Ethnic Marketing
Eric Gallie
Crystal-Lee Duke
Agenda
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Intro
What is ethnic marketing?
Seeing the difference
Translation
Ethnic Stereotypes
Ethnicity and Religion
Marketing Pitfalls
What is Ethnic Marketing?
Seeing the difference
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Understanding a different culture is an
important step to organizing your ad campaign
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Once a company sees an opportunity in a
different market they must understand the needs
and wants
Translation
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Getting involved in the community is probably
the best way to get your image out there
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Pepsi slogan “Come Alive, you’re in the Pepsi
Generation”,
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Thai translation reads “Pepsi brings your ancestors
back from the dead.”
Ethnic Stereotypes
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The way in which you market to an ethnic
market could have positive or negative effects
for your product
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Example
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3M and their brand of Scottish tape
Ethnicity and Religion
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Religion had a profound effect on many aspects
of individual’s life including:
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social class, geographic region, and ethnicity
Angus Reid in showing that 60% of Canadians
reported themselves to be Christians
Marketing Pitfalls
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Understand your market
Examples
Levi jeans
 Lipton soup
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Conclusion
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North America is very diverse
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Understanding the wants and needs of all your
consumers is very important
Questions????