...Instructor: Class: Date: A Marketing Plan for Blackberry Bold 9900 in the Hispanic Market Executive summary The population of the Hispanics in the United States is growing tremendously. In 2010, the population hit 50 million constituting of 16.3% of the total united state population. At that time, it became the second largest group in terms of population. The population grew by 43% since 2000 and projections for the trend are high in the coming years especially in Los Angeles, New York, Chicago, Miami and Texas. Economically, the contribution of Hispanics in the gross domestic product in United States rose by $338 billion from $862 billion in the year 2007 to $1200 billion in 2012. This growth increased their buying power by close to 10% of all the United States buying power. As at 2010, 31% of mobile consumers in United States owned a Smartphone. The demand for smart phones is likely to grow massively especially within the Hispanic market which accounted for 27% usage among the Hispanics by then. On Smartphone usage, apple accounted for 29%, android phones accounted for 27% and other mobile phone products accounted for 18% usage among the Hispanics. According to this data, it is conclusive to say that any marketer who does not recognize the potential of this target market is missing a great opportunity. Hispanics are educated and their lifestyle is modernized. They are therefore technology oriented and they consume upscale goods. This is a marketing plan for Blackberry Bold...
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...in the world. Its portfolio includes hundreds of brands, such as Velveeta, Kraft Macaroni and Cheese, Oscar Mayer, Nabisco, Post, Kool-Aid, and Maxwell House. In 1999, Kraft Foods noticed its Hispanic share was not growing as fast as its overall share in some categories. This situation served as a strategic "call for action" given the double-digit growth of the Hispanic population. Kraft acted promptly by changing marketing strategies and embarking on an indepth analysis with the Hispanic consumer and key decision-maker-the Hispanic Mom. Kraft marketing managers enlisted the support and involvement of their senior management with the following objectives. Develop culturally relevant marketing programs which: • • • Enhance the quality of Hispanic Moms' lives Create an emotional bond between Kraft brands and Hispanic Moms Are embraced by retailers as unique and value added Marketing Challenge The Hispanic consumer opportunity presents a classic marketing challenge for Kraft and otherseffectively applying target marketing. The cornerstone of Kraft's success is rooted in understanding how to identify key target groups and tailor marketing efforts to the target's specific needs and concerns. The first step in achieving these objectives was to identify valuable consumer insights about Hispanic Moms. In other words, understanding not only her eating and cooking behavior but also uncovering emotional consumer insights that explain her life motivations, her dreams, and her wishes for...
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...African American and Hispanics in regards to the housing market. African Americans make up one of the major ethnic subcultures, representing 13 percent of the American population, where on average, are younger than the white population, have less education, and lower household incomes. “One-third of black households earn $50,000 or more and nearly 10 percent earn $100,000 or more” (Hawkins). African Americans are segmented as market leaders or market followers. Within those are generational differences which pose challenges when it comes to marketing because they don’t follow the stereotypical images that they have been subjected to. Many are “driving growth in income and purchase power through education and professional achievement. African Americans represent $799 billion in buying power, which is expected to grow by some 34 percent through 2011” (Hawkins). This fact gives lenders and real estate agents opportunity to implement specific marketing tactics. Internet usage among African Americans is on the rise, allowing marketers to leverage online-based advertising for example. Hispanics represent another major ethnic subculture and have diverse nationalities including people of Cuban, Mexican, Puerto Rican, South/Central America or any other Spanish ethnicity. “The Hispanic market is now the largest and fastest-growing ethnic subculture in the United States” (Hawkins). Hispanics are sensitive to nationality-based differences which can pose as a marketing challenge. Differences...
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...Running head: THE ROLE OF PROMOTION IN MARKETING DECISIONS The Role of Promotion in Marketing Decisions TUI University Module 3: Case Study #3 MKT501: Strategic Marketing February 08, 2012 The Role of Promotion in Marketing Decisions This Company’s Targeting and Marketing Strategy Success Part of what made this company’s targeting and marketing strategy a success comes down to what I reviewed in our reading from KnowThis.com. This article discusses that you need to know the members of your target market. In this case, as Medina (2011) covered in her article, the management staff of the casino looked around and discovered they had a large Hispanic population. This as it turned out was a shock considering that prior research suggested the Hispanic population typically don’t gamble. Since the casino already had a considerable Hispanic clientele, as KnowThis.com suggests, the casino can exploit this information to target their current customers and recruit previous and even potential customers. Another way to do this according to KnowThis.com is to use influencers on the target. The casino invested in signs in Spanish, Spanish speaking blackjack dealers, announcements in Spanish and probably one of the biggest influencers, Spanish entertainers. In Medina’s (2011) article she tells us how the casino sold out all the rooms in the hotel and had a full audience in attendance during these shows, numbers any casino in Las Vegas would kill for. The entertainers also...
