Posted by Chia-Yi in Marketing-Communications Asia, Marketing-Communications India | 0 Comments
Focus on India: Introduction
The world’s largest democracy
With its 1.15 billion inhabitants, the Republic of India is the second most populated country in the world after China. Hindi, the official language, is spoken by approximately 40% of the population*. In addition, the Constitution officially recognises 22 other languages, and it has been estimated that 844 dialects are used all over the country. English is the business language and is used in varying degrees by 40% of the population, which is composed of around 2,000 different ethnic groups. India established a democratic system of government following its declaration of independence in 1947, which survives paradoxically with the economic and social disparities. The federalist system consolidates this cultural plurality and makes India “unified in its diversity”.
* The various dialects are included.
Posted by Chia-Yi in Ethnic Marketing | 0 Comments
The effects on marketing
According to a study conducted by Ipsos Reid, advertisements in the mother tongue of the target consumer would be more effective at capturing Chinese and South Asian audiences. Moreover, 63% of the Chinese people who participated in the study said they would be more inclined to promote companies that are involved in their local community.
But simply translating an advertisement that is targeted at a different audience is not enough, especially when trying to capture newcomers. A significant portion of them do not identify with the advertisements. The language and presence of actors from various cultural backgrounds is not sufficient to reach the different communities. Publicity needs to be designed or adapted to reflect the reality of your audience.
Prasad Rao, a specialist in ethnic marketing provides a concrete example of the ethnocultural impact on marketing: the concept of a hassle-free mortgage initiated by certain large banks is undoubtedly attractive for the average Canadian, but for South-Asians and the Chinese, for whom haggling to obtain the best price is part of their culture, this practice was not well received.
Source: http://jimmintz.wordpress.com/2008/05/20/marketing-to-canadians-of-south-asian-and-chinese-origin-a-hot-trend/ , http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20070129_68441_68441 and http://www.consumerology.ca/Consumerology_Release_Mar2.pdf
Posted by Chia-Yi in Ethnic Marketing | 0 Comments
Different media to attract different segments
Ethnic communities don’t only differ in their ways and customs, they also have different media-related habits. A study conducted by the Bensimon Byrne agency has revealed that first and second generation (male) immigrants read more newspapers than the rest of the population. In fact, the vast majority of them read newspapers in their mother tongue, a trend that is more pronounced in new arrivals and second generation immigrants.
Internet use is also more intensive among certain large ethnic groups (notably Chinese, South-Asian, westernised Asians and Hispanic communities). A survey conducted by Solutions Research Group revealed that the penetration rate of computers in Chinese and South-Asian households has reached 88% (compared to 83% of Canadian households). The internet is particularly popular among Chinese Canadians who use it for an average 2.4 hours per day (compared to an overall average of 1.7 hours) and 80% of those have access at home (the national average being 68%).
Sources: http://www.consumerology.ca et
http://www.srgnet.com/pdf/New%20Canadians%20Hooked%20on%20Internet%20Press%20Release%20(April%2024,%202008).pdf
Posted by Chia-Yi in Ethnic Marketing | 0 Comments
A highly educated population
In general, immigrants have a higher level of education than people born in Canada. In fact, their proportion of post-secondary graduates is larger than that of non-immigrants. Furthermore, the majority of Canadian-born visible minority group members are more educated than the rest of the population. This is notably true for Koreans, Chinese, South-Asians, Japanese and Filipinos.
Source: http://www.ccat-ctac.org/downloads/AMosaiquePresentationFr.pdf
Posted by Chia-Yi in Ethnic Marketing, Marketing-Communications Asia, Marketing-Communications China, Marketing-Communications Taiwan | 0 Comments
Which of these two words do you think is written in Chinese?
No matter which one you chose, you guessed well!!! In fact, both words mean “medicine”. The one on the left is simplified Chinese whereas the one on the right is traditional Chinese. The simplified script is used by Chinese from mainland China, whereas the traditional style is used by people from Hong Kong and Taiwan as well as the first Chinese immigrants. Today, Chinese (Mandarin, Cantonese and other dialects) is the third most spoken mother tongue in Canada, after the two official languages.
There is a larger linguistic diversity among South-Asians. In the last census, over 75 maternal languages were counted. Nevertheless, among the people who only have one mother tongue, the languages most currently used are Punjabi (29% of the community), English (27%), Tamil (10%), Urdu (8%), Gujarati (6%) and Hindi.
Source: http://www.statcan.gc.ca/bsolc/olc-cel/olc-cel?catno=11-008-X20050028455〈=fra
Posted by Chia-Yi in Ethnic Marketing | 0 Comments
More and more visible…
The two largest visible minorities in Canada are Chinese and South-Asians*. In fact, the population of each group should rise to between 1.6 and 2.2 million by 2017. Immigrants compose the majority of these two groups: 68% are South-Asian Canadians and 72% are Chinese Canadians.
According to the latest Statistics Canada data available on the subject, almost 45% of Chinese immigrants came from the People’s Republic of China, 30% from Hong Kong and almost 10% from Taiwan.
The Canadian South-Asian population, for its part, is characterized by its diversity of ethnic origin and country of birth. Indians make up the highest proportion of South-Asian immigrants (47%), followed by Sri Lanka (13%) and Pakistan (12%).
Although these communities have a keen desire to integrate into Canadian culture and that the sense of belonging in Canada is strong, they attach great importance to maintaining their own traditions and customs as well as teaching their mother tongue to their children.
* Includes people of Bangladeshi, Bengalese, Indian, Goanese, Gujarati, Hindu, Ismaili, Kashmiri Nepalese, Pakistani, Punjabi, Sikh, Sinhalese, South-Asian, Sri-Lankan and Tamil descent.
Source: http://www.statcan.gc.ca/bsolc/olc-cel/olc-cel?catno=89-621-X&CHROPG=1〈=fra
Posted by Chia-Yi in News from Orchimedia | 0 Comments
Cirque du Soleil creates “25 Years of Costumes”
Orchimedia is proudly continuing its collaboration with Cirque du Soleil. This time, our team has been commissioned to develop the multilingual big book, “25 Years of Costumes”.
This work is a great synopsis of Cirque du Soleil history celebrated through the legacy of the costumes from its 25 shows over 25 years.