Ethnic Marketing in Canada

ETHNIC MARKETING IN CANADA

Rupen Seoni Vice President & Practice Leader

Robin Brown Senior Vice President,

Consumer Insights

INTRODUCTIONS

Rupen Seoni Vice President & Practice Leader

Robin Brown Senior Vice President,

Consumer Insights

CANADA: A DIVERSE COUNTRY

3

VISIBLE MINORITIES MAKE UP ~20% OF

CANADA'S POPULATION IN 2013

4

Population by Visible Minority (Canada, 2013)

1,775,426

1,560,677

1,008,393

589,428

427,898

406,914

343,409

236,611

216,659

169,783

100,695

90,930

South Asian

Chinese

Black

Filipino

Latin American

Arab

Southeast Asian

West Asian

Korean

Multiple

Japanese

All Other

Source: Environics Analytics DemoStats 2013

-

500

1,000

1,500

2,000

2,500

3,000

2008 2013 2016 2018 2023

Po

pu

lati

on

(Th

ou

san

ds)

South Asian

Chinese

Filipino

Black

Latin American

VISIBLE MINORITY POPULATION EXPECTED TO

GROW IN THE FORESEEABLE FUTURE

5

Projected Visible Minority Population Growth (Top 5 Visible Minority Groups in Canada)


VISIBLE MINORITIES ARE ALREADY A MAJORITY

IN SOME MUNICIPALITIES

6

73

66

57

54

53

53

32

30

27

24

0 20 40 60 80 100

Markham

Brampton

Mississauga

Vancouver

Surrey

Toronto

Montréal

Calgary

Edmonton

Ottawa

244,112

380,461

428,617

343,164

269,795

1,451,912

531,504

346,339

230,189

220,396

Visible Minority Population

% Visible Minority


SOME MUNICIPALITIES HAVE HIGHER

CONCENTRATIONS OF SPECIFIC VISIBLE

MINORITIES

7

39

31

25

21

14

11

7

6

4

4

0 10 20 30 40 50

Brampton

Surrey

Mississauga

Markham

Toronto

Vaughan

Calgary

Edmonton

Ottawa

Montréal

South Asian

49

37

35

30

22

13

8

8

7

4

0 10 20 30 40 50

Richmond

Markham

Burnaby

Vancouver

Richmond

Toronto

Mississauga

Calgary

Edmonton

Montréal

Chinese

226,304

155,951

189,730

70,371

386,399

34,837

86,123

54,408

36,141

60,444

99,996

122,091

82,507

190,421

43,571

344,935

57,963

88,974

57,306

67,421

% Visible Minority South Asian % Visible Minority Chinese




VISIBLE MINORITIES: AN EXPANDING MARKET

8 Source: Environics Analytics HouseholdSpend 2012,2013

9

5

2

0 1 2 3 4 5 6 7 8 9 10

South Asian

Chinese

Average Canadian

% Growth Total Expenditures 2012-2013 ($)

$1,176,715

$53,355

$51,032

Total Expenditures

(Millions)

9% of Total Canadian Household Expenditures in 2013

SPENDING HABITS VARY BY VISIBLE MINORITY

9 Source: Environics Analytics HouseholdSpend 2013

Food purchased from stores Personal care Disposable diapers

Cell phone and messaging services Internet access services

>= 10% <= -10%

Chinese South Asian

$6,570 $238 -$130

Average Canadian HhldDifference to Avg Canadian Hhld

Chinese South Asian

$1,383 $132 $31


Chinese South Asian

$45 -$2 $7


Chinese South Asian

$611 $186 $155


Chinese South Asian

$343 $50 $33


Chinese South Asian

$345 $67 $7


Chinese South Asian

$145 -$11 -$1


Chinese South Asian

$111 $43 $0


Chinese South Asian

$95 -$7 -$5


Chinese South Asian

$3,644 -$321 -$260


SPENDING HABITS VARY BY VISIBLE MINORITY

10 Source: Environics Analytics HouseholdSpend 2013

Purchase of automobiles Toys and children's vehicles Textbooks

Service charges from banks Non-religious charitable organizations

>= 10% <= -10%

Chinese South Asian

$43,196 $20,549 -$3,538


Chinese South Asian

$7,044 $788 $966


FINANCIAL HABITS ALSO VARY

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Credit Card Debt Chequing and Saving Accounts

Source: Environics Analytics WealthScapes 2013

>= 10% <= -10%

ETHNIC MARKETING IN CANADA

Multicultural

Ethnic

Diverse

New Canadian

ETHNIC MARKETING IN CANADA?

