This document discusses strategies for marketing to Hispanic populations in different countries. It notes that there are over 30 million Hispanics in the US and over 400 million Spanish speakers in Latin America. It cautions that assuming "One Hispanic Strategy fits all" is misguided, as countries like Argentina, Brazil, and Colombia have distinct cultures, languages, shopping behaviors, and consumer preferences. The document recommends companies conduct international consumer research to understand geographic, cultural, and linguistic differences when developing strategies to target Spanish and Portuguese speakers across countries.

1. + USA
Mexico Argentina
Canada
Brazil Colombia
One Hispanic Strategy doesn’t Fit All
Prepared by Giuseppina Russo
Cross – Cultural Marketing Executive

2. +
One Hispanic Strategy
doesn’t Fit All
 does
every company have a clear understanding of this
Group?
 It is all about “One Hispanic Strategy that Fits All”?
Facts:
Over 30 million people in the US are “Hispanic”
There are over 400 million Spanish speakers in Latin
America and Brazil accounts for approximately 180 million
Portuguese speakers

3. +
Understanding your
“Latino” Target
 1. Geographic Assessment: Your product or service
satisfies the needs of the Hispanic group in the US but also
could have a potential market in Central and South
America???
 2. Target Similarities: If you can sell it in the US, can you sell
it in i.e. “Argentina”? Are the Shopping Behavior/access to
credit the same?
 3. Language and Culture: If the Hispanic group buys it,
Brazilians would buy it too?

4. +
Understanding your
“Latino” Target
 4. What
are the differences between Latin American,
Hispanic, Latino and Brazilians? Many companies failed to
recognize the differences among these concepts, and failure
to understand them would lead you to “catastrophe”
 5. Latin-American, Hispanic, Latino and Brazilians have the
same spending habits and similar share of wallet: NO! The
assumption might be right for some categories in some
countries….

5. +
Consumer Research
 Allthe answers Target Similarities
for these common
questions are in
international
shopper research
that your
company has to “Tropicalization”
Consumer Shopping
conduct Research Habits
according to the
emerging
strategy to target
Spanish and
Portuguese
Speakers. Message

6. +
GiuseppinaRusso