Ethno Marketing targeting - Turkish people in Germany

Turkish people in Germany

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.