Target groups: Ethnic and minority groups

 

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years o ...

In the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

Church's Chicken, owned by AFC Enterprises, had a reputation for serving traditional Southern-fried chicken as well as other Southern favorites, such as fried okra and biscuits with honey. But ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

America Online, Inc. (AOL) emerged in the 1990s as the largest Internet service provider (ISP) in the United States, a feat it accomplished in large measure through the mass distribution of start-up C ...

Dunkin' Donuts, the wholly owned subsidiary of the United Kingdom-based Allied Domecq PLC, reigned in 2000 as the world's largest coffee-and-baked-goods chain. With 3,500 outlets and $2 ...

This article discusses how marketers should deal with the burgeoning Hispanic teenage population in the US. An eight-point set of guidelines is offered, as is a case study of one highly successful exa ...

UK media and marketers have been slow to react to the growing ethnic population in the UK. No representative measurement exists on any media currency, and few advertisers address this audience and eth ...

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase. It presents a significant opportunity to markete ...

This paper explores the acculturation process as a bilinear multidimensional change process across generations. As such, acculturation was measured employing consumers' selective change process in lan ...

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case s ...

While the media focuses on the negatives of immigration, consumers react in predictable ways, blaming immigrants for many of the ills of European society. Nonetheless immigration is essential to Europ ...

Jointly commissioned by Channel 4, OMD Insight and GaydarRadio, Outright 2006 research is based upon a robust sample of 18,000 gay and lesbian respondents and 4,000 straight. This makes the survey the ...

Britain is more diverse than ever. In the ten years to 2001, 1.1 million migrants accounted for more than half of Britain’s population growth. The Department for Constitutional Aff airs (DCA) was esta ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

In February 2005, Mountain Dew launched the 'Go' campaign to drive relevance of the brand with multicultural teens, as a majority of Dew volume losses were coming from urban markets. To do this, the c ...

Argues for a more comprehensive and dynamic approach to multi-cultural marketing, which the author's own company (financial services firm, Wachovia) refers to as 'diversity marketing'. She claims that ...

Reports on the headline findings of Mintel's 'Asian American Lifestyles' survey, covering language and heritage, geography, the role of family as well as income and financials.

Discusses the use of cause marketing as a way of creating campaigns that resonate with the hispanic audience in the US. The author, from General Mills, describes how yoghurt brand Yoplait ran a campai ...

An interview with Tom Joiner, host of a nationally syndicated radio show and TV show, about the nature and potential of the markets made up by America's minority ethnic groups, particularly African-Am ...

Discusses the multi-cultural nature of modern America and many of its consumers, and the opportunities that this presents to companies that market effectively to them. Strategic planning and implement ...

Discusses the nature, growth and potential of the Asian-American market in the US, as well as a series of pointers for success with this specific sector, including: respecting diversity; researching t ...

This article discusses the size and nature of the gay and lesbian market in the US; brands which are targeting this market; effective creative strategies; and the media options to do so, particularly ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Immigrants to America from Central and Eastern Europe are now a major market (20 million and growing), and the third largest ethnic market in the US. They cannot be targeted in racial terms, and many ...

With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to un ...

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1, ...

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication ...