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  1. 1. <ul><li>WHAT CAN THIS MEAN FOR YOUR BUSINESS? </li></ul>
  2. 2. <ul><li>The latino Marketing network is an advertising and </li></ul><ul><li>marketing program that promotes the wholesale trade of </li></ul><ul><li>products made by US and latinamerican manufacturers </li></ul><ul><li>which focus on reaching the latino consumers in US. </li></ul><ul><li>We specially promote the wholesale trade of </li></ul><ul><li>latino culturally relevant products from fashion, cosmetic, </li></ul><ul><li>food service, and publishing merchandise. </li></ul><ul><li>This marketing program fully connects these enterprises </li></ul><ul><li>with master distribuitors, regional wholesalers, big box </li></ul><ul><li>retailers, convenience stores and momandpop retail </li></ul><ul><li>operations in US and Latinamerica. </li></ul><ul><li>This marketing and advertising program is implemented with the creation of an online directory as well as its print and CDRom versions, a quaterly magazine, and supported with customized workshops, conferences and the development of tradeshow concepts. </li></ul>PROJECT DESCRIPTION VIDEO SAMPLE <ul><li>Lets meet some local retailers </li></ul>
  3. 3. Retailers challenges Latino oriented retailers and non tradionally latino oriented retailers need: Real understanding of its clients buying behavior RIGHT MERCHANDISE ASSORTMENT( a bigger number of sophisticated suppliers carrying a better culturally relevant products)
  4. 4. Georgia wholesale scene <ul><li>Main local players </li></ul><ul><li>Americas mart </li></ul><ul><li>Buford Hwy corridor </li></ul><ul><li>Jimmy carter corridor </li></ul><ul><li>Bankhead Hwy corridor </li></ul><ul><li>Savanah port </li></ul><ul><li>Dalton Georgia </li></ul>VIDEO SAMPLE
  5. 5. ATL wholesale garnet districts competitors ( Hispanic product wholesale business districts) <ul><li>Los Angeles CA provides glitter and glamour to general merchandise, wholesale destination for authentic mexican imports but also fake latino licensed merchandise made in China for the inaculturated and the california Chicanos </li></ul><ul><li>Miami FL provides latinamerica imports and chinese general merchandise from clothing to furniture and dollar store for the caribean and southamerican latinos in la pequena Hvana and rest of the southeast </li></ul><ul><li>NYC main US jewelry and fashion wholesaler, manufacturer, importer and trendsetter for Newyoricans an the rest of asimilated latinos </li></ul><ul><li>CHICAGO The midwest Manufacturers Infraestructure turned the machines on to remake latino nostalgic food for the acculturated and non acculturated populations </li></ul><ul><li>Laredo and El Paso TX are the main doors for authentic mexican and centralamerica products from ethnic groceries to western clothing and religious merchandise for the unaculturated latinos and the 100% bilingual Tejanos </li></ul>Panamerican Inc. <ul><li>How can we engage with this business districts? </li></ul><ul><li>How can we profit from these organizations </li></ul>
  6. 6. CORE MARKETING PROGRAM HISPANIC PRODUCST BUSINESS DIRECTORY <ul><li>Basic categories </li></ul><ul><li>Clothing, jewelry and fashion accesories </li></ul><ul><li>Groceries </li></ul><ul><li>Cosmetics </li></ul><ul><li>Food service </li></ul><ul><li>General merchanidise: house hold items, tools, handcrafts </li></ul><ul><li>Dollar store items </li></ul><ul><li>Specialty stores: religious stores, tatto parlours, music instruments stores, music and video stores, audio car accessories, alternative medicine, etc. </li></ul><ul><li>Subdirectory containing key service providers </li></ul>
  7. 7. WHO DO WE SERVE? <ul><li>Our main clients are midsize master distribuitors, regional wholesalers, small and midsize US and latinamerican manufacturers of merchandise and products relevants to latinos in US and Latinoamerica. </li></ul>
  8. 8. WHAT DO WE OFFER <ul><li>Advertising and marketing opportunities </li></ul><ul><li>Promotion </li></ul><ul><li>visibility </li></ul><ul><li>access to retailers </li></ul><ul><li>acces to profesional services providers in the industry </li></ul><ul><li>Business Leads </li></ul><ul><li>Media kits develivery </li></ul><ul><li>Consumers and retailers feedback </li></ul><ul><li>Market trends surveys and Customer purchasing behavior trends </li></ul><ul><li>Merchandise Category updates </li></ul>
