What & Why

People living away from their birth countries

In US, Germany & UK
Targeting diasporas and capitalising on their success
Factors increasing numbers, shrinking distances,
transformation of Indian and Chinese economies and
demonstration effect
Segmenting the Diaspora
Affiliation
with host
culture
High
Low
Low desire to
maintain
home cultural
identity
Assimilators
Marginals
High desire to
maintain
home cultural
identity
Bi-culturals
Ethnic
affirmers
Segmenting the Diaspora
Assimilators

Marginals

Ethnic affirmers

Bi-culturals
Prefer host country
products
Ex., first generation
Korean Americans are
more likely than US-
born consumers to own
durable goods that are
made in America
Segmenting the Diaspora
Assimilators

Marginals

Ethnic affirmers

Bi-culturals

Do not consider
products country of
origin
Buy products for their
functional performance
alone
Segmenting the Diaspora
Assimilators

Marginals

Ethnic affirmers

Bi-culturals
Prefer home country
products more fervently
than people living in
their home lands
Ex., Tecate, Mexican beer
brand & Reliance Media
Works in Cf, NJ & NY
Socialize with others
from their home country
Segmenting the Diaspora
Assimilators

Marginals

Ethnic affirmers

Bi-culturals
Buy home country
products as well as host
country products
Beachhead for global
expansion
Integrate elements of
both cultures
High profile
Ex., ICICI
Evaluating the potential of
Diaspora
Does the brand have universal appeal?



Evaluating the potential of
Diaspora
Is the Diaspora large enough?

Will Diaspora's distribution allow the brand to expand
nationally?

Will the Diaspora's socio-economic profile help the
brand? (Homophily)


A case of Dabur
From herbal medicines
to personal care
1980s exported to UAE
with 5 million Indians
Then forayed into US &
UK markets which score
high on all the four
evaluations
Country of origin
credibility





To conclude...
Diaspora marketing is quite useful for an emerging
brand to break into US and other major markets

First market to a group that is familiar with and has
affinity for offerings that come from home countries

Expand from the base instead of starting from scratch
on foreign shores