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ICOM Multicultural. 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f contact@symmetrygroup.us www.symmetrygroup.us. ViVA ViVA.

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slide2

600 W. Peachtree St. no. 510

atlanta, georgia 30308

404.237.2378 o

404.237.2379 f

contact@symmetrygroup.us

www.symmetrygroup.us

slide3

ViVA ViVA

ViVA is a full service, integrated marketing, promotions and advertising communications agency specializing in the U.S. Hispanic and Latin American consumer markets 

We do what it takes to grow your business in the Hispanic market

slide4

The ViVA Story

We opened our doors in 1997 with one client and 1 very motivated “president”. We’ve come a long way since then.

We now have 25 employees, annual billings of $32 million, advertising offices in Miami and Los Angeles, media offices in San Antonio and promotional offices in Dallas. 

ViVA is passionate about the Hispanic Market.

slide5

The ViVA Story

ViVA’s team leaders come to ViVA with an average of 15 years of agency experience and expertise from great, (and Big) agencies, including DRM/DDB, Bromley Communications (Publicis), Global Hue (IPG), Saatchi & Saatchi, and Leo Burnett making it possible for our clients to work with seasoned, senior-level professionals on a daily basis.

ViVA is directed by

senior Hispanic

marketing professionals

slide6

The ViVA Story

ViVA is woman/minority certified. ViVA is not a publicly-held company and doesn’t have to answer to shareholders, hence keeping costs reasonable for excellent work

ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program.

slide8

Category Experience

CPG – Beverage

Coca-Cola

Jarritos

Sunkist

Jugos del Valle

CPG - Food

Enteman’s

Pillsbury

Motts

Clamato

Mission Tortillas

Prego

Campbell’s Soups

Yoplait

Quaker

CPG Household

Fabuloso

Fab

Ariel

OTC

Dexatrim

Pfizer

Tylenol

Imodium

Lactaid

Pepcid AC

Travel & Tourism

Sectur de Mexico

Avianca

Sabre

Six Flags

Resorts Advantage

Conrad Hotels

Intercontinental Hotels

RIU Hotels

Retail

Bealls

BJ’s Wholesale Club

Fashion Bug

Marshall’s

TJ Maxx

Verizon Wireless

Telecommunications

Verizon Wireless

US Robotics

MCI

AT&T Wireless

1-800 Collect

Nokia

Cingular

B2B

Fed Ex

DHL

QSR

McDonalds

Burger King

Taco Cabana

Church’s Fried Chicken

Consumer Electronics

Sharp

Sony

Motorola

Samsung

Seiko

Automotive

Uniroyal

Chrysler

Texaco

Diamond Shamrock

Havoline Motor Oil

Chief Auto Parts

PEP Boys

General Motors

Renault

Toyota

Exxon Mobile

Technology

AMD

Iomega

Xerox

OKI

Intel Lan Desk

Beer

Budweiser

Bud Light

Michelob

Lone Star Beer

Miller

Spirits

Jose Cuervo

Smirnoff

Johnny Walker Black

Balentines

Kahlua

Health & Beauty

Nivea

Neutragena

Oil of Olay

Pantene

Mennen

Colgate

Zest

Financial & Insurance

State Farm

AIG

American Express

Advance America

Moneygram

Vigo

slide9

Miami, FL

HQ

San Antonio, TX

Media

Los Angeles, CA

Dallas, TX

Promotions

Location, Location, Location

slide11

Laying the Groundwork

We recognize that “one size fits all” is never the answer. It never was. Through our different divisions, we’re able to solve most any Hispanic market challenge; advertising, media, promotions, marketing and communications.

