This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013

1. ETHNIC MARKETING IN
CANADA
Rupen Seoni
Vice President &
Practice Leader
Robin Brown
Senior Vice President,
Consumer Insights

2. INTRODUCTIONS
Rupen Seoni
Vice President &
Practice Leader
Robin Brown
Senior Vice President,
Consumer Insights

3. CANADA: A DIVERSE COUNTRY
3

4. VISIBLE MINORITIES MAKE UP ~20% OF
CANADA'S POPULATION IN 2013
4
Population by Visible Minority (Canada, 2013)
1,775,426
1,560,677
1,008,393
589,428
427,898
406,914
343,409
236,611
216,659
169,783
100,695
90,930
South Asian
Chinese
Black
Filipino
Latin American
Arab
Southeast Asian
West Asian
Korean
Multiple
Japanese
All Other
Source: Environics Analytics DemoStats 2013

5. -
500
1,000
1,500
2,000
2,500
3,000
2008 2013 2016 2018 2023
Population(Thousands)
South Asian
Chinese
Filipino
Black
Latin American
VISIBLE MINORITY POPULATION EXPECTED TO
GROW IN THE FORESEEABLE FUTURE
5
Projected Visible Minority Population Growth (Top 5 Visible Minority Groups in Canada)
Source: Environics Analytics DemoStats 2013

6. VISIBLE MINORITIES ARE ALREADY A MAJORITY
IN SOME MUNICIPALITIES
6
73
66
57
54
53
53
32
30
27
24
0 20 40 60 80 100
Markham
Brampton
Mississauga
Vancouver
Surrey
Toronto
Montréal
Calgary
Edmonton
Ottawa
244,112
380,461
428,617
343,164
269,795
1,451,912
531,504
346,339
230,189
220,396
Visible Minority
Population
% Visible Minority
Source: Environics Analytics DemoStats 2013

7. SOME MUNICIPALITIES HAVE HIGHER
CONCENTRATIONS OF SPECIFIC VISIBLE
MINORITIES
7
39
31
25
21
14
11
7
6
4
4
0 10 20 30 40 50
Brampton
Surrey
Mississauga
Markham
Toronto
Vaughan
Calgary
Edmonton
Ottawa
Montréal
South Asian
49
37
35
30
22
13
8
8
7
4
0 10 20 30 40 50
Richmond
Markham
Burnaby
Vancouver
Richmond
Toronto
Mississauga
Calgary
Edmonton
Montréal
Chinese
226,304
155,951
189,730
70,371
386,399
34,837
86,123
54,408
36,141
60,444
99,996
122,091
82,507
190,421
43,571
344,935
57,963
88,974
57,306
67,421
% Visible Minority South Asian % Visible Minority Chinese
Visible Minority
Population
Visible Minority
Population
Source: Environics Analytics DemoStats 2013

8. VISIBLE MINORITIES: AN EXPANDING MARKET
8Source: Environics Analytics HouseholdSpend 2012,2013
9
5
2
0 1 2 3 4 5 6 7 8 9 10
South Asian
Chinese
Average Canadian
% Growth Total Expenditures 2012-2013 ($)
$1,176,715
$53,355
$51,032
Total
Expenditures
(Millions)
9% of Total Canadian Household
Expenditures in 2013

9. SPENDING HABITS VARY BY VISIBLE MINORITY
9Source: Environics Analytics HouseholdSpend 2013
Food purchased from stores Personal care Disposable diapers
Cell phone and messaging services Internet access services
>= 10% <= -10%
Chinese South Asian
$6,570 $238 -$130
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$1,383 $132 $31
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$45 -$2 $7
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$611 $186 $155
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$343 $50 $33
Average Canadian Hhld
Difference to Avg Canadian Hhld

10. Chinese South Asian
$345 $67 $7
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$145 -$11 -$1
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$111 $43 $0
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$95 -$7 -$5
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$3,644 -$321 -$260
Average Canadian Hhld
Difference to Avg Canadian Hhld
SPENDING HABITS VARY BY VISIBLE MINORITY
10Source: Environics Analytics HouseholdSpend 2013
Purchase of automobiles Toys and children's vehicles Textbooks
Service charges from banks Non-religious charitable organizations
>= 10% <= -10%

