Answer to Question #209043 in Marketing for keda

Question

Explain the term "multicultural marketing" and how a multinational corporation such as Pepsi Cola or KFC, could utilize this strategy to avoid marketing blunders when introducing new products to your country. (use examples to support your answer)

Answer 1

Multicultural marketing is the practice of marketing to one or more audiences of a specific ethnicity typically an ethnicity outside of a country's majority culture. It is also known as ethnic marketing. Multicultural marketing opens new roads for brands to engage with their consumers outside the majority audience. It targets specific consumer segments based on ethnic and socio-cultural patterns, building a deeper emotional connection that increases the chance of a conversion.

Pepsi uses a multicultural marketing strategy on Hispanics. There has been broad multimedia pushes to reach Hispanic consumers, including out-of-home ads, celebrity endorsements from Hispanic celebrities including Eva Longoria, and a punchy Super Bowl ad featuring pop star Cardi B. 

Coca-Cola used a Super Bowl ad in 2014. Coke showed a choir of Americans singing “America the Beautiful.” How did they utilize the Total Market mindset in this ad? They were singing in seven different languages. This led to displeasure among those who are not in favor of the global mindset the ad reflects, but Coke stood behind its decision. The company noted that it was marketing to its total market, which is a multicultural one. Coke even aired the ad again during the 2017 Super Bowl.