Media Consumption Habits of South Asian-Canadians – Part II
March 2, 2013 Leave a comment
Media consumed by South Asians living in Greater Toronto & Vancouver areas.
Reflection on Marketing Principles, Perspectives & Practices
March 2, 2013 Leave a comment
Media consumed by South Asians living in Greater Toronto & Vancouver areas.
August 31, 2012 Leave a comment
I have been invited to speak in a conference on Marketing for Financial Services by The Canadian Institute. The conference is being held on November 29th and 30th, 2012 at One King West Hotel, Toronto. The Canadian Institute operates as a think tank, monitoring trends and developments in all major industry sectors with a view to providing information on the leading edge.
I will speak on Integrated Marketing for Ethnic Markets and will use research and case studies to present effective ways for reaching and connecting with target markets. Check out the details on the conference, fees and registration by clicking here or at the link below for the information brochure.
Marketing for Financial Services
Register for this epic event to raise your game in the highly competitive financial services market. See you there.
January 19, 2012 2 Comments
It was good to see a full-house in the AMA round-table discussion on The Emerging Ethnic Markets in Canada: The Pioneers of Multicultural Marketing held in Toronto last week. It highlighted the interest in the multicultural and new-Canadians markets.
The panellists for the discussion were from the CPG, Market Research, Telecommunications and Banking sectors. Panellists shared their multicultural marketing approach that differed from each other based on the industry / category they represent. Rubicon Foods primarily focuses on other drivers than ethnicity to expand in Canadian market. Rogers caters to all major ethnic segments with cable TV as TV watching differs across cultures. The RBC engages new-Canadians and also promotes multiculturalism within for continued customer satisfaction and engagement.
There was also discussion on how marketers are still trying to get the multicultural marketing on the map. I think “multicultural marketing not on the map” is an effect and feel that it would be useful discussing the cause to this effect. Why the multicultural marketing has not received the recognition yet? Is it because, Read more of this post
January 13, 2012 Leave a comment
So far I have written more than 80 articles and posts on this and the CMA blog. A visitor to this blog asked which ones were the most visited / viewed. Following are the top five articles by number of visits. Click on the titles to read and do let me know what do you think about the ideas discussed in these articles by providing your comments here.
Happy Reading and cheers,
January 2, 2012 Leave a comment
Thank you for visiting and re-visiting this blog.
The number of visits were much more last year compared to 2010, though due to my preoccupation with a new business venture, I wrote fewer articles and posts in 2011. I will recap with the top five posts on this blog next. So stay tuned.
Thanks, once again, and do keep coming back and provide with your viewpoint on the topics discussed here by commenting on the posts.
Wishing you and your loved ones the best of health, happiness and prosperity in 2012.
November 29, 2011 2 Comments
Are You Effectively Reaching & Connecting With Your Customers?
Find out by knowing recent insights on Media-consumption Habits & Attitude Among South Asian-Canadians:
The study was conducted in August 2011 and includes men and women of South Asian origin, 18 years and older, residing in the GTA and the GVA. This research helps in market and media segmentation for effectively targeting, reaching and connecting with your market. It will facilitate in achieving higher ROMI and satisfied customers / clients.
Please click here to visit us Read more of this post
May 20, 2011 Leave a comment
Though Multicultural Marketing a.k.a. Ethnic Marketing is in vogue for years, its potential hasn’t been harnessed yet. Primarily due to short-term approach, heavy focus on paid-for advertising and lack of measurement. I wrote on putting multicultural marketing on the fast track for the Canadian Marketing Association blog. You can click here or on the CMA icon to learn more.
Please let me know what do you think by providing your comments.
September 14, 2010 1 Comment
I read a report on ethnic consumers and the comments on it published by Toronto Star. The report stated the obvious, I had touched upon it earlier, Grocery stores Eye South Asian market segment, however, the comments were very interesting. Most of the comments were against the idea of courting ethnic consumers. Following are being quoted from these comments,
– ethnic consumers are “minority” and should be treated like a minority. Any efforts to please them will alienate the majority
– The writer is pro-foreigner anti Canadian…
– ethnic stores – that’s the dumbest thing I have ever heard.
– retailers should not change, stop enforcing your Homeland beliefs on us…
Many comments were on a tangent to the purpose of the report. I consider it a business report written by an analyst at the CIBC, stating the ground realities. Whether to court or not to court ethnic consumer is a business decision and will remain a business decision. It is unfair to expect ethnic immigrants to instantly drop their habits, cultural, likes and dislikes upon arriving in Canada. They will assimilate in due course, as the ones who immigrated before them have. Meanwhile, ethnic consumers have unmet needs that businesses try to meet for mutual benefits. It is a simple market-driven demand and supply equation. Read more of this post
July 26, 2010 Leave a comment
Half the money I spend on advertising is wasted; the trouble is I don’t know which half – this is a 100 years old quote that stands true for many ad campaigns even today. I saw few ads where 100% money was wasted and I think the advertisers have no clue.
The following ad appeared in a Georgetown, Ontario newspaper trying to reach South Asians with a divine public service message. Besides the models standing on the wrong sides of the flags, the ad targeted a geographical area where hardly any South Asian live. Can you guess how many South Asian families live in Georgetown? According to my findings, THREE, yes THREE.
The above advertisement ran several times in a wrong medium spending $1,000+ per household, basically putting thousands of $$$ down the drain and it was public money intended for a good cause 😦 Read more of this post
July 5, 2010 4 Comments
I have been telling my colleagues and clients that Grocery stores will be the next business sector that will target South Asian Canadians. And this was no rocket science. I saw following three signs for it.
1. Immigrants’ Life Cycle: Most South Asian (SA) are new immigrants. They look for products and taste from “back home” and also buy more groceries per visit because they have bigger families.
2. Developing of a critical mass: The SA- Canadians became the biggest visible minority group as per 2006 Census and have attained a critical mass with an estimated ~1.5 million people now.
3. Opening of neighborhood SA-grocery stores: More SA Grocery stores have sprung up in last few years with constant flow of customers providing an existing market to big box Grocery stores.
The above three factors collectively provide a ripe market for Grocery stores to cater, increase customer base and sales, and get loyal customers
Come 2010, we saw an attempt by big grocery stores to reach out to SA market segment, primarily with print ads and with some radio and TV advertising. I see these initial campaigns as more of a test or tactical implementation in nature rather than strategic. Only results, research and time will tell how effective these ad campaigns were in achieving the campaign objectives. Though I will provide my opinion on this soon. For now, see few of the print ads below. These ran during last few months. Read more of this post
January 15, 2010 1 Comment
I conducted an online poll and survey among South Asians using email and the social media, that is, LinkedIn, this blog and Facebook. People from India, Pakistan, Bangladesh and Sri Lanka were contacted for this survey. The aim was to find out what inspires South Asians more, money or pride. The question posed was what is more important to you, Money or Pride? Please refer to the post below and the poll at http://ca.linkedin.com/in/fazalsiddiqi for details about the poll question and possible answers to choose from.
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