The Hispanic market in the US is very attractive for companies due to its rising population and spending power, which is expected to reach $863 billion by 2050. However, many companies have been ignoring the Hispanic demographic, with only 10% of internet content in Spanish. NASCAR recognized an opportunity to target Hispanic fans, who make up less than 10% of its 75 million fans. It signed an exclusive Spanish-language TV and radio deal in 2004 and launched events in Mexico. It also featured Colombian race car driver Juan Pablo Montoya to appeal to Hispanic audiences. Another company implemented a bilingual website, magazine, and TV ads in Spanish to connect with Hispanic consumers.

1. The Hispanic market is the place to be…
Musabbirul Islam
Id :113 0074 560
Case Study

2. Case Brief
Targeting Hispanic market in US by the different Companies with different IMC’s
Hispanic-person with a historical
/ cultural relationship with Spain
Why So attractive??
In USA by 2050
 Hispanic house hold rise 16.7 % - 30 %
 spending power $ 863 billion
 Untapped market
Yankelovich study Reveals
 Only 10% Spanish content(internet)
 More open & responsive to ads- 67 %
Because 75 % - Hispanics are being ignored !!!

3. NASCAR
 NASCAR race- broadcast in over 150
countries.
 NASCAR - 75 million fans
Purchase over $3 billion annually
 Hispanic fan: Less than 10 %
National Association for Stock Car Auto Racing
NASCAR Racing is one of the most popular sports in US today!!

4. Advertise
In 2004 - Signed 5 years exclusive rights
 ESPN Deportes TV
 Deportes Radio
Sports events
 In 2004: NASCAR Mexico Corona series
 In 2005: NASCAR brush series, Mexico
 Public Relations-In 2004
 Drive for Diversity
Número Uno (Number One)- NASCAR’s IMC among the Hispanic
fans

5. Celebrity branding
Juan Pablo Montaya -
Successful Colombian F1 Driver
Featured by NASCAR
 In personel appearances
 In NASCAR Prime Time, ABC

6. Other companies IMC’s
World's 7th
largest brewing company
Online -Bilingual website
Bilingual magazine
TV ad
 In Spanish
Vivemejor (Better Life)

7. My Prediction 2050
Buena Suerte Y Gracias Hispanic people !!!