The 'forgotten' Belgians

The ‘forgotten’ Belgians

There are several great opportunities for etnomarketing in Belgium because approximately 20 % of the population are immigrants. This is a target group that often has a specific background with private standards, wishes and values. This is the most important thing that the Belgian companies need to keep in mind.

A statement has said that the immigrants in Belgium like: Turkish people and Moroccans spent a lot more money on food such as: meat and fresh vegetables than the average Belgian. This is good news for the indigenous farmers because they can enlarge their production knowing the next few years the percentage of 20 will increase up to an percentage of 30 in the years to come. But this is not the only opportunity that the immigrants can offer Belgian companies. There are so many opportunities that there are even a range of specialized agencies and consultants that help the companies to develop new products and advertising campaigns tailored to these immigrants. A good example in Belgium is the launch of Ay Yildiz, this is a very successful brand of mobile telephony especially made for the immigrants that is put in the market by telecom operator Base. This is a smart way to attract immigrant consumers to buy your product.

What not to do?

If you want to attract these ethnic groups you need to make sure that you do not offend them with your commercials. The commercial of a big brand like ‘Milner’ that’s about cheese. It’s a commercial in which a nude girl appears. At many of the Belgian population who sees such a commercial, they immediately turn off the television; the nudity collides with some of the standards and values of this ethnic target group. So by avoiding this, companies make sure they they will attract this important part of customers to.

Always remember when you want to attract an ethnic group it helps by flattering them with your ethnic friendly commercials.

Sources:

http://www.vilt.be/Etnomarketing_Nieuwe_Belgen_nieuwe_kansen

http://zakelijk.infonu.nl/marketing/41699-etnomarketing-moet-dat-nou.html

http://www.elinewalda.nl/pages/posts/etnomarketing-omzetkansen-voor-ondernemers-50.php#.UUipwRzkpVs

Etnomarketing Hispanics in The US

We have all seen the stereotype of a Hispanic man and woman in a movie. This movie was most likely a romantic comedy. Romantic comedies enjoy using stereotypes and cliches as much as any plain old comedy, but they add something more. They add the romance.

In the case of a Hispanic man falling in love, he will be portrayed as a good lover with a bad temper. More or less the same goes for the women. Only they have a temper that is both irregular and illogical.

Now, to market Hispanics as a group, marketeers often fall back on these stereotypes, without ever trying to look past them. Maybe it's too time-consuming, maybe they just don't care all that much. But it seems little effort is put into marketing campaigns towards Hispanics.

A good example of this would be women's magazines. One of the magazines aimed towards Hispanic women is Cosmopolitan Latina. This magazine already has a name too devoid of promise as it is, but to make matters worse they have adopted the habit of writing exactly the same articles, edited to make it work for Latina women. Now, to make it work for latina's, they have merely swapped some English words for their Spanish equivalent. Smart, huh?

An example of this would be ...

Play footsie under the table, twirl your hair, bat your eyes and laugh at everything he says. He will be putty in your manos!

All in all, a good advice towards marketeers trying to tap into a market foreign to them, Hispanics or not, would be to steer clear of generalising and stereotyping. According to Forbes, it's important to remember that Hispanics are struggling to keep their cultural identity in a country where nearly every other ethnic group is being overpowered. The idea is to empower and encourage your Latin audience instead of trying to subdue them, and to earn their trust in the long run.



Sources:
http://www.nerve.com/advice/ridiculous-tips/the-best-and-worst-of-emcosmo-ems-international-editions?page=2
http://www.forbes.com/sites/glennllopis/2012/04/02/earn-the-trust-of-hispanic-consumers-and-your-brand-will-dominate/

ethnic marketing Turkish people

This week an article about the ethnic marketing for the Turkish population in Germany.

It’s an article about a master,  that analyses the Turkish population.

The Turkish population in Germany and in almost all the other countries in Europe, has special characteristics which are different from the mainstream German society.
For example their language, culture and religion.

The strange part is that they cannot be characterised as one group, because there are a lot of differences depending on their generation. They have other characteristics and habits, and that’s why this has to be evaluated in a different way.

Therefore the company has to know which generation it wants to appeal to with an ethnic marketing campaign and they also have to think if it’s possible to do so.

After some research the first generation Turks were analysed as being the most ideal target group among the Turks in Germany.

Their view of ethnic marketing is more positive than the view the second and third generation have.

Further research emphasises that the Turks in Germany can be classified as a strong ethnic identity.
That’s because the Turkish people feel more connected to their ethnic identity, and therefore they have a much more positive view about ethnic marketing.
It can be stated that the Turks in Germany are a group which has a strong connection to its ethnic identity.

So we can conclude that ethnic marketing is a good way to reach or appeal to the Turkish ethnic minority.

What about India?

What about India?

We all know that India is a large part of the entire world, even the second-most populous country in the world. India has also become one of the fastest-growing major economies; India is also named as a NIC which means: a Newly Industrialised Country.

