Transcript Slide 1

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?
 Are there sizeable discrete markets
that offer high value or worthy?
Counting the Numbers
Accessing relevant data
Understanding nature of core market
and considering language and cultural
issues
Changing mind set and giving
multicultural marketing a go
Understanding the Relationship between Products/
Services & Multicultural Audiences
 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
Market Diversity
Demographics
→Older / mature
markets
→2nd / 3rd generation
→New arrivals –
business and
skilled
→Families with
children
→Refugees
Product/Service Diversity
→FMCG
→Prestige Products
→Communications (in all
forms)
→Education
→Housing
→Employment and
Training
→Leisure and Lifestyle
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)
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
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
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
Take Away Menu
1.
Understanding demographics
relevant to your product or service
2.
Identifying high value segments
3.
Considering the value of new product
development
4.
Considering immigration trend and
their impact on new and emerging
markets
5.
Rethinking media and
communications making them
strategic
6.
Building internal capacity to meet
generated demand