Transcript TSG Capabilities

ICOM Multicultural
The Symmetry Group
Capabilities Presentation
The Symmetry Group is a full-service marketing
communications agency that markets, communicates
and connects to the Urban, General Market and
Multi-cultural consumers.
At TSG, we pride ourselves in taking a disciplined,
thoughtful approach to developing strategic
solutions to your marketing challenges and
transforming them into innovative opportunities.
Our combined years of experience,
coupled with our strong research and
creative development talent, enable us to
aggressively serve our clients.
offering client services via:
: Marketing Research
: Strategy & Positioning Initiatives
: Consumer Immersion
: Brand Planning
creating solutions through:
: Consumer Promotions
: Public Relations
: Event Planning & Execution
: Advertising Production & Trafficking
: Graphic Design
: Television Production
: Web Design
TSG and ViVA are members of the
International Coalition of Marketers (ICOM).
ICOM is worldwide:
• Founded in 1950 as an independent network
• Agencies owned and operated locally
• Multi-local, not multi-national
• Total billings exceed $2 billion
• Covers 90% of the world’s markets
• 70 member agencies
• 2,300 employees
• 50 countries
• Agencies connected and own the network
www.icomagencies.com
What a client wants!!....
• To effectively increase revenues via the products & services they sell
• To generate economies of scale that provide the following:
• reducing current operating expenses
• provide out-of-the box thinking & creative
• quick turnaround to all needs
• Not a lot of bureaucracy and approval layers
• Create additional ancillary events and promotions to increase brand/product visibility
In order to fulfill these objectives it is necessary to have a marketing strategy, promotions,
and marketing activation plan that will allow you to establish a uniformed, under one roof
platform when communicating, interacting and negotiating with potential partners/sponsors
and or consumers.
This requires focus, balance and efficiency 365 days a year to meet its objective. It requires
a one stop source to make it run like a clock…….. It requires Symmetry!!
The Draft Pick….
•TSG, is a full service Marketing Communications
Company, specializing in the Multi-cultural consumer
marketing category. We specialize in making the routine
into unforgettable experiences.
• We are capable of helping to take your products &
services to the next level via:
• Marketing & Advertising
• Strategic Planning
• Public Relations
• Promotions Development & Execution
• Ancillary Event Development, Mgmt & Execution
Our consumer approach….
SYMMETRY GROUP’S
Integrated Marketing/Communication Approach
To position your products, brands and services as the leaders in the
categories where they do business
1. Identify Target Audience:
General Market
Teens
AACM
Latinos
Adults
Asian
Young
Adults
2. Identify Leverageable Insights:
Identify Common Ground
3.
&
Unique Opportunities:
4. Develop Strategies,
Messages and Tools
for your brands and products
to activate:
5. Execute:
6. Result:
“Common Ground”
Tee
ns
General Market
Unique Incremental
Opportunities
AACM
Latinos
ns
Adul ts Asia
Multi-Marketing Channel
Opportunities
Integrated Programs
From
Symmetry
Applied Directly
to hit the entire Market by You
Turnkey
Programs From
Symmetry
Applied Directly
in market by You
s
ult
Ad
ng
u
Yo
Single Market Channel
Opportunities
Integrated Program,
Pattern Messages,
Tools, Templates, Etc.
From Symmetry
Adapted and
Applied in market by You
Strengthened brand equity, increased volume and more relevant awareness
7. Learn and Adjust
Goal:
SYMMETRY GROUP’S
Integrated Marketing/Communication Approach
Creative Environment
Integrated
Communication
Platform
Media Environment
Total Market
General Market
Consumer Environment
Dedicated Programs
Young Adults
Teens
Tweens
ECF
developed by Symmetry for
AACM
• Newswire agencies
• Syndicated/Local
Radio, TV & Cable
your Products, Brands and Services
Adults
• Network
Newsmagazines
Asians
Latinos
• Regional/National &
Local Magazines
• Multi-cultural media
outlets and vehicles
External Communication and
Validation through :
• Media
• Alliances
• Strategic Partnerships
Multi-cultural market
Activation
•
•
•
•
Grassroots programs
Electronic media & Web programs
Press activation
Retail & Consumer promotions
Local Community Programs
Local Retail Environment
• Targeted media
outlets based on
consumer age break
• Internet
The consumer we know so well!!!.....
