Question

Consider the concept of the “aspirational customer”. Define it. Provide examples of a company addressing this market. Is it a new concept? Is it a B to C or B to B market? Or Both? Why?

Answer 1

Aspirational Customers are those customers who are looking for something more than benefits a brand can do in order to set an example in front of the whole world. For example, some brands are taking different ways to save environment by using ecofriendly methods, which means they are using sustainability methods and are setting examples for their customers as well as their competitors. There is one Italian brand called as United colors of Benetton which follows which instead of promoting their own products (Apparel), they more focus on the controversial issues of the society like discrimination among the gender, color. For which they have made several types of campaigns which promote equality and had raised voice in order to spread awareness among people that such kind of things are also happening in the world which should not be done. So, this brand is setting an example for the world and is the only brand which never promotes its products. So aspirational customers will easily attract to these brands in future very quickly. Even some of the aspirational customers are now also started following this brand and brings many other customers along with them. This helps in generating revenue for the company as well. Yes it’s a new upcoming concept and it can be B to C as well B to B because these types of brands sell products on omnichannel basis and in order to cater the needs of their potential customers in each corner they use ecommerce platform also and even some of the corporates tie-up are also there which helps them earn more revenue.