Icom Multicultural


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Icom Multicultural

  1. 1. ICOM Multicultural
  2. 2. The Symmetry Group Capabilities Presentation
  3. 3. The Symmetry Group is a full-service marketing communications agency that markets, communicates and connects to the Urban, General Market and Multi-cultural consumers.
  4. 4. 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.
  5. 5. offering client services via: : Marketing Research : Strategy & Positioning Initiatives : Consumer Immersion : Brand Planning
  6. 6. creating solutions through: : Consumer Promotions : Public Relations : Event Planning & Execution : Advertising Production & Trafficking : Graphic Design : Television Production : Web Design
  7. 7. 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
  8. 8. <ul><li>What a client wants!!.... </li></ul><ul><li>To effectively increase revenues via the products & services they sell </li></ul><ul><li>To generate economies of scale that provide the following: </li></ul><ul><ul><li>reducing current operating expenses </li></ul></ul><ul><ul><li>provide out-of-the box thinking & creative </li></ul></ul><ul><ul><li>quick turnaround to all needs </li></ul></ul><ul><ul><li>Not a lot of bureaucracy and approval layers </li></ul></ul><ul><li>Create additional ancillary events and promotions to increase brand/product visibility </li></ul><ul><li>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. </li></ul><ul><li>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 !! </li></ul>
  9. 9. <ul><li>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. </li></ul><ul><li>We are capable of helping to take your products & services to the next level via: </li></ul><ul><ul><li>Marketing & Advertising </li></ul></ul><ul><ul><li>Strategic Planning </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Promotions Development & Execution </li></ul></ul><ul><ul><li>Ancillary Event Development, Mgmt & Execution </li></ul></ul>The Draft Pick….
  10. 10. Our consumer approach….
  11. 13. The consumer we know so well!!!.....
  12. 14. African American Consumers <ul><li>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) </li></ul><ul><li>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’ </li></ul><ul><ul><li>AA represents approximately 12% of the US population* </li></ul></ul><ul><ul><li>58% of all AA’s reside in the SE US* </li></ul></ul><ul><ul><li>4 in 10 AA’s are under the age of 24** </li></ul></ul><ul><ul><li>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)** </li></ul></ul><ul><ul><li>AA over index versus the general population in the following categories: </li></ul></ul><ul><ul><ul><li>Clothing/Apparel boys & girls 2 -15 = 167** </li></ul></ul></ul><ul><ul><ul><li>Telephone services = 152** </li></ul></ul></ul><ul><ul><ul><li>Footwear = 144** </li></ul></ul></ul><ul><ul><ul><li>TV, radios and sound equipment = 125** </li></ul></ul></ul><ul><li>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 </li></ul><ul><li>By 2007, their spending power will exceed $850 billion </li></ul><ul><li>* 2000 US Census </li></ul><ul><li>** American Demographics analysis of Census 2000 </li></ul>
  13. 15. Business Potential <ul><li>Opportunity </li></ul><ul><ul><li>Mkt Size = 8.1 million people </li></ul></ul><ul><ul><li>African-American buying power > $645.9 (billion) and projected </li></ul></ul><ul><ul><li>to be at $852.8 (billion) by 2007* </li></ul></ul><ul><ul><li>Geography: AA Urban Contemporary consumers predominately live in highly populated markets where a larger SOV is easier to attain </li></ul></ul><ul><ul><li>Succinctly target the AA Urban Contemporary which will have an halo effect to the entire segment </li></ul></ul><ul><ul><ul><li>Why? They are the trendsetters of “lifestyle” which resonates across the entire general & multi-cultural populations </li></ul></ul></ul><ul><ul><ul><li>Source: *Selig Center for Economic Growth, Minority Buying Power in the New Century, April 2002 </li></ul></ul></ul>
  14. 16. Key consumer insight <ul><li>PRIMARY AUDIENCE: WHO ARE THEY? </li></ul><ul><li>The URBAN CONTEMPORARY </li></ul><ul><li>Age: 25 – 49 </li></ul><ul><li>HH Income: $50K+ * </li></ul><ul><li>Male Skew </li></ul><ul><ul><li>Content-driven (news, information, entertainment, events) </li></ul></ul><ul><ul><li>Heavy utilization of internet and two-way messaging for community-building (email) </li></ul></ul><ul><ul><li>proud of professional/entrepreneurial status and success </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Brand conscious & savvy!!! </li></ul></ul><ul><ul><li>*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) </li></ul></ul>
