5

Sí se Puede

Kelly McCamley

University of Wisconsin-Madison

Hispanic Millennial WomenTargeted Age: 18-31

About Me:

Family and success are both at the forefront of my life.

Family is at the heart of everything I do on a daily basis2. I build strong relationships with my friends and family and love to help them succeed in life. I strongly value the opinions of my family and friends and remain loyal to brands that they enjoy. I also take pride in my Latin roots and love to express them in my everyday appear-ance as well as keep up on the hottest trends.

Success is another part of my life that I deeply value2. I am very focused on being a good provider for my family. I also have a very good work ethic when it comes to working in the workforce or at home. I use wealth to enjoy life verses using wealth to flaunt my assests.

Where I am from:

My Education:College enrollment has in-creased 24% in my Hispanic Millennial generation from 2009 to 20104.

Having a college education will allow me to live a middle class lifestyle. This increase is educational achievement as created growth in the amount of female Hispanic Millennials entering the workforce8.

California (14 million) is the state where most Hispanics live in the United States, followed by Texas (9.4 million), Florida (4.2 million), New York (3.4 million), and Illinois (1.2 million)3.

There are 53 mil-lion Hispanics in the United States, making Hispanics the nations largest and fastest growing minority3. Hispanics take up 15% of the nation’s population and are projected to increase to 30% of the nation’s popula-tion by 20508.

My Interests:I love to keep up with the latest trends and I am more fashion for-ward than non-Hispanic millenni-als1.

When shopping I am focused on great price, quality, and style.

I also have a strong passion for Lat-in music in my everyday life.

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Strengths • Tech-savvy

o Especially on mobile devices

• Becoming more educated

o Exceeding non-Hispanic females in college

enrollment

• Increasing amount of purchasing power

o Expected to represent 30% of total female

population by 20605

• More frequent mall shoppers compared to non-

Hispanic Millennial women11

o More likely to shop at JC Penney

Weaknesses • Difficult to market to the array of

cultural backgrounds

o Mexican, Puerto Rican,

Salvadoran

• English is not their native language

o Challenge to create bilingual

advertisements and marketing

strategies

• Heavily concentrated in only 5 states

o Will only impact sales in

retailers located in these states

 

Opportunities • Very loyal consumers10

o Capture before they become

loyal to another brand

• Have twice as many children as non-

Hispanic Millennial women18

o Influence whole family to

remain loyal to JC Penney

throughout their lives

   

Threats • Local boutiques may offer a more

specialized product assortment

• Willing to take more fashion risks in

comparison to non-Hispanic

Millennial women12

o JC Penney may not be able to

keep up with fashion trends

fast enough to retain Hispanic

Millennial women

 

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47%  53%  

Current  Amount  of  Women  in  the  Workforce  

Women  

Men  

 

Growth in Hispanic Population:

We know that the Hispanic population is growing faster

than any other minority group. It is also important to

point out that the United States workforce is becoming

more diverse every year. Currently 36% of the labor

force is made up of minority groups, with Hispanics

leading at 16%8. Between 2011 and 2012 the Hispanic

population grew 2.2% in the United States and is showing

no signs of slowing down8. The proportion of minority

groups participating in the workforce will only increase as

the United States becomes a more racially and ethnically

diverse country.

 

Growth in Women Entering Workforce:

Currently, men lead the workforce with 55% and the women trail

close behind with 47%8. Women in the work force in general are on

the rise of composing nearly half of the work force today. Since 1950

the amount of women in the work force as rose from 30% to 47%8.

By 2020 the number of women in the work force is expected to

grow 6.2%, exceeding the amount of men in the workforce8.  

Growth  in  Hispanic  Women-­Owned  Businesses:  

Latino-­‐owned  businesses  were  the  fastest-­‐growing  small-­‐business  segment  prior  to  the  

recession  owning  2.3  million  businesses4.    Strides  in  business  ownership  are  particularly  

apparent  among  young  Hispanic  women.    Latina  entrepreneurs  start  businesses  in  the  

United  States  at  a  rate  six  times  the  national  average  and  are  the  fastest  growing  

segment  among  women-­owned  business4.    Currently  1  in  10  women-­‐owned  business  are  

owned  by  Latinas  in  the  United  States  and  is  continuing  to  be  a  very  lucrative  market4.    

 

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Formula:  

 

The  steady  growth  of  the  Hispanic  population  in  the  United  States  +  the  continued  growth  in  the  

amount  of  women  entering  the  workforce  +  the  growing  Hispanic  women-­‐owned  businesses  =  

targeting  the  adult  Hispanic  Millennial  Women.    

