Here are some key points your marketing strategy would need to consider in order to effectively target the Asian Canadian consumer market:
- Translate your advertising messages into the various Asian languages spoken in Canada (e.g. Chinese, Punjabi, Tagalog etc.) and place ads in Asian media outlets like newspapers, magazines and websites
- Recognize the complex differences between various Asian ethnic groups (e.g. Chinese, Indian, Filipino etc.) in terms of culture, cuisine, dietary restrictions etc. and customize your products and messaging accordingly
- Ensure the products you offer are suitable for Asian cooking styles and that any imagery/packaging is culturally sensitive and representative
- Partner with Asian grocery stores and community organizations to promote
In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retail, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but the term can also refer to anything widely available in the open market. In project management, products are the formal definition of the project deliverables that form the objectives of the project.
New Products
New Product Categories
New Product Development Process
Product Development Strategies: POSITIONING STRATEGIES,POSITIONING TECHNIQUES,PRODUCT DIFFERENTIATION STRATEGIES.
Retailing from three different perspectives, Characteristics, Activities performed by Retailers, Organized Retail Trade, Advantages of organized retail, Types of Retailing, Store & Non-Store Retailing, Internet Retailing, Catalog Retailing (Mail-order retailing), Direct Selling (door-to-door retailing), Tele Selling, TV Home Shopping, Vending Machines (Automatic Retailing), Retail Formats, On the basis of Merchandise Offered or Store Strategy Mix, Super Market, Hyper Market, Shopping Mall, Form of Ownership, Independent, Retal, Franchising, Leased Department, Co-Operative Outlet
In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retail, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but the term can also refer to anything widely available in the open market. In project management, products are the formal definition of the project deliverables that form the objectives of the project.
New Products
New Product Categories
New Product Development Process
Product Development Strategies: POSITIONING STRATEGIES,POSITIONING TECHNIQUES,PRODUCT DIFFERENTIATION STRATEGIES.
Retailing from three different perspectives, Characteristics, Activities performed by Retailers, Organized Retail Trade, Advantages of organized retail, Types of Retailing, Store & Non-Store Retailing, Internet Retailing, Catalog Retailing (Mail-order retailing), Direct Selling (door-to-door retailing), Tele Selling, TV Home Shopping, Vending Machines (Automatic Retailing), Retail Formats, On the basis of Merchandise Offered or Store Strategy Mix, Super Market, Hyper Market, Shopping Mall, Form of Ownership, Independent, Retal, Franchising, Leased Department, Co-Operative Outlet
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
GenZ is the largest generation yet and they are truly digital natives. The attitudes and behaviors of Zs will have a huge impact on the future of technology. Grounded in data from hundreds of online research sessions, diaries, and interviews, learn what Gen Z really does online and the ways it will change how we design the experience.
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
GenZ is the largest generation yet and they are truly digital natives. The attitudes and behaviors of Zs will have a huge impact on the future of technology. Grounded in data from hundreds of online research sessions, diaries, and interviews, learn what Gen Z really does online and the ways it will change how we design the experience.
A cultural movement emerged in the 1980′s in America.
Inspired by hardcore punk, heavy metal and indie rock.
came to nationwide prominence in the 1990′s due to the release of Nirvana's Nevermind and Pearl Jam's Ten.
Grunge is a combination of punk style and outdoor wear.
MIXX 2013: Environics "A Changing Consumer Base"IAB Canada
This presentation highlights key Canadian demographic trends. Presented by Dr. Doug Norris, Senior Vice President at Environics in March 2013 as part of IAB Canada's MIXX Conference.
The first slide is a video from Jan Kestle, President & Founder of Environics. This may not play for viewers within SlideShare so forward through to the following slides for the data Environics compiled for this presentation.
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
An AHAA Cultural Orientation-Generational Study
Sponsored by AARP and data partners Scarborough & GfK MRI
Discover NEW Hispanic opportunities by exploring specific category and cultural benefits among Hispanic Millennials, Gen X and Boomers
As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well.
