Marketing Strategy


To get a leg up it is imperative to develop business strategies that leverage and build on resources needed to serve diverse markets especially the unique ethnic market. Proven approaches for better marketing performance through action plans, marketing communications and accurate assessment tools are key components that help meet business goals.

For almost 20 years, we’ve been helping businesses gain clarity about what marketing can do. Our clients say we’ve changed their businesses for the better and this ebook shows how we do it.


  • Market research – from quantitative street surveys and desk research to in-depth qualitative focus groups
  • Competitor analysis – understanding and following market trends and competitor brand behaviour
  • Creating a strong corporate identity – developing and testing of corporate identity and strategic business planning
  • Identifying marketing and advertising needs, key markets and selecting appropriate media
  • Operating cost effective budgets
  • Creative concepts, story boards, scripts and copywriting
  • Targeted media buying and sponsorship negotiations


The spending power of Ethnic Minorities in the UK


of Ethnic Minorities feel UK media has little or no relevance to them

1 IN 6

People living in the UK are from an Ethnic Minority

What Are You Missing Out On?

Marketers must research ethnic consumers in order to capitalise on the increase in their spending power. The growth of ethnic communities and their levels of income is not going to come to an end, it will only expand. This means, if you are not properly targeting or taking time to understand these groups, you are leaving a lot of revenue and market share on the table for more savvy competitors to snap up.

Whether your products or services are specifically created for an ethnic group or not, it is unintelligent and ineffective to try to target the general population. Statistics show that clever, research-backed marketing can make the difference between a struggling business and a smart, innovative and successful one.