A one size fits all approach doesn't work in the Hispanic market.

slide12

LifelongLifestyleTendency

Analysis™

ContemporaryTraditionAnalysis™

HispanicBrandLoyaltyModeling™

ConsumerCentricBranding™

ConsumerCentricPlanning™

Laying the Groundwork

slide13

Market

Environment

Competitive Environment

Consumer Value Positionings

Consumer Passion Positionings

Reasons to Believe in Brand

Reasons to Believe in Brand

Brand Functional Benefits

Brand Emotional Benefits

Brand Defense

Brand Personification

Positioning Statement that

reflects brand needs, but resonates with

consumer acceptance

Consumer Centric

Positioning

Finding Relevance

Consumer Response

Brand Response

slide14

Finding Relevance

Traditional

Media

Approach

Below the Line Media

(added-value, on-site, on-air, etc.)

Below the Line Activities

(Local market festivals, rec sports, enterainment, promotion, street teams, etc.)

Non-Traditional Media

(theater, wall murals, etc.)

slide15

Finding Relevance

Below the Line Activities

(Local market festivals, rec sports, entertainment, promotion, street teams, etc.)

Below the Line Media

(added-value, on-site, on-air, etc.)

Non-Traditional Media

(theater, wall murals, etc.)

Product Specific

(POS, sampling, experiential, sales

support, playbooks, ASM, etc.)

Traditional

Media

Activity

slide16

Getting Down To Business

  • As marketing to Hispanic has changed since its beginnings in the early 1970’s, so have we. We operate from the belief that the traditional media first approach is outdated and that three heads are better than one
  • ViVA Integrated Marketing and Communications
  • ViVA Media
  • ViVA Promotions
  • ViVA² - Hispanic Brand Architects

Marketing to Hispanics has changed significantly in the last several years.

slide17

ViVA Integrated Marketing and Communications

 An integrated, full-service approach to delivering actionable and relevant marketing programs aimed at delivering the Hispanic consumer. Television, radio, outdoor, direct mail, in-store point of sale, interactive, etc. - ViVA is capable. 

slide18

ViVA Media

 Leads the industry in Hispanic media expertise and understanding. Our strength lies in our strategic thinking, plan customization, effective and efficient buying, media stewardship, and producing and measuring results. 

slide19

ViVA Promotions

Comprised of a dedicated team of Hispanic consumer and retail professionals, ViVA Promotions provides its clients with programming that captures the essence of the Hispanic market as consumers and shoppers. This group understands Hispanic retail across all channels

slide20

ViVA² Hispanic Brand Architects

At ViVA² we evaluate and recommend. Before ads are created, media is planned and samples distributed, we peel back the covers of the U.S. Hispanic market with an eye on the business opportunity for a brand, a category or a channel. We work with marketing teams to bridge the gap between thinking about marketing to the U.S. Hispanic market and taking the first step in doing so . . . or not.

the hispanic consumer a growth target
The Hispanic Consumer…A Growth Target

Largest Minority Group

42.9 million Hispanics (and counting)

A whopping 66% of Hispanics are under 35, while some 20% of the population under the age of five is Hispanic.

More of Tomorrow’s ConsumersHispanic population growth accounted for a huge portion of overall population growth from 1990-2000 and will continue to grow.

Tremendous Spending Power

Income has grown 4x faster than U.S. average.

Hispanics are projected to spend $716 billion in 2005.

Spend a greater % of disposable income.

Younger (median age is 26.4 vs 37.9 for non-Hispanics)

and Larger households (3.5 Hispanic HH vs 2.4 Total HH)...acquiring more.

Sources: Nielsen 2005 Universe Estimates; Global Insight (DRI) The Hispanic Consumer in 2005& Projections to 2025 (Released March 2005)

us population
US Population
  • In 2004 Hispanics represent 1 out of every 7 United States residents
  • In 2020 it is estimated that Hispanics will represent 1 out of every 5 United States residents
  • The annual growth rate for Hispanics is 5.4% vs. 1.3% for the Total US Population
slide23

Fastest Growing Hispanic DMA’s

(Ranked by increase in Hispanic population 2001-2004)