Mainstream

General Population

Foreign Born

Visible Minority


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Culture

Canadian Born 31%

Foreign Born 69%


MIGRATION NATION

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Canadian Born 16%

Foreign Born 84%

Adult Visible Minority Population (15+)

Source: 2011 National Household Survey


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Culture Immigrant Journey


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Disorientation

Orientation

Settlement

Belonging

Culture Immigrant Journey

Consumer

Values

Language


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Immigrant Journey

TARGETING NEWCOMERS

20

Pre-Arrival Post-Arrival

Intend to buy a vehicle in first year

Actually purchase a vehicle in first year 66% 42%

Intend to buy a minivan 3% Buy a minivan 11%

Intend to buy a used vehicle 36%

Actually buy a used vehicle 78%

Intend to buy a Honda 14%

Actually buy a Honda 23%

Source: Prepare for Canada New Canadian Voices Automotive Survey 2013


21

Culture

CULTURE: FESTIVALS

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Made a special shopping trip

Took a day off

Feel closer to Canadian companies that advertise

Saw targeted advertising

87% 95%

38% 50%

43% 60%

80% 45%

FOCUS: DIWALI

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Products Bought Banners Used

Clothing

$132

Indian Sweets

$36

Confectionary

$12

40% Ontario

West

39%

33%

40%

Key Media

35%

24%

20%

EXECUTING ETHNIC MARKETING IN

CANADA

DIWALI – THE FESTIVAL OF LIGHTS

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SOUTH ASIANS ARE TYPICALLY

26

-

Source: Environics Analytics PRIZMC2; PRIZMC2Link2012_PMB_Fall2011

Moderate TV watchers, many watching multicultural stations

Light radio listeners

Heavy readers of newspapers, dailies

Moderate to heavy internet users, web browsing and social networking

ACCULTURATION

27 Source: Environics Analytics CultureCodes

NextGen

Pop 227,329 (13%)

Fusion

Pop 656,352 (37%)

Traditionalists

Pop 214,584 (12%)

Bi-Cultural

Pop 480,317 (27%)

Newcomers

Pop 196,844 (11%)

Personal Name Family Name Origins Group Language GeographyConfidence

Score

AUNALI DATOO MUSLIM INDIA MUSLIM HINDI SOUTH ASIA 9.76

JIANMING QIAO CHINESE MANDARIN ASIAN: CHINESE CHINESE MANDARIN EAST ASIAN 9.61

MOHAMMADI BEGUM BANGLADESH MUSLIM MUSLIM BENGALI SOUTH ASIA 9.72

CHI-WAI LUI CHINESE CANTONESE ASIAN: CHINESE CHINESE CANTONESE EAST ASIAN 9.69

SEAMUS MCATAMNEY IRELAND CELTIC ENGLISH BRITISH ISLES 9.72

SUBRATA BHATTACHARJEE INDIA BENGALI EAST INDIAN BENGALI SOUTH ASIA 9.69

GREIG SMITH ENGLAND ANGLO-SAXON ENGLISH BRITISH ISLES 9.05

ANGUS ARROL SCOTLAND CELTIC ENGLISH BRITISH ISLES 10.00

TARGETING MAIL CAMPAIGNS

34 Source: Origins Canada; Cornerstone

Find target population in mailing/customer lists

Growth is outpacing the market average by a long shot

South Asians & Chinese will continue as largest groups

Category and purchase motivations: the devil is really in the details!

Lots of data is available for targeting efficiently

MULTICULTURAL MARKETS

35

RUPEN SEONI

VICE PRESIDENT & PRACTICE LEADER 416.969.2837

[email protected]

ROBIN BROWN

SENIOR VICE PRESIDENT, CONSUMER INSIGHT 416-920-9010

[email protected]

ETHNIC MARKETING

SUCCESSFUL STRATEGIES

Timothy Yip Director, Strategic Partnerships & Client Services

Niraj Sinha Director, Account & Strategy

ETHNIC MARKETING

It’s all about seeing the BIG picture and getting it RIGHT!

But often we fail to see the BIGGER picture…

So what happens when we get it WRONG?

Let’s see what didn’t work!

Selling ‘Holy Cow’ meat to over 1.5 million South Asians (including Hindus) in Canada?

Meat lovers?

Great Vodka, Priced Right?

Celebrate Diwali….by consuming alcohol?

Community Feedback…..

It needs to be deeper than just wishing

“Happy Diwali” or “Kung Hei Fat Choy”

once a year…

….and/or just translating English ads!

Let’s see what worked.

Case Study #1 - Backed by insights and planning, even unconventional products can work.

Case Study #2 – By customizing the product to the occasion and segment, one can do wonders even with a small budget.

Case Study #3 – Ethnic marketing doesn’t need to be seen as a stand-alone campaign, it should be part of an overall marketing plan.

Case Study #4 – A fully integrated ethnic marketing campaign can help you create a footprint to generate awareness within your target ethnic community.

Case Study #1

Backed by the right insights and planning, even unconventional products can work.

FRAM CABIN AIR FILTER – CANADIAN TIRE

Case Study #1

Second largest visible minority group in Canada, largely concentrated in major cities with heavier traffic.

Case Study #1

Worsening urban air quality in China is one of the leading reasons for immigration to Canada. (2011, Bank of China Survey)

Case Study #1

Indoor air pollution kills nearly 2.2 million youth in China due to respiratory disorders and other conditions.

Case Study #1

High ownership of car among Chinese immigrants.

Case Study #1

A marketing panel and Chinese market experts were consulted.

