Ethnic Marketing: A Strategy for Marketing Programs to Diverse Audiences
Ethnic Marketing Presentation
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H!""#! W! $r! Br%#
31 20
31 % will be visible minority
& q'$r(!r #f ()!* w%"" b! C)%+,! C$+$-%$+
9% Chinese Canadians spend
more than the average canadian
Introducing…
VITABREAD
Meet Michelle (Mei) Li
Our target segment
Michelle wants the best for her daughter Sara
Why will VitaBread be successful?
C#+.'*!r R!($%"!r M$p"!L!$f { M!!(. ()!
+!!-. #f …
2000’s Now vs.
M!$+w)%"! %+ C)%+$…
2.1 KG
4.1 KG
Increasing Health concerns
Chinese prone to Vitamin D & Calcium
deficiency when they’re older
Wants their children to have strong bones &
grow tall
Michelle wants a convenient & nutritious lunch for her child
Sara wants to fit in at school
VitaBread Marketing Plan for
4P { Pr#-'/( Pr%/! P"$/! Pr#*#(%#+ (C#**'+%/$(%#+)
Product
Price • $3.10 • Pr!*%'*
Place
• M$%+.(r!$* .(#r,
Promotion
“
Fairchild TV
Sing Tao
Live Vita Scholarship
Sampling Events
Coupon/Promotional Pricing
Budget TV Spots $300,000 Website $5,000 Online $15,000 Sampling Events $30,000 Coupons/promoAonal pricing $20,000 Scholarships $15,000
Total $385,000
Timeline
START
AUGUST 2013
PRODUCT LAUNCH PRODUCT AWARENESS
JULY 2013
TV SPOTS INTERNET
OCTOBER 2013
SAMPLING COUPONS
SEPTEMBER 2013
SCHOLARSHIPS AWARDED
MEASURE OF SUCCESS
Thank you