Answered: 1 . Do you think that targeting ethnic…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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The Rise of Ethnic Brands in Britain: When your Name Means Business in the UK, Muslims represent around 2% of the population or around 1 million people. Increasingly, we are beginning to see brands aimed more at Muslim customers. For example, GlaxoSmithKline, the pharmaceutical giant, recently announced that Ribena the juice drink-is halal and HSBC, the British-based banking group, offers Islamic (Sharia-law compliant) insurance. The Qibla brand of cola was launched in the UK by a group of Muslim entrepreneurs as an alternative to Coca-Cola, in a deliberate attempt to gain customers amongst Muslims disaffected with America as a result of the War in Iraq, using the strapline 'Live your life your way, Liberate your taste: L'Oréal quickly recognized the development of the ethnic trend, launching the Dark and Lovely personal care brand for Afro-Caribbeans, capturing 23.5% of the market share by 2003. Part of the problem is that ethnic groups are relatively hard to research and, although they sometimes cluster in particular residential locations, they are also more difficult (in terms of profitability, effectiveness) to reach by traditional marketing media. One data management company, Experian, has launched a software package called Ethnic Origins, developed in association with ACORN developer Richard Webber, which allows the ethnic origin of an individual to be determined on the basis of their name. With over a million Asian Indians, around three-quarters of a million Pakistanis, over a million Black African and Afro-Caribbeans, and over a quarter of a million Chinese in the UK population, it is little wonder that companies are starting to wake up to the ethnic marketing opportunities. Sources: Jenkins (2002); Stones (2004); Kleinmann (2003); Kilby (2005); Tiltman (2007) 1 . Do you think that targeting ethnic products exclusively to ethnic groups could cause racial tensions with the non-ethnic population within a country? 2 . What kinds of goods and services do you think are best developed for an ethnic audience? 3 .What goods and services could be offered specifically to the UK Chinese population?

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