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Long live the new mass market!
The death of the mass market is a rarely challenged wisdom in a marketing world focused on CRM and the ideal segment of one. However, Accenture argues that while the old mass market may exist no longer that does not mean there are no mass markets. To support its contention, Accenture notes the success of new Procter & Gamble brands: Swiffer Whitestripes, and SpinBrush. These brands all have in common the fact they are mass market brands, but that this mass is a more affluent mass than existed previously.
This view is supported by a shift in the income curve over the last 30 years. In 1970, US income distribution was a log-normal distribution, not a bell shaped curve, …
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