Transcript Presidente Beer

Multicultural Marketing
www.vivamia.com
viva partnership
about us
viva partnership inc
3227 NE 2nd Avenue
Miami, FL 33137
USA
Tel: 305-576-6007
www.vivamia.com
viva media
8207 Callaghan Rd., Suite 200
San Antonio, TX 78230
USA
Tel: 210-949-1710
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
viva fast facts
• Full service Multicultural Marketing agency
– Extensive experience in the U.S. Hispanic consumer
market
• What sets viva apart
– Profound understanding of the various ethnicities,
language proficiencies, geographical and
generational differences, and cultural variances
– Significant experience in retail, beer & spirits, health
& beauty, CPG, financial and automotive categories
• 16 years in business
• Offices in Miami and San Antonio
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
3
viva fast facts
• Experts in brand insight generation.
• Minority owned, certified and managed.
• Independently owned and operated.
• A proud member of ICOM for over 10 years
A mid-size agency where partners & senior staff are highly
involved in ensuring the success of our clients.
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
A Sampling of Our Brand Experience
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
5
agency services
•
•
•
•
•
•
•
•
•
•
Brand Insight Generation & Strategy
Creative and Production
Interactive Strategy/Digital Marketing
Consumer Promotions
Direct Marketing
Community and Public Relations
Media Planning & Buying
Grass Roots Marketing
Consumer Market Research
Shopper Marketing
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
6
Demographics and Culture
US Hispanics = Opportunity
16.3% of the U.S
population totaling 51.5+ Million!
Hispanics make up over
That’s more than the population of Canada,
Norway, Iceland, Ireland… COMBINED!
Latinos account for half of US population
growth since 2000.
Copyright 2013 viva partnership. All rights
reserved. CONFIDENTIAL
8
US Hispanics = Future Opportunity
Today, 1
Source: Adage/Census 2010
of every 4 kids is Hispanic
Copyright 2013 viva partnership. All rights
reserved. CONFIDENTIAL
9
Almost 80% U.S. Hispanics
in just 8 States
Hispanic Share of Adult 18-34 Population
NY
27%
SF
31%
CHI
28%
DEN
27%
LA
55%
PHX
38%
DAL
36%
HOU
43%
MIA
51%
Source: Census 2010, Pew Hispanic Research Center
Copyright 2013 viva partnership. All rights
reserved. CONFIDENTIAL
10
Top Six US Hispanic DMA’s
Hispanic growth over index total population growth
Source: Census 210, Pew Hispanic Research Center
Copyright 2013 viva partnership. All rights
reserved. CONFIDENTIAL
11
Hispanic Opportunity : Household
More People / Household
4.3
Average number of people in the
household vs. 4.1 for Non –
Hispanics.
With More Children
29%
Of Hispanic moms live with
children 3+ children in household
vs. 23% for Non – Hispanics.
Source: Simmons NCS/NHCS, Spring 2012 FY – Pop. Based on Women 18+ who are parent guardians of a child with one or more children in household
Copyright 2013 viva partnership. All rights
reserved. CONFIDENTIAL
12
Communicating and
Marketing to Hispanics
Language & Culture
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
Relevance is Key
•
Now and in the Future:
• Hispanic marketing will evolve from
a language-focused approach to a
cultural/language approach.
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
American Hero
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
Hispanic Hero
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
American Day of Bad Luck
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
Hispanic Day of Bad Luck, “martes 13”
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
American Cats have 9 lives
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
Hispanic Cats have only “7 vidas”
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL
American image of beauty
Ultra Thin
Hispanic image of beauty
Ultra Curvy
Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL