Core Competencies Presentation                 SPOTLIGHT:         Hispanic Shopping Highlights                  April 2011...
Contents…    SPOTLIGHT: Hispanic Shoppers         Multicultural Population         Hispanic CPG Spending         BRANDWEE...
3
By 2050, more than half of the US        population will be non-white,(African-American, Asian, or Hispanic)   representin...
Multicultural Population: SNAPSHOT ETHNICITY                      2009    %               2015              %             ...
Multicultural Population: SNAPSHOT            CALIFORNIA                             2009     %                2015      %...
The multicultural business opportunity for brands is projected to reach$520 billion by 2050, up 74% from $299 billion toda...
Hispanics     today…                    The nations 45+ million                   Hispanics outspend non-                 ...
…on hispanic retail activation.       “Shift ad spend from TV to in-store       merchandising. The store shelf, where 70% ...
Hispanics    and food shopping…                                               Shop groceries 26x per month vs. 8.8 for GM...
DON’T MESSWITH HOT MAMA.  The Latina Shopper                       11
She’s a highly food-involved, smart, efficientand value-orientedshopper— a consumergroup that brands ignoreat their own pe...
She’s far less satisfied with her    shopping experiences than the        general market consumer;3X as many Latinas say t...
Top 10 Satisfaction Drivers:            1. STAFF FRIENDLY/HELPFUL                            55%            2. FUN PLACE T...
Latinas are far more aware(by a 48% to 36% margin) of specials before       going to the store than GM shoppers.          ...
Even within the store, herawareness of specials is higher   than the general market’s.                    Source: HOT (His...
Location, Location, Location.                 1 in 4 Latina shoppers walk or take                 public transport, compar...
She knows her needs beforehand,hence a full 56% of her trips areroutine vs. 26% in the general market.54% of her total gro...
WHERE THE RUBBER MEETS THE ROAD.     Retail Stores                     19
channels                   Supermercado                   Mass                Farmacia                                    ...
channels                                                             Conveniencia            “Health Food”               T...
CoreCompetencies               22
Jacqueline B. ReynoldsCEO, Expert Shopper    –   25-Year Hispanic Marketing Veteran    –   Puerto Rican & 100% Fluent Lati...
   Small Multicultural Shopper    Marketing Consulting Practice        •   Established Nov 2009        •   US Hispanic, A...
   Key Strategic Alliances        • Awarded Multicultural Experience        • Seamless Activation to Clients        • Inn...
Adrenalina                Kohl’sAlbertsons                L’OrealAll State                 Lucayan Beach Resort &Alma DDB ...
   Deep Understanding of    Marketing Mix       •   Research       •   Planning       •   Creative Development       •   ...
   FOCUS: MC Shopper Marketing       •   Customer & Brand Planning       •   In-Store & E-Commerce       •   Merchandisin...
Approach Retail                  Consumer-based                  Activation Planning                       • Competitive L...
   Flexible Working Model:        •   Detailed Scope of Work (SOW)        •   Formal Estimates        •   Market Tests   ...
the   shopshopinc        (310) 374-SHOPjreynolds.theshopshop@verizon.net                                    31
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The Shop Shop, Inc. - Core Competencies (Hispanic Shopper Highlights)

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The Shop Shop, Inc. - Core Competencies (Hispanic Shopper Highlights)

  1. 1. Core Competencies Presentation SPOTLIGHT: Hispanic Shopping Highlights April 2011 1
  2. 2. Contents…  SPOTLIGHT: Hispanic Shoppers Multicultural Population Hispanic CPG Spending BRANDWEEK On Hispanic Retail Hispanics & Food Shopping Don’t Mess With Hot Mama: The Latina Shopper Hispanic Retail Channels & Some Retailers Doing It Right  ShopShop Core Competencies Background Brand & Marketing Knowledge FOCUS: Shopper Marketing Expertise Consumer-Based Retail Planning Approach Flexible Working Model Contact Information 2
  3. 3. 3
  4. 4. By 2050, more than half of the US population will be non-white,(African-American, Asian, or Hispanic) representing both a historic cultural shift and huge economic opportunity. Source: The Nielsen Company, 2010 4
