Ethnic Marketing

1. Ethnic Marketing Eric Gallie Crystal-Lee Duke

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

3. What is Ethnic Marketing?

4. Seeing the difference • 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

5. Translation • 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”, • Thai translation reads “Pepsi brings your ancestors back from the dead.”

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

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

8. Marketing Pitfalls • Understand your market • Examples • Levi jeans • Lipton soup

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

11. Questions????