Germany is a country with a high number of migrant groups. More than 8% of Germany's
residents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect the
hugest group of aliens within the German borders. However, does the German Economy
ignore around 3 % of Germany's total population. Only a few companies did realize the high
potential of this migrant group so far, the remaining organizations with an annual turnover of more than two million Euro ignore or do not recognize the outstanding potential this customer group reflects.
This is why this report at hand is going to reflect the high potential of this segment as it will
describe how to implement ethno marketing applied to this certain migrant group "Turks" in Germany effectively. The
report is structured clearly, starting with a general definition and history of ethno marketing
The following chapter will first discuss the necessary theoretical background on
segmenting, targeting and positioning strategies. Subsequently followed by applying the "STP" Strategy
by means of the successful introduced ethno marketing strategy of Ay Yildiz Kolay
Kart, a SIM Card especially developed for Turks in Germany. The segmentation process of
the STP, will be conducted on the basis of geographic, demographic, psychographic and
behavioural criteria. The psychographic segmentation will describe a segmentation process
that has been carried out by the Agency Lab One and the company Gesellschaft für Innovative
Marktforschung (GIM) in 2002. After the segmentation, the report will describe the target
group for the SIM card, resulting from the previous segmentation process. The positioning of
“the Kolay Kart” will be described next. Subsequently, the Marketing Mix, namely the
product, price, promotion and place, Ay Yildiz did apply will be described further. Finally, a
recommendation concering the introducement of ethno marketing for the Turkish community
will be provided.
Table of Contents
1 Introduction
2 Project assignment
3 Ethno Marketing
3.1 Definition and History of Ethno Marketing
3.2 Ethno Marketing in Germany
3.3 Ethno Marketing for Turks in Germany today
4 STP- Strategies
4.1 Market segmentation
4.2 Market segmentation applied to Turks in Germany
4.2.1 Geographical characteristics
4.2.2 Demographic criteria
4.2.3 Psychographic criteria
4.2.4 Behavioural criteria
4.3 Targeting
4.3.1 Targeting applied to Turks in Germany
4.3.2 Selected target group
4.4. Positioning
4.4.1 Ay Yildiz positioning
4.5 Marketing Mix Ay Yildiz
5 Recommendation
Objectives and Core Topics
The objective of this report is to analyze the significant potential of the Turkish community in Germany and to demonstrate how effective ethno marketing strategies can be implemented to capture this market segment. The study uses the mobile service provider Ay Yildiz as a primary case example for applying STP (Segmentation, Targeting, Positioning) strategies.
- Theoretical foundations of Ethno Marketing and its history.
- Comprehensive market segmentation of the Turkish population in Germany.
- Targeting and positioning strategies for the "Kolay Kart" product.
- Analysis of consumer behavior, media usage, and cultural factors.
- Recommendations for successful market entry and cultural considerations.
Excerpt from the Book
4.2.3 Psychographic criteria
In 2002, the Agency Lab One and the company GIM did accomplish an elaborate study concerning Turkish peoples Lifestyle and Values in order to bridge the gap of unexisting data in that area. This qualitative and represenative conducted study named “Lebenswelten Deutschtürken 2002”, derived the heterogenous lifestyles by means of different segments. Due to the fact that this survey is the most comprehensive one the report at hand will use the results to define Turks lifestyles and values.
In order to receive information about the lifestyle, the turkish world and their necessities, the study analyzed the every day life, self-disclosure within the German majority society and their buying habits. Here, political, social and religious criteria did play a role.
The combination of qualitative and quantative examination methods enabled differenciating results that silhouetted against stereotypical executions. The study renounced to make use of the Generationsmodel. However, the trendsetting developments of the younger generation came to the fore. The moral concept, integration attributes, consumption habits and the use of mass media are some elements useful to distinct betwen different lifestyle orientations. The study design consists of a alliance between different data collection methods.
Summary of Chapters
1 Introduction: Provides an overview of the migrant population in Germany and outlines the purpose of the report regarding effective ethno marketing implementation.
2 Project assignment: Defines the problem regarding the untapped potential of the Turkish consumer segment in Germany and states the research goals.
3 Ethno Marketing: Explains the definition and historical background of ethno marketing, both globally and specifically within the German context.
4 STP- Strategies: Details the theoretical framework of Segmentation, Targeting, and Positioning, and applies these strategies to the Ay Yildiz brand.
5 Recommendation: Offers strategic advice for German companies on how to approach the Turkish market while avoiding common cultural pitfalls.
Keywords
Ethno Marketing, Turkish people in Germany, Market segmentation, STP strategy, Ay Yildiz, Consumer behavior, Brand loyalty, Media usage, Cultural marketing, Target group, Migrant economy, Positioning, Lebenswelten Deutschtürken, Advertising, Purchasing power.
Frequently Asked Questions
What is the core focus of this report?
The report examines the economic potential of the Turkish community in Germany and how German companies can effectively use ethno marketing strategies to address this target group.
What are the primary themes discussed?
The document covers market segmentation, consumer behavior, the role of culture and language in marketing, and the specific case study of the mobile brand Ay Yildiz.
What is the main objective of this study?
To provide background information on the Turkish minority in Germany and to show how German companies can bridge the gap in the market by utilizing specialized marketing techniques.
Which scientific method is applied here?
The report utilizes the STP (Segmentation, Targeting, Positioning) framework, supported by qualitative and quantitative market research data like the "Lebenswelten Deutschtürken 2002" study.
What is covered in the main section?
The main part segments the Turkish population using geographical, demographic, psychographic, and behavioral criteria, followed by a detailed marketing mix analysis.
Which keywords best characterize this work?
Key terms include Ethno Marketing, target group analysis, brand positioning, Turkish culture, and consumer purchasing power.
Why did Ay Yildiz succeed in the Turkish-German market?
Ay Yildiz succeeded by creating an emotional connection through branding (e.g., the mascot "Ayla"), using the native Turkish language, and offering specific benefits like cheap calls to Turkey without contractual obligations.
What role does media play in this marketing context?
Media is crucial for accessibility; Turkish households have high TV usage, and targeted advertising in Turkish media signals appreciation and builds trust within the community.
- Quote paper
- Pinar Sözer (Author), 2008, Ethno Marketing targeting - Turkish people in Germany, Munich, GRIN Verlag, https://www.grin.com/document/111548
