The Multicultural Consumers

and
Marketing Mix
Multicultural
consumers
 What is Multicultural
Consumers?
 A multicultural consumer is any
consumer with more than one cultural
or ethnic background or affiliation. An
Asian-American consumer may
simultaneously identify with being
both Asian, as well as American, and
hence may like products that are
designed to appeal to both. (KWHS, 2011)
What Is Multicultural Marketing?

 Wikipedia calls it “the practice of

marketing to one or more audiences of a
specific ethnicity – typically an ethnicity
outside of a country's majority culture, which
is sometimes called the general market.”
Adding to this definition, multicultural
marketing urges brands to look deeper into
their target consumer demographic and
outline specific motivations, aspirations, and
purchase drivers. (Martechadvisor.com, 2020)
What Is Multicultural Marketing?

 Marketers need to stay away from 

stereotypes when outlining a multicultural
campaign. Your strategy should display a
genuine understanding of consumer needs
and their roots in their cultural/socio-
economic background. In fact, the best
multicultural marketing campaigns aim to
build empathy without directly pushing a
product or a service. (Martechadvisor.com, 2020)
What is Multicultural Strategy?

 Multicultural marketing strategies

involve recognising a culture's
traditions, beliefs, values, norms,
language, and religion—and applying
those aspects to market to that
culture's needs. (Wikipedia)
Why is multicultural marketing
important?
 Multicultural marketing is aimed at different
cultural audiences. It is typically built around a
specific ethnic group’s cultural traits (e.g. their
traditions, customs and celebrations). By doing
so multicultural marketing acknowledges
differences in perceptions and customs among
consumers with different cultural backgrounds.
Therefore, multicultural marketing strategies
need to ensure that the marketing campaign
resonates with customers across diverse cultural
groups. If executed successfully, it shows that
your brand caters for different
cultures.  (MySimpleshow, 2019)
Why is multicultural marketing
important?
 When marketing campaigns are designed to
only appeal to a specific majority cultural group
it overlooks opportunities to engage other
potential customers. Multicultural diversity opens
up vast opportunities for expansion and can offer
major returns if each diverse group is
successfully engaged. Some minority groups may
feel overlooked by some brands. If your
marketing campaign can successfully engage
such groups, your brand will earn their loyalty,
stand out amongst competitive brands and bring
handsome profits to your
company.   (MySimpleshow, 2019)
 How to have successful
multicultural marketing?
  shows that the marketing team carefully
studied cultural differences and adapted their
campaign to      demonstrate that the brand
understands multicultural consumers.
  is innovative, greatly creative and results in
heartfelt campaigns that will touch those in a
specific cultural    group. 
 demonstrates collaboration, as diverse
groups are brought together to promote the
brand.  (MySimpleshow, 2019)
 How to have successful
multicultural marketing?
 is inclusive and without any stereotypes that
may be cause for offense. 
 creates a sense of empowerment. (It does not
only promote the brand, but to a certain
extent “promotes     the group”. By making a
minority group feel empowered a positive
relationship is fostered between the      brand
and the target group.
 is characterised by growth, as the
marketplace and sales increase with
inclusion of diverse groups.   (MySimpleshow,
2019)
What is Multicultural product?

 Multicultural marketing, more

specifically, refers to a marketing
strategy that recognizes the differences
in culture and ethnicities of a target
market. (Refuel Agency.com, 2019)
 COMPANIES WHO
HAVE SUCCESSFUL
MULTICULTURAL
MARKETING
(RefuelAgency.com, 2019)
 Coca Cola - “America Is
Beautiful” 
 This 2014 pre-Superbowl multicultural advertising
campaign example from Coca Cola provides an
excellent example of diversity marketing done well. It
features a culturally and racially diverse cast singing a
multi-language rendition of “America the Beautiful” to
represent the changing face of America.  
 The ad begins with shots depicting the wide array of
areas in America – the Pacific Ocean, Chinatown in
New York City, the plateaus of Utah – striking a
nostalgic tone as it painted a picture of diverse
communities from all over the country. In the
background, different voices sing “America the
Beautiful” in different languages. Following its launch,
the ad became the #1 trending topic on Facebook.
Proctor and Gamble - “The Talk” 

