Alex Woodruff Biz Buzz

I’ve been watching ethnic marketing in a number of cultures now, not just with the Turkish population in Germany. Polishing up English advertising Some of the big questions you’ll have to ask yourself if you target an ethnic market: 1) Is the target group big enough to sustain good sales? and then 2) At what [...]

The classic approach to segmentation in consumer markets used to be demographics. I remember clearly as a brand manager at Unilever presenting my target group as C1C2D, women, over 35. Not surprisingly, this was a traditional hairspray brand. But in the 80s, marketing people got wise to the fact that people may be in a [...]