A MASS MARKET BRAND THAT ACTS LIKE A PREMIUM BRAND.

There are 3 types of customers that we serve:

1. The Mass Market Customer: which is commodity and crowd based. This customer is price sensitive and easy switches to another vendor because switching costs is extremely low.
2. Middle Class Customer: this customer likes to bargain, negotiate and/or enjoy discounts. They’re driven by possibilities of ‘more’ for their money. They love value for money and they don’t joke with it.
3. Premium: these customers love respect, attention and exclusivity. They’re top ranking and pay well yet they demand loyalty of time and resources.

[For an in-depth breakdown of these 3 customers, please sign up to BSG Stream XI Course starting June 1st, 2021. Call 0807 361 0884].

There’s a food buka (local restaurant) in Abuja where people traffic to eat. I was driving by the street on Sunday and noticed they don’t operate on Sundays. This is a business that opens Monday to Saturdays but ensures that customers can only get food after 10am. They shut down at 7pm. Their customer service is unbelievably unimpressive. But their meals are irresistible. The traffic of people that go there from opening to closing is unprecedented, and what of the calibre of people: unbelievable too. This is a business that tells you: NO POS, NO TRANSFER and NO NON-CASH ALTERNATIVES. Strictly Cash Payments!!!

That is a very stringent set of conditions for a business that is considered MASS MARKET.

So what did they do?

1. They know the CORE HUMAN NEED: food and they understand the customer TASTE and APPETITE.
2. They do this product well. There’s no one who has faulted their food that I know. (How many do I know, right? 😁). But for real, the traffic back-to-back, year-after-year, despite changing locations, is a great testimonial of their food.
3. They courageously protect their culture. You may not like their culture and stance but you cannot argue with their results. This says a lot.

IF YOU KNOW AND DO WHAT YOU KNOW AND DO BEST, YOUR MARKET IS SURE. Even a small business can be ‘safely proud’ and still make it.

I hope this helps.

m a k t u b!!!

SO