Ethnic marketing

It’s good to see marketing issues becoming so big that they earn themselves a name in the marketing strategy books. We look at the changing nature of society in MM1, especially in Germany and the UK (where, respectively, the statistics tell us more Kebabs are now eaten than the iconic Hamburger, and more Chicken Tandoori is now eaten than the holy grail of Fish ‘n’ Chips).

The Americans are already on to this issue in a big way. Their name for marketing to our “salad bowl” multi-culti society: ethnic marketing. If you have time, I recommend a 2 minute surf through this website, which has a special area for Hispanic Marketing:

Source: Advertising Age website screenshot

Source: Advertising Age website screenshot

Doubtless we’ll be seeing more of this in Europe in due course. Keep me posted if you see any examples from Germany (or elsewhere).

Alex Woodruff

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