Ethno Marketing targeting - Turkish people in Germany

Pinar Sözer

• Publisher: GRIN Verlag
• Year: 2008
• eBook ISBN: 9783640095995
• Edition: 0
• Topic: Business
• Subtopic: Marketing
• Index: Business

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, Fontys University of Applied Sciences Venlo, language: English, abstract: Germany is a country with a high number of migrant groups. More than 8% of Germany'sresidents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect thehugest group of aliens within the German borders. However, does the German Economyignore around 3 % of Germany's total population. Only a few companies did realize the highpotential of this migrant group so far, the remaining organizations with an annual turnover of more than two million Euro ignore or do not recognize the outstanding potential this customer group reflects. This is why this report at hand is going to reflect the high potential of this segment as it willdescribe how to implement ethno marketing applied to this certain migrant group "Turks" in Germany effectively. Thereport is structured clearly, starting with a general definition and history of ethno marketingThe following chapter will first discuss the necessary theoretical background onsegmenting, targeting and positioning strategies. Subsequently followed by applying the "STP" Strategyby means of the successful introduced ethno marketing strategy of Ay Yildiz KolayKart, a SIM Card especially developed for Turks in Germany. The segmentation process ofthe STP, will be conducted on the basis of geographic, demographic, psychographic andbehavioural criteria. The psychographic segmentation will describe a segmentation processthat has been carried out by the Agency Lab One and the company Gesellschaft für InnovativeMarktforschung (GIM) in 2002. After the segmentation, the report will describe the targetgroup for the SIM card, resulting from the previous segmentation process. The positioning of"the Kolay Kart" will be described next. Subsequently, the Marketing Mix, namely theproduct, price, promotion and place, Ay Yildiz did apply will be described further. Finally, arecommendation concering the introducement of ethno marketing for the Turkish communitywill be provided.

Table of contents

• Executive Summary
• Preface
• 1 Introduction
• 2 Project assignment
• 3 Ethno Marketing
• 4 STP- Strategies
• 5 Recommendation
• Bibliography
• Internet sources:
• Appendix