The development of ethnic marketing in France

Résumé du document

Over the last few years, the marketing concept has greatly developed because of a complexity of consumers' behaviours. As a consequence, the marketing had to adapt to new emerging needs. The diversification of the behaviours has naturally forced the marketing and men to diversify their approaches. That's the reason why a great number of marketing variations have emerged.

The ethnic marketing consists in developing a series of personalized marketing actions for a group or an ethnic community in particular. So, the approach will focus on the specific needs of each ethnic group. The ethnic marketing is originated from the USA. It consists in the segmentation of the local and / or the international market by using physical and cultural ethnic characteristics of a group of consumers.

I chose to develop this subject because the ethnic marketing is a fast-developing sector all over the world and in France as well. I'm particularly keen on the American civilization, therefore the idea of studying the ethnic marketing in France came naturally to me.

How did the ethnic marketing phenomenon originating from the USA develop in France ?

Extraits

[...] The development of ethnic marketing in France Introduction The ethnic marketing is originated from the USA. It consists in the segmentation of the local and / or the international market by using physical and cultural ethnic characteristics of a group of consumers. I chose to develop this subject because the ethnic marketing is a fast- developing sector all over the world and in France as well. I'm particularly keen on the American civilization, therefore the idea of studying the ethnic marketing in France came naturally to me. [...]

[...] Meanwhile, the ethnic minorities represent today 17% of the French population[3]. The multicultural in France defines itself by the presence of three main ethnic groups: African, Asiatic and Oriental. However, even if this remark has made great companies react like L'Oreal[4], the ethnic representation seems to be relatively weak in the marketing and particularly for the two emergent parties of the marketing iceberg, that is to say the product and the communication. Actually, in the French promotional panorama, the ethnic minorities are not much represented. [...]

[...] It's the same for the gastronomy. As a consequence, it is difficult to talk about a growth of ethnic textile offer. The trend tends to a more and more global offer, even if personalized. If the various ethnics which are forming the American population are clearly registered, this statistical approach is still complicated in France because it's seen as anti-republican. However, the INSEE[11] proposes a view of the immigration of the French population according to the origin country, sex and nationality ) A several aspects marketing By observing the marketing practice in the United States, you can remark that the phenomenon of ethnic segmentation suffers from some changes. [...]

[...] Actually, there are four forms of ethnic uses in communication. However, you can note that these uses answer to other objectives than an ethnic requirement. So, two major trends are to be deduced, in which two objectives are represented: the image and the citizenship. They are both those that the brands fix and that produce these forms of approach. Let's consider these four forms: First form: the ethnic icon The ethnic icon is the oldest previous form of ethnic marketing (it is about 150 years old) But it is the one which produces most of the stereotypes too. [...]

[...] Appendice 2 BBC Newsround Barbie unveils new 'multi-ethnic' doll february 2002 Cf. Appendice 3 Pascal Blanchard, PDG of the communication agency Les bâtisseurs de mémoire http://www.africultures.com/index.asp?menu=affiche_article&no=2993 Cf. Appendice 4 Cf. Appendice 5 Cf. Appendice 6 Web Site of Benetton Cf. Appendice 7 Cf. [...]