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...Minority Marketing Research Paper [Type the document subtitle] 9/16/2012 Minority Research Paper 26 AUG 2012 MKTG 310 American consumer’s needs and wants are forever changing in a world of changing diversity and what makes for a successful business today may not be the same in the future, it’s almost a certainty. Evolving diversity marketing must be studied closely to recognize differences in cultural and social settings in large groups because lifestyles of different cultures are dictated by various values, beliefs, entertainment and interaction. All of these different aspects drive particular wants and needs that are imperative for a company to recognize for self preservation over their competition. The growth and consumer consumption of America’s Minority groups are growing at a compounded rate that has created a new exploding market to be utilized. It’s critical to understand the meticulous data gathered from consumers to create the most effective marketing plan to reach are targeted consumer. The following is an outline covering important demographics of three major minority groups in America including; African Americans, Hispanic Americans and Asian. I. AFRICAN AMERICAN A. Total numbers in the U.S. a. 2011 Black Population: 43.2 million, 14.1% of US In 2011 US Census Bureau estimates 43,884,130 African Americans 14.1% of the total population of 311.5 million in the U.S. This includes those who identify as Black only and as Black in...
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...Introduction This report will provide a portrait of the Minority Population in the United States in order to add to our understanding of our Nations changes in ethnic diversity, particularly in the realm of business and marketing. AFRICAN AMERICANS According to the 2010 Census reported that there were 42,020,743 African Americans living in the United States (census.gov). Numbers from the Census Bureau show that African Americans make up 13.6% (up from 15.4% from 2000) of the total U. S. population (census.gov). The African American population grew by 5,601,309 from 2000 to 2010, a 15.4% increase (census.gov) According to Blackdemographics.com the average household size for the African American population in 2010 was 3.28 persons (esri.com). The average age for the population was 31 years old. 18% of the population possess a bachelor’s degree. The median income level is lower than the national average at just $33,460 (blackdemographics.com). The highest population of African American is the South with 23,105,082 or 20.2% of the African American Population. High concentrations are found in Texas, Florida, Georgia and California (census.gov) It Is reported that 60% of the African American Population lives in 10 states (Texas, Florida, Georgia, New York, North Carolina, Illinois, Maryland, Virginia, Ohio and California). The African American population has larger concentrations near metro areas in the South, Midwest and West (census.gov). According to Marketwired...
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...Final Project: Marketing Plan University of Phoenix MKT 230 Jose A Torres Sunday, August 19, 2012 In my marketing plan, I will combine a few different services but concentrate on two to three services but the concept of the company being promoted is a different kind of customer Service Company. The company would offer photo/video services, paralegal services for attorneys, notarizing signing agents, consumer bankruptcy petition preparation, and a joint venture with bankruptcy attorney Sean Fleming to provide a complete debt elimination credit-rebuilding program. That is why I am calling the company "The Torres Networking Group" or TNG, LLC because it will be more of a consulting company with these services. This is a real world example; it is a company that I am launching, and by the beginning of 2013 when I receive my small business, funding the company should have a fully functional interactive website and a retail location in Elgin, Illinois (Welcome to the Illinois Hispanic Chamber of Commerce, 2011). My marketing plan is not just a project and an exercise it is a personal dream of mine that I have wanted to realize since 2006. Based on the research I have performed and the analysis I have decided to provide these services in the first marketplace such as Kane County in Elgin, Illinois. This would be a retail location with a photo and video studio included for consumers. At this location, we would offer services...
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...Marketing Strategies and Subculture O’Terral Maze MKT/554 October 28, 203 Professor Sandra Payne Marketing Strategies and Subculture Using promotional strategies to achieve successful product positioning is necessary to reach the appropriate market segment. According to Peter & Olson (2008) ” market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) and individuals for the firm to serve” (p. 369). TRIAAD Research Group has been tasked with marketing flavored cigarettes to European and other international markets for the Exotic Smokes Cigarette Company. To build a consistent brand message across all markets, TRIAAD will use a standardized marketing approach. TRIAAD will have to use different market strategies to market flavored cigarettes within the different subcultures. Subcultures are “cultural subgroups differentiated by status, ethnic background, residence, religion or other factors that functionally unify the group and act collectively on each member” (“The Free Dictionary”, 2013). This paper will provide the market strategies used to market flavored cigarettes to the subcultures of African American, Hispanic, and Asian. African American The marketing strategies that would be used to market flavored cigarettes within the African American should first start with the brand name. The brand name should be printed in languages like Gullah and Creole. Further the pricing of the...
