4) Ethnic Marketing Techniques. 5) Heineken: an Illustration ... differentiate a company's offering in saturated market places and to develop ... Psychographics are key. ⢠Respect ... Identifying your customers and satisfying their needs remains ...
Ethnic Marketing Michael Brannan Allwyn Costa Sylvain Decarne Elijah Gardner Valerie Heymans
Agenda 1) Introduction 2) Short definition 3)Reasons for Ethnic Marketing 4) Ethnic Marketing Techniques 5) Heineken: an Illustration 6) Conclusion
Ethnic Marketing: Definition “Ethnic marketing comprises all Marketing efforts and instruments used to target specific ethnic groups within a society and to satisfy their particular needs.”
Reasons for Ethnic Marketing: New opportunities in competitive markets? • 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 company’s offering in saturated market places and to develop new products
Reasons for Ethnic Marketing: Size and buying power •
Ethnic minorities are 30% of the U.S. population.
•
In the next 20 years: African Americans will increase by 20%; Asian Americans by 68% and Hispanic Americans by 64%.
• •
The combined buying power of African Americans, Asian Americans and Native Americans exceeds $1.5 trillion, a gain of 231% from 1990.
Ethnic groups are a sizeable segment that has the ability to buy!
Reasons for Ethnic Marketing: Breakdown and Concentration •
March 2002: 37.4 million Hispanics (13.3 % of US population) 36 million Black-Americans (13% of US population 12.5 million Asians (4.4% of US population)
•
Ethnic groups tend to live in more tightly-knit communities, where referrals carry even more weight than in the general population.
•
In the top 10 U.S. Hispanic markets, you can reach about 45% of the Hispanic population.
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The top 10 African Americans markets contain about 39% of the population.
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The top 10 Asians markets contain about 64.6% of the population
Ethnic marketing segments are actionable and identifiable!
Reasons for Ethnic Marketing: Other characteristics •
Research has found that 70 percent of Hispanics do read their direct mail, and 35 percent want more
•
People of some ethnic cultures - including Americans of Hispanic, Japanese, and Korean descent - are highly brand-loyal.
•
Ethnic Minorities outspend Caucasian shoppers in some product ranges: – African Americans spend 51 percent more on boys' clothing – Latinos outspend the general market by 67 percent on apparel for children 2 and younger
There is willingness to buy within ethnic segments!
Ethnic Marketing Techniques: Targeting •
Psychographics are key.
•
Respect, relevance and recognition- the three R’s
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Contacting ethnic groups for marketing purposes
•
Cultural cues in advertising
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Word of mouth and grassroots marketing
Ethnic Marketing Techniques: Use of Media •
Newspaper ads, billboards and bus boards: The same message is used as in the direct mail campaign, but without a call to action.
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Radio: Useful support tool in markets where there are ethnic stations, especially when trying to reach a younger crowd
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Visibility: Getting involved in community events in areas with high concentrations of the ethnic markets you're targeting.
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Contact with Associations: Each nationality has unique differences, even among speakers of same language
Heineken Background • Heineken’s market share trend – Early 1990’s largest import by 2 times – By 2002 Corona selling 50% more than Heineken • Info from Heineken Senior VP Marketing Demographics for beer market are changing – Hispanics and African Americans will be bigger in size than Caucasians in 2030 – Focusing on these very targetable groups
Heineken What have they done? • Launched ad campaign featuring Jay-Z – Jay-Z is a trend setter and opinion leader – Fashion as well as music – Authentic consumer insight critical • Want to target “urban” lifestyle – Heineken has a brand manager for “urban” segment –“Urban” not demographic, but psychographic • Fusion of African American, Caucasian and Hispanic culture • 21-34 year olds • 30~50 million – about 50% not in cities - $300B buying power
Heineken Why is Ethnic Marketing important? • African-Americans were an under-penetrated market for Heineken • African-Americans are a driver of the “urban” mindset – “Urban” becoming mainstream • Conclusion – Builds market share among African Americans – Ancillary benefit of targeting mainstream consumers
Conclusions • Some failures in the past pointed out the importance of Ethnic Marketing (Kmart)
• BUT: Ethnic Marketing is just the latest trend in market segmentation and Targeting • Identifying your customers and satisfying their needs remains the key to a successful Marketing strategy
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