Altus Strategy Group Inc.
Management Consulting ● Strategy ● Market Research

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Diversity: Making Dollars and Sense

Overview

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.

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Publication Date

June 2012

Authors

Bernice Cheung and Matthew La Rose

 

 

Targeting Asians in Canada: A marketing study

Overview

A study on Asians of Oriental decent in Canada, which includes:

  • • Identity of Asian Canadians, key demographic facts
  • • Asian languages, scripts, dialects and their differences
  • • Imagery, religion and key cultural values, education and income patterns
  • • Major media channels and players in the Asian community
  • • Case studies and analysis of previous successful marketing campaigns

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Publication Date

August 2012

Authors

Faith Chin and Bernice Cheung

 

 

Targeting South Asians and Southeast Asians in Canada: A marketing study

Overview

A study on South Asians and Southeast Asians in Canada, which includes:

  • • Introduction
  • • Key demographic facts
  • • Language, religion, family life and education
  • • Marketing case studies and their insights

Download

Click here to download this whitepaper for free.

Publication Date

August 2012

Authors

Faith Chin and Bernice Cheung

 

 


  • Marketing Strategy

    Altus Strategy Group Inc. helps clients identify the most profitable opportunities and develop strategies to yield the highest return.

  • Market Research

    Altus Strategy Group Inc. helps clients better understand the environment which they operate in.

  • Diversity

    Altus Strategy Group Inc. helps clients improve the information system to gain competitive advantages.

  • Our Values

    We are only successful if our clients are successful, and our core values reflect this belief.

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