 P&G ads do more than promote their variety of cleaning and

toiletry companies – they use their platform to tell powerful
stories and spread messages about equality, have difficult
conversations, and discuss topics related to diversity and
identity. 
 One of the best advertising campaign examples of their
multicultural marketing is the 2018 Emmy-winning ad
entitled, “The Talk”. Hard-hitting and relevant, the ad
(corresponding with P&G’s “Black is Beautiful” and “Proud
Sponsor of Moms” initiatives) depicts the universal talk
African American mothers have with their children about
racism. One mother tells her son, “There are some people
who think you don’t deserve the same privileges just because
of what you look like. It’s not fair. It’s not.” Another mother
tells her daughter that, “Beautiful for a black girl” is not a
compliment. “You are beautiful, period,” she says.  
Proctor and Gamble - “The Talk” 

 The ad ends with text in all caps, stating, “LET’S ALL TALK
ABOUT ‘THE TALK’ — SO WE CAN END THE NEED TO
HAVE IT”. This ad doesn’t shy away from tough
conversations – in fact, it opens the door on the closed-door
conversations happening in African American families across
the nation. 

 P&G’s Global Communications Director, Damon Jones told

AdAge in an interview that, “We know that bias is not just an
African American issue. It’s an issue that takes on many
shapes and forms, across gender, race, age, weight, sexual
orientation, and more.” 
 Adidas “Here to Create” 

 “Calling all creatives.” The Adidas ad cuts to a

roundtable of well-known, diverse celebrities including
Pharrell Williams, Aaron Rodgers, Lionel Messi, Von
Miller, and many more.  
 “I think what we’re all trying to do is leave a mark.” In
this advertising campaign example, Adidas quite
literally brings masters of their crafts to the table to talk
about the interplay between creativity and diversity.
“We’re all creators, related by a mindset. It’s not about
borders, gender, or race. We’re here to create”. And
that’s what Adidas is able to successfully tap into with
this digital marketing campaign – the mindset that
unites people across industries, gender, race, politics,
sexual orientation, age, and ability.
Marketing mix
 What is Marketing mix?

 The marketing mix refers to the set

of actions, or tactics, that a company
uses to promote its brand or product in
the market. The 4Ps make up a
typical marketing mix - Price, Product,
Promotion and Place. To differentiate
and enhance the image of a product.
(economic.times)
4p’s of marketing
mix
 Price
 refers to the value that is put for a
product. It depends on costs of
production, segment targeted, ability of
the market to pay, supply - demand and
a host of other direct and indirect
factors. There can be several types of
pricing strategies, each tied in with an
overall business plan. Pricing can also
be used a demarcation, to differentiate
and enhance the image of a product.
 Product
 refers to the item actually being
sold. The product must deliver a
minimum level of performance;
otherwise even the best work on the
other elements of the marketing mix
won't do any good.
 Place
 refers to the point of sale. In every
industry, catching the eye of the
consumer and making it easy for her to
buy it is the main aim of a good
distribution or 'place' strategy.
Retailers pay a premium for the right
location. In fact, the mantra of a
successful retail business is 'location,
location, location'.
 Promotion
 this refers to all the activities
undertaken to make the product or
service known to the user and trade.
This can include advertising, word of
mouth, press reports, incentives,
commissions and awards to the trade.
It can also include consumer schemes,
direct marketing, contests and prizes.
What is the importance of the
marketing mix?
 All the elements of the marketing mix
influence each other. They make up the
business plan for a company and handled
right, can give it great success. But
handled wrong and the business could
take years to recover. The marketing mix
needs a lot of understanding, market
research and consultation with several
people, from users to trade to
manufacturing and several others.
 In summary, multicultural consumers are those consumers
that have two or more cultural traits. While, multicultural
marketing is the way of a company to market their products
not just in one race, color and nation. It should reach all
types of consumers.

Marketing mix is a type of marketing a product to

consumers in four ways or the 4P’s of marketing namely;

Price, to market the product by its price in the competing

market.
Product, how a company will upgrade its product to look
pleasing in the eyes of the consumers.
Place, the location of the business is a must. It should be in
a place of crowd.
Promotion, a product needs to be promoted and marketed
to be known for it to reach the consumers and to be
consumed.
 Group 5
BSBA-3B
Leader:
Armafel H. Abesamis
Members:
Noralyn Pamulagan
Joyce Ann Gonzales
Jim Carlo Enrico
Michael Factor