Ethnic Marketing in Indonesia Essay Example for Free

ethnic Marketing in Indonesia EssayIndonesias national slogan Bhinneka ika tungat. that means unity and diversity, is a lovesome topical anaesthetic motto that celebrates differences, specially the demographic one. This slogan was adopted at independence in 1945. This go across the sack indicate in a first approach a strongly united population, a solid ground where people atomic number 18 allowed to practice and conserve their ethnic Identity. But this never was the general case in Indonesia. There is this insidious ordinary racism in the country that takes place in their e very(prenominal)day living.Because this ineffable diversity is however limited to ethnic classifys with claims to a territory this includes the Javanese, the Sundanese and the Madurese. There are other local groups that are not as significant. For the other groups that can not have the same claims, it is another account statement especially when it comes to the Chinese Indonesian. Being migrants w ith powerful and strategic positions, they are often excluded by the population or they exclude themselves.If this is how the Indonesian society can be perceived, it isnt the same when it comes to the marketing approach. It can be said that it is not that simple to talk about ethnic marketing in Indonesia when it is tie in to tangible characteristics. If the comparison was made with Singapore, It is much easier to identify that a person belongs to a certain ethnic group when she is shown in an advertisement. It becomes more delicate when the ethnic groups have a lot of similarities.Even if Chinese, Indo or Arab origins Indonesians are not accepted everywhere or not recognized as true Indonesian by a part of the society, they still have their place and are represented for marketing purposes. We can give an example of Western Union For the first Ad, adressed to the chinese Indonesian poulation, the person is an office working man, we would or else think that he has a good salary an d is educated. The emphasis here is about the importance of the go of the transaction.For the second Ad, more adressed to Indonesians with claims of territory, The main character is a little girl that due to the received money, could go to school. It shows the importance that is taking girls education in those groups. When it comes to the language, companies that operate at a national level broadly use Indonesian or English for their advertisement campaigns. The use of a specific language related to a group is more likely to stay in the frame of small companies that operates in very restricted areas.