  15. 17. Key consumer insight <ul><li>PRIMARY AUDIENCE: WHO ARE THEY? </li></ul><ul><li>The URBAN TRAILBLAZER </li></ul><ul><li>Age: 14 -16 </li></ul><ul><li>HH Income: skies the limit! * </li></ul><ul><ul><li>I am not afraid of wearing something that no one else is! </li></ul></ul><ul><ul><li>I LOVE BEING DIFFERENT!! </li></ul></ul><ul><ul><li>I am the epicenter of hip/cool/tight!!! </li></ul></ul><ul><ul><li>I set the pulse and the trends </li></ul></ul><ul><ul><li>define things on their own terms and create their own world </li></ul></ul><ul><ul><li>* Have part-time jobs and allowances from parents!!! </li></ul></ul>
  16. 18. Key consumer insight <ul><li>PRIMARY AUDIENCE: WHO ARE THEY? </li></ul><ul><li>The URBAN TRENDSETTER </li></ul><ul><li>Age: 12 – 18 </li></ul><ul><li>HH Income: My parents wallet/purse! * </li></ul><ul><ul><li>I love to hang with my friends. </li></ul></ul><ul><ul><li>I watch to see what my friends wear and listen to! I want to fit in with the crowd!! </li></ul></ul><ul><ul><li>Up to speed with all of the trends, lingo, fashion, etc. </li></ul></ul><ul><ul><li>I Pay attention to that urban trailblazer! </li></ul></ul><ul><ul><li>Ethnicity is not the defining measure to what I wear or listen to </li></ul></ul><ul><ul><li>My peers POV is important to me </li></ul></ul><ul><ul><li>* Usually a combination of allowance and part-time job!! </li></ul></ul>
  17. 19. Key consumer insight <ul><li>WHY TARGET THE AFRICAN AMERICAN CONSUMER? </li></ul><ul><ul><li>At the vanguard of fashion and trends </li></ul></ul><ul><ul><li>Influencers of other AA and general market segments (“ ahead of the curve”/Early Adopters) </li></ul></ul><ul><ul><li>Marketing to the AA trailblazer allows you to to reach the broader AA consumer & GM consumer via the HALO effect </li></ul></ul><ul><ul><li>Relevant messaging and positioning can be a credible pillar to invite this consumer into your franchise </li></ul></ul>
  18. 20. “ ME” <ul><li>Circle of Individual Control: </li></ul><ul><li>• Career; Entrepreneur </li></ul><ul><li>• Community; Development </li></ul><ul><li>• Fashion: Sean Jean; RocaWear** </li></ul><ul><li>• Automobiles: Escalades; Expeditions, Hummer** </li></ul><ul><li>Communication; cell phones, two-way pagers** </li></ul><ul><li>Entertainment** </li></ul>“ SOCIETY” Economy • War • Health Issues African-American/Urban Contemporary Consumers significantly value their individual circle of control. (“It’s All About Me”) <ul><li>The “Buying Power of Black America” is $631 billion and reports: </li></ul><ul><li>The top categories are as follows: </li></ul><ul><li>  Cars/Trucks - $48.7 </li></ul><ul><li>  Clothing - $22.3 billion </li></ul><ul><li>Telephone Services – $13.6 billion </li></ul><ul><li>Contributions (church, organizations) – $10.3 billion </li></ul><ul><li>Media (TV [Pay TV], CD’s & DVD’s, magazines) – $5.3 billion </li></ul><ul><li>Entertainment and Leisure $2.5 billion </li></ul><ul><li>The top categories where AA over index versus the general market are as follows: </li></ul><ul><ul><ul><li>Clothing/Apparel boys & girls 2 -15 = 167 </li></ul></ul></ul><ul><ul><ul><li>Telephone services = 152 </li></ul></ul></ul><ul><ul><ul><li>Personal Care products and services (lifestyle)= 147 </li></ul></ul></ul><ul><ul><ul><li>Footwear = 144 </li></ul></ul></ul><ul><ul><ul><li>TV, radios and sound equipment = 125 </li></ul></ul></ul>**Source: Target Market News and American Demographics 2002
  19. 21. <ul><li>Here are key Tangible AA Passion Points and their correlated Experiential/ execution assets to the targeted segment*: </li></ul>AA Urban Contemporary (The Core) “ Everything revolves around Me” COMMUNITY LIFESTYLE MUSIC Family Church School Jazz/Blues Neo Soul Spoken Word Rap Gospel Lounge Entertainment Sports Fashion Film/Movies Concerts TV Video Games Trendsetters Fashion Minded Self Expression Savvy Stylish Creative Sense of Pride Talk to me; not at me Independence Respect who I am and What I am! Confidence Sensory Visceral Physical Spiritual = Tangible =Experiential **Source: Yankelovich Monitor Lifestyle Survey 2002
  20. 22. Solution Experts
  21. 23. 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, Coca-Cola 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.