Case Study #1

Also included in the panel: Auto workshop owners in Markham, Scarborough and Richmond Hill.

Case Study #1

Case Study #1

The Message:

Did you know that the air quality inside your car is up to

6x dirtier compared to the outside air?

*

6 * FRAM® Fresh Breeze®

98%† Arm & Hammer®

QR canadiantire.ca/FreshBreeze

† † FRAM®

* Air Resources Board 1999 † 5–100 microns ††

Canadian Tire Canadian Tire Corporation, Limited

Client: Canadiantire

Project Code: FRAM

Description: 4C Print Ad 10x13.5 in (0.25 in Bleed)

Approved By: DATE:

MDC2013-09-CT-FRAM-SC_CN.indd 1 13-03-26 4:50 PM

Case Study #1

Tactical use of selected community in-language newspapers

FRAM CABIN AIR FILTER – CANADIAN TIRE

The Tactics:

The Result:

Higher redemption of the campaign coupon

within in-language Chinese publications

compared to larger mainstream magazines.

Case Study #1

Case Study #2

Ethnic marketing doesn’t need to be seen as a stand-alone campaign, it can be part of an overall

marketing plan.

ETHNIC FOOD – SAFEWAY CANADA

Case Study #2

Case Study #2

The Task:

Develop a brand strategy with a cross-cultural appeal,

a total store approach and integrate ethnic offerings

within current store layouts and formats.

Q1: Is there a cultural trend that Safeway can leverage?

Case Study #2

The great Canadian fusion phenomenon… Canadians are increasingly exposed to different cultures through work, school, friendships, mixed marriages, travel….. … and through food.

Case Study #2

Case Study #2

Q2: Can Safeway be a catalyst for cultural discovery through food?

Case Study #2

Food is the best window into a culture.

Case Study #2

Insight: Each time I discover a new ingredient or food, I learn something about the culture it comes from.

Proposition: Grocery shopping at Safeway is a journey through different cultures.

Case Study #2

Case Study #2

Fusion cook book

Fusion cook-offs

Case Study #2

Aisle touchscreens to guide shoppers through ingredients, recipes, culture and history. Storytelling - placards at aisles; Live personal storyteller.

Case Study #2

Cultural themed weeks with samplings and promotions.

Case Study #2

Social Media activations: Facebook page with content featuring stories, recipes, inspirations, promotions and new offers from Safeway. - A forum for customers to post anecdotes, stories, comments and recipes. Safeway food blog - Inviting customers to blog about the food they

discover on their travels.

Case Study #2

Case Study #3

By customizing the product to the occasion and segment, one can do wonders even with

a small budget.

QUALITY STREET DIWALI – NESTLÉ CANADA

Case Study #3

Diwali: Festival of light, shared moments & gifts.

Case Study #3

Quality Street: Family magnet, crafted for sharing, magical shared moments.

Case Study #3

Diwali: Celebrations, Family & friends, Gifts

Quality Street: Gifts, Magical shared moments

Case Study #3

Available at Wal-Mart

Case Study #3

Case Study #3

Print: Tactical use of selected community in-language newspapers

Online: ROS presence on popular South Asian websites – North

American and India-based (geo-targeted Canadian IPs only)

Traffic to Quality Street’s Diwali landing page

PR:

Pitch: Special Quality Street Diwali gift packaging from Nestle

Print - News release

Radio - Live RJ feed & interviews

Digital - E-newsletters

Media Tactics:

Case Study #3

PR:

Case Study #3

The Result:

Significant sales recorded in the first 2 weeks of the campaign.

Case Study #3

Campaign Performance:

Nearly 71% in Toronto and 64% in Vancouver ‘liked’

the Quality Street Diwali campaign.

Nearly 63% in Toronto and 59% in Vancouver had a much more

positive opinion of Quality Street post-campaign.

Overall ‘liking’ & ‘relevance’ for the campaign was

even higher among new immigrants.

(Source: Environics)

Case Study #3

Case Study #4

Flexible and cost-effective ethnic media allows greater integration of a campaign.

BOLLYWOOD/IIFA – BELL TV

Case Study #4

Bollywood is the #1 source of entertainment for South Asians.

Case Study #4

The IIFA is considered ‘The Oscars’ of Bollywood.

Case Study #4

Bollywood is a major content for South Asian programming

provided by Bell TV.

Case Study #4

Bollywood: A religion for South Asians; main source of entertainment

Bell TV: National provider of South Asian programming with Bollywood content

Case Study #4

How did Bell establish its ‘Bollywood leadership’ with a fraction of the budget spent by brands that sponsored the IIFA?

Case Study #4

TV

PRINT

RADIO

EVENTS ONLINE

PR Bollywood news segment sponsorships

360°

Case Study #4

Case Study #4

Direct Marketing

Case Study #4

Case Study #4

To recap the ingredients of a successful ethnic marketing campaign…

…insights, planning and flawless execution.

4291 Village Centre Court, Suite 100 Mississauga, ON

905.275.7561

Ethnic Marketing in Canada

Business

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