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...frequently encountered in America due to the ‘melting pot’ nature, continual immigration into the United States, and various religious and ethnic viewpoints experienced in modern day society. A collision of all these subcultures in America has led to difficult marketing approaches to address both the core values and norms of the American culture and unique market behaviors, values, and norms that may be specific to other subcultures. In the case study, “Tapping the Ethnic Housing Market,” Fannie Mae evaluated ethnic groups to determine the different perceptions associated with the home-buying process (e.g. reason to purchase a home, knowledge about the overall purchasing process, and confidence in the process). The case study will discuss the opportunities and challenges facing housing lenders and real estate agents today based in the perceptions of each ethnic group. Analysis “Ethnic subcultures are those whose members’ unique shared behaviors are based on a common racial, language, or national background,” (Hawkins & Mothersbaugh, 2010, page 158). The Fannie Mae case study analyzes the different perceptions of the home-buying process among the general American population, African Americans, English Hispanics, and Spanish Hispanics. When considering the first factor, home-buying reasons, a small amount of every population saw ‘Safe Investment with Potential’ as the key reason to purchase a home. The top reasons to purchase a home were identified as ‘Renting is Bad’ (general population)...
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...MM52 ACC MARKETING MANAGEMENT Marketing Plan: Meliza Jewelry 4.0-5.0 Precious Stone New jewelry Line Ibis Lemus ibislemus@yahoo.com (2.0)Situation Analysis Meliza jewelry is a small company that has sold custom gold jewelry and repair services, for more than 10 years to a lower class or working class. The majority of people in this community, work in lower tier job, they are compensated for their job with a minimum hourly wages, and are Hispanic. This culture tend to Base on their income, this community tends to consume products that are affordable, necessary, or a fundamental feature of this cultural. The Hispanic culture is also very religious culture and very often uses a religious jewelry made of gold, or give religious jewelry made out of gold as important gifts. (http://en.wikipedia.org/wiki/Working_class) The majority of their products offered by Melisa jewelry are made using precious stone and 14 K gold metal, and gold it be come to expensive. Today their idea is to introduce a new jewelry line that could be more affordable, but maintains the quality and satisfaction of their customer’s expertise. Meliza will implement new technologies that guarantee the precision of the jewelry confections. Meliza jewelry also will introduce the combination of special metals like silver, and Alloys with precious and semi-precious stones. Local and national market research indicates that it’s a great need, and demand for this type of product (Shim, 2010) Different research...
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...The Three Largest Minority Target Markets: Hispanic, African and Asian Americans I. Hispanic Americans Population A. Total amount in the U.S.: There is 53 million Hispanic Americans living throughout the U.S. B. Percentage of total U.S. population: The Hispanic population contributes to 17% of the overall U.S. population C. Rate of growth: The growth rate of Hispanic Americans is 2.2%. D. Average household size: The average household size of Hispanics consists of 3.53. E. Average Age: 36.8 (Marketing Chart Staff) F. Percentage with college degrees: There are nearly 13.2% of Hispanic Americans with college degrees. G. Average/Median income level: $38,624 H. Geographic location: California, Florida, and Texas I. Most popular brands that are purchased: “Android, Apple and Blackberry” (Top 10 Hispanics & Mobile Facts – Infographic & Study) J. Specific products that are purchased the most: Mobile devices and tablets 1.) “56% Hispanics vs. 33% Non-Hispanics – shop mobile with a phone” (Glenn Llopis) 2.) “43% Hispanics vs. 25% Non-Hispanics – shop with a tablet” (Glenn Llopis) K. Best media method to use: Advertising through radio, billboards and infomercials that are translated and related to the Hispanic population. II. African Americans Population A. Total amount in the U.S.: The second largest minority group is African Americans; there are nearly 43.9 million individuals. B. Percentage of total U.S. population: African Americans compose 18.4% of the entire...
