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.
Table of Contents
- Executive Summary
- Preface
- Introduction
- Project assignment
- Ethno Marketing
- Definition and History of Ethno Marketing
- Ethno Marketing in Germany
- Ethno Marketing for Turks in Germany today
- STP- Strategies
- Market segmentation
- Market segmentation applied to Turks in Germany
- Geographical characteristics
- Demographic criteria
- Psychographic criteria
- Behavioural criteria
- Targeting
- Targeting applied to Turks in Germany
- Selected target group
- Positioning
- Ay Yildiz positioning
- Marketing Mix Ay Yildiz
- Recommendation
- Bibliography
- Internet sources
- Appendix
Objectives and Key Themes
The objective of this report is to analyze the application of ethno-marketing strategies targeting the Turkish population in Germany. It examines the unique characteristics of this consumer group and explores how companies can effectively tailor their marketing efforts to meet their needs and preferences. The report utilizes the example of Ay Yildiz, a mobile phone provider, to illustrate successful ethno-marketing practices.
- Ethno-marketing strategies and their application to minority groups.
- The consumer behavior and characteristics of the Turkish population in Germany.
- Effective marketing techniques for reaching and engaging the Turkish community in Germany.
- Case study analysis of Ay Yildiz's success in the German Turkish market.
- The potential for increased market share and profit for companies targeting this demographic.
Chapter Summaries
Ethno Marketing: This chapter defines ethno-marketing and traces its historical development, highlighting its relatively nascent state in Germany compared to countries like the USA. It emphasizes the significant consumer spending power of the Turkish community in Germany and their potential as a largely untapped market for German companies. The chapter introduces the "Lebenswelten Deutschtürken 2002" study by Lab One and GIM, which highlights the importance of understanding Turkish lifestyle and values for successful marketing campaigns.
STP-Strategies: This chapter delves into the specifics of market segmentation, targeting, and positioning within the context of ethno-marketing for the Turkish community in Germany. It breaks down the segmentation process using geographical, demographic, psychographic, and behavioral criteria specific to this group. The targeting section focuses on identifying specific sub-segments within the Turkish population that are most receptive to certain marketing messages. Finally, the positioning aspect examines how to craft a brand image that resonates with the Turkish consumer. The case study of Ay Yildiz serves as a practical example throughout the chapter, illustrating how these strategies are implemented.
Keywords
Ethno marketing, Turkish community in Germany, consumer behavior, market segmentation, targeting, positioning, Ay Yildiz, cultural values, marketing strategies, mobile telecommunications, consumer spending, migrant population.
Frequently Asked Questions: Ethno Marketing Case Study: Ay Yildiz
What is the overall focus of this report?
This report analyzes the application of ethno-marketing strategies targeting the Turkish population in Germany, using the mobile phone provider Ay Yildiz as a case study. It examines how companies can effectively tailor their marketing efforts to meet the needs and preferences of this consumer group.
What are the key themes explored in the report?
The report explores ethno-marketing strategies for minority groups, the consumer behavior and characteristics of Turkish people in Germany, effective marketing techniques for engaging this community, a case study analysis of Ay Yildiz's success, and the potential for increased market share by targeting this demographic.
What is the definition of ethno-marketing, and how is it applied in this report?
Ethno-marketing is defined and its historical development is traced, with a focus on its application in the German context. The report highlights the significant consumer spending power of the Turkish community in Germany and their potential as a largely untapped market. The "Lebenswelten Deutschtürken 2002" study is referenced for its insights into Turkish lifestyle and values.
How does the report utilize STP strategies (Segmentation, Targeting, Positioning)?
The report details market segmentation using geographical, demographic, psychographic, and behavioral criteria specific to the Turkish community in Germany. It then focuses on targeting specific sub-segments receptive to particular marketing messages. Finally, it examines how to position a brand to resonate with Turkish consumers, using Ay Yildiz as a practical example.
What specific aspects of the Turkish community in Germany are analyzed?
The report analyzes geographical characteristics, demographic criteria, psychographic criteria, and behavioral criteria of the Turkish population in Germany to understand their consumer behavior and preferences.
What is the role of the Ay Yildiz case study?
Ay Yildiz serves as a primary case study throughout the report, illustrating the practical application of ethno-marketing strategies, including market segmentation, targeting, positioning, and marketing mix implementation within the German Turkish market.
What are the key takeaways or recommendations provided in the report?
While the specific recommendations are not detailed in this preview, the report aims to provide insights and strategies for companies looking to successfully market their products or services to the Turkish community in Germany, emphasizing the potential for significant market share and profit.
What are the key words associated with the report?
Key words include: Ethno marketing, Turkish community in Germany, consumer behavior, market segmentation, targeting, positioning, Ay Yildiz, cultural values, marketing strategies, mobile telecommunications, consumer spending, migrant population.
What is included in the Table of Contents?
The table of contents includes an executive summary, preface, introduction, project assignment, a detailed section on ethno marketing, a section on STP strategies, recommendations, bibliography, internet sources, and an appendix.
- Quote paper
- Pinar Sözer (Author), 2008, Ethno Marketing targeting - Turkish people in Germany, Munich, GRIN Verlag, https://www.grin.com/document/111548
