans pee-pee an extremely high rate of mixed-race relationships, and could in effect become the first UK ethnic 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 alone about put 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 English population)Regions with significant populationsgreater London, Birmingham, Liverpool, Cardiff, West Midlands, Manchester, Bristol, Nottingham, LeicesterSheffieldCaribbean LondonIts hard to say exactly which parts of London are synonymous with Caribbean culture. In August itll be Notting Hill, but although there are hubs of residential areas Peckham, New Cross, Dalston, and LewishamThat will have their fair share of Caribbean (and African) residents and at least a handful of grocers or takeaways selling Caribbean food its a community thats fairly sp convey crossways 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 amount of Afro-Caribbean foodstuffs, which obviously appeals to a large contingent of Afro-Caribbean consumers who can also find specialist tomentum cerebridressers, barber shops as well as hair intersection points 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 fuzz downcast hair has been the subject of raillery for galore(postnominal) geezerhood. Today, black hair has reached fresh heights, with new styles, news harvests, and leading hair fashions. Whether its ingrained Afro, br aids, weaves or treatments make everyday a great hair dayLatest InfoMACADAMIA HAIR OILIn just three years, Macadamia Natural Oil has risen to become a global phenomenon in professional hair care.INTL BLACK HAIRITAGE 2012The 2nd Intl relentless Hairitage is back with an afternoon of requires, QAs, talk, workshop as well as a mini Market to celebrate and explore the culture and issues around natural living and holistic health.NATURAL NOVEMBERNatural November event showcasing the very best in natural hair, health and beauty ingatherings with special guests.INGRID FARRELL CELEBRATESEast London hair stylist Ingrid Farrell is celebrating after reaching the finals of the prestigious English Hair and Beauty Awards.AFRO HAIR lulu SHOWAfro Hair Beauty LIVE loves to introduce revolutionary style ideas and this year weve scouted out the freshest and most talked about movers and shakers in hair and beauty industriousness to make the shows line-up more exciting than everCREME OF NATURE AWA RDS 2012The Creme of Nature Community Action Award is all about giving something back to the m any communities across the UK that have helped make Creme of Nature one of the most well known grimes in the hair and beauty market for the past 30 years.BLACK HAIR INCOME (UK) NETWORKKolorpurple selling, a Bedford ignorantd firm announced the launch of a network marketing 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 still number one in her industry, 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, sloughing or breaking? It sounds like your overdue a Hair MOT, get the recovery underway with the Organic Root Stimulator Hair Mayonnaise an intensive teach treatment.AMAZONIA ORGANICSThis miracle trea tment will transform all types of afro, relaxed, curly over-processed hair to a sophisticated level, organically and without the need 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 tegument Revolution an anthology of poems and essays edited by Nicole Moore, in which Black and Mixed-race women explore the run for 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-development with the Foss Academy, through to session services, platform stylist and show organizer.AFRO HAIR BEAUTY BIBLEThe Afro Hair Beauty Bible The must(prenominal) have beauty book for Women of Colour by Alison Husbands. This g prejudicey stylish handbag sized book is complimented by stunning images in an easy to read format, jus t what a busy woman needs no matter what her lifestyle.GOOD HAIR DVDWritten, produced and narrated by the worlds bigheartedgest comedian Chris Rock (Madagascar, The Longest Yard) and succeeder of the Special 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 black women is due to chemical processing or traction damage.AFRO SAXONSChocolate Films documentary Afro Saxons blows the lid on Afro-hair competitions 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. vexation and marketing Plan SummaryThe trade Plan for Beauty Queens Cosmetics Illustrates with a Vision to get a growth in Targeted Region with a mission t o achieve a Unique and leading role in his strain organisation Industry. And it includes a Marketing and Sales Plan which if executed well then the company can get their targeted growth result. The Report is supported with a regional Analysis of Target Area and some info on Hair Products in UK Region.The BusinessBusiness name Beauty Queens CosmeticsBusiness organize 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 business owners.Products/services black Afro hair and cosmetic productsGoals/objectivesIncrease lifetime pry of customersIncrease the average number of items purchased per saleIncrease the frequency that a loyal customer shopsIncrease the percentage of customers who are returning 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 dodgeBy put outing a complete range of black Afro hair products, Services Solutions for a variety of customers requirements.Reach out the Giant Customer base from all sectors.Enhancing the Online marketing strategies to reach out the peoples via Internet marketing.Segmentation of CustomersThe bulk of the ethnic nonage group as a whole are unvoiced 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, Liv erpool and Cardiff have the wakeless Number of afro Caribbean peoples. So the Major Focus should be on these cities.THE BUSINESS OF BLACK HAIR AND BEAUTYSize and off piece 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 core on Black and Minority Ethnic Businesses (KCBMEB) in partnership with Afro Hair Beauty conducted quantitative research to provide an estimate of the true 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 more on their grooming then the average w oman, a lack of formal business skills amongst many Afro-Caribbean-led salons means that these businesses are not enjoying the same level of success as their mainstream counterparts. To further emphasize this point, research conducted by Business Link for Londons Knowledge Centre on Black and Minority Ethnic Businesses also shows that expectations of growth in terms of employee size and turnover are not universe 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 beside two years. What happens in reality (if we compare 2 years ago and now) is that just 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 daysAgoCurrentlyExpected in Two YearsNone13%7%5%1 5 employees70%72%58%6 10 employees13%16%23%More than 10 employees4%5%14%100%100%100%Achieving Growth potenceAfrican Caribbean Hairdressing is a rapidly expanding sector of the increasingly lucrative UK hair and beauty industry and since its inception 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 more within London, which holds about half of the UKs BME population. Overall, the groups disposable income is estimated at 12bn and the markets potential is further boosted by the fact that black women spend up to four times as much 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 take in the benefits available to them in the form of training, funding opportunities, publicity and involvement in government initi atives aimed at achieving business growth within the sector.Attitudes need to be changed and to do so requires a social marketing streamlet, 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 needs of businesses in this industryrevival of an industry association that will champion the needs of all players in this specialize marketsupport the