African American Consumers
•
TSG defines the African American consumer demographically and by sub-segmentation of core
targets: the urban contemporary (25-49), urban trendsetter (12-17) and urban trailblazer (12-14)
•
Attitudinally, African Americans are highly oriented to their sense of community. Regardless of
socio-economic classifications within the segment. This group feels a common bond and culturally
reinforces the importance of ‘sticking together’
– AA represents approximately 12% of the US population*
– 58% of all AA’s reside in the SE US*
– 4 in 10 AA’s are under the age of 24**
– The share of AA households that earn between $25,000 & $74,999 (44.6 percent) is larger
than the share that earns less than $25,000 (42.9 percent)**
– AA over index versus the general population in the following categories:
• Clothing/Apparel boys & girls 2 -15 = 167**
• Telephone services = 152**
• Footwear = 144**
• TV, radios and sound equipment = 125**
The African American consumer represents a growing segment that can efficiently be reached
based on their footprint in the US - of the total AA population, 58% live in the Southeastern USA
By 2007, their spending power will exceed $850 billion
•
•
* 2000 US Census
** American Demographics analysis of Census 2000
Business Potential
•
Opportunity
– Mkt Size = 8.1 million people
– African-American buying power > $645.9 (billion) and projected
to be at $852.8 (billion) by 2007*
– Geography: AA Urban Contemporary consumers predominately
live in highly populated markets where a larger SOV is easier to
attain
– Succinctly target the AA Urban Contemporary which will have an
halo effect to the entire segment
• Why? They are the trendsetters of “lifestyle” which resonates
across the entire general & multi-cultural populations
Source: *Selig Center for Economic Growth, Minority Buying
Power in the New Century, April 2002
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
•
•
•
•
The URBAN CONTEMPORARY
Age: 25 – 49
HH Income: $50K+ *
Male Skew
– Content-driven (news, information, entertainment, events)
– Heavy utilization of internet and two-way messaging for community-building
(email)
– proud of professional/entrepreneurial status and success
– highly value independence and self-determination, are style conscious
and enjoy being on the cutting edge of new trends after they become adopted
by the larger population
– Brand conscious & savvy!!!
*According to US Census Bureau, there are 3.7 million HH’s with annual
incomes >$50,000 and 1.4 million HH’s with annual incomes >$75,000. Also,
“Black-owned firms increased almost 4 times faster than all US
firms.”(Source:The Selig Center 2002)
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
•
•
•
The URBAN TRAILBLAZER
Age: 14 -16
HH Income: skies the limit! *
– I am not afraid of wearing something that no one else is!
– I LOVE BEING DIFFERENT!!
– I am the epicenter of hip/cool/tight!!!
– I set the pulse and the trends
– define things on their own terms and create their own world
* Have part-time jobs and allowances from parents!!!
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
•
•
•
The URBAN TRENDSETTER
Age: 12 – 18
HH Income: My parents wallet/purse! *
– I love to hang with my friends.
– I watch to see what my friends wear and listen to! I want to fit in with the crowd!!
– Up to speed with all of the trends, lingo, fashion, etc.
– I Pay attention to that urban trailblazer!
– Ethnicity is not the defining measure to what I wear or listen to
– My peers POV is important to me
* Usually a combination of allowance and part-time job!!
Key consumer insight
WHY TARGET THE AFRICAN AMERICAN CONSUMER?