 

Specifically  Hispanic  women  ages  18  to  31  because  they  are  Millennials  who  are  entering  the  

workforce  and  will  have  the  money  to  purchase  products.    The  products  that  JC  Penney  will  offer  

to  the  Hispanic  Millennial  Women  will  be  trendy  fashion  forward  apparel  that  women  will  

wear  in  the  work  force  or  at  home.    It  is  important  that  the  Hispanic  Millennial  Women  have  

clothes  for  both  settings  because  family  and  success  are  the  two  most  valued  aspects  in  Hispanic  

culture.    The  new  product  line  will  allow  JC  Penney  to  successfully  capture  the  Hispanic  Millennial  

Women  that  will  remain  very  loyal  to  their  brand  for  many  years  to  come.      

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Sí se Puede   Yes we Can

 

“Sí se Puede” is Spanish for “Yes We Can” and is a brand that projects the two most valued aspects of

the Hispanic Millennial Women’s lives, family and success.

• “We” implies that Hispanic Millennial Women would be succeeding together as a big family.

• Success is also projected through the brand because it implies that “Yes” every Hispanic

Millennial Woman “Can” succeed in what they pursue.

“Sí se Puede” will be a brand that is sophisticated enough to wear in the workforce but is still

fashionable enough to wear on an everyday basis at home or in public. Hispanic Millennial

Women would feel connected to “Sí se Puede” because it relates to their Hispanic roots. Having a

brand aimed at Hispanic culture will allow JC Penney to enter into the very lucrative market of

Hispanic Millennial Women.

 

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The marketing plan used to introduce the “Si se Puede” brand needs to grab the attention of as many

Hispanic Millennial women as possible. The two platforms that will work together are as follows:

1. Mobile Platform: • Hispanics lead the United States in mobile use at 87% compared to 80% of whites7

o Over 40% of Hispanics frequently use their phones to shop6

o Send twice as many text messages a day compared to whites6

• Real-Life example of how Hispanic population was captured through text messages

o Nevada sent numerous text messages to remind Hispanics to vote in 2010 mid term

elections

o Result was a massive Hispanic voter turnout

o Hispanics played a key role in the elections because of the text message reminders6

• JC Penney will use the same text message reminders for their store promotions and coupons

2. Mall Platform: • Hispanic Millennial women shop more frequently at the mall and do a larger amount of their

shopping at the mall in comparison to non-Hispanic Millennials11

• Front entrance mall displays of “Si se Puede” would make the new line of clothing more

visible to Hispanic Millennial Women

o Apparel will catch their eye

o More likely to enter JC Penney while browsing through the mall

• Advertisements located within the mall will grab Hispanic Millennial women’s attention

o Posters, banners, and hand-outs will direct them toward JC Penney

o Hispanic Millennial women are much more receptive to coupons and in-store

marketing in comparison to non-Hispanic Millennials11

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Mobile & Mall Platform Working Together: JC Penney will have a mobile app called “JCP Pal” that Hispanic Millennial women will download:

App will be available in Spanish The majority of Hispanics (59 percent) claim to speak Spanish all the time, with another third saying they

speak Spanish at least half of the time. Only four percent of Hispanics claim to never speak Spanish,

according to Market Segment Research18.

• Mall advertisements and the front entrance displays will advertise an incentive for downloading

the app

o The incentive will be receiving a coupon for 20% off apparel and 10% off fine jewelry

and home

o The coupon will be good to use as many times as they want within 48 hours

• JC Penney would have access to phone numbers after the app is downloaded

o JC Penney will send out weekly text messages including in-store and online promotions as

well as coupons for the “Si se Puede” brand

Text messages will increase the amount of Hispanic Millennial women

shoppers in JC Penney, just like the state of Nevada was able to increase the

amount of Hispanic voters

• Mobile Internet access is used in greater amounts by Hispanics (53%) compared to whites (33%)7

o Market the “Si se Puede” brand online

o Market the “JCP Pal” app online

The two most popular online Hispanic locations: Facebook and Twitter13

The combination of the Mobile and Mall Platforms

will make Hispanic Millennial women fall in love with

the “Si se Puede” brand because they lead in mobile

and mall use in the United States.  

(New  Message  from)  

Pal  

Nuevo  mensaje  de  

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Color Story: Emphasis on black and white with icy pastels

Business Chic

Fondant Capri

Sweet Sheer

Painterly Prints

Sizing: Available in Petite, Missy, and Women sizes

Sí se Puede

Offers a trendy Spring/Summer 2014 collection for Hispanic

Millennial women, inspired by New York Fashion week20,21

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Parallel Prep

Flirt Shirt

Fancy Floral

Shine On

Pleats Please

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Key strength is their ability to specialize the products in their stores across

the United States to effectively target different demographics of customers,

especially the Hispanic population. • Successful business model:

o Already captured the Hispanic Millennial women

Median age of Hispanic Wal-Mart consumer is 28

o Allow Hispanic Millennial women to complete all of their shopping in one convenient place

o Majority of Hispanic product specialized stores are located in the states with highest