11. Chinese South Asian
$43,196 $20,549 -$3,538
Average Canadian Hhld
Difference to Avg Canadian Hhld
Chinese South Asian
$7,044 $788 $966
Average Canadian Hhld
Difference to Avg Canadian Hhld
FINANCIAL HABITS ALSO VARY
11
Credit Card Debt Chequing and Saving Accounts
Source: Environics Analytics WealthScapes 2013
>= 10% <= -10%

12. ETHNIC MARKETING IN CANADA

13. Multicultural
Ethnic
Diverse
New Canadian
ETHNIC MARKETING IN CANADA?
Mainstream
General Population
Foreign Born
Visible Minority

14. ETHNIC MARKETING IN CANADA?
14
Culture

15. Canadian
Born
31%
Foreign
Born
69%
Visible Minority
Population
MIGRATION NATION
15
Canadian
Born
16%
Foreign
Born
84%
Adult Visible Minority
Population (15+)
Source: 2011 National Household Survey

16. ETHNIC MARKETING IN CANADA?
16
Culture Immigrant Journey

17. ETHNIC MARKETING IN CANADA?
17
Disorientation
Orientation
Settlement
Belonging
Culture Immigrant Journey
Consumer
Values
Language

18. ETHNIC MARKETING IN CANADA?
18
Immigrant Journey

20. TARGETING NEWCOMERS
20
Pre-Arrival Post-Arrival
Intend to buy a
vehicle in first year
Actually purchase a
vehicle in first year66% 42%
Intend to buy a
minivan3% Buy a minivan11%
Intend to buy a
used vehicle36% Actually buy a used
vehicle78%
Intend to buy a
Honda14% Actually buy a
Honda23%
Source: Prepare for Canada New Canadian Voices Automotive Survey 2013

21. ETHNIC MARKETING IN CANADA?
21
Culture

22. CULTURE: FESTIVALS
22
Made a special
shopping trip
Took a day off
Feel closer to
Canadian
companies that
advertise
Saw targeted
advertising
87% 95%
38% 50%
43% 60%
80% 45%

23. FOCUS: DIWALI
23
Products Bought Banners Used
Clothing
$132
Indian Sweets
$36
Confectionary
$12
40%
Ontario
West
39%
33%
40%
Key Media
35%
24%
20%

24. EXECUTING ETHNIC MARKETING IN
CANADA

25. DIWALI – THE FESTIVAL OF LIGHTS
25

26. SOUTH ASIANS ARE TYPICALLY
26

-

Source: Environics Analytics PRIZMC2; PRIZMC2Link2012_PMB_Fall2011

Moderate TV watchers, many watching
multicultural stations
Light radio listeners
Heavy readers of newspapers, dailies
Moderate to heavy internet users, web
browsing and social networking

27. ACCULTURATION
27Source: Environics Analytics CultureCodes
NextGen
Pop 227,329 (13%)
Fusion
Pop 656,352 (37%)
Traditionalists
Pop 214,584 (12%)
Bi-Cultural
Pop 480,317 (27%)
Newcomers
Pop 196,844 (11%)

30. 30

31. 31

32. 32

33. 33

34. Personal Name Family Name Origins Group Language Geography
Confidence
Score
AUNALI DATOO MUSLIMINDIA MUSLIM HINDI SOUTH ASIA 9.76
JIANMING QIAO CHINESE MANDARIN ASIAN: CHINESE CHINESE MANDARIN EAST ASIAN 9.61
MOHAMMADI BEGUM BANGLADESH MUSLIM MUSLIM BENGALI SOUTH ASIA 9.72
CHI-WAI LUI CHINESE CANTONESE ASIAN: CHINESE CHINESE CANTONESE EAST ASIAN 9.69
SEAMUS MCATAMNEY IRELAND CELTIC ENGLISH BRITISH ISLES 9.72
SUBRATA BHATTACHARJEE INDIA BENGALI EAST INDIAN BENGALI SOUTH ASIA 9.69
GREIG SMITH ENGLAND ANGLO-SAXON ENGLISH BRITISH ISLES 9.05
ANGUS ARROL SCOTLAND CELTIC ENGLISH BRITISH ISLES 10.00
TARGETING MAIL CAMPAIGNS
34Source: Origins Canada; Cornerstone
Find target population in
mailing/customer lists

