Marketing can work for poor

I read with interest your “For Richer For Poorer” feature (MW November 29). You mention the need to fight against an ever-shrinking mass market due to the increasing polarisation of incomes.

I would like to bring to your attention over 100 retailers and services which have signed up with a scheme which could reverse this trend.

Dacorum Borough Council is about to launch a ” Dacorum Card”. Only those who are in receipt of means-tested benefits will be able to apply and the card brings discounts on a wide range of products and services.

The discounts meet the Councils objectives of improving the quality of life for those on low incomes. Organisations which have signed up to the scheme include Rank Leisure and McDonald’s.

While not claiming to provide a solution to the polarisation of incomes, this scheme does illustrate that marketing principles can be actively and successfully applied to both ends of the market if organisations are willing to make the leap of imagination required.

Mike Browne

Marketing Manager

Dacorum Borough Council

Hemel Hempstead