This work’s purpose and contribution is not only to display the positive and negative effects of various diversity marketing strategies but also to point out other ways to tap diversity-based customer segments which have been mostly neglected by researchers.
Diversity marketing is a marketing strategy targeting diversity-based customer segments and deviating from the “traditional” target market (e.g. caucasian and heterosexual individuals) to gain a competitive advantage on the market. Companies trying to tap those new segments oftentimes face the challenges of negative reactions regarding incorrect representation from the individuals targeted or even from the usual target-market because of non-identification. These negative reactions can lead to a compromised brand image and impair the company’s competitive ability.
For companies to achieve an advantage on the market and not the opposite, the consumers’ behavior concerning different diversity marketing variables has to be studied and analyzed. This work focuses on company- and consumer- related variables and their effect on a diversity marketing strategy’s reach and the company’s brand image.
Table of Contents
- Introduction
- Theoretical Foundations
- The Roles of Customer Segments, Reach and Brand Image
- What is Diversity?
- Diversity Marketing: No more “one size fits all”
- Method
- Analysis
- The Influence of Company-Related Variables
- Internal Actions
- External Actions
- The Influence of Consumer-Related Variables
- Identity
- Integration into Society
- The Influence of Company-Related Variables
- Discussion
- Theoretical Implications
- Managerial Implications
- Limitations
Objectives and Key Themes
This bachelor thesis examines diversity marketing strategies, focusing on the balance between attracting new customer segments and maintaining brand image. The study analyzes the impact of company and consumer-related variables on the success and perception of these strategies. It reviews existing research on consumer reactions to various diversity marketing approaches, aiming to identify effective and ineffective practices.
- The impact of diversity marketing on brand image.
- The effectiveness of different diversity marketing strategies.
- The role of consumer identity and societal integration in shaping responses to diversity marketing.
- The importance of authentic representation in diversity marketing campaigns.
- Identifying best practices for companies implementing diversity marketing initiatives.
Chapter Summaries
Introduction: This chapter introduces the concept of diversity marketing and its potential benefits and risks. It highlights the challenge of balancing the attraction of new customer segments with the potential for negative reactions from existing or targeted customers. The chapter sets the stage for the thesis by outlining the research gap and the main objectives of the study.
Theoretical Foundations: This chapter lays the groundwork for the thesis by defining key concepts like customer segments, reach, brand image, and diversity itself. It explores the limitations of a "one-size-fits-all" marketing approach and introduces the concept of diversity marketing as a strategy to engage with diverse customer segments effectively. This chapter establishes the theoretical framework upon which the analysis and discussion of the thesis rests.
Method: This chapter details the methodology employed in the study. It describes the research process, including the sources used and the criteria for selecting relevant studies. The methodology section ensures transparency and allows for an assessment of the reliability and validity of the findings presented in subsequent chapters. It clearly articulates the research design underpinning the thesis.
Analysis: This chapter presents a detailed analysis of the effects of company-related and consumer-related variables on diversity marketing strategies. The analysis explores how internal and external company actions influence customer perception, and how consumer identity and societal integration affect responses to diverse marketing messages. This section is pivotal, providing the empirical backbone of the thesis.
Discussion: This chapter discusses the theoretical and managerial implications of the findings. It interprets the results in the context of existing literature and identifies practical recommendations for companies seeking to implement effective diversity marketing strategies. It also acknowledges any limitations of the study and proposes avenues for future research. This chapter bridges the gap between the empirical findings and their practical applications.
Keywords
Diversity marketing, brand image, customer segments, consumer behavior, representation, authenticity, inclusion, social media, corporate social responsibility, market segmentation.
Frequently Asked Questions: Diversity Marketing Strategies
What is the overall focus of this thesis?
This bachelor thesis examines diversity marketing strategies, focusing on the balance between attracting new customer segments and maintaining brand image. It analyzes the impact of company and consumer-related variables on the success and perception of these strategies, aiming to identify effective and ineffective practices.
What are the key themes explored in the thesis?
Key themes include the impact of diversity marketing on brand image, the effectiveness of different diversity marketing strategies, the role of consumer identity and societal integration in shaping responses to diversity marketing, the importance of authentic representation in campaigns, and identifying best practices for companies implementing diversity marketing initiatives.
What topics are covered in the "Theoretical Foundations" chapter?
This chapter defines key concepts like customer segments, reach, brand image, and diversity. It explores the limitations of a "one-size-fits-all" approach and introduces diversity marketing as a strategy to engage diverse customer segments effectively. It establishes the theoretical framework for the entire thesis.
How does the thesis analyze the influence of variables on diversity marketing?
The analysis chapter explores the effects of company-related (internal and external actions) and consumer-related variables (consumer identity and societal integration) on diversity marketing strategies. It examines how these factors influence customer perception and responses to diverse marketing messages.
What is discussed in the "Discussion" chapter?
This chapter discusses the theoretical and managerial implications of the findings, interpreting the results within the context of existing literature. It provides practical recommendations for companies, acknowledges study limitations, and suggests avenues for future research, bridging the gap between empirical findings and practical applications.
What methodology is used in this study?
The "Method" chapter details the research process, including the sources used and criteria for selecting relevant studies. It ensures transparency and allows assessment of the reliability and validity of the findings.
What are the key takeaways from the chapter summaries?
The introduction sets the stage by outlining the research gap and objectives. The theoretical foundations provide a framework. The method details the research process. The analysis presents empirical findings. The discussion offers interpretations, recommendations, and limitations.
What keywords are associated with this thesis?
Keywords include: Diversity marketing, brand image, customer segments, consumer behavior, representation, authenticity, inclusion, social media, corporate social responsibility, and market segmentation.
What is the structure of the thesis?
The thesis follows a standard structure: Introduction, Theoretical Foundations, Method, Analysis, and Discussion. Each section builds upon the previous one, leading to a cohesive and comprehensive analysis of diversity marketing strategies.
Where can I find the complete table of contents?
The complete table of contents is provided in the beginning of the document, outlining the specific topics covered within each chapter and subchapter.
- Citar trabajo
- Jelena Krolo (Autor), 2021, Diversity Marketing. The fine line between tapping new customer segments and compromising brand image, Múnich, GRIN Verlag, https://www.grin.com/document/1189633
