Ethnic MarketingEthnic Marketing

Eric GallieEric Gallie

Crystal-Lee DukeCrystal-Lee Duke

AgendaAgenda

IntroIntro What is ethnic marketing?What is ethnic marketing? Seeing the differenceSeeing the difference TranslationTranslation Ethnic StereotypesEthnic Stereotypes Ethnicity and ReligionEthnicity and Religion Marketing PitfallsMarketing Pitfalls

What is Ethnic What is Ethnic Marketing?Marketing?

Seeing the differenceSeeing the difference

Understanding a different culture is Understanding a different culture is an important step to organizing your an important step to organizing your ad campaign ad campaign

Once a company sees an opportunity Once a company sees an opportunity in a different market they must in a different market they must understand the needs and wants understand the needs and wants

TranslationTranslation

Getting involved in the community is Getting involved in the community is probably the best way to get your probably the best way to get your image out thereimage out there

Pepsi slogan “Come Alive, you’re in Pepsi slogan “Come Alive, you’re in the Pepsi Generation”, the Pepsi Generation”, Thai translation reads “Pepsi brings Thai translation reads “Pepsi brings

your ancestors back from the dead.” your ancestors back from the dead.”

Ethnic StereotypesEthnic Stereotypes

The way in which you market to an The way in which you market to an ethnic market could have positive or ethnic market could have positive or negative effects for your productnegative effects for your product

ExampleExample 3M and their brand of Scottish tape3M and their brand of Scottish tape

Ethnicity and ReligionEthnicity and Religion

Religion had a profound effect on Religion had a profound effect on many aspects of individual’s life many aspects of individual’s life including:including: social class, geographic region, and social class, geographic region, and

ethnicity ethnicity

Angus Reid in showing that 60% of Angus Reid in showing that 60% of Canadians reported themselves to be Canadians reported themselves to be Christians Christians

Marketing PitfallsMarketing Pitfalls

Understand your marketUnderstand your market ExamplesExamples

Levi jeansLevi jeans Lipton soupLipton soup

ConclusionConclusion

North America is very diverseNorth America is very diverse

Understanding the wants and needs Understanding the wants and needs of all your consumers is very of all your consumers is very importantimportant

Questions????Questions????