53%

Dallas

46%

Orlando

43%

Salt Lake City

41%

Phoenix

37%

Ft. Myers

33%

Denver

33%

Atlanta

Palm Beach

31%

30%

Houston

27%

Las Vegas

Chicago

26%

25%

Austin

Source: Scarborough Multi-Market R2 ’01, R2 ‘04

slide24

Hispanic

Non-Hispanic

Hispanic Population Growing Faster than the Non-Hispanic Population

Total Population Percent Growth

1990-2000

Source: 2000 U.S. Census, March 2001 Release

country of origin by hispanic market
Country of Origin by Hispanic Market

Top 8 Markets include: Los Angeles, New York, Chicago, Miami, Houston, Dallas, San Francisco, San Antonio

Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau

85 of us hispanics reside in just 10 states
85% of US Hispanics Reside in Just 10 States

NY

8.4%

MA

1.2%

IL

CO

4.0%

NJ

1.9%

3.3%

CA

33.5%

NM

AZ

2.2%

3.5%

TX

19.2%

FL

7.4%

Source: Claritas 2003

u s hispanic households are younger and larger
U.S. Hispanic Households are Younger and Larger

Median Age

U.S. Hispanic HH 26.4

Non-Hispanic U.S. HH 37.9

Household Size

U.S. Hispanic HH 3.5

Total U.S. HH 2.4

Larger and Younger Households are in the Acquisition Phase of Life!

Source: Nielsen 2005 Universe Estimates

hispanic market total spending
Top Ten Hispanic Markets

Market HispanicSpending Power

Hispanic Population

City

Los Angeles 7 Million $57 Billion

New York 4 Million $35 Billion

Miami 1.7 Million $15 Billion

Chicago 1.5 Million $10.5 Billion

Houston 1.4 Million $9.8 Billion

San Francisco 1.4 Million $12 Billion

Dallas-Fort Worth 1.3 Million $8 Billion

San Antonio 1.2 Million $9.5 Billion

Phoenix 1 Million n/a

McAllen-Brownsville 1 Million $6.9 Billion

Hispanic Market Total Spending
the hispanic consumer acculturation vs assimilation
The Hispanic ConsumerAcculturation vs. Assimilation
  • On average, Hispanics in the U.S. acculturate vs. assimilate into the U.S. culture.
  • Rather than being absorbed into the main cultural body (assimilation), U.S. Hispanics borrow traits from the U.S. culture (acculturation).
  • The Hispanic immigrant today has a complete Spanish language infrastructure available to them in the U.S., making acculturation a choice versus a requirement.

Relatively

Unacculturated

25%

Mostly

Acculturated

9%

Partially

Acculturated

66%

language spoken at home
Language Spoken at Home

40% Spanish Only

23% Spanish Mostly

21% Spanish & English Equally

8% English Mostly

4% English Only

  • Language used mostly at home indicates the language adults are most comfortable with, but also serves as an indication of the acculturation process for the children in the household.
  • Children growing up in households that speak Spanish mostly or both equally are likely to continue to use Spanish in their adult life.

Source: Synovate 2004 US Hispanic Market Report

a traditional culture
A Traditional Culture
  • Familismo
    • The family’s needs take precedent over the individual member’s needs
  • Niñismo
    • Children are not believed capable of acting independently until they reach maturity…regardless of the physical and emotional development of the child
  • Machismo
    • Refers to the roles men fulfill according to societal rules and how they view

themselves with respect to their environment and other people

  • Marianismo
    • Excessive sense of self-sacrifice among traditional and less acculturated

Hispanic women - the more sacrifice, the better mother, the better spouse

Source: Santiago Solutions Group, 2004

hispanic anglo cultural differences

Man controller of nature

Nature controller of man

“Me”

Focus

“We”

Important, but career may come first

Family & Friends

The most important thing in my life

Handshake

Social Expression

Abrazo

Cynical

Outlook

Optimistic, uplifting

Long term

Future

Short term

Mainstream, less trend setting

Cultural Influence

Growing influence on American culture

Materialistic

Aspiration

Human

Live to work

Work

Work to live

Aging

Life Stage

“Coming of Age”

Hispanic/Anglo Cultural Differences

Anglo

Hispanic

Source: Clorox