Ethnic Marketing

GROUP 3 - 2MBAB
CIA1 - MARKETING MANAGEMENT
DEBJYOTI CHOWDHURY
GAUTAM KUMAR DEY
HARIHARAN R
SHIVAM GOVILA
SIDDHARTHKARUN K
ANITHA JOY
RUCHI PUNN
SMRITI NAGPAL

1627110
1627113
1627115
1627126
1627127
1627135
1627154
1627160

Introduction
Ethnic marketing comprises all Marketing efforts

and instruments that are used to target specific

ethnic groups within a society and to satisfy their
particular needs.
It is also called multicultural marketing or cross
cultural marketing.
It takes advantage of the ethnic group's different
cultural referentssuch as language, traditions,
celebrations, religion and any other concepts, to
communicate to and persuade audience.

Importance of Ethnic Marketing

Competitive pressure has increased in most

industries
Companies seek for novel ways to become profitable
and build customer loyalty
Ethnic Marketing represents an opportunity to
differentiate a companys offering in saturated
market places and to develop new products

Advantages
Appreciating the role of languages and culture would

greatly impact the sales.

Wide customer base.
Appreciates diversity within market segments.
Vital to building brands and business growth.
Brings people together to work towards the common
goal.

Limitations
Marketers often fear what they dont know.
Corporate executives dont hire talent or devote

resources to ethnic marketing.

Most multicultural market research falls short.
Corporate marketers use the same measurement
tools to evaluate the market.
Marketers believe that the cost of market entry is
cost-prohibitive.

What Can Be Done?

Be informed.
Have an internal champion at the executive level of

the corporation to support your work.

Invest in market research.
Compare and analyze.
Consider alternative ways to measure success.

McDonalds
McDonalds is at the forefront of this new wave of marketing by

developing menu items and advertising schemes that cater to the ultradiverse US population.
McCafe coffee is just one example of ethnic marketing in action.
Focus advertising efforts on the ever-changing market dimension. As
the market continues to become more culturally diverse, traditional
marketing methods (which are known for catering to white middleclass Americans) arent going to be as well received as in the past. It is
now more important than ever to know the tastes and preferences of
minority groups!

Happy Dent

Fram Cabin Air Filter Canadian Tire

Worsening Urban air quality is one of the leading

reasons for immigration to Canada. ( 2011, Bank of

China Survey)
The Message:

Did you know that the air quality inside your car is up to 6x
dirtier compared to the outside air.

The Result:
Higher Redemption of the campaign coupon in-language
Chinese publications compared to larger mainstream
magazines.

Fram Cabin Air Filter Canadian Tire

PepsiCo Canada

Nestl Canada
Nestl Quality Street - Diwali

Special tins wrapped in bright colours befitting the holiday

Stop-animation TV spot with the chocolates spilling out of the tin
to form different Diwali symbols
Kit Kat Finger Orange
During Chinese New Year 87% of Chinese Canadians shop for
food, candies and gourmet desserts
Orange Flavour - Symbol of luck and Good fortune
Eight bar multipack Lucky number in Chinese culture
Red is considered auspicious colours during Chinese New Year
and is a symbol of joy and virtue

Micromax India

Conclusion
Focussing on a Particular Group
Maintaining a balance
Can also be used as General Marketing Tool.