–
–
–
–
At the vanguard of fashion and trends
Influencers of other AA and general market segments (“ahead of the curve”/Early
Adopters)
Marketing to the AA trailblazer allows you to to reach the broader AA consumer & GM
consumer via the HALO effect
Relevant messaging and positioning can be a credible pillar to invite this consumer
into your franchise
African-American/Urban Contemporary Consumers significantly
value their individual circle of control. (“It’s All About Me”)
The “Buying Power of Black
America” is $631 billion and
reports:

Economy • War • Health Issues
The top categories are as
follows:
-
Cars/Trucks - $48.7
-
Clothing - $22.3 billion
“SOCIETY”
Telephone Services – $13.6
billion
-
Contributions (church,
organizations) – $10.3 billion
-
Media (TV [Pay TV], CD’s &
DVD’s, magazines) – $5.3
billion
-
Entertainment and Leisure
$2.5 billion
“ME”
Circle of Individual Control:
• Career; Entrepreneur
• Community; Development
• Fashion: Sean Jean; RocaWear**
• Automobiles: Escalades; Expeditions, Hummer**
 Communication; cell phones, two-way pagers**
Entertainment**
-

The top categories where AA over index versus the general market are as follows:





Clothing/Apparel boys & girls 2 -15 = 167
Telephone services = 152
Personal Care products and services (lifestyle)= 147
Footwear = 144
TV, radios and sound equipment = 125
**Source: Target Market News and American Demographics 2002
Here are key Tangible AA Passion Points and their correlated Experiential/ execution assets to the targeted segment*:
= Tangible
MUSIC
Confidence
=Experiential
Creative
Trendsetters
Fashion Minded
Self Expression
Savvy
Stylish
Jazz/Blues
Neo Soul
Spoken Word
Rap
Gospel
Lounge
Sense of Pride
Talk to me; not at me
Independence
Respect who I am and
What I am!
AA Urban
Contemporary
(The Core)
“Everything revolves around Me”
LIFESTYLE
COMMUNITY
Sensory
Family
Church
School
Visceral
Physical
Spiritual
Entertainment
Sports
Fashion
Film/Movies
Concerts
TV
Video Games
**Source: Yankelovich Monitor Lifestyle Survey 2002
Solution Experts
scott d. robinson
president | general manager
As the President of The Symmetry Group, Scott brings
leadership and managerial skills to guide the firm in
securing, managing and sustaining relationships with
their clients. Some of the companies Scott has provided
solutions for over the years are, Coca-Cola North
America, Bank of America, Blue Cross Blue Shield of
GA, 100 Black Men of Atlanta and Fortis.
He has held General Management and Chief Marketing
Officer positions in the financial services industries with
First Union and Fortis. He also held management
positions in brand & multi-cultural marketing, sales and
community affairs with the Coca-Cola Company, CocaCola North America and Lipton, working on key brands
such as Coca-Cola classic, Sprite, Lipton Tea, Lipton
Soup and Lawry’s Seasoned Salt.
Currently a member of the 100 Black Men of Atlanta,
Scott serves on the Executive Committee for the Bank of
America Atlanta Football Classic and is a mentor in the
Project Success program. He is a graduate of Fairfield
University and holds an Executive Education Program
certificate from the Harvard Business School In
Competition and Strategy.
eugenia harvey
evp | media relations & communications
Eugenia went all the way. A bachelor’s degree from the
University of Georgia, her masters in journalism from
Columbia University—then off to conquer the media
through hard work, creativity and talent. As an
investigative journalist, she specialized in medical, legal,
and human interest stories on topics including autism,
adult care abuse, racism, and pharmaceutical
companies. The honors followed: an Emmy Award, the
Robert F. Kennedy Memorial Journalism Award, and
other prestigious journalism prizes that reflect her
production skills. Eugenia’s personal commitments have
given her experience in public relations, media training
and advertising and her award winning writing style has
kept her in demand.
In her capacity as a television executive she has
produced programs with high-profile personalities such
as, Emmitt Smith, Carl Lewis, President Bill Clinton,
Nelson Mandela, Margaret Thatcher, Queen Noor of
Jordan, Chuck D., Coretta Scott King, Ambassador
Andrew Young, Israeli Prime Minister Shimon Peres and
O.J. Simpson.
