The total market approach
A total market approach aims to reflect diversity by focusing on commonalities across cultures rather than on specific cultural elements. International beverage giant Coca-Cola tends to use this strategy.
Raheja told FoodNavigator: “Though it may change its campaigns by country or region, it maintains one simple message and maintains consistent brand values across all territories and communities – there is no tailoring of unique selling points and brand values to make them more relevant for any particular community.”
Meanwhile, Euromonitor predicts that as ethnic diversity increases, so will the popularity of total market approaches. "In increasingly diverse markets, the emphasis in recent years has shifted from ethnic marketing to 'marketing in a multicultural world'. Big companies are adapting their general strategies to be all-encompassing, focusing on points of interest across cultures that align with their brands," says its report on cultural diversity.