development of an accredited training academy which will meet the continuous skills and training needs of this dynamic marketdevelop an online database of businesses in the industry, create inspirational case studies of good 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 profitable future clients already exist. Many of them probably belong to your competitors, 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 denote, something successful entrepreneurs are doing anyway. Plus, if youre going after your competitors clients, your chances for success attach for two reasons Youre targeting only those prospects who have already purchased or are in the process of purchasing a product or service identical to yours, and youre recognise the competitions best clients for taking immediate action while showing you proof of their purchasing intent.To reach those prospects interested in making a purchase, here are five ideas you can use right now in your display or internet advertizingsIf you hav e received 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 cusp and instantly 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 even out project didnt turn out right, show us your receipt for materials purchased, and youll receive an immediate discount up to 10 percent off your repair bill. earlier worrying about the cost of gaining customers this way, remember that your initial rebate or incentive fissure is a one-time acquisition cost. The lifetime value of acquiring this new client could easily be worth thousands of dollars or more to your business.For this system to work, your ads must reach your competitions clients. Research the places your competitors advertiseonline and in newspapers, mag azines and the Yellow Pagesand advertise there, too.Then, when creating your next advertising campaign, ask 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 Advertising retort a look at your Profit and Loss statement, or retell 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 change magnitude their marketing efforts during s write down sales periods because there is more competition and fewer consumer dollars.2.Get CreativeRetailers in the same industry generally 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 niche market you can find with little or no competition.3.Provide Outstanding Customer ServiceBy going the extra mile to provide good service, retailers can outlast the competition. Make shopping in your store such a memorable experience that customers cant wait to come back or to tell their friends. stack like to shop where they get 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(a)-participant to learn customers attitudes.A hot 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 listen 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 snap. 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 approach 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 lowe r-priced competitor without crippling your profits. Thats the good news. The bad news is that youll need to make major operational changes, and youll need to rethink how you communicate with customers. The changes required may not be for the faint of heart, but theyre weaken 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 seat for repositioning your product.When customers prefer the lower priced of two items, its usually because they believe the cheaper item is a better value. To compete, you need to get the customer to value your product more than the competitions regardless of the price. There 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 explain 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. modeling Dell underpriced PCs during the 1990s in order to grow market share.Build a uniquely superior product.Customers will pay 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. role model 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 monomania 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. Exam ple GEs Magnetic Resonance Imaging (MRI) machines come with consulting programs, operate 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 specialize in offering an ongoing tick of services? The top axis is about your core value proposition Does your offering compete largely on the basis of how much it costs, or does it offer features that make 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.Lowering your prices = Changing manufacturing and distribution.To beat low-price competitors at their own game while also stay 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.Determine 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 potential buyers view as upscale.Creating a hassle-free experience = Changing sales and marketing.Figure out wherefore its difficult to buy and use your competitors product, and then make it easy to buy and use yours. Example Pioneer recently offered giant console TVs for sale at Home Depot, because many customers often already had a truc k 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 hired and retrained thousands of consultants, transforming the company from a mainframe calculator 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.Ensure that whenever a customer sees a competitors product, your product is right next to it at a lower price. Example Kinkos searches out topical anaesthetic print/copy shops and locates a franchise across the street, offering prices that the local shop cant match and eventually ride 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 part).If you take ownership of the customers results, create a presence as an industry insider.Get your sales consultants out to conferen ces, 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/ globose 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 more present online. Using Search Engine Optimization, they are turning more and more traffic towards their online stores. There are l ots of SEO techniques by which one can get a good traffic to their websites. SEO Experts are well fit 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 ManagerOnce in a monthpublic relationsMarketing ManagerOne Yearbranding and artworkMarketing targetOne Yearpublications and cataloguesMarketing Headonline 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 their sales. These Strategies could be Online Marketing and direct both.Advertising salesAdvertising and promotional strategyPlanned promoti on /advertising typePromotional strategyExecutionPrint media advertisingBy Using Business Print Media, The Top closely level of executives of Industry can see the Service we offer.The 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 Enhance their business.SEO expert team will manage this email marketing process with their executives.publications and cataloguesIn yield Catalogues we Can Include Our Products, Features, Services and the Latest Offers for New and Old Customers. Our Clients Review also plays a vital r ole 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 nice 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 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 growing our business.Relationship managers team will Arrange Brand publish, event organise and invite key customers and big clients. There can be a Reward ceremony t o 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 Good Relationship Manger from Local area with a good experience and fair knowledge of customers and local people.Online Sales and Marketing methodsOnline Advertising impartStrategyExecutionOnline 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 swarm 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 unceasing traffic and that are updated frequently with new listings, as customers are more likely to use these sites.There are lots of Online