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How Tajin Expands its Marketing Beyond its Mexican American Core Consumer

Tajin, the Mexican company that produces several varieties of condiments consisting predominantly of chili peppers, lime and salt, entered the U.S. market in 1993.  It has since obtained a considerable following among Mexican Americans. The brand also targets the overall U.S. population transcending cultural and linguistic boundaries. Portada interviewed Luis Alfaro, Brand Leader of Tajin USA.

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Total Market Theory

Why The Total Market Theory Isn’t Working With Latinos

The total market theory has been dominant in traditional media for a couple of years now. But, other platforms like social media continue to rely on segmentation, targeting Hispanics through multicultural marketing. They are successful because they are out-in-the-open double agents, says industry veteran Ismalis Mendoza.

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