35. Growth is outpacing the market average by a long shot
South Asians & Chinese will continue as largest groups
Category and purchase motivations: the devil is really in the
details!
Lots of data is available for targeting efficiently
MULTICULTURAL MARKETS
35

36. RUPEN SEONI
VICE PRESIDENT & PRACTICE LEADER
416.969.2837
RUPEN.SEONI@ENVIRONICSANALYTICS.CA
ROBIN BROWN
SENIOR VICE PRESIDENT, CONSUMER INSIGHT
416-920-9010
ROBIN.BROWN@ENVIRONICS.CA

37. ETHNIC MARKETING
SUCCESSFUL STRATEGIES
Timothy Yip
Director, Strategic Partnerships
& Client Services
Niraj Sinha
Director, Account & Strategy

38. ETHNIC MARKETING
It’s all about seeing the
BIG picture and getting
it RIGHT!

39. But often we fail to see the BIGGER picture…

40. So what happens when we get it WRONG?

41. Let’s see what didn’t work!

42. Selling ‘Holy Cow’ meat to over
1.5 million South Asians
(including Hindus) in Canada?
Meat lovers?

43. Great Vodka, Priced Right?

44. Celebrate Diwali….by consuming alcohol?

45. Community Feedback…..

46. It needs to be deeper than just wishing
“Happy Diwali” or “Kung Hei Fat Choy”
once a year…
….and/or just translating English ads!

47. Let’s see what worked.

48. Case Study #1 - Backed by insights and planning, even
unconventional products can work.
Case Study #2 – By customizing the product to the occasion and
segment, one can do wonders even with a small budget.
Case Study #3 – Ethnic marketing doesn’t need to be seen as a
stand-alone campaign, it should be part of an overall marketing plan.
Case Study #4 – A fully integrated ethnic marketing campaign can
help you create a footprint to generate awareness within your target
ethnic community.

49. Case Study #1
Backed by the right insights and planning, even
unconventional products can work.

50. FRAM CABIN AIR FILTER – CANADIAN TIRE
Case Study #1

51. Second largest visible minority group in Canada, largely
concentrated in major cities with heavier traffic.
Case Study #1

52. Worsening urban air quality in China is one of the leading
reasons for immigration to Canada. (2011, Bank of China Survey)
Case Study #1

53. Indoor air pollution kills nearly 2.2 million youth in China
due to respiratory disorders and other conditions.
Case Study #1

54. High ownership of car among Chinese immigrants.
Case Study #1

55. A marketing panel and Chinese market experts were consulted.
Case Study #1

56. Also included in the panel: Auto workshop owners in
Markham, Scarborough and Richmond Hill.
Case Study #1

57. Case Study #1
The Message:
Did you know that the air quality inside your car is up to
6x dirtier compared to the outside air?

58. *
6 * FRAM® Fresh Breeze®
98%† Arm & Hammer®
QR canadiantire.ca/FreshBreeze
† †
FRAM®
* Air Resources Board 1999 † 5–100 microns ††
Canadian Tire Canadian Tire Corporation, Limited
Client: Canadiantire
Project Code: FRAM
Description: 4C Print Ad 10x13.5 in (0.25 in Bleed)
MDC2013-09-CT-FRAM-SC_CN.indd 1 13-03-26 4:50 PM
Case Study #1

59.  Tactical use of selected community in-language newspapers
FRAM CABIN AIR FILTER – CANADIAN TIRE
The Tactics:

60. The Result:
Higher redemption of the campaign coupon
within in-language Chinese publications
compared to larger mainstream magazines.
Case Study #1

61. Case Study #2
Ethnic marketing doesn’t need to be seen as a
stand-alone campaign, it can be part of an overall
marketing plan.

