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David Benitez has led Intelligent Mexican Marketing in connecting leading Mexican brands with American consumers for nine years. He sat down with Portada to reflect on the strategies and decisions behind the company’s success, how the market for Latino products has evolved in the United States, and where he plans to go next.

 Founder and CEO of IMM David Benitez has kept a journal documenting his business adventures for years. Sometimes, he says, he re-reads his old entries and finds notes about experiences that he had completely forgotten about. Other times, he realizes that the problems he faced years ago are the same as those he faces today. But one thing is for certain: in IMM’s nine-year history, the company has grown exponentially, and become a leader in connecting American consumers with leading Latino brands.

Logo-LongWhat is the secret to Benitez and partner Ricardo Villareal’s success? “When you have a purpose as a company, and you know where you want to go and you have the team, it’s quite simple to get there. It’s important to have clarity of what you want to do.”

When he started IMM, consumers were just starting to appreciate and understand the opportunity that they were facing: “The concept of Latino was different from what it is today,” says Benitez. “When you tried to sell something Latino, very few companies were doing that, very few brands.” There were still only a few leading brands in each vertical, but “everyone was trying to address the race to capture the Latino market in the US.” What everyone didn’t necessarily understand was how to do that.

“When you have a purpose as a company, and you know where you want to go and you have the team, it’s quite simple to get there. It’s important to have clarity of what you want to do.”

Educating the Consumer

Benitez’s previous experience in operations and consumer products gave him valuable insight into how to target Latino brands in a way that appealed to American audiences. A huge industry of consumption had emerged in which products, people, and money were sent back and forth between people on each sides of Mexico and the United States. Everyone started fighting for the same piece of the American consumer pie. But “90% of the products coming to the US were in wholesale environments.”

Everyone was using the same channels. Consumers had no advantage in terms of prices and choices. Real brands were not being created – only the middlemen, the wholesalesmen – were capturing the value. And those companies were not seeing results. Benitez has always tried to run IMM differently: “Our purpose…is for everyone to enjoy the best Latino brands.”

Instead of simply delivering Mexican products in a truck, Benitez and his team focus on “

creating experiences for both the customer and the consumer, and telling them about the real potential of Latino products.” He claims that he has found very few companies doing what he has done at IMM because “they don’t create brands.”

“They’re just traders. But if you want to create an experience out of a brand, that’s a whole different approach. That’s why we decided to do it this way, to recreate the brand, and the packaging…we needed control over our own destiny with intelligent marketing, which is the concept behind our company’s name.”

At this point, he has concentrated most of his efforts in Texas, where they have a distribution network of over 7,000 stores. As for the competition? “They think having a delivery truck is all you need,” says Benitez, “but nothing could be so far from the truth.” Unfortunately, he has seen a lot of companies forced to shut down while attempting to reach into the US Hispanic market.

Turning Brands into ‘Heroes’

Benitez is uniquely positioned to connect the Mexican and American markets because he understands what they have in common, and what they don’t. “One of the very interesting things about Mexico is that we don’t have many heroes. The United States creates heroes every day,” says Benitez. We decided to make our brands and products the heroes. We want to give this to the people so that they can feel proud when they see their products selling everywhere.”

Benitez says that he wants to help these brands succeed in the United States with losing their identity. While some minor tweaks are necessary, it’s all about “finding the conversation that the product would like to have with the consumer.” He d01c0ef1554fa79ec4cbe5adbe9a2d5fgives the example of Takis – which is the number one snack in Texas now, beating even leading American brands like Doritos – because he was able to help the brand attract both Hispanic and Americans.

But IMM faces his fair share of challenges. “We have to educate buyers, store managers and suppliers as well, as many of their decisions are based on what their bosses are telling them to do, not what the consumers are willing to buy.” Benitez believes that it is very different to be company-centric as opposed to being customer-centric.

Cutting-Edge Technology to Push Expansion Efforts

He has been diligent about implementing the best in technology at IMM. As 80% of the stores that they service are franchises or independently owned, he has had to develop top-of-the-line technology and analytics for creating promotions, anticipating prices and generally staying on top of their huge network. In 2012, he even visited Apple’s Cupertino office and managed to persuade them to help IMM convert the iPhone into their main distribution and marketing tool. Apple has provided the guidance and team to support the endeavor, and IMM has been operating with this technology for almost four years now.

