Diaspora Marketing - Case Study Review
Updated: Jun 21, 2020
1. Please identify 3 reasons that diasporas are considered a viable market segment.
Diasporas are highly targeted for a few reasons. The first reason is that there has been an increased number of first-generation immigrants spread across different countries. Diasporas are starting to become a large percentage of the population within countries, so brands who successfully reach them can become very profitable. The second reason is that brands who started out targeting home country consumers can now try to target them in their host country. This action is essentially a smaller and cheaper introduction to globalization. The final reason is that there are different segments within a diaspora group; brands can help themselves by understanding which diaspora segment fits their brand the best. Are they catering to people devoted to their home country? Do they want bicultural people who can help increase the brand’s popularity among various ethnic groups within the nation? Those are three reasons that prove the diaspora to be a practical and valuable market segment.
2. Upon review at the end of this case study of India's Dabur, a manufacturer of herbal medicine, please explain what you believe to be the most viable category target consumer of Indian immigrants to be (Assimilator/marginal/ethnic affirmer/bicultural).
The most practical category target consumer of Indian immigrants would be Biculturals. Not only does this segment within the diaspora group have a higher education, higher socio-economic status, and higher self-esteem, but they have a connection to their home and host countries. In the UK and US, Dabur’s products became successful when the product’s attributes were explained; the science and superior performance became a focus when positioning the products, which helped the brand reach the bicultural diasporas. In smaller developed countries such as the United Arab Emirates, it is possible for Dabur to be successful in reaching Ethnic Affirmers since the host country might have less of a cultural impact on them, but in larger developed countries such as the UK and US, it would be a smarter move to reach bicultural Indian immigrants.
3. Similarly, please explain 2 ways in which Dabur expanded to the global market beyond its Indian diaspora, specifically referencing the criteria laid out on pages 130-131 in this article to evaluate a diaspora's potential.
Beyond its Indian diaspora, Dabur reached Arab women in the United Arab Emirates. Arab women were drawn to the medicine because of how it was advertised. Arab women appreciated the familiar aspect of their advertising, Bollywood stars. Arab women associate beauty with Bollywood, so marketing became the mutual connection between Dabur and Arab women. When it came to reaching western markets, Dabur took note that there had been a growing interest in all-natural products in western culture, so Dabur positioned their herbal medicine to cater to that interest. Dabur promoted the science behind the medicine to enhance the credibility of the country of origin. Additionally, they marketed the superior product performance instead of using Bollywood stars as the connection. Also, by targeting a large, dispersed bicultural segment in the UK and US, awareness of the brand was more likely to spread among a broader audience (other ethnic groups).