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Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
Marketing "white bread" in a 12 grain world
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Marketing "white bread" in a 12 grain world

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There is increased ethnic diversity in Canada, especially in the GTA which will require a change in how we view this market. Visible minorities will be visible majorities in the next 20 years. Is your …

There is increased ethnic diversity in Canada, especially in the GTA which will require a change in how we view this market. Visible minorities will be visible majorities in the next 20 years. Is your organization positioned for continued growth?

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  • Interesting facts. gives good insight into future and how companies should start planning for it now.
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  • 1. Marketing“white bread” in a12 grain worldBhupesh Shah, B.Sc., MBA | ethnicomm inc.October 17th, 2011
  • 2. Agenda What does diversity mean right now? A 12 grain world Stuff that messes up the traditional marketing approach. Marketing Impact. Marketers that get it.Image: Rawich / FreeDigitalPhotos.net
  • 3. 140+ languages and dialectsSource: http://www.flickr.com/photos/qmnonic/
  • 4. 31% don’t speak Englishor French @ home (City of Toronto)
  • 5. Source: http://www.flickr.com/photos/husseinabdallah/(City of Toronto)
  • 6. South Asians and Asians - the most visible of the visible minorities
  • 7. In 5 years,50% of the GTA will be comprised of visible minorities
  • 8. in 20 years ~25% of the residents of the GTA will be South Asian, exceeding all other minorities by far (StatsCan)Photo courtesy: Shanu & Karim
  • 9. in 20 years ~67% of the regions population will be from a visible minority community (StatsCan)Photo courtesy: Shanu & Karim
  • 10. Marketing “white bread” in a 12 grain world will leave out over 2/3 of the potential marketSource: http://www.flickr.com/photos/10413717@N08/
  • 11. “70% of the retail sales growth in Canada over the next decade will likely come from visible minority groups” (CIBC)Source: http://www.flickr.com/photos/jasminepettersen/
  • 12. Top 5 mother-tongue languages Chinese (420,000) Italian (195,000) Punjabi (138,000) Tagalog (114,000) Portuguese (113,000)Source: http://www.famouslogos.org
  • 13. Top 5 visible minority groups in Toronto(2006 - % of population)
  • 14. Immigrants go from poverty to “near” Canadian average income levels in about 4 years larger households, more dual-parent families and more multiple-family households greater incidence of homeownershipSource: http://www.freefullhdwallpapers.com
  • 15. Education is a top priority! (% with University Degree at Bachelor Or Above) 0 5 10 15 20 25 30 35 Filipino Chinese South Asian Latin American Canada White Southeast Asian BlackSource: Statistics Canada
  • 16. The idea of a visible minority is going to have to shift or its going to start getting more and more ridiculous to talk about a minority of people who in fact are the majority… Prof. Richard Day, Department of Global Development Studies - Queens UniversitySource: http://www.queensu.ca
  • 17. Photo courtesy: Niki Pham; http://www.flickr.com/photos/laphamnikita/ High/low context cultures; family;values; religion and other stuff is killing our traditional approach.
  • 18. The Harpers are on to something…Source: http://www.ipolitics.ca - THE CANADIAN PRESS/Sean Kilpatrick
  • 19. The face of Canadians is changing "Soon a larger share of this visible minority population will be people actually born in Canada…children of immigrants or grandchildren of immigrants.” Laurent MartelSource: mtvdesi.com Statistics Canada: Projections of the Diversity of the Canadian Population, Catalogue no. 91-551-X
  • 20. Affluent minority “socialites” exist even if they’re never shown in the National Post!Photo courtesy: Shanu & Karim
  • 21. High Context Cultures: ME, Asia, Africaand Latin America, Mediterranean,French-Speaking Canada Non-verbal A lot remains communication unsaid / cues important Interpersonal Trust before relationships transactions important