  9. 9. Advertising and marketing solutions <ul><li>We offer to retailers: </li></ul><ul><li>Supplier directory, Research Updates </li></ul><ul><li>Market trends surveys and Customer purchasing behavior trends </li></ul><ul><li>Merchandise Category updates </li></ul><ul><li>Customized Training and educational programs </li></ul>
  10. 10. Advertising and marketing solutions <ul><li>We offer to manufacturers and distributors: </li></ul><ul><li>Marketing and advertising opportunities </li></ul><ul><li>Business Leads </li></ul><ul><li>Media kits develivery </li></ul><ul><li>Consumers and retailers feedback </li></ul><ul><li>Market trends surveys </li></ul><ul><li>Customer purchasing behavior trends </li></ul><ul><li>Merchandise Category updates </li></ul><ul><li>Customized Training and educational programs </li></ul>
  11. 11. Questions <ul><li>How can Americas mart can start to appeal to latinamerican manufacturers? </li></ul><ul><li>How can Americas mart can start to appeal to US manufacturers on these particular niche? </li></ul><ul><li>How can AM can appeal to latinamerican retailers that purchase in Miami, ASD&AMD vegas show and NYC? </li></ul><ul><li>How can Americas mart can start to engage with Latino own momand pop retailers? </li></ul><ul><li>How americas mart can profit from wholesalers in Miami, LA, NYC on these particular niche? </li></ul><ul><li>HOW AMERICAS MART CAN LEAD THE HISPANIC RETAIL-WHOLESALE TRENDS? </li></ul>
  12. 12. HISPANIC RETAILERS NETWORK PROJECT ASSESTMENT <ul><li>Identify current Market forces, Industry trends and Competitive environment </li></ul><ul><li>Identify and update surveys focusing on the latino culture and buying behavior trends of the inacculturated and partially assimilated latino consumer </li></ul><ul><li>Identify the challenge US manufacturers of Hispanic concept products in their distribution efforts to reach big box retailers, convenience stores and momandpop stores. </li></ul><ul><li>Identify US manufacturers needs and challenge to develop Hispanic concept products </li></ul><ul><li>Identify Latinamerican manufacturers challenges to develop distribution channels with US wholesalers and retailers </li></ul>
  13. 13. Understand the market forces and industry trends which can dramatically impact market success
  14. 14. <ul><li>Identify Hispanic concept retailers challenge to stocking and promoting culturally relevant items (hot items and Nostalgic driven products, coolness driven products) for unaculturated and biculturated us latinos </li></ul><ul><li>Identify the challenge of non traditionally hispanic oriented big box retailers, convenience stores and momandpop stores in their efforts to appeal to Hispanic consumers as well as stocking and promoting culturally relevant items (Hispanic hot items, and Nostalgic driven products, coolness driven products, etc) for unaculturated and biculturated us latinos </li></ul>HISPANIC RETAILERS NETWORK PROJECT ASSESTMENT
  15. 15. The new mainstream 40 million latinos and counting Plus The want to be latino segment: Intermarriage kids and parents Fellow students of latinos I want to dance salsa kind of guy I like the hispanic tv soap operas I want to marry a latino men kind of lady I want to marry a latino lady kind of men I want to learn spanish All this population may have a great tendence to try and consume hispanic concept products Developing a latino concept product wont be for a minorit group only but for mainstrem america
  16. 16. WORK IN PROGRESS <ul><li>We are working towards be the international liaison of the following organizations </li></ul><ul><li>IE organizator of the Summaq summit </li></ul><ul><li>AMFAR </li></ul><ul><li>Asociacion mexicana de envase y embalaje </li></ul><ul><li>Instituto Argentino del envase </li></ul><ul><li>We are contacting trade organizations in latinamerica to become their US contact on the following industries in Mexico, Brasi, Chile and Argentina: </li></ul><ul><li>Fabricacion de alimentos </li></ul><ul><li>Fabricacion de cosmeticos </li></ul><ul><li>Fabricacion de ropa, Musica </li></ul><ul><li>Publicidad </li></ul><ul><li>Asociacion de fabricantes de alimentos </li></ul><ul><li>Asociacion de fabricantes de cosmeticos </li></ul><ul><li>Asociacion de fabricantes de ropa </li></ul>
  17. 17. <ul><li>Trademark registration process </li></ul><ul><li>Demo and mock up production </li></ul><ul><li>Marketing materials production </li></ul><ul><li>Brand development </li></ul><ul><li>We are developing an advisory board integrated with manufacturers, retailers, consultants, marketing gurus, and service providers </li></ul>WORK IN PROGRESS