  22. 24. 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.
  23. 25. 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.
  24. 26. 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.
  25. 27. work
  26. 28. 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
  27. 29. Blue Cross Blue Shield of Georgia : Promotional Advertising | Strategic Development & Radio/Print Collaterals
  28. 30. McCauley Properties and BOJ, LLC: The LeJardin Community | Public Relations, Event Promotions, Marketing Consultants
  29. 31. 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
  30. 32. Diversapack : | Corporate Communications
  31. 33. ACE lll Publishing : Goodlife Magazine | Art Direction, Photography, Graphic Design
  32. 34. The Coca-Cola Company : Fanta | Strategic Planning, National Print Collateral POS System
  33. 35. Coca-Cola Enterprises : Inclusion Division | Logo Development, National Print Collateral & Training System, Website Design
  34. 36. Coca-Cola Enterprises : North America HR Department | Logo Development, National Print Collateral & Training System
  35. 37. TV Commercial Experience
  36. 38. Coca-Cola classic “ Coca-Cola Love” Bank of America Atlanta Football Classic Georgia Power – “Darius” Sprite – “Rhyme for Rhyme” Coca-Cola classic “ Savion’s Challenge”
  37. 39. Web Design Experience
  38. 40. www.100blackmen-atlanta.org ” www.diversapack.com www.atlantafootballclassic.com www.buyhbcu.com
  39. 41. www.elizabethbaptist.org www.symmetrygroup.us www.theeventauthority.com
  40. 42. 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f [email_address] www.symmetrygroup.us
  41. 43. 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
  42. 44.  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.  The ViVA Story ViVA is passionate about the Hispanic Market.
  43. 45.  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.  The ViVA Story ViVA is directed by senior Hispanic marketing professionals
  44. 46.  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  The ViVA Story ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program .
  45. 47. Client Experience
  46. 48. 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
  47. 49. Location, Location, Location San Antonio, TX Media Miami, FL HQ Dallas, TX Promotions Los Angeles, CA
  48. 50. The ViVA Point of Difference
  49. 51. 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.
  50. 52. Laying the Groundwork Lifelong LifestyleTendency Analysis ™ Contemporary Tradition Analysis ™ Hispanic BrandLoyalty Modeling ™ ConsumerCentricBranding ™ ConsumerCentricPlanning ™
  51. 53. Finding Relevance Brand Response Consumer Response Reasons to Believe in Brand Brand Functional Benefits Brand Defense Market Environment Competitive Environment Consumer Value Positionings Consumer Passion Positionings Positioning Statement that reflects brand needs, but resonates with consumer acceptance Consumer Centric Positioning Brand Emotional Benefits Brand Personification Reasons to Believe in Brand
  52. 54. Finding Relevance Traditional Media Approach Below the Line Activities (Local market festivals, rec sports, enterainment, promotion, street teams, etc.) Below the Line Media (added-value, on-site, on-air, etc.) Non-Traditional Media (theater, wall murals, etc.)
  53. 55. Finding Relevance Below the Line Activities (Local market festivals, rec sports, entertainment, promotion, street teams, etc.) Product Specific (POS, sampling, experiential, sales support, playbooks, ASM, etc.) Traditional Media Activity Below the Line Media (added-value, on-site, on-air, etc.) Non-Traditional Media (theater, wall murals, etc.)
  54. 56. <ul><li> 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  </li></ul><ul><li>ViVA Integrated Marketing and Communications </li></ul><ul><li>ViVA Media </li></ul><ul><li>ViVA Promotions </li></ul><ul><li>ViVA ² - Hispanic Brand Architects </li></ul>Getting Down To Business Marketing to Hispanics has changed significantly in the last several years.
  55. 57.  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 Integrated Marketing and Communications
  56. 58. 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. 
  57. 59.  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  ViVA Promotions
  58. 60.  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 .  ViVA² Hispanic Brand Architects
  59. 61. The Hispanic Consumer… A Growth Target Sources: Nielsen 2005 Universe Estimates; Global Insight (DRI) The Hispanic Consumer in 2005& Projections to 2025 (Released March 2005) 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 1990-2000 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 non-Hispanics) and Larger households (3.5 Hispanic HH vs 2.4 Total HH)...acquiring more.