With underwriting from AARP, AHAA: The Voice of Hispanic Marketing recently commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).
The results were surprising on many levels, validating that the once popular ‘one size fits all’ Hispanic marketing approach will need to change to fully address the diversity of the Hispanic consumer, moving forward.
What You'll Learn:
• Identify the “best” Hispanic customer for key product categories
• Understand the cultural orientation differences across three Hispanic generational segments
• Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics
Moderator: Gaby Alcantara-Diaz – AHAA Education Committee Chair, President, G ADMarketing Communications, Inc.
Panelists:
*Carlos Santiago – AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
*Dr. Jake Beniflah – Study Academic Counsel, Exec Dir, Center for Multicultural Science
*Scott Willoth –SVP Methods & Analytics, Scarborough Research
Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.
Highlights the demographics related to education levels in San Antonio and the need to collaborate on how local organizations must raise the levels of education before 2040. Presented by Ernest Bromley on March 10, 2009
These slides were originally presented during PCMA EduCon in June 2018. The session covered how to design and marketing health care conferences to multigenerational learners. These slides focus on marketing to Millennial learners with some attention given to data, psychographics, and marketing best practices to consider. There is alot more information we discussed during the session that is not included on the slides, if you'd like to discuss simply email me at glenn@chargeaheadmarketing.com.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
2. What are some demographics
Age
gender composition
family size and composition
distribution of population
education
occupation
social class
Ethnic group
3. So What Are demographics?
Objective
quantifiable
Characteristics
of a population
Important variables for market segmentation
4. What are some Recent
Demographic Trends in Canada
• Change in age distribution
• Increased urbanization; though there have been some
moves to non-urban areas
• Change in the structure of the family
• Increased participation by women in the workforce
• Women more focused on careers
• Couples having fewer children
• Increased incomes and greater consumer confidence
• Increased educational opportunities
5. EVEN though Calgary accountant "Michelle" (not her real name)
and her husband, "Jim," an elementary school teacher, could afford
to have more children, they are not going to. Jim is scheduled for a
vasectomy next month. "We already have one child," Michelle
explains. "We just don't want any more. One is enough. Kids are
expensive, and they take up so much time. We want our life back."
Michelle is not alone. Canadian women are now having fewer
children than ever before, according to a new Statistics Canada
study, released in July. The latest figures mean that for the first time
in 100 years, Canada's population growth rate has fallen below the
United States. At least three factors explain the decline, including
increased abortions and birth control, more women in the workforce
who are starting their families later in life, and high taxation.
6. Marketing Implications of
Demographic Trends
You are the marketing manager
of a telecommunications
company that manufactures
cell phones.
Until recently you have targeted
businessmen for these
phones. How would you use
the information that more
women are entering the
workforce in Canada to
refocus your marketing
strategy?
7. What Problems might there be
with Relying on Demographics
Information may be old
Data on various demographics may be unavailable
Summary data may be too broad and hide opportunities
in niches
Psychological or social factors that affect people’s
buying patterns are not considered
Demographics do not provide the reasons that people
make certain purchases
Consumers with similar demographics may differ in
purchase behavior
8. CONSUMER SPENDING AND ECONOMIC ACTIVITY
What does the demand for goods and services depend on?
the ability to buy
the willingness to buy
9. What is Consumers’ willingness to buy?
a measure of consumers’ opinions on the financial
position of their own household and the economy as a
whole
and to what extent they think it is a good time to buy
large expensive items such as a TV or a computer.
Demand for necessities remains stable over time
A component of consumer confidence that gives an
approximate indication of the development of
consumption growth in the subsequent months,
especially with respect to durable goods.
The underlying data are taken from the consumer
confidence survey.
10. The Conference Board's Consumer Confidence Survey
based on a representative sample of 5,000 U.S. households across
the country.
