Multicultural Marketing www.vivamia.com. viva partnership about us viva partnership inc 3227 NE 2 nd Avenue Miami, FL 33137 USA Tel: 305-576-6007 www.vivamia.com.

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Presentation transcript:

Multicultural Marketing

viva partnership about us viva partnership inc 3227 NE 2 nd Avenue Miami, FL USA Tel: viva media 8207 Callaghan Rd., Suite 200 San Antonio, TX USA Tel: Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Full service Multicultural Marketing agency – Extensive experience in the U.S. Hispanic consumer market What sets viva apart – Profound understanding of the various ethnicities, language proficiencies, geographical and generational differences, and cultural variances – Significant experience in retail, beer & spirits, health & beauty, CPG, financial and automotive categories 16 years in business Offices in Miami and San Antonio viva fast facts 3 Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Experts in brand insight generation. Minority owned, certified and managed. Independently owned and operated. A proud member of ICOM for over 10 years A mid-size agency where partners & senior staff are highly involved in ensuring the success of our clients. viva fast facts Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

A Sampling of Our Brand Experience 5 Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Brand Insight Generation & Strategy Creative and Production Interactive Strategy/Digital Marketing Consumer Promotions Direct Marketing Community and Public Relations Media Planning & Buying Grass Roots Marketing Consumer Market Research Shopper Marketing agency services 6 Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Demographics and Culture

US Hispanics = Opportunity Hispanics make up over 16.3% of the U.S population totaling Million! That’s more than the population of Canada, Norway, Iceland, Ireland… COMBINED ! Latinos account for half of US p opulation growth s ince Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

US Hispanics = Future Opportunity Today, 1 of every 4 kids is Hispanic 9 Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL Source: Adage/Census 2010

Almost 80% U.S. Hispanics in just 8 States Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL 10 Source: Census 2010, Pew Hispanic Research Center SF 31% MIA 51% NY 27% CHI 28% DAL 36% HOU 43% PHX 38% DEN 27% LA 55% Hispanic Share of Adult Population

Top Six US Hispanic DMA’s Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL 11 Source: Census 210, Pew Hispanic Research Center Hispanic growth over index total population growth

Hispanic Opportunity : Household 12 Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL More People / Household With More Children Of Hispanic moms live with children 3+ children in household vs. 23% for Non – Hispanics. 29% Average number of people in the household vs. 4.1 for Non – Hispanics. 4.3 Source: Simmons NCS/NHCS, Spring 2012 FY – Pop. Based on Women 18+ who are parent guardians of a child with one or more children in household

Communicating and Marketing to Hispanics Language & Culture Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Relevance is Key Now and in the Future: Hispanic marketing will evolve from a language-focused approach to a cultural/language approach. Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

American Hero Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Hispanic Hero Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

American Day of Bad Luck Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Hispanic Day of Bad Luck, “martes 13” Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

American Cats have 9 lives Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

Hispanic Cats have only “7 vidas” Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

American image of beauty Ultra Thin Hispanic image of beauty Ultra Curvy Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL Sofia Vergara