“Our goal is more brands, more Latino expansion, more coverage. I want to take this globally.” But the more he travels, the more he “feels the weight of the challenge.” First, IMM will focus on expanding within the United States, integrating more products and expanding through bringing more brands from other countries in Latin America.

But Benitez is sure that he already has the right formula, and that now he just needs to execute. And although his company may be bigger and more profitable than your average startup by now, he still guides himself with the same principles that he did as an entrepreneur. “If you share our purpose, you become our partner,” he says.

Portada speaks with some of the key players in multicultural sports marketing to gather insights on their goals and priorities for 2016. Views and forecasts from leaders at Tecate, Amtrak, Elemento, TeamWorks Media, GLR, Fox and AC&M Group.

By Gretchen Gardner

chivasThe growing Hispanic market has become increasingly key for American brands’ marketing efforts. But it’s not an easy task to develop a strategy that works for such a diverse, segmented audience. Hispanic Americans hail from such diverse cultures and geographic regions and have different levels of insertion into American culture, making it difficult to group them all into one market.

But one thing is clear: Hispanic-Americans love sports. In fact, a Nielson study indicated that 94% of Hispanics identify themselves as sports fans, while 56% would say they are avid fans. So how are key players in sports marketing making plans for 2016?

In Portada’s conversations with industry executives, there was a consistent mention of the ever-evolving landscape of digital marketing. There is no single platform that commands the attention of the entire Hispanic market, so messages and branding must be distributed among broadcast media, social media, and physical locations like stadiums or arenas.

Futbol and Boxing Dominate

Speaking of stadiums and arenas, two sports have proven to be key: Soccer and boxing.

Gustavo Guerra
Gustavo Guerra

Gustavo Guerra, Brand Director for Tecate beer at Heineken USA confirms that the brand is focusing strongly on opportunities in these sports, as it wants “to become synonymous with the biggest games and fights focusing on these moments where fans gather to watch their passion points.” The brand worked on increasing engagement around both sports through bringing the fans physically together, bringing Chivas, the most popular football club in Mexico, for a friendly match in the U.S., hosting online forums for the Mayweather Pacquiao fight, for which Tecate was the exclusive beer sponsor, and hosting viewing parties for other big games or fights.

In 2016, Tecate wants to continue to help fans “have familiar and authentic experiences when they’re enjoying their favorite sport.” Tecate plans to build on the fact that it is the #1 beer in Mexico, and assures us that they’ve “just scratched the surface” in this appeal to Hispanics’ biggest passions.

Language is optional, but relevancy is a must!

Marco López, a partner at agency Elemento L2, agrees that

Marco Lopez
Marco Lopez

soccer is the key to reaching Hispanic audiences in 2016, as staying “culturally relevant with a compelling story” is key to his agency’s strategy. And what about language? “Language is optional, but relevancy is a must!” Lopez also mentioned the power of insight as an alternative to those who cannot acquire the rights for properties or teams, citing Beats by Dre during the World Cup as an example.

But it’s not all about soccer. Tab Bamford, Business Development

Tab Bamford
Tab Bamford

Manager at Teamworks Media, a Chicago based Sports Marketing Agency, suggests that their biggest opportunity for 2016 was non-soccer content. “The market is saturated with really good soccer content already, and there are a lot of other sports that Hispanic fans are excited about and engaging with that marketers and sponsors are neglecting,” Bamford said. And not all sports are created equal, as Bamford highlights that “there are nuances that need to be recognized when talking about different sports, much less with different audiences. Being aware of both the macro audiences and the niches is paramount to succeeding.”

The market is saturated with really good soccer content, and there are a lot of other sports that Hispanic fans are excited about that marketers are neglecting.

WATCH HIGHLIGHTS FROM PORTADA’S 2015 SPORTS MARKETING FORUM:
(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

A Focus on Engagement

What’s more, Hispanic sports fans are not just numerous, but also sophisticated and connected, and demand engaging content about the teams they love says Jose Ortega, Director of Digital Media at Fox.

Jose Ortega
Jose Ortega

Ortega emphasizes Fox’s efforts to engage with Hispanic sports fans “in a more user-friendly way,” providing them with “in-depth articles, behind-the-scenes access, programming grids and results for all the leagues and teams across all sports.” Ortega also highlights the importance of expanding the multi-platform presence, re-launching their website to include “more video and mobile experiences for users.”

