Posts tagged ‘ethnic marketing’

March 14, 2012

London Fashion industry Insights

Fashion week – the designers, glam, creativeness flowing all over, fabrics, goodies and pure fashion, a females heaven! Something that we experienced a few weeks ago – clutched on to Dolce & Gabanna, Roberto Cavalli, Finsk and many more, as well as indulging in the goodies. We’re still having withdrawals from leaving the event, well the ladies in the office are!

An insight: the fashion accounts for 1.7% of UK GDP, twice as much as publishing, car manufacturing or the chemical industry! (Guardian – London Fashion Week displays its global credentials: 17 Feb 2012).

The Arab and Chinese market are key consumers to this industry, with their love of fashion and luxury labels.

The average spend of a Chinese customer on a single transaction in London during January to October last year was 1,058 pounds, 10 times the average spend of the equivalent British shopper. Money is no object for many Chinese shoppers, who have become a common sight strolling the polished floors of posh London department stores such as Liberty, Harvey Nichols and Harrods. (Reuters – UK muse do more to welcome Chinese: Feb 17, 2012)
While the latest figures from West End company which represents 600 premium retailers in London West End showed that Arab shoppers spend 15 times more than the average UK shopper.

Arab tourists from Saudi & the UAE on the other hand are spending £2000 in London priciest stores with June showing an 11% rise in sales due to wealthy Arabs in the capital spending £200 million (www.thinkethnic.com)

A very tempting market, to explore fashionably…

http://www.mediareach.co.uk

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December 2, 2011

Mediareach uses a unique insight-planning tool

Mediareach Advertising utilises a unique insight planning tools, which it uses to plan effective media campaign for its clients.
The tool is based on more than 560 diaries used by Asian households of diverse background is the largest in the UK which tracks the most popular Asian television, radio, press and digital channels the community utilises. The tools also tracks programme take up and popularity and the rating they achieve.
This tool has been instrumental in tracking consumer’s media and purchasing patterns and is able to deliver the most effective media plans and ROI for brands.

June 2, 2011

Kohinoor Foods awards Mediareach Advertising its full-service marketing brief

Following a competitive pitch, global rice brand Kohinoor Foods has awarded Mediareach Advertising its UK and Europe marketing brief. The Kohinoor brief required the winning agency to provide a full 360 degree, integrated marketing service to include strategy, creative, media, PR and experiential.

Kohinoor Foods UK marks 10 years of successful business in the UK this year, having first launched in India over 36 years ago. The Kohinoor brand includes the Kohinoor Platinum, Gold and Silver Basmati range, the Trophy Basmati brand, Tohfa Kernel Basmati brand, Triple Diamond long grain rice brand as well as ready-made meals and cook-in sauces.

Mediareach Advertising, an integrated multicultural marketing agency, specialises in devising marketing campaigns for multi-ethnic audiences as well as expertise in taking ethnic brands to the mainstream and mainstream brands to multicultural audiences.

Saad Saraf, CEO of Mediareach said:
‘It’s brilliant to be working with Kohinoor Foods. The brief they sent us was as ambitious as our team, and we’re glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets’.

Sumit Arora, MD at Kohinoor Foods UK said:
‘Mediareach were able to effectively demonstrate their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. They have a solid knowledge base along with interactive seasoned team members, allowing us to gain confidence in their ability to support us in meeting our ambitious growth plans across all our ranges. We look forward to a long-term, fruitful relationship.’

http://www.mediareach.co.uk

May 31, 2011

Elephant Atta’s Healthier Lifestyle Movement

Elephant Atta has launched a new campaign aimed at inspiring women to lead the way in changing unhealthy food and lifestyle habits amongst the UK’s South Asian population. The new integrated campaign plans to utilise their influence, alongside the brands own health credentials, to create a movement, which affects not only individual households but also the wider community.

Since healthy lifestyles start at home, Elephant Atta flour wants to mobilise everyday women and mothers who recognise the importance of nutritional eating, to lead the way in creating this health revolution amongst South Asians.

Elephant Atta flour caters for more than 50% of the UK Atta market and the new TV, POS and integrated marketing campaign went live in March, launched with a PR event held at Chelsea Football Club for media, traders and brand ambassadors.

 

 

 

 

 

http://www.mediareach.co.uk

April 1, 2011

Immigration – A menace or a blessing for UK Business?