  60. 62. US Population <ul><li>In 2004 Hispanics represent 1 out of every 7 United States residents </li></ul><ul><li>In 2020 it is estimated that Hispanics will represent 1 out of every 5 United States residents </li></ul><ul><li>The annual growth rate for Hispanics is 5.4% vs. 1.3% for the Total US Population </li></ul>
  61. 63. Fastest Growing Hispanic DMA’s (Ranked by increase in Hispanic population 2001-2004) Dallas Orlando Salt Lake City Phoenix Ft. Myers Denver Atlanta Palm Beach Houston Las Vegas Chicago Austin Source: Scarborough Multi-Market R2 ’01, R2 ‘04 53% 46% 43% 41% 37% 33% 33% 31% 30% 27% 26% 25%
  62. 64. Hispanic Population Growing Faster than the Non-Hispanic Population Source: 2000 U.S. Census, March 2001 Release Total Population Percent Growth 1990-2000 Hispanic Non-Hispanic
  63. 65. Country of Origin by Hispanic Market Top 8 Markets include: Los Angeles, New York, Chicago, Miami, Houston, Dallas, San Francisco, San Antonio Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau 26% Percent Born in U.S. 3 Others 3 Dominican Republic 5 South America 9 Puerto Rico 4 Cuba 9 Central America 67% Mexico Top 8 Markets Country of Birth
  64. 66. 85% of US Hispanics Reside in Just 10 States Source: Claritas 2003 7.4% TX FL NY 8.4% NJ 3.3% NM AZ CO MA 1.2% 19.2% 2.2% 3.5% 1.9% CA 33.5% IL 4.0%
  65. 67. U.S. Hispanic Households are Younger and Larger Source: Nielsen 2005 Universe Estimates Larger and Younger Households are in the Acquisition Phase of Life! U.S. Hispanic HH 3.5 Total U.S. HH 2.4 U.S. Hispanic HH 26.4 Non-Hispanic U.S. HH 37.9 Median Age Household Size
  66. 68. Hispanic Market Total Spending <ul><li>Top Ten Hispanic Markets </li></ul>City Market Hispanic Spending Power Los Angeles 7 Million $57 Billion New York 4 Million $35 Billion Miami 1.7 Million $15 Billion Chicago 1.5 Million $10.5 Billion Houston 1.4 Million $9.8 Billion San Francisco 1.4 Million $12 Billion Dallas-Fort Worth 1.3 Million $8 Billion San Antonio 1.2 Million $9.5 Billion Phoenix 1 Million n/a McAllen-Brownsville 1 Million $6.9 Billion Hispanic Population
  67. 69. The Hispanic Consumer Acculturation vs. Assimilation <ul><ul><li>On average, Hispanics in the U.S. acculturate vs. assimilate into the U.S. culture. </li></ul></ul><ul><ul><li>Rather than being absorbed into the main cultural body (assimilation), U.S. Hispanics borrow traits from the U.S. culture (acculturation). </li></ul></ul><ul><ul><li>The Hispanic immigrant today has a complete Spanish language infrastructure available to them in the U.S., making acculturation a choice versus a requirement. </li></ul></ul>Relatively Unacculturated 25% Partially Acculturated 66% Mostly Acculturated 9%
  68. 70. Language Spoken at Home <ul><li>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. </li></ul><ul><li>Children growing up in households that speak Spanish mostly or both equally are likely to continue to use Spanish in their adult life. </li></ul>Source: Synovate 2004 US Hispanic Market Report 40% Spanish Only 23% Spanish Mostly 21% Spanish & English Equally 8% English Mostly 4% English Only
  69. 71. A Traditional Culture <ul><li>Familismo </li></ul><ul><ul><li>The family’s needs take precedent over the individual member’s needs </li></ul></ul><ul><li>Niñismo </li></ul><ul><ul><li>Children are not believed capable of acting independently until they reach maturity…regardless of the physical and emotional development of the child </li></ul></ul><ul><li>Machismo </li></ul><ul><ul><li>Refers to the roles men fulfill according to societal rules and how they view </li></ul></ul><ul><ul><li>themselves with respect to their environment and other people </li></ul></ul><ul><li>Marianismo </li></ul><ul><ul><li>Excessive sense of self-sacrifice among traditional and less acculturated </li></ul></ul><ul><ul><li>Hispanic women - the more sacrifice, the better mother, the better spouse </li></ul></ul>Source: Santiago Solutions Group, 2004
  70. 72. Hispanic/Anglo Cultural Differences Source: Clorox Hispanic Anglo “ Coming of Age” Life Stage Aging Work to live Work Live to work Human Aspiration Materialistic Growing influence on American culture Cultural Influence Mainstream, less trend setting Short term Future Long term Optimistic, uplifting Outlook Cynical Abrazo Social Expression Handshake The most important thing in my life Family & Friends Important, but career may come first “ We” Focus “ Me” Nature controller of man Man controller of nature