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Multicultural Marketing Conference 2009

Multicultural Marketing Conference 2009. Marketing Secrets Unlocked Integrating Multicultural Marketing into Business. Pino Migliorino. Counting the Numbers. Is there a market? What is the natural market for the product? What is the nature of the local market?

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Multicultural Marketing Conference 2009

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  1. Multicultural Marketing Conference 2009 Marketing Secrets Unlocked Integrating Multicultural Marketing into Business Pino Migliorino

  2. Counting the Numbers • Is there a market? • What is the natural market for the product? • What is the nature of the local market? • Are there sizeable discrete markets that offer high value or worthy?

  3. Accessing relevant data Understanding nature of core market and considering language and cultural issues Changing mind set and giving multicultural marketing a go Counting the Numbers

  4. Consider the best fit market for your existing products Rethink – Assumptions of the past may not be relevant today Consider the products and services needed on a micro marketing scale Understanding the Relationship between Products/ Services & Multicultural Audiences

  5. Demographics Older / mature markets 2nd / 3rd generation New arrivals – business and skilled Families with children Refugees Market Diversity Product/Service Diversity • FMCG • Prestige Products • Communications (in all forms) • Education • Housing • Employment and Training • Leisure and Lifestyle

  6. Product Relevance • Some products and services need to define themselves around Multicultural Markets as their core market: • Government immigration services • Financial services linked to country of origin • Ethno religious products • Communications (post, phone, electronic)

  7. New Product Development • Some markets require the development of products to meet identifiable markets: • Arts, cultural and recreation • Housing and accommodation • Finance (Education Accounts) • Food

  8. New Media • Emerging technologies all having an impact on personal communications • Increasing numbers of in-language options and need to rethink media channel planning • Multiple stream approaches based on understanding of current media use • Different approaches to diverse multicultural markets

  9. Meeting the Need • Having fulfilment mechanisms that match the marketing effort • Being able to support language and cultural requirements of clients • Addressing racism and prejudice • Developing cultural competency in all staff as the basis for consumer service

  10. Take Away Menu • Understanding demographics relevant to your product or service • Identifying high value segments • Considering the value of new product development • Considering immigration trend and their impact on new and emerging markets • Rethinking media and communications making them strategic • Building internal capacity to meet generated demand

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