Marketing and consumer communities: My Nutella

Certain values which earlier governed Western societies, have now been lost permanently. The individual thus, often finds himself in a situation of displacement and disorientation. This is also one of the consequences of globalization and adopting the American model (McDonald's, Coca Cola, Levi's).

To fight against these feelings, the individual now turns to finding a passion, or to hedonistic behavior. These indulgences are an effort to give a little more meaning to life. The individual, as a consumer will prefer a product that gives it a new social identity. His choice results from a calculation that is emotional rather than rational (For example: quality / price ratio). Individual behavior is now governed by symbolic values. Such a social context facilitates the accession of interactive community networks (YouTube, Facebook) and the advent of consumer tribes.

Thus companies are now adjusting to the changing behaviors and attitudes of clients, and directing their marketing strategies to the "One to few" method. This is a marketing strategy that makes a mark with a single message, and sends it to a personalized group or segment of consumers including a tribe of consumers.

The painting has become an indispensable communication tool for brands and in fact the place is conducive to the creation of consumer tribes. To illustrate this, this study will present a typical case of a strategy of tribal marketing successfully implemented by a large company on the Internet, the brand Nutella.

Tribal marketing is also relationship marketing. It is to forge a relationship in the long term with the consumer, during and outside of times of purchase or consumption. This requires multiple points ofcontact with the consumer, and that is how most companies have embarked on a multi-channel logic: mail, telephone and internet.

Most firms these days including Nutella are refocusing primarily on the Internet channel.With the advent of the web, they have established relationships with consumers, because their expectations and needs are placed at the heart of the marketing strategies.

Hence the development of viral marketing.Its potential has markedly increased with the spread of the Internet as information is disseminated more quickly. When it launches its online shop, the company can also rely on the client to spread the word about the brand in his social circle. This is called viral marketing: the company will be known via the Internet channel.

The marketing campaign should attract enough attention from the user, like interest, surprise, amusement and curiousity, and he will not hesitate to disseminate information around him.

The tribal marketing can then be defined as the association of a group of passionate consumers, sharing the same interest for a brand. They will then create a common social world and adhere to the same value system. This universe has rituals,precise vocabulary, and often a hierarchy among members. Even when not used as a distribution channel, the Internet is a valuable source of information for the consumer. It is consulted broadly, but primarily for purchases of more complex products with closing the sale in stores.

Tags: Tribal marketing, Nutella , consumer communities