Is ethnic marketing ethical and legitimate?

Résumé du document

The concept of ethnic marketing introduces a new way to segment markets, to communicate, and presents a new vision of the consumer. This novel concept seems to be a new challenge for marketers. While some people believe that this marketing concept does not respect ethics because marketers have to segment the population according to race and cultural criteria, which could mean that, the society is composed of cultures and sub-cultures. Such segmentation may be perceived negatively, too.
This perception raises questions about the legitimacy of ethnic marketing and its ethics. Hence, in order to understand this phenomenon, we will first define ethnic marketing and state its origins. We will discuss about the applications of this precise marketing concept by analyzing the brand L'Oreal and its wide range of products in different areas of the world, strategies and also the 4Ps of marketing. And finally, we will try to see if this marketing concept really respects ethic by studying some examples, problems, scandals and the different ways that have been used to solve it.

Extraits

[...] France's retail market for ethnic foods is growing at a very fast rate. According to NIELSEN” (Marketing Research, Retailers and Supermarket Consumer Panels), in 2005, the French market for Asian food products represented more than $91 million, compared to $37 million for Tex- Mex food products. The Tex-Mex food product market in France increased by in 2005 over 2004, which is quite exceptional. Currently, the best sellers are convenience foods, frozen foods and beers. It's possible that ethnic foods could expand a lot to other product lines such as organic foods and vegetarian products. [...]

[...] In France, ethnic minorities are increasing to. So, we can guess that what is happening in the USA will be switched and set up in France later on Ethnic markets will be explored one way or another Ethnic marketing applications 2.1 Behavioural analysis of the ethnic consumer It has been proved that ethnic groups have their own consumption habits. Thus, communications tools used are different and fully adapted to their needs. Ethnic groups are generally perceived by marketers as important consumers, notably because their families are numerous. [...]

[...] The chain is now making plans to increase its line of U.S. food products to other regions of the United States provided that U.S. suppliers can offer high-quality products at competitive prices. Other ethnic foods products are going to be introduced as well in order to diversify as much as possible the offer regarding ethnic food products. Nowadays, the “Office of Agricultural Affairs” is working with 72 Auchan supermarkets to feature authentic California/West Coast food products such as green asparagus, wild rice, dates and other new-to-market products. [...]

[...] As a consequence, they are strongly attracted in body care and clothes. It is also important to say that Hispanic Americans are shopping at the same stores as non Hispanics: Wall-mart, JC Penny, Sears and Target for the same reasons convenience, low prices, and a wide range of products. However, the Hispanic consumer really wants the store's employees to speak Spanish. The US Hispanic market Although a lot has been said about the potential of this Hispanic market, there are still many myths and misunderstandings to avoid regarding this fast growing group that now represents more than 40 millions people. [...]

[...] So, is ethnic marketing ethical and legitimate? I would say that it is not easy to have an opinion on this subject. According to the French Constitution, it is clear that ethnic marketing goes against the Republican values. In the USA, ethnic marketing is more a way to increase businesses, to make more money. Considering that, ethic is not really respected. On the other hand, if ethnic marketing strategies are implemented with respect, precision towards the ethnic group and also without stereotypes, we can say that this concept is legitimate and ethic. [...]