April 2010 - Posts

• Hispanic shoppers are buying more private label brands

  Apr 09 2010

  A recent study reports that private label brands account for 31% of household grocery expenses among Hispanics, averaging $172 monthly. Household income doesn't affect the amount spent, as Hispanics earning $50,000+ spend the most, at $195. Offering multiple tiers of private brand products, from basic to premium, can effectively appeal to Hispanics at all income levels. The upside is notably the youngest shoppers (18 to 24) who spend more than any other age group, at $199. In addition, 42% of Hispanics 25 to 39 have increased spending on private brands. The most purchased private brands among Hispanics: Dairy products: 54% Paper products: 41% Carbonated beverages or bottled water: 35% Cleaning supplies: 34% Cereals and breakfast products: 34% Ways to encourage Hispanics to buy private brands: Quality and healthy ingredients: 64% Price lower than the alternative national brand: 63% Discount coupons and sales: 59% Same ingredients and characteristics of alternative national brand: 49% The store would donate a percentage of sales to the community: 48% Sources: progressivegrocer.com Food Marketing Institute (FMI) Private Brands Group no comments

• Consistent brand experience = social payoff

  Apr 09 2010

  Now that social networking has become the No. 1 activity online, and 78% of consumers trust peer recommendations, the strength and consistent meaning of your brand is more important than ever. Your customers seek to engage and they want to share their understanding. Here are some ways to increase your effectiveness in today's landscape: Extend your marketing plan beyond traditional channels and use avenues that engage your target. Collaborate with your marketing experts to review and update your brand strategy quarterly. Examine each consumer touch point to identify the areas where your brand may not be delivered cohesively. Address the widest gaps initially, with an action plan for continuous improvement. Focus on brand strategy early and throughout the business process to ensure your marketing communications align with the business goals. Be sure your outward messages, products and customer interactions reinforce a consistent brand experience. Taking action to incorporate these practices will yield new insights and opportunities to engage and connect. no comments

• Melting pot or salad bowl?

  Apr 09 2010

  Today's multi-ethnic America, with all its sociological complexities, resembles a salad bowl in which every single ingredient retains its flavor regardless of the dressing — rather than a melting pot of consumers that can be reached by the lowest common denominator. In this culturally diverse environment where it's perfectly acceptable to eat teriyaki chicken wrapped in a tortilla, the term "American" is no longer easily defined. So how can we re-think the way we approach culture and brands? First by realizing that people define themselves through their culture, and culture is strongly influenced by the brands they choose. Therefore, a truly integrated marketing approach must deliver compelling information in a highly imaginative and human manner, speaking with one voice. And it needs to mirror the salad bowl, utilizing media that speaks to the different lifestyles and culture of today's consumers. with 1 comment(s)