Ethnic marketing is a marketing segmentation principle used to undertake a set of personalized marketing actions (product offerings and communications) to a particular ethnic group or community.
Logically, ethnic marketing is mainly used in countries with historic immigration flows. Targeted ethnic groups vary according to countries. Ethnic marketing is particularly used in the USA market to address African-American or Hispanic communities and in Canada to address South Asian and Chinese immigrants.
A rich slideshow with case studies about ethnic marketing in Canada :
The do’s and don’ts of ethnic marketing in Great Britain :