  5. 5. Multicultural Population: SNAPSHOT ETHNICITY 2009 % 2015 % 2050 % TOTAL POPULATION 307,007 325,540 439,010 HISPANIC 48,419 16% 57,711 18% 132,792 30% BLACK 39,641 13% 42,137 13% 56,944 13% Asian 14,014 5% 16,527 5% 34,399 8% 33% 36% 51%  Hispanics will account for 44 % of the nation’s population growth  Limited Black population growth will be predominantly in the South  Asians, the fastest growing group, will grow mostly in the West & Northeast Source: US Census, Estimates & Projections of the Population by Sex, Race, and Hispanic Origin for the United States: 2010 to 2050 July 1, 2009 5
  6. 6. Multicultural Population: SNAPSHOT CALIFORNIA 2009 % 2015 % TOTAL POPULATION 36,962 40,123 HISPANIC 13,681 37% 16,411 41% BLACK 2,454 7% 2,933 7% Asian 4,690 13% 6,962 17% 56% 66%  California Ranked #1 as state with largest population  #1 Hispanic Population & Population Growth  #1 Asian Population & Population Growth  New York, Texas, Florida Significant MC Growth 6
  7. 7. The multicultural business opportunity for brands is projected to reach$520 billion by 2050, up 74% from $299 billion today.Source: The Nielsen Company, 2010 7
  8. 8. Hispanics today… The nations 45+ million Hispanics outspend non- Hispanics on CPGs by 13%, spending $34 billion annually, projected to jump 53% to $52 billion by 2015. Source: Symphony SRI Group, May 2010 8
  9. 9. …on hispanic retail activation. “Shift ad spend from TV to in-store merchandising. The store shelf, where 70% of purchasing decisions are made, is the last frontier for swaying purchase behavior. An LCD screen on a shopping cart may be a more direct way to woo Hispanics than the ads on the big screens in their living rooms.” Brandweek, Hispanic Shopper Marketing Dos and Donts, April 30, 2009 9
  10. 10. Hispanics and food shopping…  Shop groceries 26x per month vs. 8.8 for GM  Spend $133 per week vs. $91 for GM (+32%)  1/3 Participate in in-store promotions  78% purchased the featured product  Shopping is a family outing for all ages from abuelos to niños  Prefer stores that resonate with the sights, sounds, smells and sensibilities of their homelandSources: Food Marketing Institute (FMI), 2010; Brandweek, Hispanic 10Shoppers Turn to Promotions, Feb 2, 2010; Nielsen, 2007
  11. 11. DON’T MESSWITH HOT MAMA. The Latina Shopper 11
  12. 12. She’s a highly food-involved, smart, efficientand value-orientedshopper— a consumergroup that brands ignoreat their own peril. Source: Selig Center for Economic Growth, Terry College of Business, University of Georgia. 12
  13. 13. She’s far less satisfied with her shopping experiences than the general market consumer;3X as many Latinas say they wished they’d gone to another store. Source: Selig Center for Economic Growth, Terry College of Business, University of Georgia. 13
  14. 14. Top 10 Satisfaction Drivers: 1. STAFF FRIENDLY/HELPFUL 55% 2. FUN PLACE TO SHOP 53 3. ENJOYED TRIP 42 4. ENJOYABLE MUSIC PLAYING 39 5. SERVICE PEOPLE CAN HELP DECIDE 39 6. ITEMS IN-STOCK 38 7. SHUTTLE SERVICE 38 8. CAN GET IN/OUT QUICKLY 37 9. EMPLOYEES HELP FIND 36 10. INVOLVED IN LATIN COMMUNITY 34 Source: Unilever Research, 2007 14
  15. 15. Latinas are far more aware(by a 48% to 36% margin) of specials before going to the store than GM shoppers.  60% rely on direct mail grocery fliers vs. 38% for GM Sources: HOT (Hispanic Opinion Tracker), 2008; 15 Food Marketing Institute (FMI), 2010
  16. 16. Even within the store, herawareness of specials is higher than the general market’s. Source: HOT (Hispanic Opinion Tracker), 2008 16
  17. 17. Location, Location, Location. 1 in 4 Latina shoppers walk or take public transport, compared to just 1 in 33 of general market consumers. Store proximity is the #1 reason for store selection; a 4:1 margin over low prices, the #2 reason. That’s significant, considering her constant search for value. Source: Unilever Research, 2007 17
  18. 18. She knows her needs beforehand,hence a full 56% of her trips areroutine vs. 26% in the general market.54% of her total grocery spending occurs onroutine trips vs. 22% in the general market.20% of her routine trips are for today vs.virtually zero for the general market. Source: Unilever Research, 2007 18
  19. 19. WHERE THE RUBBER MEETS THE ROAD. Retail Stores 19