62. ETHNIC FOOD – SAFEWAY CANADA
Case Study #2

63. Case Study #2
The Task:
Develop a brand strategy with a cross-cultural appeal,
a total store approach and integrate ethnic offerings
within current store layouts and formats.

64. Q1: Is there a cultural trend that Safeway can leverage?
Case Study #2

65. The great Canadian fusion phenomenon…
Canadians are increasingly exposed to different cultures through
work, school, friendships, mixed marriages, travel…..
… and through food.
Case Study #2

66. Case Study #2

67. Q2: Can Safeway be a catalyst for cultural discovery through food?
Case Study #2

68. Food is the best window into a culture.
Case Study #2

69. Insight:
Each time I discover a new ingredient or food, I learn something
about the culture it comes from.
Proposition:
Grocery shopping at Safeway is a journey through different
cultures.
Case Study #2

70. Case Study #2

71. Fusion cook book
Fusion cook-offs
Case Study #2

72. Aisle touchscreens to
guide shoppers through
ingredients, recipes,
culture and history.
Storytelling - placards at
aisles; Live personal
storyteller.
Case Study #2

73. Cultural themed weeks
with samplings and
promotions.
Case Study #2

74. Social Media activations:
Facebook page with content featuring stories, recipes,
inspirations, promotions and new offers from Safeway.
- A forum for customers to post anecdotes, stories,
comments and recipes.
Safeway food blog
- Inviting customers to blog about the food they
discover on their travels.
Case Study #2

75. Case Study #3
By customizing the product to the occasion and
segment, one can do wonders even with
a small budget.

76. QUALITY STREET DIWALI – NESTLÉ CANADA
Case Study #3

77. Diwali: Festival of
light, shared
moments & gifts.
Case Study #3

78. Quality Street: Family
magnet, crafted for sharing,
magical shared moments.
Case Study #3

79. Diwali:
Celebrations, Family &
friends, Gifts
Quality Street:
Gifts, Magical shared
moments
Case Study #3

80. Available at Wal-Mart
Case Study #3

81. Case Study #3

82.  Print: Tactical use of selected community in-language newspapers
 Online: ROS presence on popular South Asian websites – North
American and India-based (geo-targeted Canadian IPs only)
 Traffic to Quality Street’s Diwali landing page
 PR:
 Pitch: Special Quality Street Diwali gift packaging from Nestle
 Print - News release
 Radio - Live RJ feed & interviews
 Digital - E-newsletters
Media Tactics:
Case Study #3

83. PR:
Case Study #3

84. The Result:
Significant sales recorded in the first 2 weeks of the campaign.
Case Study #3

85. Campaign Performance:
Nearly 71% in Toronto and 64% in Vancouver ‘liked’
the Quality Street Diwali campaign.
Nearly 63% in Toronto and 59% in Vancouver had a much more
positive opinion of Quality Street post-campaign.
Overall ‘liking’ & ‘relevance’ for the campaign was
even higher among new immigrants.
Case Study #3

86. Case Study #4
Flexible and cost-effective ethnic media allows
greater integration of a campaign.

87. BOLLYWOOD/IIFA – BELL TV
Case Study #4

88. Bollywood is the #1 source of entertainment for South Asians.
Case Study #4

89. The IIFA is considered ‘The Oscars’ of Bollywood.
Case Study #4

90. Bollywood is a major content for South Asian programming
provided by Bell TV.
Case Study #4

91. Bollywood:
A religion for South
Asians; main source
of entertainment
Bell TV:
National provider of
South Asian
programming with
Bollywood content
Case Study #4

92. How did Bell establish its ‘Bollywood
leadership’ with a fraction of the
budget spent by brands that
sponsored the IIFA?
Case Study #4

93. TV PRINT
RADIO
EVENTS
ONLINE
PRBollywood news segment sponsorships
360°
Case Study #4

94. Case Study #4

95. Case Study #4

96. Direct Marketing
Case Study #4

97. Case Study #4

98. Case Study #4

99. Case Study #4

100. To recap the ingredients of a successful ethnic
marketing campaign…

101. …insights, planning and flawless execution.

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