This document summarizes a roundtable discussion on adopting a total market approach (TMA) to marketing. Key points include: - TMA integrates consideration of diverse customer segments from the beginning of the strategic process through execution. - It can lead to either fully integrated or individual segment approaches, as long as they are aligned under one strategy. - Examples of TMA in practice include Huggies tailoring scented baby wipes to the needs of multicultural regions driving 50% of births. - Open questions remain around best practices for effective integration, metrics, and organizational structures to implement TMA.

1. Addressing Total Market
Research Initiative
Clients & Agencies TM Roundtables Report
TM Client Roundtable
June 3, 2014
Carlos Santiago
Chair, AHAA Research-Thought Leadership Committee
Chief Strategist, Santiago Solutions Group

2. Total Market
Client Roundtable Participants
Director Multicultural Marketing – Dunkin Brands
Director, Shopper Marketing, Category Advisory
& Multicultural Capacities –The Clorox Company
Associate Director, Brand Marketing Multicultural
Kellogg’s Company
Executive Vice President
Association of National Advertisers
President & CEO Davila Multicultural Insights,
Chairman ANA’s Multicultural Marketing & Diversity Committee
Bill Duggan
Xavier Turpin
Christopher Rivera
David Cardona
Gilbert Dávila
Chief Strategist Santiago Solutions Group
Chair, AHAA Research-Thought Leadership Committee
Carlos Santiago
Director Multicultural Marketing – Kimberly ClarkLizzette Williams

3. TM Roundtables
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4. 4
.
USA
Multicultural
Nation
Mainstream Redefined

5. 77%
23%
of U.S.
pop
growth
Multicultural Drives…
5
84%
of Buying Power growth
in Top 10 TM states
43%
57%
43%
77%of U.S. job growth
aggregate income
19%
45%
16%
21%
WNH
HISP
AANH
AONH
81%of U.S. job growth
Source: SSG Total Market ROI Watch; Analysis of BLS
Quarterly Census of Employment and Wages Q1 2014 v
2013; Selig 2010-2013; SSG 10 Most Influential TM
States model

6. 6
62%
20%
12%
6%
38%
48%
34%
7%
11%
WNH HISP
AANH AONH
52%
53%
28%
5%
14%
47%
Multicultural Share of
Employed Millennials
Of Millennial Job Growth
MC Share of
Millennial
Incremental
Personal
Income
Multicultural Millennials
Source: Santiago Solutions Group Total Market ROI
Watch, analysis of BLS Quarterly Census of Employment
and Wages q1 2014 v 2013; Selig 2010-2013; 10 Most
Influential TM States model

7. ‘General Market’
Message?
7
One
Focus on the
Growth
Opportunity

8. Total Market Approach
(TMA)
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9. TMA Definition
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A marketing approach followed by corporations with their
trusted internal and external partners which proactively
integrates diverse segment considerations. This is done from
inception, through the entire strategic process and execution,
with the goal of enhancing value and growth effectiveness.
In marketing communications this could lead to either one fully
integrated cross-cultural approach, individual segment
approaches, or both in many cases, but always aligned under
one overarching strategy.

10. Anatomy
of Total Market Approach
10
Brand
DNA
Total Market
Business Planning
(GM and MC cuts)
Today: GM and MC planning
are managed separately
Integrated Outcome
Differentiated Outcome
Business
Problem

11. .
What TMA Is
• Supported and shepherded at the highest level of the
organization.
• Intends for all marketing executives to be well versed on
relevant segments and feel that they have “skin in the game”.
• Reflected and embraced across the organization, its partners
and its communications strategy.
• Characterized by a collaborative dynamic between the
marketer and the partner agencies from the outset.
• Recognizes that the market is composed of a more diverse
mainstream in addition to individual ethnic segments.
• The sum of “GM“ strategies that are culturally nuanced, PLUS
dedicated segment strategies.
• Reflected at the strategic AND the tactical/executional level.
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12. What TMA Is Not
• One size fits all cost reduction plan.
• Translation or adaptation of a general market campaign
without diverse consumer insights from the beginning of the
process.
• An assignment that is a consideration only for the
multicultural team.
• Lead agency sets the strategy without effective integration of
MC and GM from inception.
• A short term test or project.
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13. HUGGIES: A TM Case Study
When & How to Apply Total Market
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Core Brand
Strategy
Growth Strategy Emerging Needs -
Innovation
Multicultural =
50% of babies
TODAY
Scented Baby
Wipes
Births driven by a few key
Multicultural regions
INTEGRATED
&
Shared by: Lizette Williams,
Director Multicultural, Kimberly-Clark
DIFFERENTIATED

14. Client – Agencies
Models In Action
Model #1 Client Leads/Includes All Agencies
Simultaneously
Model #2 A Selected Agency Leads Multi-
Agency Team
Model #3 One Agency Responsible for “GM”
Work and Segment Work
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15. Beyond TM Definition & Criteria…
• Marketers are seeking best practices for effective integration
and implementation of TMA.
• Potential next steps and topics of development in the AHAA-
Client journey could include elements like:
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Ad Messaging
Defining TM
Insights
Planning
& Strategy
Media Planning
& Buying
Refining ROI
Modeling & Metrics
Shopper
Marketing
Org Structure
& Education
Customer
Experience
Digital
Agencies
Model
Validation of
Concept
–Case Studies
Planning
Communic
ations
Front-End Validation
Tracking TMA
Evolution
Highest Need = Priority Completed In-Progress

16. To share case studies, questions, comments, or participate
in TM Roundtables, please contact:
Gilbert Davila, Chair Multicultural & Diversity Committee:
GILBERT@DAVILAMI.COM
Carlos Santiago, Chair, AHAA Research Committee:
Carlos@SantiagoSolutionsGroup.com
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