Are brands losing share in the multicultural market place?

Walk into any of he 95,000 supermarkets, convenience stores and cash and carry’s, which are controlled largely by the multicultural communities, and one thing you are sure to find out. These stores, which can shifts up to 33% share for a number of major retailing brands. But this honeymoon is not going to continue as you can see an increasing number of foreign brands, which are imported to the UK to cater for the needs and demands of a growing diverse multicultural consumers. So what can major brands do in the face of this onslaught: 1) ignore this phenomenon and assume they are large enough to withstand brands chipping into their sales and gaining more shelf space from them and consequently resulting in their brands continuing to slide further 2) develop a strategy based on understanding their audiences, motivations and purchasing patterns in order to address their needs, fend the competition and increase their market dominance and share. Established brands can’t ignore the challenges to their dominance and must continue to learn and innovate to stay on top of their game otherwise they will continue to see their sales and market share dwindling. Saad Saraf Multicultural Marketing Specialist Mediareach Advertising www.mediareach.co.uk

The big brands should not ignore this thing at all. But also they could spend more time on advertisement over understanding the audiences because they are on the market many years. The buyers know who they are, know what are they selling, know that the products are good. I think the advertising should take bigger place here because if the companies ask everyone what they want, they could end up making many different products with not much people to buy them. Some of the people doesn't even know what should the product be like or what color or look or whatever. They are satisfied with the knowing that the brand they are buying is very well known and delivers quality. For example CocaCola spends more from the income on advertisements, why? They are well known, they are selling drinks all over the world, but still are advertising like mad. And did some very nice ads made you want to get up and buy the product (not just cocacola)? Because one good innovative ad can make you want to buy the product no matter how expensive. These ads exist. Keep on advertising and you will keep on selling. You can find a lot of the latest free marketing resources, insights and information on these topics on this new site http://marketinginnovationtoday.com/