Tribe Marketing

 Tribe Marketing

Potential Products for “Tribe Marketing”

            “Tribe marketing” denotes a new form of international marketing where product/service marketers focus on a ‘tribe’ rather than nationality. This marketing is based on the concept that people of a common group across different nationalities share common psychology and concerns in life (Hymowitz, 2007). For example, middle-aged women who are planning their families or girls entering puberty share common concerns across the globe regardless of their nationality. As such, marketing a product or service that offers service to these groups may be largely adopted based on the common concerns. Therefore, it becomes of essence to grasp the commonality in such groups (‘tribes’) in order to market to them via a common process across the globe so as to make the marketing easy and uniformly tailored for efficiency.

Athletes that are in athletics as profession as well as athletes that participate in short and long races for fitness form a unique tribe that shares values, goals and consumption preferences. As a sporting community they require equipment which mainly consists of sneakers and an outfit for practice. Therefore, athletes’ shoes and garments as well as other support products such as water bottles, and skipping ropes among others form a product category that can be marketed through tribe marketing to the ‘tribe’ of athletes. This tribe consists of fitness enthusiasts of any age, but with a common goal of enhancing their physical fitness either for the sake of health or competition. They also share common goals about supporting their safety and health whilst practicing. The common shared needs make them a tribe and the necessary products for their undertakings, which include athletes’ shoes and garments, make a product category that is necessary for them. Therefore, marketing to them arises out of their unique needs (Druker, 2012).

The student fraternity in college and university as well as other tertiary institutions also forms a tribe with common preferences, needs and goals in relation to academic achievements. Technological tools such as iPads, MacBooks and laptops form a unique electronics product category that serves this tribe in supporting studies, assignment handling, research, communication and entertainment. Students often require such technology to download books and other reference material, to compile research data, to carry out online research, to prepare homework, communicate and share information. These common needs and preferences of this technology savvy group make them a tribe with common goals and preferences. The electronic products highlighted provide a unique fulfillment of the needs of the tribe, and as such the products can be uniquely marketed to them. Therefore, a common design strategy of the products as well as their marketing can be adopted for this group with little to no variation because of the commonality of their educational needs across borders (Hymowitz, 2007).

Medical practitioners in the field of surgery also form a tribe and marketing group to which surgical equipments can be marketed in a common marketing strategy. This is so because surgeons across borders share the same values, goals, knowledge and even needs and preferences in their profession (Druker, 2012). As such, it is possible to market surgical equipments to them across different nationalities and regions without a variation of marketing strategy or product design.


Druker, M. (2012). Consumer tribes and the benefits of marketing to them. Retrieved from

Hymowitz, C. (2007). Marketers Focus More On Global ‘Tribes’ Than on Nationalities. Wall Street Journal, retrieved from


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