Politicians in the UK and the media use the issue of immigration as a political football that can be kicked in whichever direction they wish, in order to appease middle-England’s concerns and capture some high-impact headlines. But are we putting ourselves at risk of scoring an own goal due to an ignorance of the UK’s labour market and the issues facing UK businesses?

The media agenda tends largely to set narratives positioning immigrants as the ‘villain’ under an umbrella theme of them being an ‘issue’ that needs to be dealt with and the country is being stormed by ‘illegals’ and ‘benefit scroungers’.

After all the debate, furore and opinion, the main issue still remains which is that the immigrant labour force is still needed to manage and work in jobs that the native population isn’t always willing to fill. The labour force issue isn’t going to be solved until either the native population can afford to or is willing to take on low-level menial jobs and it certainly won’t be addressed with a strict quota of only highly qualified IT staff from India.

We estimate that the 2011 Census will put ethnic and multicultural audience across the UK at 15% of the total population and with an increasing number of people arriving from Accession countries this number is likely to increase in an ever-expanding global market place.

However if you look at the multicultural groups who have been in the UK for decades like the South Asian, African Caribbean and growing Arab population, it is evident that the vast majority are contributing hugely to the labour force and the UK GDP. In fact estimated figures put the financial contribution at £150 billion (11% of the UK GDP). (according to ONS, IMATN, UN)

When tracking the migration flow of labour workforces around the world (US, UAE, Germany, UK) you will clearly notice that migrants are a group of people who have a significant purchasing power, once they are established within a country, ultimately helping to stimulate the economy.

Multicultural communities in the UK have a higher than average spend on television sets, mobile phones, white goods, cars, financial services and money transfers abroad, to name but a few of the elements they spend on.

If the UK fails to secure the labour force it needs to help the economy grow, then the adverse effect on productivity and a businesses bottom line will suffer, especially in the manufacturing, construction, agriculture and the vibrant service industry. Ultimately, the UK will be in a weaker competitive position globally and less able to take on the emerging BRIC economies like India, China, Russia and Brazil.

And this is touching only on the benefit to the UK’s economy from a domestic perspective. Once we better integrate new migrants into the UK and they feel part of and accepted by wider society as equals, UK businesses can tap into their intimate knowledge of foreign markets for export from local knowledge, shopping habits, consumer needs to cultural habits. The possibilities are endless and the potential is huge!

Saad Saraf
CEO
http://www.mediareach.co.uk
http://www.mediareachstar.com
https://mediareach.wordpress.com
http://alsaraf.wordpress.com

March 15, 2011

Are UK broadcasters racist and Xenophobic?

I am hoping not, but the recent comments made by Brian True-May (radio Times) about the lack of ethnic minorities being featured in ITV’s Midsomer Murders reinforces this notion. I find Mr. True-May’s assumption that the only reason the show is so popular is because it includes no ethnic minorities absolutely ludicrous. Has he considered that had producers included a wider, more diverse cast, the show could actually have achieved even higher ratings? Also, I would question his ‘certain type of audience’ and ‘last bastion of Englishness’ comments. By this does he mean a whites-only audience that takes offence to multi-ethnic cast members, and last bastion as in, whites only English? Can Mr. May then please answer me this; why are ethnic minorities then expected to pay a license fee to watch terrestrial TV when executives like him exclude ethnic representation, not because the story requires it, but because he is on a mission to serve a white-only audience.
I don’t mind paying the license fee if the channels we receive on a terrestrial service are serving the needs of everyone. However comments like his compound the case that the fee should be scrapped and people should be allowed to vote with their wallets and only pay for what they want to watch. I think Mr. True-May would get a better perspective of audience ratings if terrestrial TV producers had to fight on an even platform with smaller digital channels for every single viewer.
A word of advice to producers and broadcasters to appoint people of multicultural heritage on their boards and executives so such nonsense would not happen again.

Saad Saraf, CEO multicultural marketing consultancy Mediareach & Chair of the IPA Ethnic Diversity Group.