A lot of European countries have seen a chance by creating business relationships with India so they assure themselves of a large supply of goods towards that country. Huge companies like Walmart invested in creating large supermarkets in India by offering the Indian customers a wide assortment of great merchandise at low prices and help them save money so that they can live better. With this investment they want to create a positive feeling around the supermarkets of Walmart so they can attract as many as possible new customers of India.

Indians are also very religious so when there is a religious feast the supermarket can make sure that they provide the customers with products that they want to use for these feasts such as: Navaratri. Here, the Indians come together with the whole family and dine and live together for 9 nights in a row.

Another big example of etnomarketing in India is all about McDonalds. A lot of Indians are Hindu and with more than a billion adherents, it’s the world's third largest religion. The adherents worship the cow, so McDonalds has a problem. The worldwide known Big mac is a hamburger with meat from a cow, so McDonalds needs to make sure they can also launch a burger in this continent that will meet all the requirements of the Hindu. McDonalds came with a solution: McDonalds made especially two new burgers for India and so the Big mac is replaced by the Maharaja Mac and the second is reserved for the  McAloo Tikki burger. These burgers are based on chicken meat fried potato-bases and new spicy sauces.

So you can conclude that when you want to play on an entire new market where it’s possible there are different believes and requirements, you need to adjust some of your products or create new ones so that you will succeed.

Sources:

http://zeenews.india.com/business/news/companies/investment-in-india-to-create-jobs-benefit-farmers-walmart_71134.html

http://www.thehindu.com/business/global-firms-will-increase-investments-in-india-ge/article3932064.ece

http://newyork.seriouseats.com/2010/08/where-to-buy-indian-ingredients-in-new-york-city-shopping-guide-brooklyn-queens-manhattan-nyc.html

http://en.wikipedia.org/wiki/India

Successful Etnomarketing In Belgium: AY YILDIZ

 This week, I looked for an example of etnomarketing in my own country Belgium. This was rather a difficult task because the target group is just too small. So if we want to reach a specific ethnic group, we have to keep the costs very low because in Belgium, there aren’t huge ethnic groups.

I will show you what I mean by using an example. The biggest ethnic group in Belgium is the Turkish community. In numbers, there are more or less 230 000 Turks in Belgium. If we compare that with the largest ethnic group of The United States, namely the Hispanics, is that almost nothing because they are with more than 40 million. So you understand that it’s hard to create a successful marketing in Belgium. But after a lot of research, I’ve found one.

Etnomarketing or diversity marketing is a phenomenon that is used more often in the marketing world. The media couldn’t stay behind, so they have worked out a campaign to attract a new marketing segment. In my research I encountered a campaign of BASE.
After studying the habits of the BASE-customers, it seemed that 92% called to another BASE-customer and that 86% of them had a Turkish name. So they launched a brand new campaign just for the Turkish community in Belgium named AY YILDIZ.
It was a difficult start because it was the first time that this kind of campaign was set up. A lot of exploration was needed because you want to make it rentable and successful. BASE used advertisements only for Turks and in Turkish. Next to the classic billboards, they advertised in the Turkish newspapers, Hürriyet en Milliyet.
The campaign became very popular and successful because they could keep the costs very low. 

First of all, the costs of the campaign itself. The cost was 38 euros per customer, and yielded 120 euros. That’s a profit of more than 80 euros per customer. Now there are almost 60 000 BASE-customers with this special offer.
On the other hand, the advertisement costs were kept very low. BASE could advertise very cheaply in the newspapers and because the Turks live grouped in neighborhoods.

Now the task is to remain those numbers and that is not an easy job because a lot of the Turkish customers think that AY YILDIZ is a pure Turkish brand, created by Turks for Turks. But as we know, this is not the case so let’s hope for BASE that they don’t find out…  

Sources:

- http://www.minderhedenforum.be/2media/200705verslagseminarieetnomarketing.htm
- http://www.etnomarketing.nl/inspiratie/babyboomers-van-de-toekomst/
- http://nl.wikipedia.org/wiki/Turken_in_Belgi%C3%AB

This week the article is one about ethnic marketing for Indian people.
It wasn’t an easy job to find one, but finally I found one about Volkswagen India.
Volkswagen is trying to become the largest automaker in the world by 2018 and India had become a key component of this strategy, because India is currently the world’s second fastest growing car market in the world.

For the entry of the Indian automotive market, they need to raise the brand awareness.
they are doing this by innovation, for making a strong impact throughout the roll-out in India.
The first campaigns they launched, was the talking newspaper, which used light-sensitive chips to speak to readers about Volkswagen. This campaigns created a real sensation in India. Also in the rest of the world they got a lot of attention, so in one year, the brand awareness increased from 8% to 37%.

Now innovation is woven into everything they do.

Also Vw turned to digital media to extend its success, so now the customers have new opportunities to connect with the brand.

After that Volkswagen launched a series of recommendations ads to encourage more customers to join the conversation.

They also used LinkedIn and precise targeting capabilities to connect with professionals who matched the buyers profiles for different models.

