2014 kelley school of business national diversity case competition
Post on 20-Feb-2017
64 Views
Preview:
TRANSCRIPT
Team ZenithVictoria Chen| Rebecca Cohen | Ricardo Pérez | Alan Zhang
TARGETING THE HISPANIC CONSUMER
INGREDIENTS•1/2 cup (1 stick) butter•1 1/2 cups all-purpose flour•1 teaspoon baking powder•1/2 teaspoon coarse salt•5 large eggs•1 cup sugar•1 teaspoon pure vanilla extract•1 can sweetened condensed milk•1 can evaporated milk•1 cup whole milk•2 cups heavy cream•5 cups fresh fruit
AGENDA
Introduction
Meet our Designer
Strategy and Messaging
Forecast
THE HISPANIC CONSUMER
THE HISPANIC CONSUMER
• As of 2010, Mexicans make up 63% of the Hispanic populationin the United States
Mexican63%Puerto Rican
9%
Cuban4%
Other24%
Hispanic Population (2010)The Breakdown
THE HISPANIC CONSUMER The Importance of Family
• Not all Hispanics speak Spanish• 2nd and 3rd gen. citizens
• Not all Hispanics want their culture to be exclusive
Common Misconceptions THE HISPANIC CONSUMER
INTRODUCING OUR DESIGNER
CELEBRITY CHEF AARÓN SÁNCHEZ
• Author• TV personality • Entrepreneur• Restaurant Owner
WHY AARÓN SÁNCHEZ? • Mexican majority • Reaching mainstream audience• Culture and cuisine • Multiple recipe books• Partnered with TJ Maxx, Marshalls, Home Goods+• Personal cookware line • Zarela Martinez
STRATEGY & MARKETING• Trial period
• Products available in select cities• Products
• Recipe books• Cookware • Dry ingredients, spices • Existing Target products & non-existing products
• Bundling opportunities • Mother’s products• Consumer savings through bundling• Strategic store placement
MOBILE & ONLINE OPPORTUNITIES• Social media
• YouTube commercials • Twitter posts• Facebook posts and commercials
• Commercials • Airing commercials on Spanish-speaking channels• Using well-known public figures • Commercials communicating the importance of family
• Target’s Cartwheel App • Coupons specific to designer’s line
FORECAST
FIVE YEAR PROJECTION• Six month trial period• Bundling and seasonal deals • Strengthen relationship with Hispanic community
without alienating other groups• Sánchez becomes Target’s Hispanic representative• Partnering in order to reach different demographics• Relating to mainstream audience through varied commercials
Ricky’s stuff
POSSIBLE CHALLENGES TO OVERCOME• Possibly alienating Hispanic consumer• Failing to connect with mainstream
audience• Fail to achieve desired effect
The Hispanic Consumer
Aarón Sánchez Projections
SUMMARY
top related