  20. 20. channels Supermercado Mass Farmacia y Super Store PRIMARY #3 CHOICE FOR In areas where HISPANICS CHANNEL FOR mass RESTOCKING 94% OF merchandisers THEIR PANTRY HISPANICS and supercenters have a strong Latinas don’t associate …although they low prices with the presence… are more likely to drug channel, shop multiple HALF OF ALL just hot deals. retail channels for foods and HISPANICS consumer goods VISIT THEM AT than non-Latinos. LEAST ONCE A WEEK 20Source: Food Marketing Institute (FMI), 2010
  21. 21. channels Conveniencia “Health Food” Tiendas de Club y Y Orgánicas Gasolineras Latinas look to club Latinas are willing to stores for special pay a price for the ACCULTURATED occasions, routine, and ready-to-eat foods and HISPANICS VISIT urgently needed items. quality produce that 2X’S AS OFTEN AS are hard to find. 3 OF 5 CLUB STORE UNACCULTURATED TRIPS ARE WITH HISPANICS SHOP 24% of Hispanics spend SOMEONE WHO’S HEALTH FOOD $26-$50 when NOT A MEMBER STORES 2X’S AS shopping compared to OFTEN AS THE GM 14% for non-Hispanics. 21Source: Food Marketing Institute (FMI), 2010, Mintel 2007
  22. 22. CoreCompetencies 22
  23. 23. Jacqueline B. ReynoldsCEO, Expert Shopper – 25-Year Hispanic Marketing Veteran – Puerto Rican & 100% Fluent Latina – 10-Years @ The Coca-Cola Company – CPG, Media, Agency, Technology, Retail – 500+ Retail Activation Programs – Experience w/ All Retail Channels – Grocery & Bodegas – Mass Merch – Super Stores – Drug Channel – Convenience / Petroleum – Club Stores – Education – Theatres – Arenas – Concessions – Department Stores – Online, E-Commerce 23
  24. 24.  Small Multicultural Shopper Marketing Consulting Practice • Established Nov 2009 • US Hispanic, African American, Asian • Los Angeles-based • 25+ Years of Expertise • Strategic Alliances in MC Community • Minority-Owned (to be MBE Certified) 24
  25. 25.  Key Strategic Alliances • Awarded Multicultural Experience • Seamless Activation to Clients • Innovators In Their Field: • Hispanic Marketing • Insights • Planning • Retail Activation • Design 25
  26. 26. Adrenalina Kohl’sAlbertsons L’OrealAll State Lucayan Beach Resort &Alma DDB CasinoAmerican Airlines Mad River TeasAOL Latino McDonald’s AT&T MeijerArmor All MerckBarq’s Rootbeer MGMBermuda Dept of Tourism MicrosoftBlockbuster Video MotorolaBromley Communications Mr PiBBBrown Forman MTV TresBush’s Beans Navarro PharmacyCalifornia Lottery Nationwide InsuranceCarnival Cruise Lines NesteaCasanova Pendrill NestleChrysler NickelodeonCloroxCoca-Cola CLASSIC Payless Shoe Source PepsiCo  Marketed The World’sColombia PicturesCorona Pine-Sol PowerAde Biggest BrandsCricket Progresso SoupsDasani PublixDell Purdue • Consumer Packaged Good (CPG’s)Diario Las AméricasDieste Red Bull Sears, Roebuck & Co. • Top Global RetailersDiet CokeDisney Sedano’s SíTV • Multicultural AgenciesDodge Sony Music • Multicultural MediaEckerd Drugs SpriteExito State Farms Insurance • TechnologyExxon MobilFanta Subway Sunkist Growers • EntertainmentFedExFord Motor Co. Surge TAB • Health & BeautyFox TV Telemundo Networks • And Every Other CategoryGeneral Mills TerraGeorgia Pacific Tommy HilfigerGlobalHue Latino UnivisionGlad United AirlinesGlaxoSmithKline US ArmyHidden Valley US CensusHostess US NavyHR Block Vanilla CokeJack Daniel’s VerizonJeep WalmartJohnson & Johnson Winn-DixieKeebler Xbox 26Kingsford Charcoal Yoplait
  27. 27.  Deep Understanding of Marketing Mix • Research • Planning • Creative Development • Advertising • Promotions • Events • PR & Community Relations • Cause Marketing • Sports Marketing • Branded Entertainment • Product Placement • Measurement / ROI 27
  28. 28.  FOCUS: MC Shopper Marketing • Customer & Brand Planning • In-Store & E-Commerce • Merchandising • Sampling • Retail Holiday Activation • Occasion Based Bundling • Consumer Promotions • Grand Openings & Events • System Communication • Brand Market Tours • Category Management • Program Measurement • ROI Modeling 28
  29. 29. Approach Retail Consumer-based Activation Planning • Competitive LandscapeSituation Assessment • Consumer Research Opportunity ID • SWOT Analysis Objectives • S.M.A.R.T. Objectives Strategies • High-level Strategies • Exactly What Will Be Done, With Tactics Timing & Costs • Month-By- Month Retail Activation Calendar Outlook Budget • All Costs: OOP, Labor • ROI Model Measurement • Volumetrics 29
  30. 30.  Flexible Working Model: • Detailed Scope of Work (SOW) • Formal Estimates • Market Tests • Project Work • Monthly Retainer • Billed Hourly or By Project • Weekly Reporting • Direct Communication w/ CEO • An Extension Of Your Team 30
  31. 31. the shopshopinc (310) 374-SHOPjreynolds.theshopshop@verizon.net 31
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