That where the first techniques they used to innovate and to raise the brand awareness of Volkswagen, everywhere in the  world.

http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_VWIndia_CaseStudy2011.pdf 

Ronald Mcdonald goes Vegitarian... In India

No better example of ethnic marketing than one of the largest food outlets. McDonalds, who else, famous for his Big Mac, is going vegetarian in India. It has over 33.000 restaurants worldwide however the hamburger-formula  doesn’t score that good in India where it only has around 271 billboards with the famous yellow ‘M’(read: restaurants). This minor success is due by the fact that the majority of the Indian population is Hindu and hold cows sacred and thereby choose not to eat beef, a minority of the population is Muslim and view pigs as unclean. Anyway, Indians are generally accepted to eat vegetarian/healthy. Reasons enough for McDonalds to go Vegetarian in India.

Believe it or not but the iconic Big Mac isn’t even on the Menu in India but is replaced by a so called chicken-filled Maharaja Mac. The top seller  is reserved for the  McAloo Tikki burger, which uses a spicy, fried potato-based patty.

 “Mmmm, I’m loving it”

Long waiting is almost over,  after nearly 20 years in the country the first meatless McDonald’s is expected to debut in 2013, in Northern India, near the famous Golden Temple in Amritsar which is an important Sikh center of worship . A second one will open at the Vaishno Devi cave shrine which is a popular Hindu attraction and attracts thousands of visitors a year.

http://www.mcdonaldsindia.com/

http://www.npr.org/blogs/thesalt/2012/09/04/160543754/mcdonalds-goes-vegetarian-in-indiahttp://newsfeed.time.com/2012/09/04/mcdonalds-goes-vegetarian-in-india

/http://www.guardian.co.uk/lifeandstyle/wordofmouth/2012/sep/05/mcdonalds-first-vegetarian-restaurant-flash-pan-goes-vegetarian-in-india/

Indian Immigrants

A new week, a new blog, and this week we arrived in India. India has 1.2 billion inhabitants, that means that this country has the second largest nationality in the world. So it is not hard to understand that a lot of immigrants around the globe are from India. When we look a little bit further, we see that Indians are very religious. There are a lot of different religions and believes in the country but the most important one is the Hinduism. More than 80% of the inhabitants are Hindi. Again, it is not very hard to understand that a lot of marketers see this as an opportunity to attract new customers and to gain a lot of profit. 

In Belgium we have a lot of stereotypes. When you ask a Belgian to name the first thing that crosses his mind when you say the words “immigrants from India”, the first thing he will say is, “owner of a night shop”. Stereotypes are also a phenomenon that appears in the marketing world. I discussed it last week shortly when I talked about the Hispanics. But not every company is unknowing. Some businesses keep in touch with the most important days of a religion or nationality. Now we will confirm that with an example. 

When we go back to the Indian immigrants, we know that a lot of them are Hindi. And a very important festivity in the religion is the Diwali. Diwali is also called “Festival of Lights”. It is the equivalent of our Christmas and it is a time to be together with family and friends. 
I have read in an article that two kind of people are waiting for this festivity. On the one hand, the common people who are looking forward to celebrate and spending time together. On the other hand we have the marketers who really don’t want to miss this opportunity to increase their sales. 
Now, when we looked for some examples, we arrived in Canada. Here, Diwali marks also the beginning of the winter. Days are becoming shorter and darkness is falling sooner. A company that is taking advantage of this is Walmart. Their target is to attract new immigrants to buy their clothes for their first winter in Canada. We can see this in the next commercial:

I want to end this blog with a last example, namely Cadbury Schweppes. Besides the famous soda Schweppes, it also makes chocolate packs. And they entered the Indian market successfully by creating the ‘kuch meetha ho jaye’ campaign with a famous spot. (I will not post it on this blog because it is only spoken in Indian). It means “let’s have something sweet” and it has become so successful that this brand replaced the Indian chocolate brands as market leader.

Sources:

- http://quoteendquote.ca/multicultural-marketing-through-cultural-festivals-2/
- https://www.youtube.com/watch?v=3ivNDf7sISY&list=UL3ivNDf7sISY
- http://blog.diversitymarketingservices.com/2012/did-you-miss-the-garba-diwali-and-eid-start- your-multicultural-planning-for-next-year/
- http://milindmohanpatil.blogspot.be/2010/11/diwali-marketers-delight.html
- http://nl.wikipedia.org/wiki/India#Religie
- http://en.wikipedia.org/wiki/Kuch_Meetha_Ho_Jaye
- http://nl.wikipedia.org/wiki/Cadbury_Schweppes
- https://www.google.be/search hl=nl&safe=off&q=kuch+meetha+ho+jaye+cadbury&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.&bvm=bv.43148975,d.d2k&biw=1600&bih=767&um=1&ie=UTF-8&tbm=isch&source=og&sa=N&tab=wi&ei=Zvo1UerHAoPSPJr0gMAF#um=1&hl=nl&safe=off&tbm=isch&sa=1&q=kuch+meetha+ho+jaye+&oq=kuch+meetha+ho+jaye+&gs_l=img.3...0.0.2.830501.0.0.0.0.0.0.0.0..0.0...0.0...1c..5.img.kTLkJ2ZQU4U&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.&bvm=bv.43148975,d.ZWU&fp=2835c25d48ff3d8c&biw=1600&bih=715