Consumer assessment of current economic conditions. Covers
things such as
•Employment
•Spending intentions over the next six months
•Feelings about business conditions over the next six months
The Conference Board’s Consumer Confidence Index fell 11.5
points in October, 2001 from 97.0 in September to 85.5 (1985=100).
February 2002 stood at 94.1.
17. Social Class
What is Social Class?
relatively permanent strata in a society that are distinct
subcultures
What are the typical factors that differentiate the social classes?
– Occupation
– Education attained
– Behavioral standards – taste culture
– Source of Income
– Level of Income; wealth
– Dwelling area
– Power
– Religious Affiliation; Associations
– lifestyles, buying patterns, motivations and values
– possessions
18. Social Classes in Canada
A. The upper class.
– 1. The upper-upper class. (1%; ‘old money)
– 2. The lower-upper class. (2-4%)
B. The middle class (40-50% considerable racial & ethnic diversity)
– 1. The upper-middle class. ($100k +)
– 2. The middle-middle class. ($50-$100,000, upper managerial or
professional fields)
– 3. lower-middle: under $50,000, less prestigious white collar,
or highly skilled blue collar jobs.
C. The working class. (1/3 of population) (lower incomes than
middle class, no accumulated wealth less personal satisfaction
in jobs
D. The lower class. (20% of population) (either supported by
welfare, or are ‘working poor’)
19. The Importance of Class
What sort of things does social class affect
tastes
Lifestyles
access to such resources as education, health care,
housing and consumer goods.
Self Image
Values
Political orientation
Consumption behaviour I.e. who spends how
much and on what
20. How Do the Lower and Upper Classes Differ in
Their Consumption Behaviour?
Lower classes
generally focus on
more immediate
and more
utilitarian needs
Upper classes
are often likely to
approach
consumption from a
more aesthetic
perspective
21. Marketing Implications
Your company XYZ corp. manufactures inexpensive
furniture and has targeted the less well off. In an
effort to upgrade your image the company has
decided to target higher-class consumers. What will
the marketing implications be on the following.
Market research
Product choices and development
Product design and packaging
Distribution
Price
Advertising and other marketing communications
22. Status Symbols
What are They?
Conspicuously consumed goods which are used to
provide evidence of wealth
Why do some people feel the need for status symbols
The need to display status through purchase and use of
products is at least partially derived from the anonymous
nature of much of our social interaction
If most people are unknown in public, status cannot be
conveyed by reputation
Anonymity exacerbates the need for uniqueness
24. Parody Display
When consumers deliberately
mock a trend by carefully
selecting products and
consumption patterns that
are not the current fashion
or style.
Paper Denim Retro Torn
Jeans $140.00
25. Fraudulent
Symbolism
When too many others use
or possess a status symbol
such that it loses much of
its former power
26.
27. Your company has just introduced a
digital camera. It has been decided
that a key element of the marketing
strategy will be to position it as a
status symbol. What will be some of
the highlights of the marketing
campaign ?
29. What is a Subculture?
A distinct cultural group that exists as an identifiable
segment within a larger, more complex society/culture
30. How do you distinguish one group from another?
Members of a subculture possess beliefs, values,
customs that distinguish them from other groups in
the wider culture
Subcultures create their own worlds that are
complete with their own norms, language, and
product insignias
Every consumer belongs to many subcultures
31. What are some Types of Subcultures
in Canada
Ethnic
Racial
Age
Regional
Religious
32. What is an Ethnic Subculture?
Possess common cultural and or genetic ties which are
identified both by its members and by others as a
distinguishable category.
Ethnic identity is a significant component of a
consumer’s self concept
34. Immigration in Canada
Impact of immigration – Canada has one of the
world’s most liberal immigration policies and is
considered a multicultural or pluralistic society
(as opposed to melting pot)
New immigrants tend to cluster together
geographically which makes them easy to reach.
Concentrated in major Canadian cities
Bring with them customs, traditions, values, etc.
New immigrants are likely to be Asian and are
best marketed to in their native language.
