Group Name : Jumping Genes Group No: 11

Group Member:
Nilesh Nitnaware Shrinavas Darekar Ajinkya Mhatre Dilip Kumar A-33 B-71 B-95 C-14

What is Bicultural ?
Relating two distinct cultures in one nation or geographic region.

What is Multicultural ?
Multiculturalism is the appreciation, acceptance or promotion of multiple cultures, applied to the demographic make-up of a specific place, usually at the organizational level, e.g. schools, businesses, neighborhoods, cities or nations.

Ethnic Marketing
Marketing means publicizing your name, program and services to your target audience. Ethnic marketing uses personal marketing strategies that best reflect the values, biases and beliefs of the ethnic audience you are targeting.

Five keys to successful ethnic marketing: Value the cultural uniqueness of your target group. Value cooperation and bridge-building with community leaders and other organizations working within the community. Value the cultural beliefs, symbols, and practices of your target group. Value differences in languages, accents, practices, and social conduct. Value word-of-mouth and interpersonal communication to spread your message.

America: Melting Pot or Tossed Salad

Diverse mix of individuals and cultures Homogenous mass of acclimatized people

Ethnic Marketing Strategy

Because America is a Three Steps for tossed salad society, it developing an effective is important to tailor marketing strategy: your marketing 1. Consider ethnic diversity. strategies to match the 2. Determine the level of ethnicity norms, values and 3. Develop and implement traditions of the group your ethnic marketing you are targeting.
campaign.

Step 1: Consider Ethnic Diversity

TO AVOID:
Lumping all the members of your target audience into an unidentifiable mass (Melting pot mentality). Addressing all members of the target audience with a general marketing approach.

TO DO:
Value the cultural uniqueness of your target group. Value cooperation and bridge-building with community leaders and other organizations working within the community.

Step 1: Consider Ethnic Diversity

TO AVOID:
Considering diversity as a matter of image buildingtoken minorities in your marketing campaigns. Interpreting diversity as a matter of altruism (charity for those poor people)

TO DO:
Value the cultural beliefs, symbols and practices of your target group. Value linguistic differences, as well as accents, practices and social conduct. Value word-of-mouth & interpersonal communication to spread your message.

Step 2: Determining the Level of Ethnicity of your Target Group

The level of ethnic marketing you need depends upon how much your audience identifies with its ethnicity. Depends on: Environmental conditions (family upbringing, neighborhood ethnicity) Economic conditions (education, income) Social conditions (place of birth, length of stay in U.S.)

Step 2: Determining the Level of Ethnicity of your Target Group

People with a high degree of ethnicity are possibly:
First generation immigrants Grew up outside of America Not fluent in English, speak mostly native language Speak with a heavy accent Live in high-density ethnic areas Higher level of ethnicity=Higher degree of ethnic marketing

Step 2: Determining the Level of Ethnicity of your Target Group

People with a medium degree of ethnicity are possibly:
Second generation or acculturated first generation Spent to of their lives in America Are proficient in English and their native language Speak with a light accent Live in moderate ethnic-dense areas

Step 2: Determining the Level of Ethnicity of your Target Group

People with a low degree of ethnicity are possibly:
Second generation and onwards Born and raised in America Are bilingual, but prefer English Speak with a neutral accent Live in low ethnic-dense areas.

Step 2: Determining the Level of Ethnicity of your Target Group

The groups level of selfidentified ethnicity determines how much ethnic marketing strategy should be used.
With lower levels of ethnicity, use more mainstream marketing strategies. With higher levels of ethnicity, use more ethnic marketing strategies.

Step 3: Launching Ethnic Marketing

Of course, we should tailor our marketing approach to the target audience, but HOW do we know what they will respond to? Use the Three Is to plan your marketing strategy.

Step 3: Launching Ethnic Marketing The Three Is

Identify the communities the target group
comprises.

Identify the values and beliefs of the

community/communities.

Identify personal marketing strategies that

match the values and beliefs of the community/communities you will be addressing.

Step 3: Launching Ethnic Marketing The Three Is

Example:

Identify group:
African Americans.

Step 3: Launching Ethnic Marketing The Three Is

Identify Values:
Similar to contiguous African cultures. Thus, African American communities differ from mainstream American culture. Value qualities like telling it like it is, seeing the good as well as the bad, assertiveness and speaking up. Give importance to orally transmitted information. Like to be represented. Receptive to organizations that give something back to the community. Like to see a positive image of their culture. View the world from an Afrocentric standpoint

Step 3: Launching Ethnic Marketing The Three Is

Identify Personal Marketing Strategies Do not be pretentious. Be sensitive about the authenticity of your message. Have facts ready and be able to back them up. Have African American representatives present your message. Encourage your African American audiences to ask questions about your programs. Do not mistake their assertiveness for aggression. Let them discuss their doubts, they will tell you whether they like or do not like something.