  18. 18. <ul><li>Externally </li></ul><ul><li>Understand the market forces and industry trends which </li></ul><ul><li>can dramatically impact market success </li></ul><ul><li>Regulatory, immigration, foreign trade or other activities that can </li></ul><ul><li>positively or negatively impact Hispanic market demand for YOUR </li></ul><ul><li>products and services </li></ul><ul><li>Define your market position and presence in your trading </li></ul><ul><li>areas relative to the competition </li></ul><ul><li>Demographic shifts </li></ul><ul><li>Consumer awareness </li></ul><ul><li>Market reach/access </li></ul><ul><li>Competitive set </li></ul><ul><li>Competitive activity </li></ul><ul><li>Developing a sustainable Hispanic market </li></ul><ul><li>strategy requires understanding your </li></ul><ul><li>business environment􀂫 </li></ul><ul><li>Externally (continued) </li></ul><ul><li>Define your Hispanic segments (s) and the type of </li></ul><ul><li>relationship existing between consumers and your offering </li></ul><ul><li>Is there demand? </li></ul><ul><li>How is the need currently being satisfied? </li></ul><ul><li>Do/Could you fit in? How? </li></ul><ul><li>Identify the external opportunities for gaining a stronger </li></ul><ul><li>foothold in trading areas </li></ul><ul><li>Identify the external threats in your trading areas that you need to avert </li></ul><ul><li>Developing a sustainable Hispanic market </li></ul><ul><li>strategy requires alignment between what your </li></ul><ul><li>company can offer and market demands </li></ul><ul><li>Internally </li></ul><ul><li>Define your companys core competencies and how they can be </li></ul><ul><li>leveraged to support your Hispanic strategy </li></ul><ul><li>Identify the internal gaps between what and how your company delivers and market requirements </li></ul><ul><li>Define cross organizational costs for creating alignment between current and Hispanic relevant operation </li></ul><ul><li>Define short and long-term revenue model and ROI timing </li></ul><ul><li>Craft implementation, control and measurement systems that link </li></ul><ul><li>back to corporate priorities and day-to-day operations </li></ul>
  19. 19. Familismo The family unit is the crux of their Lives An extraordinary degree of interconnectedness between Individuals / 􀂾 Decision making is based on consensus Machismo 􀂾 The man’s role is to guide the family and support them 􀂾 He is responsible for providing for them/ Cultural Motivators & Influencers Marianismo The woman’s role is to care for and protect the family 􀂾 She is also tasked with ensuring the family unit stays whole and healthy Chicoismo The child’s role is to secure the family legacy 􀂾 Hispanic children are overindulged and major influencers on family Decisions / Children in newly emigrated families act as the conduit through which the family views the ‘American Way’ UNDERSTANDING THE FAMILY TRENDS VIDEO SAMPLE
  20. 20. <ul><li>There is not shorcuts, or cookie cutters to implement a succesfull latino marketing campaign </li></ul>
  21. 21. Challenges retailers and manufacturers need to work together for success to develop products and support materials relevant for their consumers bilingual packaging, imagery that resonate to consumers.
  22. 22. MUCHAS GRACIAS <ul><li>Preguntas??? </li></ul>
  23. 23. <ul><li>US Manufacturers need to fully understand </li></ul><ul><li>Understand population shifts </li></ul><ul><li>Consumers insights </li></ul><ul><li>Research regarding their equivalent competitor in Mexico, Central and southamerica </li></ul><ul><li>Latino manufacturers need to fully understand </li></ul><ul><li>Consumers and retailers feedback </li></ul><ul><li>Knowledge regarding the US latino partially aculturated and fully acculturated consumer </li></ul><ul><li>American Distribution channels and American business culture </li></ul>Manufacturers challenges Understand the market forces and industry trends which can dramatically impact market success
  24. 24. <ul><li>Hispanic/Latino, %Penetration </li></ul><ul><li> %Comp (000s) %Pen Index </li></ul><ul><li>Q1 60% 22,568 39% 300 </li></ul><ul><li>Q2 24% 9,020 16% 120 </li></ul><ul><li>Q3 10% 3,762 7% 50 </li></ul><ul><li>Q4 4% 1,670 3% 22 </li></ul><ul><li>Q5 3% 651 1% 9 </li></ul><ul><ul><li>37,673 13% </li></ul></ul>U.S. Hispanics in the Local Market