Indian Americans Marketing Strategy

Hinduism is taking up 51% of the ethnic group of the Indian Americans, and it is important to focus on this target market, but also pay attention to Christianity, Islam, Unaffiliated, Sikhism and Jainism. Indian-Americans are typically well educated, affluent and work within the technology industry. Many Indian-American prefers to buy products online and is something business owners should be aware of.

The Indian culture and market have a diversity that is important for businesses in order to understand the consumer behavior. The social, cultural, economic, political and geographical factors are challenges in the Indian market. India is an also multilingual, with sixteen major languages, which can create issues with translation. The Indian

Since Hinduism and Islam are the two dominant religions of the Indian American, it is important to be aware of their food laws. For example, Cow is the holy animal and does therefore not consume beef. Muslims does not consume pork or alcoholic beverages. Many Indian Americans are vegetarian. Since they have these restrictions, they also have to be careful where they go to eat dinner to follow the food laws. We have found out that typically Indian Americans buy grocery at local stores and cook Indian style at home instead of eating out because of dietary restrictions. There are some of Indian grocery stores (deli shops) around in the U.S, where they sell items used in Indian cooking and even items like movies and tools that are not sold at American

Provide an example of a product/brand that has targeted this ethnic segment. What parts of the marketing mix do you believe were particularly effective?

President Donald Trump targeted the Indian-American people in one of his campaign ads. He wanted to reach out to Indian voters with his 30-second ad campaign where he wishes his viewers “Happy Diwali.” The Ad campaign was a part of a late strategy to reach Indian-Americans, and especially Hindu voters in three of the most important states: Florida, North Carolina, and Ohio. The Chairman of the Indian Advisory Board said if Trump could convince 30,000 Indian Americans in Florida to vote for Trump, they could help decide the election.

We believe place and promotion were particularly useful. Place, because it was crucial for Donald Trump to get voters in these states and with quite a lot of Indian Americans is these states we believe it was effective. Promotion, because he used images from a terrorist attack in 2008, as well as a spin on a big Trump campaign sign that reads, “Great for America – Great for US-Indian