5 Things to Keep in Mind when Marketing to Hispanics
With over 54 million Hispanics living in the US, Fred Diaz, Nissan’s marketing and operations Vice Presidents says, “it’s impossible to ignore Latinos, they are rapidly becoming the bigger focus.” Given their economic significance, major brands such as Budweiser, AT&T and McDonald’s are striving to gain a share in the fast-growing Hispanic market.
In fact, AdAge quoted Univision’s VP, Steve Mandala saying, “Despite the fact that marketing to hispanics is quite challenging, they top the list in beverage sales.”
So, what should marketing and sales directors do to capture this elusive market? Below are major factors to be mindful about:
1. Using of World Class Analytics
The Vice President of
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• They spend +20% on clubbing, +36 percent on mass merchandise and +15% on independent grocery more than non-Hispanics.
• Latino families become brand-loyal when regional, national or store brand relationships are established.
2. Use of a Data-Driven, Well-Crafted Approach
The founder and CEO of Geoscape affirms that, the frame size and scope of the targeted market must be defined to comprehensively asses the Latino opportunity. Nielsen’s 2012 report Hispanics as the teamsters of CPG domestic sales growth, besides their 167% growth rate that is foreseen to double their population to over 100 million in the next few decades.
3. Hyper Local is Critical
Another reality of Latino strategy formulation is mastering behavior. Latinos interrelate with channels and brands vastly by, level of acculturation, age and market. Grasping these differences enables a sales director to establish the correct market, approach and channels.
4. Deploying the Right People
Hispanics prefer to talk Spanish especially when shopping. In fact, they look for services and products that address their identity, therefore Latinos or marketers with bilingualism capabilities are more
It is in the solving of social problems in which Hispanics can be of tremendous service to the country. One of the greatest attributes of hispanics is the willingness to mix, and by doing so, have created cultural forms, new human relationships, and life styles. Because this, Hispanics can help look for solutions to barriers, prejudices, and stereotypes that have divided us as a
It is true that “The George Lopez Show” does not stoop to the usual levels of stereotyping Hispanics as lazy or gang members (Morales, 2002). For the most part the show does a good job in portraying Hispanics in a non stereotypical way, however, the way that certain characters on the show talk, such as the mother and the brother, are very much the stereotypical Mexican dialect. Also, Lopez’s children are extremely lazy, which is stereotypical of the Hispanic culture, although its also very abundant in teenage culture too (Morales, 2002).
Language is an important value for the nationalistic identity of a nation. Hispanic culture is the way of life of people from Latin America and Spain, and their main identifying factor is the fact that they speak Spanish as their main language. Therefore, Hispanics are not necessarily Spaniards but other groups like Mexicans, Puerto Ricans and Cubans who speak Spanish are also part of this group (Shaw and Dennison 207). American culture on the other hand is mainly comprised of the people who speak English as their main dialect. Therefore, the Spaniards have Spanish as their native language while the Americans use Englis...
With the Hispanic sector continuing to grow, Miller needs a successful gameplan to gain them as loyal customers. The sheer amount of them can keep a company relavent. In an industry with so much compeition and brand loyalty, it is crucial to differientate yourself from the other brewers in order to gain customers.
Secondly, another area that is highly influenced by American society is the religion of the Mexican Americans. Ninety percent of Spanish speaking people are Roman Catholic (C...
Latinos have struggled to discover their place inside of a white America for too many years. Past stereotypes and across racism they have fought to belong. Still America is unwilling to open her arms to them. Instead she demands assimilation. With her pot full of stew she asks, "What flavor will you add to this brew?" Some question, some rebel, and others climb in. I argue that it is not the Latino who willingly agreed to partake in this stew. It is America who forced her ideals upon them through mass media and stale history. However her effort has failed, for they have refused to melt.
