Ethnic Marketing in Indonesia Essay

Indonesias national slogan Bhinneka ika tungat. that means unity and diversity, is a strong local anaesthetic motto that celebrates differences, specially the demographic one. This slogan was adopted at independency in 1945. This can indicate in a commencement exercise go round a strongly united population, a plain where people argon allowed to practice and conserve their ethnical Identity. But this never was the general slip in Indonesia. There is this insidious ordinary racism in the country that takes place in their everyday living.Beca phthisis this sacred diversity is however hold to ethnic groups 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 soak up the same claims, it is another story especially when it comes to the Chinese Indonesian. Being migrants with fibrous and strategic positions, they are often fend offd 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 active ethnic marketing in Indonesia when it is related to physical characteristics. If the comparison was make 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 much delicate when the ethnic groups have a lot of similarities.Even if Chinese, Indo or Arab origins Indonesians are not accepted all over or not recognized as true Indonesian by a part of the society, they still have their place and are represent 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 rather moot that he has a good salary and is educated. The emphasis here is about the importance of the speed of the transac tion.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 victorious girls education in those groups. When it comes to the language, companies that operate at a national level generally 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 veryrestricted areas.