Transcript TSG Capabilities

ICOM Multicultural
600 W. Peachtree St. no. 510
atlanta, georgia 30308
404.237.2378 o
404.237.2379 f
[email protected]
www.symmetrygroup.us
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
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.
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
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.
Client Experience
Category Experience
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
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
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
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
Location, Location, Location
Los Angeles, CA
Dallas, TX
Promotions
San Antonio, TX
Media
Miami, FL
HQ
The ViVA Point of Difference
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.
Laying the Groundwork
LifelongLifestyleTendency
Analysis™
HispanicBrandLoyaltyModeling™
ContemporaryTraditionAnalysis™
ConsumerCentricBranding™
ConsumerCentricPlanning™
Finding Relevance
Market
Environment
Consumer Value Positionings
Consumer Passion Positionings
Competitive Environment
Reasons to Believe in Brand
Reasons to Believe in Brand
Brand Functional Benefits
Brand Defense
Brand Emotional Benefits
Brand Personification
Positioning Statement that
reflects brand needs, but resonates with
consumer acceptance
Consumer Centric
Positioning
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.)
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
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.
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. 
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. 
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 
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
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 Consumers
Hispanic population growth accounted for a huge
portion of overall population growth from 19902000 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 nonHispanics)
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
• 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
Fastest Growing Hispanic DMA’s
(Ranked by increase in Hispanic population 2001-2004)
53%
Dallas
Orlando
Salt Lake City
Phoenix
Ft. Myers
Denver
Atlanta
Palm Beach
Houston
Las Vegas
Chicago
Austin
46%
43%
41%
37%
33%
33%
31%
30%
27%
26%
25%
Source: Scarborough Multi-Market R2 ’01, R2 ‘04
Hispanic Population
Growing Faster than the
Non-Hispanic Population
Total Population Percent Growth
1990-2000
112%
109%
Hispanic
73%
Non-Hispanic
67%
58%
47%
37%
34%
9%
0%
Total U.S.
44%
42%
Los
Angeles
32%
29%
4%
New York
8%
Miami
16%
12%
7%
4%
Houston
Chicago
Dallas
14%
13%
San
San
Francisco Antonio
Phoenix HarlingenMcAllen
Source: 2000 U.S. Census, March 2001 Release
Country of Origin by Hispanic Market
Country of Birth
Top 8 Markets include: Los
Angeles, New York, Chicago,
Miami, Houston, Dallas, San
Francisco, San Antonio
Top 8
Markets
Percent Born in
U.S.
26%
Mexico
67%
Central America
9
Cuba
4
Puerto Rico
9
South America
5
Dominican Republic
3
Others
3
Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau
85% of US Hispanics
Reside in Just 10 States
NY
8.4%
IL
4.0%
CO
1.9%
CA
33.5%
AZ
3.5%
MA
1.2%
NJ
3.3%
NM
2.2%
TX
19.2%
FL
7.4%
Source: Claritas 2003
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
City
Los Angeles
New York
Miami
Chicago
Houston
San Francisco
Dallas-Fort Worth
San Antonio
Phoenix
McAllen-Brownsville
Hispanic
Population
7 Million
4 Million
1.7 Million
1.5 Million
1.4 Million
1.4 Million
1.3 Million
1.2 Million
1 Million
1 Million
Market Hispanic
Spending Power
$57 Billion
$35 Billion
$15 Billion
$10.5 Billion
$9.8 Billion
$12 Billion
$8 Billion
$9.5 Billion
n/a
$6.9 Billion
The Hispanic Consumer
Acculturation 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.
Mostly
Acculturated
9%
Partially
Acculturated
66%
Relatively
Unacculturated
25%
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
•
•
•
•
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
Anglo
Man controller of nature
“Me”
Important, but career may
come first
Handshake
Hispanic
Nature controller of man
Focus
Family &
Friends
Social
Expression
“We”
The most important thing in my
life
Abrazo
Cynical
Outlook
Long term
Mainstream, less trend
setting
Future
Cultural
Influence
Short term
Growing influence on American
culture
Materialistic
Aspiration
Human
Live to work
Work
Aging
Optimistic, uplifting
Work to live
“Coming of Age”
Life Stage
Source: Clorox