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CREATING PRODUCT OR BUSINESS CONCEPT DIRECTED AT CONSUMER GROUPS LIVING AWAY FROM THEIR BIRTH COUNTRIES DRIVE CUSTOMER-FOLLOWING. TRY DIASPORA MARKETING!







Diasporas are groups living away from their birth countries such as first-generation immigrants. The idea is to market your brand to a group that is familiar with and has an affinity for offerings that come from their home country. When that group provides a sales base, it gradually expands to people connected to the diaspora and finally to a broader market.  Consider these brands:


  • The Mexican beer brand, Tecate, built US sales by reaching out to first-generation Mexican-Americans and now has 20% of that segment. 

  • India’s Reliance MediaWorks has tapped into the US Indian population that watches Bollywood films by setting up quality theaters aimed at this market.

  • Dabur, a manufacturer of herbal medicines, also from India, secured a foothold in the United Arab Emirates by focusing on the Indian segment—some 5 million Indians who live in the Gulf Region. 

  • Bangladesh’s food brand, PRAN RFL, set up distribution channels where the Bangladeshi diaspora exists, such as East London.
  •  Indian restaurants or Supermarkets in Nigeria. 
  • Chinese Restaurants in Ghana.
 
 

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