Other clients and experience include: Bank of America,
Georgia Power, Blue Cross Blue Shield, Women.com,
CNN (Charlayne Hunter-Gault), CBS News (Dan Rather
and Ed Bradley), ABC News (Diane Sawyer and Sam
Donaldson), ABC News (Peter Jennings) and PBS.
michael antoine
evp | creative & IT director
Michael is one of the most creative and innovative
graphic artists in the business. His flexibility has helped
him create successful campaigns for small start-ups,
Fortune 500 companies, and everything in between. His
cool temperament enables him to work comfortably
under tight deadlines and difficult situations. After years
of agency work, he decided to work on his own before
becoming a partner in The Symmetry Group.
Brand and client experience include: Bank of America,
Georgia Power, Blue Cross Blue Shield, Coca Cola,
Church’s Chicken, Nations Bank, And-1 Basketball
Clothing, Geross Records-South Africa, Sports
Illustrated-1996 Olympics, McDonalds-General and
Black Owner Operators of Southern California, Gelman
and Gray Public Relations, Toyota-Southern California,
KABC Radio and Television and Ralph’s Supermarkets.
He holds a Fine Arts degree from Loyola Marymount,
Los Angeles.
reiko clark
evp | creative director
A creative since childhood, Reiko has been visualizing
since she can remember. She entered the industry as a
high profile New York based art director, working with
the design houses of Armani, Chanel, Comme de
Garcon, and magazines such as Mademoiselle and New
York Woman. Production and editorial art directing
credits include everything from print advertising to
television commercials. Reiko evolved naturally into
advertising and marketing, working with companies such
as American Express and Seagram’s.
Her ability to assess needs and develop cutting edge
conceptual imagery is her strength. This highly
motivated secret weapon serves her clients well.
Brand and client experience include: Bank of America,
Georgia Power, Blue Cross Blue Shield, Coca Cola,
Church’s Chicken, Nations Bank, And-1 Basketball
Clothing, Atlanta Goodlife Magazine, Ponko Chicken,
and Dominos.
work
experience
• And 1 Basketball Apparel
• Atlanta Football Classic
• Atlanta Goodlife Magazine
• Bank of America
• Blue Cross Blue Shield
• Brian Jordan
• Church’s
• CNN
• Collegetown
• Coca Cola - Fanta
• DaDa
• Diversapack
• DKNY
• Integral Properties
• Ford
• Fortis
• Georgia Power
• Orlando Labor Day Classic
• Macauley Properties
• McDonalds Corporation
• NFL Superbowl Gospel Celebration
• Reebok
• Russell Athletic
• SoSo Def Records
• The Coca-Cola Company
• The Universoul Circus
• Timberland
• Toyota
• True Colors Theatre Co.
• Universal Records
• First Union (now Wachovia)
• 100 Black Men of Atlanta
Blue Cross Blue Shield of Georgia :
Promotional Advertising
| Strategic Development & Radio/Print Collaterals
McCauley Properties and BOJ, LLC:
The LeJardin Community
| Public Relations, Event Promotions, Marketing Consultants
Bank of America Atlanta Football Classic:
The 100 Black Men of Atlanta
| Marketing, Brand + Logo Design, Print Campaign, Graphic Design,
Event Management, Public Relations, Radio and TV
Diversapack :
| Corporate Communications
ACE lll Publishing :
Goodlife Magazine
| Art Direction, Photography, Graphic Design
The Coca-Cola Company :
Fanta
| Strategic Planning, National Print Collateral POS System
Coca-Cola Enterprises :
Inclusion Division
| Logo Development, National Print Collateral & Training
System, Website Design
Coca-Cola Enterprises :
North America HR Department
| Logo Development, National Print Collateral & Training
System
TV Commercial Experience
Coca-Cola classic
“Savion’s Challenge”
Sprite – “Rhyme for Rhyme”
Coca-Cola classic
“Coca-Cola Love”
Bank of America
Atlanta Football Classic
Georgia Power – “Darius”
Web Design Experience
www.diversapack.com
www.atlantafootballclassic.com
www.100blackmen-atlanta.org
www.buyhbcu.com
”
www.symmetrygroup.us
www.theeventauthority.com
www.elizabethbaptist.org
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