  • 22. Collectivist –family/peer grouphas influence onpurchasing decisionIntuition over factsbut still asks a lot ofquestionsFeelings over rational
  • 23. Flowery language; like storiesand storytellingIndirect / FormalTradition/History importantPrefer f2f interactions
  • 24. IndianStandard Mañana Time
  • 25. Low Context Cultures: English Canada/USA, muchof Western Europe Individualistic Fact based decisions over intuition Action oriented Precise, brief, blunt, direct Logical
  • 26. Words speak forthemselvesf2f not as important asgetting everythingclear and documentedTime very important –things measure bytime/productivity
  • 27. Family Values marriage nuclear family or partially extended family “old-fashioned” economic relationships (wife @ home) HH income pooling male inheritance; parents may stay with elder sonSource: http://en.wikipedia.org
  • 28. Religion Chinese New Year Lohri (Buddhist / Hindu / Sikh) Easter May 24 weekend Ramadan Eid-Al-Fitr Diwali Christmas
  • 29. Finance prefer to seek financial advice from someone who understands the cultural nuances that may affect their investment goals “enduring loyalty and word-of-mouth” can be had saving for long-term goals is ingrained into the culture – no need to make that sales pitchSources: http://www.flickr.com/photos/newtown_grafitti/; “A Self-Imposed Barrier for Advisors Serving South Asian Clients”, AdvisorOne Oct 9, 2011. Web
  • 30. Time to broaden our palate Photo courtesy of: Brown Man Clothing Co.Image: Paul / FreeDigitalPhotos.net;
  • 31. Best Buy doesn’t get it…Source: http://www.youtube.com/watch?v=iVuS4jspUVU
  • 32. Our traditional marketing messages – headlines, copy, commercials…are FAST messages doesn’t work as well on high context “slow” cultures takes time to build relationships but they are generally deep-rooted/ longer lastingSource: http://www.flickr.com/photos/httpoldmaisonblogspotcom/
  • 33. Our traditional marketing messages – headlines, copy, commercials…are FAST messages Trudeau effect – Liberal partySource: http://www.flickr.com/photos/httpoldmaisonblogspotcom/
  • 34. How do I do thisImage source: http://www.flickr.com/photos/dreamsjung/
  • 35. Targeting high context cultures online low context: fast message culture, flat structure is the norm; straight text for navigationWürtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13.http://jcmc.indiana.edu/vol11/issue1/wuertz.html
  • 36. Targeting high context cultures online pages should be portray collectivist diverse and values hierarchical use of imagery vs. straight text for EN FR…now navigation multicultural pages - Chinese, Punjabi, Tamil tabs focus of people and product togetherWürtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13.http://jcmc.indiana.edu/vol11/issue1/wuertz.html
  • 37. Source: http://www.tdcanadatrust.com/newtocanada/southasian/
  • 38. Source: http://www.tdcanadatrust.com/newtocanada/chinese
  • 39. Long-term perspective:Lifetime value of a customer retention discounting is not the only way repeat sales upselling
  • 40. Visible minorities are not all the same
  • 41. Demographic segmentation
  • 42. Psychographic segmentation Savings/Investing mentality Prestige conscious “Succeeder” lifestyle Higher education levels
  • 43. Behaviour segmentation lifestyle purchasing patterns where/how do they spend their time? condos and monster homes
  • 44. Benefit segmentation How are your products being used or not used? What does the customer need or desire?
  • 45. How do you want to be perceived in the minds of the visible minority target market?Source: Philip Kotler, Marketing Management 13th edition
  • 46. Why are minority smaller companies targetingminorities this large market? Where are the bigbrands?
  • 47. Kraft Gets ItSource: https://www.facebook.com/video/video.php?v=10150562415355401
  • 48. State Farm Insurance gets itSource: http://www.youtube.com/watch?v=kd_4Mi25jNk&t=9s
  • 49. Wal-Mart gets itSource: http://www.youtube.com/watch?v=3ivNDf7sISY
  • 50. Rogers gets itSource: http://www.youtube.com/watch?v=gCmd6wfPWtg
  • 51. Go 12 grain! It’s better for your long-term health!Source: http://www.flickr.com/photos/recyclethis/
  • 52. Twitter: @ethnicommFacebook: ethnicommLinkedIn: bgshahinfo@ethnicomm.com416.720.1205 | 888.927.8881

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