Altus Strategy Group Inc.
Management Consulting ● Strategy ● Market Research
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Diversity: Making Dollars and Sense
Diversity is an increasing reality in the modern marketplace, and companies must adjust their marketing strategies accordingly.
This paper defines diversity in the marketing context and explores successes and failures of eight companies that targeted ethnic groups or the LGBT community. The eight case studies came from well-known brands in US and Canada, featuring Avon, Bank of America, Clorex, Ford, Scotiabank, Starbucks, Subaru and Mattel. Their successful or flawed marketing campaigns provided us with several key insights towards developing a sensitive marketing strategy towards diversity.