Hispanic population

California, Texas, and Florida14

Utilize Spanish language signage and Spanish-speaking clerks

o Real life example of capturing Hispanic Millennial women through product

specialization

Offered less frozen food and added a taco bar and a tres leche cake bakery instead

because they were more popular to the Hispanic population14

JC Penney should follow Wal-Mart’s product specialization business model o Hispanic Millennial women are 41% more likely to follow trends in comparison to

17% of non-Hispanic Millennials12

JC Penney should offer the trendy “Si se Puede” brand in states with high Hispanic

populations

Should also increase the amount of Spanish language signage and Spanish-speaking

clerks in California, Texas, and Florida stores

Key strength is their trendy fashion collections and presence on Spanish-

speaking television with Hispanic celebrities such as Jennifer Lopez and

Marc Anthony. • Successful business model:

o Trendy collections by Jennifer Lopez and Marc Anthony

Hispanic Millennial women feel connected to their Latin roots

Hispanic Millennial women surround themselves with more Hispanic women

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• Attracted to Jennifer Lopez’s Hispanic background

o Sponsor Spanish-speaking television show15

Viewers are constantly exposed to Kohl’s advertisements

Jennifer Lopez and Marc Anthony advertise their own trendy clothing collection

on television for millions of Hispanic Millennial women to view

JC Penney should follow Kohl’s Hispanic celebrity business model not

now, but in the future o Signing with celebrities for clothing collections is very expensive

o JC Penney is not currently financially stable enough to take on such a huge expense

o Once JC Penney increases sales through the mobile and mall marketing platforms, they

can begin to partner with a Hispanic celebrity

o JC Penney should get more exposure on Hispanic television through Spanish-speaking

commercials

Even though Pepsi is not a direct competitor to JC Penney, they have

successfully captured the Hispanic Millennial women through

PepsiMusica. • PepsiMusica

o Focus on music since it is such an integral part of Hispanic Millennial women’s culture16

o Sponsor concerts, share music online, and feature new hit Latino artists19

o Offer website in Spanish

JC Penney should learn from Pepsi’s successful music platform o Begin to incorporate Latino music in TV commercials and social media posts

o Offer website, advertisements, and in-store signage in Spanish

 

 

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8%

14%

35% 25%

18%

Six Month Sales Plan

Feb.

March

April

May

June

JC MUSICA: Will be an advertising campaign focused on targeting the

Hispanic Millennial women through music on social media

Music is a core element in Hispanic Millennial women’s culture

Higher percentage of Hispanics use social media (80%) compared to non-Hispanics (70%-

75%), especially Facebook and Twitter13

Will cost 30% of advertising budget

Responsive to online experiences that appeal to their language needs and culture

o JC MUSCIA will be new and separate from current JC Penney social media pages

Post Spanish speaking commercials with authentic Latin music

Online advertisements in Spanish

Hispanic models in “Si se Puede” clothing

JC MUSICA will include a portion of its advertising budget to Spanish speaking commercials

advertising “Si se Puede”

o Telemundo and Univision offer the same English speaking television stations, except

spoken in Spanish

o TV commercials are more expensive than social media advertising

Cost 70% of advertising budget

February:

Launch of “Si se Puede”

Hispanic Millennial women will first be hearing

about “Si se Puede” through JC MUSICA and

mobile/mall marketing platforms

March:

Begin to see an increase in Hispanic Millennial

woman shoppers after they are captured by

marketing and advertising efforts

o Spread positive word of mouth to friends

and family and influence them to shop at

JC Penney

April:

Peak in sales due to the Hispanic holiday

Semana Santa (Holy Week)

May:

High volume of sales because of the Hispanic

holiday Cinco de Mayo

June:

Sales decline after holidays but remain higher

than March and February because JC Penney has

captured a portion of the Hispanic Millennial

women shoppers

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Three components will work together to appeal to the new Hispanic

Millennial women:

1. “Si se Puede” brand displayed at front entrance of store

2. Spanish advertisements located in mall window display

3. In-store signing in Spanish

Will create a strong

statement targeted toward

Hispanic Millennial women

Especially since Hispanic

Millennial women shop in

the mall more frequently

than non-Hispanics

“New Trends!” = “Nuevas tendencias” “Spring and Summer Collection” = “Colección

primavera y verano”

“Try something new!” = “Probar algo Nuevo”

Sí se Puede

¡Nueva colección!

Ropa de mujer

Majority of Hispanic

Millennial women

frequently speak Spanish

Display signs in Spanish to

create a welcoming culture

JC Penney’s “Sí se Puede” brand will leave Hispanic Millennial

Women believing in herself and feeling as though she can do

anything she sets her mind too

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Web. (trends fb)

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Center for American Progress. N.p., 8 Aug. 2012. Web. (edu fb)

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2013. Web. (swot strength)

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N.p., 13 Feb. 2013. Web. (trends)

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Mar. 2013. Web.

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Brandweek 49.16 (2008): 8. Academic Search Premier. Web. 12 Nov. 2013.

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n.d. Web. 9 Oct. 2013.