http://www.mediareach.co.uk

February 5, 2011

Mediareach Advertising backs Arab Orphan Charity

Mediareach Backs Arab charity

Multicultural marketing specialist Mediareach Advertising is rallying the support of its clients and big businesses to support the World Wide Welfare charity, which is holding a charity fundraiser on the 12th of March 2011.
The charity, which provides humanitarian, sustainability, health and educational assistance to orphans in many Arab countries around the world, is holding the event to raise much needed financial aid to continue the fantastic work that they are doing.
Mediareach CEO Saad Saraf said,
‘The World Wide Welfare charity is doing a lot of fantastic work and Mediareach is very happy to contribute and help the charity raise awareness. What we need now is the support of big business and brands to come on board as sponsors and help make this fundraiser a huge success in raising much needed funds’.
The WWW charity’s main purpose is to create and deliver sustainable projects that make a better life for orphan children and give them back their right to live in dignity and have a better future for their children. The charity operates in countries like Iraq where there are more than 3 million orphans, all a consequence not of their own making.
The charity fundraiser will be attending by over 320 of the business and community elite of the UK’s Arab diaspora. The event will be held on the 12th of March at a central London hotel.
Ends.
Notes to editor:
World Wide Welfare:
The charity has three main objectives:
1. To relieve poverty, distress or suffering (including starvation, sickness or any physical disability or affliction) by appropriate charitable assistance whether medical rehabilitation, financial or otherwise, in any part of the world.
2. To promote education by appropriate charitable assistance, including the establishment, maintenance and development of schools, training centers or any educational establishments.
3. To assist in the preservation, conservation and protection of the natural environment for the public benefit in any part of the world.

http://www.mediareach.co.uk

January 22, 2011

Saad Saraf appointed as IPA Ethnic Diversity Group Chairman

The IPA has today (20th January) appointed Saad Saraf, Founder and CEO of Media Reach, as Chairman of the IPA’s Ethnic Diversity Group. He succeeds Trevor Robinson, OBE.

Saad has spent his career investigating the multicultural landscape of the UK and his agency Media Reach has been a driving force in the growth and development of multicultural marketing in the UK. He has also addressed many conferences and has written several papers on the subject of diversity. One of these papers includes a chapter written for the IPA’s interim report The marketing opportunities for advertisers and agencies in multi-cultural Britain (LINK), published in March 2010.

Says Saad Saraf, Founder and CEO of Media Reach: “The UK is now truly a multicultural country, and will continue to flourish in the face of diversity. The industry needs to quicken its pace to catch up with the changing face of the new society, or risk getting left behind. Not only do we need to accept it, we need to understand and embrace it.”

In 2003 the IPA Ethnic Diversity Group published its first major collaborative work on ethnic diversity which looked at the employment, portrayal and economic value of the ethnic minorities (LINK). A sequel to this report will be published on its tenth anniversary in 2013.

http://www.mediareach.co.uk

January 14, 2011

Is the Ad agency model dead?

Does the freezing of government spending and the onslaught on advertising agencies leads you to believe that the ad agency model is doomed to failure?
In the 80’s ad land was about personalities, glitz, glamour, big budgets and high spend. Agencies were concerned about size and used to boost about this.
Marketers are smarter and wiser and demand more for their money and want value add which most agencies can’t deliver.

Many clients believe the current agency model is broken and that many agencies had grown by acquisition and not through organic growth.
Agencies need to offer an integrated approach, consistent service and most important of all ROI.
Agency margins and the pressure of shareholders had driven agencies to become an industralised creative plants

I believe specialised boutique agencies will be the new model in the next decade.

Saad Saraf
CEO
Mediareach Advertising
http://www.mediareach.co.uk

September 15, 2010

MRA, Turning diversity into opportunity

Multiculturalism is booming. The emerging markets have strong spending power and they are not afraid to use it, thus creating lucrative avenues for businesses to capitalise on. Without an effective marketing strategy that has a true appreciation of the cultures, the value systems, the communications gap and the means to bridge that, any plans to target these markets are doomed to fail.

The ethnic population in the UK is approximated at 6 million, 10% of Britain’s population and is expected to grow by 2.5% annually, with a disposable income valued at £90 billion. This ranks it as one of the strongest developing niche markets in the UK. Further expansion of the EU will change these proportions and continue to increase the associated complexities in targeting new cultures effectively.

Media Reach Advertising has championed cross-cultural communications since its inception over twenty years ago. We built links with the media, community leaders and organisations to increase our effectiveness and turn the challenge into rewarding opportunities for our clients.
MRA is a true and visionary pioneer in this regard with a total of over 100 years specialist experience within the company. MRA continues to identify innovative means to access new markets with both local and international campaigns.

We provide clients with strategic and integrated marketing and communications solutions, building brands through approaches that extend beyond conventional advertising. MRA believes there is only room for marketing excellence and compelling creative solutions. Bold ideas and strong actions mark our brand and with effective use of strategy and media channels, we can help your brands shine in the ethnic marketplace.

http://www.mediareach.co.uk