Lmg Capabilities2010

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Lmg Capabilities2010

  1. 1. Capabilities of Loretta Marketing Group “Helping You Assess the Wants and Needs of the Latino Consumer”
  2. 2. Capabilities • Loretta Marketing Group is a marketing research and consulting firm • with a mission of service to the marketing needs of clients • seeking to understand marketing issues among a target market • by providing efficient and practical solutions through high quality and ethical business principles and practices • using both qualitative and quantitative research methodologies. 2
  3. 3. Capabilities • The Owner and President of LMG is Jim Loretta. • 30 years of marketing research and consulting experience in the United States, US Hispanic and Latin American market segments doing both qualitative and quantitative research projects • Born and raised in Mexico of American parents. Educated in Mexico and U.S. • B.S.B.A. - Marketing, Xavier University • Adv. Mgmt. courses, Univ. of Miami. • Resided and traveled extensively throughout Latin America and the U.S. • Complete fluency in English and Spanish. 3
  4. 4. Capabilities • Have worked for both clients and suppliers • Client side: • Procter & Gamble-1968-1969 • US Army-1969-1971 (USARV 1970-1971) • Firestone Tire & Rubber Company-1969-1976 • Clark Equipment-1976-1979 • US Airmotive-1979-1984 • Supplier side: • Strategy Research Corporation-1984-1997 – Became Market Facts then Synovate • Loretta Marketing Group-1997 to Present – Based in Miami with field affiliates in LA and NY 4
  5. 5. Capabilities • Adept in doing both qualitative and quantitative research methodologies • Qualitative: • Extremely experienced in moderating focus groups and depth interviews in the following areas: – Advertising Tests (Animatic, Storyboard, Finished Copy) – Branding Tests – Concept Testing – Idea Generation – Naming Research – Tagline Analysis • Uses a vast array of metaphorical methods and projective techniques to elicit the desired results which include: – Collages – Guided Imagery – Personification – Picture Sorts 5
  6. 6. Capabilities • Qualitative: • As a moderator, Jim has conducted over 5,000 focus groups in both the English and Spanish languages. – Most of his work has been with the consumer market. However, he has done business to business qualitative as well. • Jim Loretta is the current chapter chair of the Florida Chapter of QRCA (Qualitative Research Consultants Association). – He also is a member of QRCA’s Professionalism Committee. 6
  7. 7. Capabilities • Quantitative • Loretta Marketing Group has a wealth of experience in directing quantitative projects for Fortune 500 companies for over 30 years. LMG is a stickler for detail insuring that quality control is stringently adhered to in each survey project. • “Cornerstones” of an LMG survey project are the following key components: – Sample integrity and design – Pre-testing survey instrument – Experienced and accountable field supervision – Insightful analysis in report generation • Experienced in using different survey research methodologies, LMG will recommend the appropriate method according to the specific goal of each project. Data collection modes include: – CATI (Computer Assisted Telephone Interviews) – Door to Door – Online – Mall Intercepts 7
  8. 8. Capabilities • Quantitative: • Depending on the purpose of the study, Loretta Marketing Group uses a variety of research techniques to accomplish the goals of each survey project, including: – Pre/Post Tracking Studies – Image Studies – Usage and Attitude Studies – Placement/Callback Studies • Jim has been an active member of the ARF (Advertising Research Foundation) and the AMA (American Marketing Association) for the past 25 years. 8
  9. 9. Satisfied Clients 9 Some of the clients we have helped understand the Latino consumer include:
  10. 10. Capabilities • Loretta Marketing Groups is ready to assist you with any type of research it needs. • LMG is an approved minority supplier (Certificate# 4GN00028) and can be reached at: • www.lorettamarketinggroup.com • JimLoretta@bellsouth.net • 305-232-5002-O • 305-968-8010-C 10
  11. 11. 11 Gracias!

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