35. Population reporting at least one Ethnic Origin other than British,
French or Canadian, 1986, 1991 and 1996 Censuses
37%
42%
63% 58%
1986 Census 1991 Census
44%
Legend
British, French or Canadian Origins
Other Ethnic Origins
56%
1996 Census
36.
37.
38. Percentage of Visible Minority Population by All Age
Groups, for Canada, Provinces, Territories and selected
Census Metropolitan Areas, 1996 Census
35%
32%
31%
30%
25%
20%
18%
16% 16%
15% 14%
12% 12%
11% 11%
10% 10%
10% 9%
8% 8% 8%
7%
6%
5%
3% 3% 3% 3%
1% 1% 1%
0%
d tia bec ba rta tario ria on ilton ener r g ll AL ton gary er to a
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e
Qu Man Al On olum Vic Lo am itch ind inn a- NT dmo
n
Ca
l
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n
fou Br ar rri a ov C H K W W taw MO E Van
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39. Visible Minority Population for Provinces and
Territories 1996 Census
Shown in Absolute Numbers
1,800,000 1,682,045
1,600,000
1,400,000
1,200,000
1,000,000
800,000
660,545
600,000
433,985
400,000
269,280
200,000
77,355
British Columbia
Yukon Territory
New Brunswick
Northwest Terr.
31,320 26,945
Newfoundland
Saskatchewan
3,815 1,520 7,995 1,000 1,670
Nova Scotia
Manitoba
Ontario
0
Quebec
Alberta
P.E.I.
40. Visible Minority Population in selected Census
Metropolitan, 1996 Census
Shown in Absolute Numbers
1,400,000 1,338,095
1,200,000
1,000,000
800,000
564,600
600,000
401,425
400,000
200,000 115,460 127,555
115,430
73,310
48,910
2,370 22,320 2,555 9,815 10,35511,250 22,915
Ottawa - Hull
Edmonton
Saskatoon
St. John's
Vancouver
Saint John
0
Hamilton
Winnipeg
Montréal
Toronto
Calgary
Victoria
Québec
Regina
Halifax
41. Percentage of the Visible Minority Population Aged 0 to 24, for
Canada, Provinces, Territories and selected Census Metropolitan
Areas, 1996 Census
40%
37% 37%
35%
30%
25%
21%
20% 19%
18%
16% 16%
15%
15% 14%
13% 13%
12%
11% 11% 11%
10%
10%
8% 8%
5%
5% 4%
3%
2%
1% 1% 1%
0%
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42. Asian
Asian
Canadians
Canadians
Asian Canadians are the Fastest Growing
Minority Group in Canada
Average Household
Income is $2,000 College Graduation
Greater Than Whites, Rate is Twice That of
and tend to be more Whites.
brand and price
conscious
43. Small,
Diverse,
Growing
Native Characteristics Above
Language of Asian Average
Print Income
Media Subcultures
Education
Oriented
44. Marketing Implications of Subculture
basis for market segmentation
Marketers need to be aware of different needs
for products, different patterns of usage,
preference for certain brands
Advertising-media habits may be different;
different media to reach different subcultural
groups
Distribution-geographic concentration of many
ethnic subcultures means that marketers can
reach them more easily; also in some cases
certain groups prefer to shop in certain stores.
45. Marketing Implications of Subculture
Your company manufactures, markets and sells
kitchen utensils
Aware that Canada’s population increase now
results primarily from immigration rather than
by natural means and that most of these
immigrants are from Asia your company realizes
that there is a vast untapped market for its
products and decides to go after it.
How will this affect your company’s Marketing
mix?
What difficulties might you encounter?
46. Reaching the Asian Canadian Consumer
Reaching the Asian Canadian Consumer
Translating Advertising Overlooked Complex
Messages Into Asian Differences Among
Media Asian Subcultures
Problems
Encountered
by Canadian
Marketers
Lack of Media Available Been Insensitive to
to Reach Asian Cultural Practices
Americans