Tobacco Documents Online

~ Vietnamese-American T on e Respect: Mutual respect and Loyalty 99£9 :4ZZS

~ The most homogeneous group of the three major Asian groups. The majority of Koreans come from similar backgrounds and have similar length of residency in the U.S. ~ Psychographic Profile - Often value emotion more than logic ~- Prefer name brands to lower price - Independent & aggressive

Prioritizing Your Asian American Consumer

C", h I ; Americare e Shin-Joong: Prudence, View in Long Term... LSE9 :yZ:ZS

Japanese-American e Wah: Harmony, In Unison...

\ Selecting Your Target ' Audience • Segmentation Strategies View each Asian "community" separatel an e aware of differences within these "communities" Prioritize each segment based: 1. Potential sales volume per indv. or HH 2. Total market volume 3. Responsiveness to your typical offers 4. Pop. Growth rate

/ Philippine American • Most Western-like Asian Americans due to heavy settlement by Portuguese and Spanish. Low language preference - fewer than 20% prefer to speak in Tagalog. High West Coast concentration. Filipinos are the fastest growing group of Asian Americans. • Psychographic Profile - Strong ties with The Philippines - Less price savvy/prefer brands - Value family gatherings and good times

/ Asian Indian American • Higher concentration in Northeast. Asian Indians are divided into seven major groups based on the Indian states. They have lower inlanguage preference. Very family oriented with large extended families. Asian Indians have the highest reported HHI and percent in professional occupations. • Psychographic Profile - Strong ties with India - Price s ' " value driven - Entrepreneurial - Highest education level among all Asians

/ Creative Philosophy message transcends cultural barriers, but it wo if it is 'in-culture' and •"We believe a unique and relevant marketing • Understanding the changing balance of being Asian and being American among the target audience 9 Believing in the products we sell

1rr~migration by Country ~ < 50000 0 KOR ; 40000 . . CHI~ ~ 30000 ; 20000 ~ ~ -a f -, 10000 --44 84 85 86 87 88 89 90 ESE9 TtZZS