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...of the Farmers, Processors and Distributors. Marketing brand Vs. Commodities. How the campaign made its journey over the period. 3. Beverages Beverage Water Flavoured NonAlcoholic Alcoholic Milk Juices Wine Distilled Spirits Hot Beverages Soft Drinks Beer Q.1. What associations do consumers have for milk? Consumer Associations … User Imagery Usage Imagery -Children -Taken at Home -Adults / Teenagers - Complements other food types -Baby beverage: outside the homeProduct-Related Attributes-Not thirst quenching Brand Personality-Lack of flavour - Dull & Boring-Milk is White & Sold in Gallons MILK Functional Benefits History & Heritage -Nutritious -Nostalgia -Calcium Rich -Ritual Experiential Benefits Filling Drink Harmful 5. Implications of Associations… •Diminishing Behavioral Loyalty •Less Intense Activity •Social Approval •Health Resonance •Low consideration •Dull & Boring •Credible • Personality •Quality mismatch Judgments Feelings • Ritual•Nutritional drink • No PODs•Reliable Performance Imagery • POP’s•Style Missing •Moderate depth •Low breadth Brand Salience Salience 6. Q:1. What are the implications of these associations in terms of building brand equity for and increasing the consumption of milk? Old Marketing Campaign “Milk Does a Body Good” Campaign Displayed target group drinking milk Emphasis on Nutrients and benefits Milk was shown without food Generated positive attitudes towards milk New Marketing...
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...Over the past few decades, the populations of minorities including Asians, Hispanics, and African Americans have increased enormously. “These new consumers demand representation, attention, and acceptance from the marketing community” (Macchiette & Roy, 1995). Because a consumer’s buying behavior is influenced by one’s culture, attitude and beliefs, marketers are steering away from stereotypical marketing and directing the focus on multicultural marketing. Marketers are creating strategies to meet the individual wants and needs of these cultural groups. Multicultural marketing prevents the possibility of “damned brands” and boycotts, while strengthening the relationship with consumers, and providing growth for a company. Social responsibility is a major factor that marketers need to consider when developing a promotional campaign for a new product. As said in the Journal of Consumer Marketing, “Products considered to be legitimate when targeting one group, may not be perceived as being socially responsible when targeting other sensitive groups” (Macchiette & Roy, 1995). For example, animal fur is considered a sign of wealth in some cultures, but will result in a negative opinion from other consumers such as animal activists. Marketers who do not consider all cultures and beliefs when developing a promotion will provoke boycotting of products and ethnical controversy among consumers, which in turn will result in a negative public image for the brand. Attaining appropriate...
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...financial initiative called Latin-Finance in Manhattan New York solely for the purpose of test marketing. The consumer group will be Latinos and Hispanics of all ages who live in NYC but want personal and business loans for economic opportunities mainly in the Manhattan borough. The firm has 50% of Manhattan banking market deposits or 334 billion of 650 billion in. While Latinos & Hispanics make around 28% of NYC population and around 25% of Manhattan brought, the account for less than 10% total banking deposits in Manhattan, have the lowest home ownership rate below 10% and virtually no access to business and personal loans $5000 or more and make only 30% of the income as Whites, have lowest marriage rate, lowest education attainment rate, and is seeing their share of population shrink as high cost of living push them out of the city. The company JP Morgan Latin Finance will be established as a wholly owned subsidiary operation and have its own office in located in Mid-town Manhattan. The building will be huge and newly construction at 5-6 million square feet and will cost 6-10 billion dollars for construction, interior design, technology, getting the staffing set up, and dealing with the city legal and political oversight and requirements. It will have around 18,000 employees and 1.5 to 2 million square feet of the building complex will be dedicated to human resource technology, marketing, entrepreneurship and general management with a strong project management emphasis in each...
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...Multiple Choice Questions 1. How did the Girl Scouts change to meet the needs of Hispanic families? A) Training focused on how to address a Hispanic woman. B) Training focused on the importance of building a relationship. C) Brothers were encouraged to attend some events. D) Las Posadas, a Hispanic Christmas tradition that pays homage to Mary and Joseph's search for an inn, is being conducted by Girl Scout troops in some areas. E) all of the above Answer: E Page: 157 Difficulty: easy 2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____. A) market segment B) subculture C) ethnic group D) reference group E) subgroup Answer: B Page: 158 Difficulty: moderate 3. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. A) subsegments B) subgroups C) secondary markets D) subcultures E) reference groups Answer: D Page: 158 Difficulty: moderate 4. The degree to which an individual behaves in a manner unique to a subculture depends on _____. A) the extent to which the individual identifies with that subculture B) how long the individual has been in this country...
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