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Business & Marketing
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Topic:

Parrot Heads Unite (Essay Sample)

Instructions:

The paper seeks to answer the following questions: 1. How can we consider Jimmy Buffett fans as members of a reference group? A brand community? 2. Refer to your responses to question 1. What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics.

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Parrot Heads Unite
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Introduction
Parrot Head is a nickname commonly used to describe Jimmy Buffet fans. Owing to their uttermost dedication to buffet concerts, these fans have emerged as one of the most thrilling individuals (Alexis, 2009). Most interestingly, they come from all walks of life, implying that they are really a unique brand. However, there is controversy as to whether this fan base actually represents a reference group. Moreover, it is still unclear whether the said Parrot Heads symbolize a given brand community. Based upon the aforementioned contentious issues, this paper seeks to answer the following questions.
How can we consider Jimmy Buffett fans as members of a reference group? A brand community?
Reference Group
A reference group refers to a group in which a person or another group of individuals is compared with. This group consists of individuals whose behavior, attitudes, opinions, beliefs, values, and preferences influence an individual’s judgment basis (Pride, Pride, & Ferrell, 2007). It is important to note that, one does not necessarily need to be a member of the reference group to be influenced by the group’s characteristics. Based upon the abovementioned realities, there are several ways in which Jimmy Buffett fans can be regarded as a reference group. Here, are some of the critical ways in which we can consider these fans a reference group.
Jimmy Buffet fans all over the world form a conceptual group and not an actual group. Despite their large number, they belong to a non-membership group implying that their attachment is conceptual and not actual.
Jimmy Buffet fans have an anticipatory socialization. In this case, for an individual to be regarded as a Parrot Head, he or she needs to experience the process of socialization in order to assume the values and lifestyle of being a Jimmy Buffet fan.
Besides, Jimmy Buffet fans are flexible; they are not permanent. In fact, they are at liberty to change from being a Parrot Head to something else. This depicts that one doesn’t need to be a permanent member of the group. Since this is one of the characteristics of a reference group, it is fair to regard these fans as a reference group.
Above all, these fans have a unique lifestyle that influences the behaviour of other individuals. Many a times, other groups have tried to emulate the charitable behaviour of Parrot Heads in order to associate themselves with this hilarious group.
Owing to the above alluded facts, it is lucid to consider Jimmy Buffet Fans as a reference group. This is because they posses all the characteristics of the said group.
Brand Community
A brand community is basically a community developed on the basis of association to a given product or lifestyle. In essence, Jimmy Buffet fans represent the Florida Culture. They are often seen worn in Hawaiian shirts along with parrot hats. Therefore, they represent a unique brand community (Douglas, 2009).
Refer to your responses to question 1. What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics.
Opportunities
The existence of the unique Buffet community provides marketers with noteworthy opportunities in the marketing front. This is because; the community influences its members’ intention to consume certain products in the market. Discussed here are some of the opportunities offered by Jimmy Buffet fans.
Unique product characteristics
Buffet community is a unique group, and therefore it provides marketers with the opportunity to develop products with unique characteristics in order to comply with the exceptional taste and preference of this community.
Promotional opportunity
Buffet community is known for its outstanding lifestyle and exceptional brand. Furthermore, a series of its charitable activities have made the group to be recognized globally as a lavish community. Therefore, this presents marketers wi...
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