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Ethnic market opportunities - Case studies
Why?
Sizing demand for new products
A global telecoms company wished to understand the UK market for its products and services before entering it.
ETHNOS conducted a survey of seven different ethnic minority communities in the UK, to identify these prospective consumers' requirements of mobile services providers, their knowledge of the company in question, and their likely use of the company's service.
The findings were used to size the market and recommendations were made about the best routes into the market.
Growing The Ethnic Market
The UK’s market for ethnic beauty products has grown by 24% since 2002 and it is predicted to grown by a further 35% over the next five years (Mintel, 2007). Not surprisingly, a number of skin care, make-up and hair product companies have come to ETHNOS to identify opportunities and strategies to grow their share of the ethnic beauty market. ETHNOS has helped these companies to profile their existing customer base; assess brand perceptions; identify scope for new product development across all product categories; test products; assess views on products, value for money, packaging and retail environments; determine staffing and staff training needs; and develop marketing and communications strategies.
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Tailoring services to meet distinct needs
One in five micro, small and medium size businesses are owned by people from ethnic minority backgrounds. Many of these businesses have an international dimension.
A shipping company commissioned ETHNOS to identify whether these businesses have specific shipping needs and preferences, what are the volume and main destinations of their shipping, what shipping services they are currently using, how satisfied they are with these providers, what makes service good in their view, and how they can attract and retain them.
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