Luis Gutierrez
Luis Gutierrez

Luis Gutierrez, Vice President of Sales at GLR Networks, the production and distribution arm of PRISA Radio, also spoke of the importance of engaging with Hispanics, not just exposing them to brands, as they continue to provide “great play-by-play spots analysis” for Chivas, and six other teams in the Mexican Liga through coverage by people like DR.Z and Alex Pazos.

Because Hispanic audiences are so passionate about sports, brands

Crystal Hudson
Crystal Hudson

with little connection to sports must find ways to get in on the action. Crystal Hudson , Principal Officer in Sports & Affinity Marketing at AMTRAK says that in 2016, the brand’s biggest opportunities will be in “partnerships with teams and properties that have specific Hispanic marketing initiatives and programs” like the NY Mets with Los Mets and Washington Wizards with Latin Nights. To Hudson, language does present a challenge, though: “sports sponsorships are expensive, so diversifying messages (i.e. using both Spanish and English across assets) becomes very challenging and cost-prohibitive.”

Jaime Cardenas, CEO of AC&M Group, also notes that merely sponsoring sports teams or events for brand exposure is no longer cost or message-effective, as “the main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.”

Cost-Effective Alternatives?

While the Olympics, Euro Cup and Copa America Centenario provide many opportunities for sports sponsorships in 2016, like Amtrak’s Hudson, Cardenas acknowledges that not all clients can afford sports sponsorships,and the challenge for 2016 will be to “find creative ways to leverage the heightened awareness to a particular sport or event and turn it into an engagement opportunity for our client’s brand.”

The main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.
jaime cardenas
Jaime Cardenas

Cardenas also speaks about the  difficulties associated with customizing messages to targeted fan segments, because “the challenge has always been that the more you customize the message the more expensive it is to produce, and the more waste in terms of exposure.” Instead of giving up on hyper-targeted messages, Cardenas’s agency will be working on delivering those messages through less expensive options.

AC&M is currently exploring one of those options: youth soccer clubs. The agency has found that in terms of ethnicity, household income, age and gender, these clubs hit the mark, providing that magical combination of “content (sport, athlete, league, team, etc.), language (Spanish vs English), and consumer (Mexican, Colombian, Dominican U.S. born, foreign born, moms, millennials, etc)” that so many agencies covet. And it’s no secret that targeting youth is an effective way to spread a message, as young adults are some of the most connected people around.

A seasoned sports agency CEO, Cardenas is well aware of the challenges that 2016 will bring any brand or agency looking to appeal to the Hispanic market. “When you look at how diverse the Hispanic market is, and the number of options available from sports properties and events, it is easy to understand why sports marketing for Hispanics is more complex than for general market. However, we also know that if you find the right mix the results justify why it is important to use sports to connect with Hispanic consumers.” We couldn’t have said it better ourselves.

DOWNLOAD PORTADA’S 2015 SOCCER MARKETING GUIDE!.

What: Advertising and marketing agency Walton Isaacson has appointed Alice Rivera as Vice president, Hispanic Marketing.
Why it matters: Rivera takes on the role previously held by Rochelle Newman-Carrasco, who will continue to work with the agency in an advisory position.

79IfH0B9_400x400Walton Isaacson , an independently held, minority owned, full-service advertising and marketing agency, has bolstered its strong multicultural client offerings with the addition of Alice Rivera as Vice president, Hispanic Marketing.

In her new position, Rivera reports to Walton Isaacson partners and co-founders Aaron Walton and Cory Isaacson.Rivera takes on the role previously held by Rochelle Newman-Carrasco, who has led WI’s charge in Hispanic marketing for the past seven years and will continue to work with the agency in an advisory position as she completes her MFA.

Rivera joins WI from Hispanic marketing agency Accentmarketing, where over the past 12 years she moved up to executive vice president/group director and managing partner.  In that time, she led Hispanic marketing efforts for clients including Farmers Insurance, Kaiser Permanente, So Cal Edison and Chevrolet, and expanded her responsibilities to oversee all business in the LA office.  Prior to that, Rivera served in account and management supervisor positions at Muse Cordero Chen & Partners and Enlace Communications, two agencies with pioneering roles in multicultural marketing.

