The concept of ethnic marketing introduces a new way to segment markets, to communicate, and presents a new vision of the consumer. This novel concept seems to be a new challenge for marketers. While some people believe that this marketing concept does not respect ethics because marketers have to segment the population according to race and cultural criteria, which could mean that, the society is composed of cultures and sub-cultures. Such segmentation may be perceived negatively, too.
This perception raises questions about the legitimacy of ethnic marketing and its ethics. Hence, in order to understand this phenomenon, we will first define ethnic marketing and state its origins. We will discuss about the applications of this precise marketing concept by analyzing the brand L'Oreal and its wide range of products in different areas of the world, strategies and also the 4Ps of marketing. And finally, we will try to see if this marketing concept really respects ethic by studying some examples, problems, scandals and the different ways that have been used to solve it.
[...] In France, the term “ethnic marketing” is really taboo. This attitude is quite reticent and sometimes qualified as a very conservative perception of the consumer according to some American marketers. In France, targeting “the other” is like doing a differentiation inside the national community. This is seen as discrimination because it goes against the French republican values. According to the national constitution in France, it is completely forbidden to differentiate people according to their race and origin: “La France est une République indivisible, laïque, démocratique et sociale. [...]
[...] The institute is also the first, according to “L'Oréal”, to take advantage of the synergy created by combining basic research, product development and testing salon all under one roof. Ideas can flow easily among the different departments. “Product development is not the Institute's only focus. The centre will generate two types of information. Any information leading to the development of new products will be proprietary, but educating physicians and consumers is also one of our primary goals” explained “Dr. Victoria Holloway”, director of the research institute. [...]
[...] Statistical studies have been allowed since 1990, so that ethnic marketing started to appear immediately. However, due to several integration problems regarding minorities, ethnic marketing is developing slowly. Nowadays, ethnic food is the most developed sector. × Germany × In Germany, a country composed of very different cultures, ethnic marketing is highly developed. Nowadays million foreign people are living in Germany. The Turkish community millions or of the entire population) is very important, as is their buying power (20 billions euros per year). [...]
[...] Of course, marketers will have to switch this method to France by adapting it to the French cultural and social specificities. ► Take the different cultural specificities into account: The cultural sensibility of each consumer in the communication process is really essential. Each prospect has its own customs and habits, history and also a very personal vision regarding an ethnic product. In order to charm this precise consumer, it is necessary to deliver an intensive personal message. ► Conduct targeted marketing studies: Market surveys and opinion polls are very important in defining the needs and wants of each ethnic community precisely. [...]
[...] • http://www.afrikara.com, “Les grandes marques salivent sur le pouvoir d'achat des Noirs, marketing ethnique et socio styles en hausse ”. • http://www.gauches.net, “Le marketing ethnique tabou en France”. • http://www.amadoo.com, “Le marketing ethnique est arrivé ”. • http://www.lexpress.fr, “La pub goûte à l'ethnique”. • http://www.novetic.fr, “Y'a pas bon d'être noir dans la pub ”. • http://fr.wikipedia.org/wiki/Marketing_ethnique • http://www.ak-a.fr • http://www.communautarisme.net • http://www.lewebmulticulturel.fr • http://www.improdir.com, marketing agency for US ethnic markets. • http://www.cosmeticsdesign.com/news/, “L'Oréal embraces the Asian market” and also “Customised ethnic cosmetics”. • http://www.argonautes.fr/argo/cours.htm • http://www.bu.edu/history/halter.pdf • http://www.accesscag.com/pdf/CCRRCFinPresentationCAGv.1.pdf • http://www.wrap.org.uk/downloads/Marketing_to_etnic_minorities.e2fffd45.pd f • http://www.altema.com, “Le marketing ethnique tabou en France”. [...]
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