Marketing

During the recent Grocery Manufacturers Association (GMA) Executive Conference, the GMA, Nielsen and McKinsey unveiled a report entitled “Winning Where it Matters: A Focused Approach to Capturing Growth.” The report examines the financial performance, Nielsen in-market data, and self-reported business practices of more than 50 consumer product goods (CPG) companies in the food, beverage, personal care, home care and pharma categories. By Graciela El-eta / Univision Insights

Last week, the Consumer Healthcare Products Association (CHPA) held its annual Market Exchange, bringing together executives in the industry for two days of face-to-face meetings and relationship building. I was invited to participate on the “Path to Purchase” panel along with Jennifer Moyer, vice president of Marketing at Insights Pharmaceuticals; Larry Levin, executive vice president of Consumer Insights at SymphonyIRI; Mike Merna, director of Shopper Marketing at Pfizer; and Audrey Siegel, director of Client Services at TargetCast. By: Liz Sanderson, Vice President, Brand Solutions at Univision Communications Inc.

The bilingual spots feature Tide VIVID White + Bright and Boost and are part of a broader bilingual campaign that includes other advertising vehicles such as iMedia, broadband and social media. The spot for the Spanish TV networks started airing on August 14 and the spot for English stations will air during the first weekend of Hispanic Heritage Month, September 15 – 17.

In recognition of IT’s increasingly large impact on business, Accenture Technology Labs is augmenting its annual Accenture Technology Vision with a series of Business Implication companion pieces. The Accenture Technology Vision sets out to determine the emerging IT developments that will have the greatest impact on enterprises, government agencies and other organizations in the next three to five years.

According to the 2012 Customer and Management Channel Survey released today at the GMA Executive Conference, consumer packaged goods companies winning in their categories are three times more likely to invest in growth channels and the Hispanic market, 50 percent more likely to use pricing optimization tools, five times more likely to view retailer collaboration as a strategic priority, and invest twice as much time in talent development.

Sofia Vergara is probably the most recognizable Hispanic actress working in English-language television. She is one of the stars of “Modern Family,” among the highest-rated scripted shows on network television, and she has parlayed her celebrity into commercials for brands like Pepsi and Cover Girl.

Brand recently released its newest brief with the ANA (Association of National Advertisers) titled Brand Revenue: Measuring the Brand’s Ability to Impact Revenue. This latest ANA Insight Brief looks at how successful branding strategies can impact a company’s overall market share and revenue. Specific topics include how branding drives marketing success, the importance of accountability in assessing brand value, and key data variables that need to be taken into account when looking at brand value.

When asked if they were more or less optimistic about the overall U.S. economy compared to last quarter, just 29 percent of respondents expressed optimism, down 34.3 percentage points from the previous survey in February 2012. The percentage of respondents who answered they were less optimistic shot up from 8.5 percent in February to 35.8 percent in the most recent survey.

Eight-five percent of respondents to a Nielsen global online survey say that rising food prices are impacting their choice of grocery purchases, with more than half (52%) stating higher prices are a major influence. But price is not the only consideration that weighs heavily on the minds of consumers when shopping for groceries. Health factors, product availability and in-store services are also important considerations.

Available on HispanicCMO.com

Multicultural marketing has become an important priority for leading brands today, and with good reason. Ethnic minorities now represent $2.5 trillion in buying power, and that number continues to grow. In fact, the Hispanic and Asian populations within the US have experienced a 43% increase since 2000. Additionally, 7 in 10 ethnic minorities state that ethnicity is a significant part of their identity. By Yahoo! and Mindshare

Available on HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

How many more reports, research studies and insights packages do we need to validate that Latinos are the most dynamic, vibrant and fastest growing group of shoppers in America? Maybe a walk down Olvera Street or Providence and Pacific Avenue at Huntington Park in Los Angeles is the missing link to turn black and white data into a living reality. After all, the city of L.A. is the epicenter of Hispanic sensibility as a majority minority market with Latinos making up 48% of the population, followed by Asians at 14%. L.A. is already a portrait of the America of 2050…just as New York, Houston, Miami and Chicago are too. By Lili Gil, Media Contributor & Managing Partner, XL Alliance

Available on HispanicCMO.com

The marketing business is all about generating and utilizing customer insights through data. I’m certainly a firm believer in the power of insights, but let’s not forget that sometimes the best way to uncover value is to examine the opposite of something and see what value that brings. In that vein, what’s the opposite of a customer insight? Maybe it’s contextual outsights?

When developing global branding communications, marketers should focus on delivering brand messages that are both congruent with value priorities in the different target cultures and compatible with the existing abstract brand image (or brand concept). According to new research conducted by Carlos Torelli, Aysegul Ozsomer, Sergio Carvalho, Hean-Tat Keh, and Natalia Maehle, this can better be accomplished by taking a perspective of abstract brand concepts based on human values.

Understanding Mexico’s evolving consumers article, Mexican consumers resist trading down to new brands but like them when they do, Retail & Consumer Goods

The amount of data at marketers’ disposal is only growing, and in the case of some forward-thinking companies the results of the “Big Data” explosion are already being felt. But for most marketers, web analytics data is still too much, with too little context.

The question is not whether Ethnic Consumers that are lumped for diversity purposes into the MULTICULTURAL BUCKET offer opportunities for marketers.  We all know the answer to that question. The question is whether there is a need or a purpose for having one agency that implements all aspects of a campaign that can then be called a MULTICULTURAL approach.

The American Community Survey (ACS) of the US Census Bureau provides important insights into the lives of Americans. Friends of mine frequently ask me about the level of affluence among US Hispanics. Those households with incomes of $75,000 or higher are generally considered to be affluent. What states have higher percentages of affluent Latinos? How do Latinos compare with the overall population in terms of affluence across States? By Felipe Korzenny, Ph.D.