Alice Rivera’s experience helps to fuel her passion for the kind of work that WI stands for across all segments as we recognize the role that diversity — of ideas and of ideators — plays when it comes to innovation,” said WI co-founder Aaron Walton.

Walton noted, “Latinos in the US are a diverse and vibrant community of innovators and influencers, and our clients have seen our Hispanic marketing counsel in areas such as strategy, creative, media, promotions and public relations have a direct impact on results. We look forward to Alice taking a leadership position in this critical and growing area.”

Isaacson added, “Alice’s understanding of multicultural marketing, particularly the Latino segment, twinned with her client experience and knowledge of best practices, will help the agency to continue to innovate in the Hispanic marketing efforts of major brands.”

 

The case for Hispanic marketing just got (even) bigger. Yesterday’s executive order de facto increases the documented Hispanic population by almost 5 million consumers (95% of the undocumented population is Hispanic). While Obama’s executive order does not offer a permanent solution, it brings certainty and legality to millions of undocumented Hispanics. What are the marketing implications according to major players in the marketing and media space?

descarga (1)The U.S. will get its biggest immigration makeover in three decades in a step that is expected to eventually legalize some 5 million illegal immigrants. Any measure that makes it for the undocumented Hispanic population safer to live in the U.S. will have a positive impact on marketing. “I think the issue is that if the millions of undocumented come forward and instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20% we could potentially see an increase in advertising spending which we typically see right after census numbers are issued,” says Enedina Vega-Amaez, Vice President/Publisher of the Meredith Hispanic Ventures Group.
Enrique Arbelaez
, co-founder and partner of advertising agency XL Alliance, cautions that while “the reported Hispanic population numbers will increase, we have always worked with the assumption that Census numbers are underestimated by at least 10%+,” .

If instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20%, we could see an increase in advertising spending which we typically see right after census numbers are issued.

 

Categories Impacted

XL Alliance’s Arbelaez notes that the executive order also” brings higher income opportunities. Living under the shadows limits the jobs they seek. Now these jobs and services will be expanded as they won’t fear giving away information. Think all types of Insurance, Financial Services and any other service that require personal information.” As an example of an opportunity Arbelaez cites supermarkets who have “an opportunity to increase loyalty card programs growth, which Hispanics don’t register for due to fear of giving info.” Penni Barton, publisher of Al Dia Texas in Dallas, says that “most of these immigrants are already part of the economy, but having access to better job conditions might translate to an improved economic status, and potentially higher purchasing power. In the short term sectors like the legal counseling will see a constant trickle of customers that need representation to apply for this protected status. In the long term, we suspect that many of these immigrants will formally settle roots in their communities (thanks to the protection measure) and start buying homes, investing in higher education, and starting their own businesses. This is usually the case – legal certainty leads to stability and progress.” “We may see increased mobile/digital usage as this group of 5 million gets access to credit,”adds Lee Vann, CEO and Founder of Digital Ad Agency Captura Group.

Unfortunately marketers tend to stay in the sidelines because immigration reform is a divisive topic. I believe that if your company or industry is reaping the benefits from Latino consumption sales then you should take a stand to show gratitude and gain the loyalty of this desirable consumer.

 

Increase in Spanish-dominant Share

descarga (3)The addition of almost 5 million documented Hispanics to the population also means that the Spanish-dominant share of the Hispanic population will increase and somewhat counterweight the growth of the English-dominant population. Al Dia Dallas’ Penni Barton notes that “in markets like Texas and other border states the majority of the potential beneficiaries of this measure are Spanish-dominant Hispanics.” “After all, the nature of a Hispanic immigrant is that Spanish is their first language,” says Enrique Arbelaez from XL Alliance . He cautions, however, that the media consumption habits of these Hispanics  may not necessarily change because of their new legal status.

Lucia Ballas-Traynor, Co-Founder & EVP, MamásLatinas, suspects that the majority of the undocumented immigrant population is Spanish-dominant. However, she claims that “every Latino has been affected by the inaction around immigration reform. Most Latinos have a friend, family member, neighbor, colleague or employee who is undocumented. Our extended definition of familia means it affects Latinos of all acculturation levels.” Ballas Traynor adds that “until undocumented immigrants receive long term legal status I don’t think their media consumptions habits will dramatically change. If their legal status changes permanently then I think digital media – social, e-commerce and other channels will see a greater degree of participation as they come out from the shadows.” Similarly Captura Group’s Lee Vann notes that “Of course these immigrants will have access to better jobs, loans and be able to travel more freely which will have a positive impact on the economy, if you think about it, the 5 million undocumented immigrants have been integrated into the economy, consuming content, viewing ads and purchasing products.”

