Case study

1. Diaspora
Marketing
Author: Nirmalya Kumar
Jan-Benedict

2. What is Diaspora?
 The movement, migration, or scattering of a
people away from an established or ancestral
homeland where their ancestors lived.

3. Background
 Large private companies and State owned
Enterprises take the Global Plunge.
 Now what about Other companies??
 Do they have to give up??

4. Success Stories
 Haier
 Lenovo
 Tata
 Mahindra
 Embraer Learning to outsmart
than outspend

5. Marketing to Diasporas
 Increasingly attractive
 Shrunk Distances
 Affordable Air travel
 Inexpensive
Telecommunication
150 Million
214 million

6. Challenges of Immigrants
 Maintaining their cultural distinctiveness while
living in foreign society
 Affiliating themselves with Host culture

7. Segmenting Diaspora

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

9. Marginal
 Usually Poor people
 Lack economic and educational opportunities
 Affordability, Functionality and Durability
 Culture don’t influence their purchase
decisions

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

11. Bicultural
 Sense of belonging to both home and host
country
 Better educated
 Higher incomes
 Socioeconomic status
 More involved in local social networks

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

13. 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??

14. 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

15. 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.