Introduction

Ethnic marketing
It is the practice of marketing to one or more
audiences of a specific ethnicity or culture.
It is also known as cross- cultural marketing.
This marketing is done to target a particular group
or audience related to the ethnicity.

Value of Multicultural Marketing

Innovation
Growth
Globalization

Ethnic Marketing Techniques

Respect, relevance and
recognition( 3 rs)
Psychographics
Cultural cues in advertising
Grassroot marketing
Contact with Associations

Reasons for Ethnic

Marketing
increased Competitive pressure in most
industries
Companies seeking for different ways to
become profitable and build customer loyalty
Ethnic marketing segments are actionable and
identifiable
Ethnic groups are a sizeable segment that has
the ability to buy
opportunity to differentiate a companys
offering in saturated market places and to
develop new products

Examples of companies targeting

different Ethnic groups

In 2003, McDonalds started an ad

campaign for Spanish-speaking audiences
resulting in a 32% increase in sales for
the company.
They planned their strategies according to different communities like- transform their
menu for Indian market by introducing more vegetarian items and
removed beef from their menu as it would hurt the sentiments of
people in India.
McDonalds has gone beyond advertising to increase engagement
and loyalty within the Asian American community by supporting
key initiatives around education and Asian festivals that touch the
lives of thousands of Asian Americans.

 Pepsis first multicultural campaign

was in 1948 for African Americans.
In 2009, Pepsi's "Refresh Anthem," which
debuted during the Super Bowl featured a collage
of images from the '60s and today that celebrates
generations past and present, where both whites
and blacks were shown with Bob Dylan and
Will.i.am taking turns singing the Dylan classic,
"Forever Young," each in his signature style.

 Hispanics and African-Americans are

expected to drive 70% of beer growth from
2000 to 2020, according to industry
estimates cited by Heineken USA.
As a result, Heinekens revival in the US
started with multicultural brands such as Sol
and Tecate becoming popular with secondand third- generation Mexican immigrants.

New York life

New York Life's multicultural
marketing reaches many
communities including
Hispanics, Indians, Koreans,
Chinese and Vietnamese.
The ads were created and
produced by New York Life's
Indian Market Unit.
In addition to the ANA
recognition, these ads received
abundant praise within the
Asian-Indian community.

Thank you