I would make use of local and national television programming and magazines that specifically reach Latinos and also add emphasis in key markets with radio and newspapers targeted to this demographic. In addition, I would put advertising emphasis on web sites targeted to Latinos. Emphasizing these choices will ensure that the film’s advertising is seen by the largest percentage of the Latino audience as possible. With any other film, the more exposure and the more buzz around it, regardless of its racial appeals, connotations, or undertones, the more likely it will be to gain awareness. The more exposure and the more buzz means there will be a better chance at successfully engaging this market. I would create advertising in both English to target English speaking and bilingual Latino as well as creating a Spanish language version in order to target a larger audience. This will also allow my advertisements to run in all types of media that are in
Kanellos, Nicolás, Felix M- Padilla, and Claudio Esteva Fabregat, eds. Handbook of Hispanic Cultures in the United States: Sociology. Houston: Arte Publico Press, 1994. Print.
El Diario sprung up to capture the evolving audience of the Latino community, giving them a platform to voice their concerns. Over the last centenary, the newspaper has shaped the Hispanic community’s destiny and championed causes, which remain dear to their hearts. El Diario has empowered the community through information and civic engagement in the past, and will continuously touch the lives of future generations (“National Institute for Latino Policy” par. 7). Today, the paper serves the distinct Latino population to who immigrated to New York, from Mexico, Puerto Rico, Dominican Republic, and South America. Although capturing over 36500 days of journalism is daunting, this essay offers a glimpse of the role El Diario has played in developing Latinos.
Today, the Hispanic population has grown tremendously over the years. We have watched the Hispanics community growth rate grow faster than any other racial and ethnic group in the nation. The Hispanic culture and community has populated all around the United States, introducing new traditions and customs. I was traveling to different to city in the States, I notice the wide spread growth of Hispanic communities, For Instance in Miami the Cuban and El Salvadoran culture is heavy populate in the area. In New York the Puerto Rican culture is dominating through out the several boroughs. I have come around town and Hispanics are known for their good food, which tends to have more diverse people try new cultural customs. Hispanic or Latino Americans are a group of people made up of distinct characteristics. Hispanics or Latinos are defined as a people of Mexican, Puerto Rican, Cuban, South or Central American, or other Spanish speaking cultures.
Based on the race relations system, our society has been white centered and therefore, Hispanic race is considered the minority. Because they are the minority, their economic classes are also be affected. I usually see the white and black male work as the stock man in the more popular supermarkets like Walmart or Kroger but not in Assi. The reason for this maybe because those popular supermarkets are also offer more benefits for their workers, which will attract more people from every backgrounds. However, the more popular races, such as white and black in our society, have higher chances of...
Also, last out of the three minority groups used with a 15% having a bachelor degree or higher. Hispanic Americans have a tendency of spending towards a more culturally product or brand base. You will find Hispanic Americans purchasing items at more retail and box store like Walmart or Kmart etc. Also, most other items would also be family-based. You will find the Hispanic population in the United States (bigger cities, and rural areas) West Coast, Southern coastline of the United States and East Coast. Problem with Hispanics Americans statistics finding is the amount of undocumented people from this culture so these numbers might be extremely
Hispanic-Americans consume Espresso-based Beverages at twice the rate of other groups on a Past Day Basis;
When analyzing an organization’s target market, the first step is to understand the business and what they hope to achieve through their marketing strategies. Targeting and positioning strategies consist of analyzing and identifying segments within a given product-market, choosing which segment or segments to target, and developing and implementing a positioning strategy for each targeted segment (Cravens & Piercy, 2009). The company’s target market determines what customer group or groups the company wants to serve (Cravens & Piercy, 2009). Analyzing IKEA’s target market allows the company to determine if their marketing strategies have successfully targeted their intended customer group or groups. Discussing the company’s positioning strategy helps determine if the strategy is effective or if the company must make improvements strengthen their positioning strategy. The company must determine if their targeting and positioning strategies may be lacking. If the company’s targeting and positioning strategies are lacking, the company must determine what they must do to strengthen their targeting and positioning strategies.
Koyen, J. (2012, March 11). The Truth about Hispanic Consumers. Retrieved from Ad Week: http://www.adweek.com/sa-article/truth-about-hispanic-consumers-138828