As a pact between us (me & my co blogger) we had principally decided that we would discuss about anything but Bollywood. We were quite clear from the beginning that the entire purpose of blogging was dissemination and sharing of knowledge pertaining to marketing & branding(that sounded so preachy!! never mind).The idea was to weave in the concept of marketing & branding in whatever damn thing we would discuss on this blog.
However having born in a country which thrives on cricket & Bollywood how could I be an exception? So strictly following the DNA of the blog,I thought of exposing our readers to the concept of SEC classification by citing real life or rather reel life examples from Bollywood. This might sound vague, but this very analogy challenges the existence of the age old marketing concept.
The SEC Classification (also called the Social Economic Classification) is a classification used by surveyors, market researchers,media and marketing companies in India to categorize consumer behavior. SEC is primarily determined by 2 factors:
1.Educational level of the Chief Wage Earner of the household
2. Occupational level of the Chief Wage Earner of the household
For a better understanding you may refer to the latest SEC grid used by the marketers as shown below.
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| Latest SEC Grid from one of the leading management consultants |
Based on the above grid the country's population is divided into 3 classes:
1.Upper most segment of the consuming class -A1,A2 &B1
2.Middle segment-B2 & C(concentrate on this segment since the climax is related to this segment)
3.The lower most segment-D, E1 & E2
Enough of Gyaan I guess. Cut to Bollywood. Now this is where I have my doubts. If the above information holds true for a population of 1,210,193,422 then our Bollywood stars should be no exception right? Look at some interesting facts below:
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Saif Ali Khan - Educated at Winchester College, an independent boys school in England.
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Aamir Khan - Bachelor's Degree in B'Comm from NM College, Mumbai
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Hrithik Roshan – Bachelor's Degree in B'Comm from Syndeham College, Mumbai
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John Abraham - MMS from Mumbai Educational Trust (MET)
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Aishwarya Rai – 12th from Ruparel College, Mumbai (She was studying architecture at the Rachana Institute when the Miss World contest happened)
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Preity Zinta – Graduate in criminal psychology
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Bipasha Basu – A Commerce Graduate, she was planning to study for CA when she became the Ford Supermodel of the World
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Kareena Kapoor - Did a course in Information Technology and Microcomputers from Harvard. Studied law for a year but left to focus on her acting career.
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Priyanka Chopra – Completed 12th from Army Public High School (Bareilly). Began her graduation course from Jai Hind College in Mumbai but left after winning Miss World.
So based on the above SEC grid Priyanka Chopra & Aishwarya Rai would fall under SEC B2 (this is taking into account their education qualification as HSC and considering Bollywood celebrity as self employed professionals).
Now practically speaking everybody knows that the SEC of a person is directly proportional to the income he or she earns. These Bollywood beauties charge an average of Rs.3.5 crore per endorsement(Source: Percept Talent Management) & an equal amount for featuring in one movie.
Even if we decide to overlook the money they make from public appearances which range from performing at a politician's daughter's wedding to being judge of a reality show,they still wouldn't qualify as SEC B2.
I wonder which SEC grid are the marketers of brands like Gucci, Fendi & Prada using to classify their TG?.However I am sure they would figure that out coz,bloody we are marketing guys yaar!!
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