Ethnic Marketing Eric Gallie Crystal-Lee Duke

Agenda Intro Intro What is ethnic marketing? What is ethnic marketing? Seeing the difference Seeing the difference Translation Translation Ethnic Stereotypes Ethnic Stereotypes Ethnicity and Religion Ethnicity and Religion Marketing Pitfalls Marketing Pitfalls

What is Ethnic Marketing?

Seeing the difference Understanding a different culture is an important step to organizing your ad campaign Understanding a different culture is an important step to organizing your ad campaign Once a company sees an opportunity in a different market they must understand the needs and wants Once a company sees an opportunity in a different market they must understand the needs and wants

Translation Getting involved in the community is probably the best way to get your image out there Getting involved in the community is probably the best way to get your image out there Pepsi slogan “Come Alive, you’re in the Pepsi Generation”, Pepsi slogan “Come Alive, you’re in the Pepsi Generation”, Thai translation reads “Pepsi brings your ancestors back from the dead.” Thai translation reads “Pepsi brings your ancestors back from the dead.”

Ethnic Stereotypes The way in which you market to an ethnic market could have positive or negative effects for your product The way in which you market to an ethnic market could have positive or negative effects for your product Example Example 3M and their brand of Scottish tape 3M and their brand of Scottish tape

Ethnicity and Religion Religion had a profound effect on many aspects of individual’s life including: Religion had a profound effect on many aspects of individual’s life including: social class, geographic region, and ethnicity social class, geographic region, and ethnicity Angus Reid in showing that 60% of Canadians reported themselves to be Christians Angus Reid in showing that 60% of Canadians reported themselves to be Christians

Marketing Pitfalls Understand your market Understand your market Examples Examples Levi jeans Levi jeans Lipton soup Lipton soup

Conclusion North America is very diverse North America is very diverse Understanding the wants and needs of all your consumers is very important Understanding the wants and needs of all your consumers is very important

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