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, 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
Canadian ethnic communities
The transformation of the cultural mosaic
Nowadays, the Canadian population is comprised of more than 200 different ethnic groups. The proportion of visible minorities is getting bigger and bigger: between 2001 and 2006 it increased rapidly, its growth rate even reaching 27.2%, which is five times more than that of the whole population. This rise is explained by a high birth rate and above all by the growing proportion of new arrivals from visible minorities.
Source: http://www.statcan.gc.ca/pub/91-541-x/91-541-x2005001-fra.pdf
Posted by Chia-Yi in Marketing-Communications Korea | 0 Comments
In the Land of the Morning Calm, one moves at high-speed
Koreans are passionate about high technology which makes it one of the most digitised countries in the world: 93% of households have a high-speed Internet connection and there is approximately one computer per two residents. Indeed, Korea has the highest Internet penetration rate in Asia. Cell phones with an Internet connection are also very popular: 85% of Koreans own such a device. It is thus not surprising that printed media is no longer popular in Korea. People keep themselves informed using the web and blogs while online purchases are very popular. Of course, they prefer websites in Korean…
Source: http://www.dgtpe.fr/se/coree/documents_new.asp?V=3_PDF_150736
Posted by Chia-Yi in Marketing-Communications Korea | 0 Comments
A hybrid society: between collectivism and individualism
Remarkably homogenous in terms of ethnicity and language, Koreans are becoming more and more diverse and are eager for new things. Collectivist values from the Confucian heritage coexist with traits of individualism. This is what professor Dae Ryun Chung describes as the “we/me” paradigm. These seemingly unsympathetic values are reflected in the market and mutually influence the purchase decisions of consumers, hence creating a particular dynamic. According to Chung, certain decisions like choosing a specific house or car over another are often motivated by a desire to conform to a group. This is why, for example, the majority of luxury cars sold there are black and apartments tend to look fairly similar. Yet, the choice of beer, coffee or hair colour is dictated more by the desire to express one’s individuality. These particularities have strong implications on a product’s lifecycle, making it difficult to predict what brands and colours will be adopted by the group. It is important to take this paradigm into consideration when developing branding and marketing strategies targeted at this country.