Ethno Marketing targeting - Turkish people in Germany (ePub)

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's
residents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect the
hugest group of aliens within the German borders. However, does the German Economy
ignore around 3 % of Germany's total population. Only a few companies did realize the high
potential 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 will
describe how to implement ethno marketing applied to this certain migrant group "Turks" in Germany effectively. The
report is structured clearly, starting with a general definition and history of ethno marketing
The following chapter will first discuss the necessary theoretical background on
segmenting, targeting and positioning strategies. Subsequently followed by applying the "STP" Strategy
by means of the successful introduced ethno marketing strategy of Ay Yildiz Kolay
Kart, a SIM Card especially developed for Turks in Germany. The segmentation process of
the STP, will be conducted on the basis of geographic, demographic, psychographic and
behavioural criteria. The psychographic segmentation will describe a segmentation process
that has been carried out by the Agency Lab One and the company Gesellschaft für Innovative
Marktforschung (GIM) in 2002. After the segmentation, the report will describe the target
group 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 the
product, price, promotion and place, Ay Yildiz did apply will be described further. Finally, a
recommendation concering the introducement of ethno marketing for the Turkish community
will be provided.