Hispanic Millenials

Should not be ignored

What is CCI??
Cultural Connection Index Why does it matter?

Marketers who target baby boomers, Gen X and Gen Y ... need to understand that Hispanic culture is as important to a 21-year-old Mexican born in the United States as to a 65-year-old Colombian who immigrated 15 years ago.

observing Latino traditions, customs and holidays with frequent celebrations is extremely/very important
91% hispanics over age 35

93% of Hispanic Millenials with a high CCI.

51% of Hispanic Millenials

Marketing to Hispanic Millennials

Be authentic Be relevant

Translation alone isnt enough

Open access to brand & discovery

market through multiple communication platforms

Understand Influencers

The Opportunity
Uberconsumers Buying power - $1.2 billion High-indexing: more likely to browse

Is Growing
Growth double digits 2000-2012: growth of 43% the 2010 Hispanics accounted for 70% of all the growth in the U.S. Millennial population

2050 Prediction

Brand Loyalty
General Mills: AD McDonalds: AD Colgate and Coca-Cola

Hispanic Millenials Adoption

Technology

Entertainment

Connectedness

Media

Hisp. Mil.s high-CCI group

More than half (55%) of the reports going online to learn more about a product after watching a TV commercial

51% share product information on social media

44% click on ads on Facebook

44% scan a mobile tag or bar code;

and 36% click on a mobile ad on their smartphone

Top ten most engaged countries for social networking

Average Hrs/Month
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Israel Argentina Russia Turkey Chile The Philipines Columbia Peru Venezuela Canada US 11.1 10.7 10.4 10.2 9.8 8.7 8.5 8.3 7.9 7.7 7.6

What Else?
Advertising media that has barely been tapped for this market

Internet Radio

Successful International Companies

Nike Apple Coca - Cola Johnson & Johnson Hewlett - Packard

Nike International, Ltd.

1981 Europe, Japan, Asia, Latin America and Africa Focus on providing innovative customer experiences in the Sportswear, Running, Basketball and Football. Same marketing strategy across all countries

Apple
Maintains one recognizable image worldwide Uses message that is specific to each country Cool factor

Coca-Cola
Brand is global, but it must be relevant locally Coca-Cola presents the same message globally, but alters it depending on the location "Coca Cola flourishes when our people are allowed to use their insight to build the business in ways best suited to their local culture and business conditions". - CEO Douglas Daft Coca-Cola allows their local managers to act according to the relevant conditions.

Coca-Cola cont.
Latin America Ad

Sources
Smith, Jacquelyn. "The World's Most Reputable Companies." Forbes. Forbes Magazine, 6 Sept. 2011. Web. 10 Feb. 2013. "NIKE, Inc. Introduces 2015 Global Growth Strategy." NIKE, Inc. N.p., 5 May 2010. Web. 10 Feb. 2013. Ray, Rebecca. "Apple's Secret to Booming International Sales." Chief Marketer Home Page. N.p., 3 May 2010. Web. 10 Feb. 2013. Holstein, William J. "How Coca-Cola Manages 90 Emerging Markets." Strategy Business. N.p., 7 Nov. 2011. Web. 10 Feb. 2013. Articlesbase.com. Articlesbase.com, n.d. Web. 10 Feb. 2013.