Diaspora MarketingAuthor: Nirmalya KumarJan-Benedict

What is Diaspora? The movement, migration, or scattering

of a people away from an established or ancestral homeland where their ancestors lived.

Background Large private companies and State

owned Enterprises take the Global Plunge.

Now what about Other companies?? Do they have to give up??

Success Stories Haier Lenovo Tata Mahindra Embraer Learning to

outsmart than outspend

Marketing to Diasporas Increasingly attractive Shrunk Distances Affordable Air travel Inexpensive Telecommunication 150

Million

214 million

Challenges of Immigrants Maintaining their cultural distinctiveness

while living in foreign society Affiliating themselves with Host culture

Segmenting Diaspora

Assimilators They adopt host country culture They won’t buy products from homeland Hyper prone to purchase home country

brands

Marginal Usually Poor people Lack economic and educational

opportunities Affordability, Functionality and

Durability Culture don’t influence their purchase

decisions

Ethnic Affirmers Prefer Home country products Stick to cultural values Retain their identity Attractive segment

Bicultural Sense of belonging to both home and

host country Better educated Higher incomes Socioeconomic status More involved in local social networks

Evaluating Diaspora’s Potential Does the brand have universal appeal?? Superior Product performance Compelling value Country of origin effects

Cont…. Is the Diaspora Large enough?? Will the Diaspora’s distribution allow the

brand to expand nationally?? Will the diaspora’s socioeconomic profile

help the brand??

Dabur: Global Brand In 1980, exported products to Indian

Diaspora in UAE. 5 million Indians in Gulf region Then Forays into developed markets of

Uk and US Advertisements didn’t work Surge interest in all-natural products Country of origin Credibility and superior

performance

Conclusion Without being Global countries cannot

develop Developed economies UK, US, France,

Germany have made their path Developing economies need to have

smart strategies to overcome obstacles and RISE in the growing countries Lead.