 

Caution: Not permanent

It is important to take into account that Obama’s executive order is temporary in nature and not really a long-term comprehensive plan. Says Al Dia Texas’ Penni Barton: “While it lends a helping hand to some, it is not a comprehensive solution to the general issue of illegal non-authorized immigration.”

Mama’s Latinas Lucia Ballas-Traynor agrees with Barton, “until we have long term and comprehensive immigration reform I don’t think there will be a significant impact on Hispanic marketing. President Obama’s executive action is shielding undocumented Latinos from deportation and providing temporary legal status which will allow Latino families to remain united. However, his plan does not seem to provide a pathway to citizenship and most importantly no entitlement to federal benefits such as health care. I hope his move promotes Congressional action around the issue of immigration reform which has been at a standstill for decades.”

 

Obama’s Executive Order
Under the plan announced last night by Obama, undocumented immigrants who have lived in the United States for five years or more, have children who are citizens or legal residents, formally register, pass a criminal background check, and are willing to pay their “fair share” of taxes will be able to stay in the country without fear of deportation. The rules could impact up to 5 million of the more than 11 million undocumented immigrants believed to be residing in the U.S. The crux of the White House’s plan is to protect undocumented parents of children born in the US from deportation. It would also expand a program created by the administration in 2012 called Deferred Action for Childhood Arrivals, or DACA, which allows young people who were brought into the country as children to apply for deportation deferrals and work permits. The plan would extend eligibility to people who entered the United States as children before January 2010 (the cutoff is currently June 15, 2007). It would also increase the deferral period to three years from two years and eliminate the requirement that applicants be under 31 years old. About 1.2 million young immigrants are currently eligible, and the new plan would expand eligibility to approximately 300,000 more.

XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1It is budgeting season again! How much should be allocated to multicultural and is it a struggle or even relevant? Portada talked to Xavier Turpin, Director of Multicultural Marketing at Dunkin’ Brands Inc on these and other issues facing the multicultural and overall marketing sector.

Portada: You mention that Dunkin’ Donuts has approximately 100 marketers, all of them working on the Total marketing approach. Can you describe what they do a bit more and how they differentiate between themselves? Where are they located?

Xavier Turpin: “Our Total Market Practice empowers each of our marketers to look at the consumer market in its entirety, and consider its diversity and various segments.  We have marketers both at our corporate office in Canton, MA and based in field offices across the country.  Their responsibilities vary based on their functional area of expertise, including new product development, research, brand marketing, advertising, media, digital, mobile, social media, field marketing, etc.”

Portada: How do you work on having these 100 marketers incorporate the Hispanic and multicultural marketing objectives into their work?  

Xavier Turpin: “We have an inclusion strategy at Dunkin’ Donuts.   The Hispanic and multicultural marketing objectives at Dunkin’ fall from our core corporate strategy where brand objectives are established, various consumer insights are incorporated, plans and tactics are developed and they are then executed.”

Portada: Now is budgeting season. What challenges do you have to overcome in terms of allocating a reasonable amount of marketing and media budgets to the Hispanic market?

Xavier Turpin: “For us, multicultural marketing is a business imperative that will continue to see investment growth. However, the Quick Service Restaurant (QSR) industry is highly competitive and there are a number of strategies that demand investment to maintain our leadership position.  So, the challenge is finding the right investment balance.   ROI on multicultural spend helps us with the rationale.”

I never look at multicultural budget development as a mathematical exercise.

Portada: What advice would you try to give other multicultural marketers at other major companies in terms of question 3?

Xavier Turpin: “I never look at multicultural budget development as a mathematical exercise – meaning following standard guidelines of “X” percent of growth across different functional areas.  First, we develop a consistent messaging and promotional strategy that makes sense for our multicultural consumers. Secondly, we review the base budget and work one-on-one with each marketing group to develop the best program and determine the right level of support.”

Portada: Many QSR’s have introduced special value menus, to target the value buyer, to some extent particularly the Hispanic guest. Is Dunkin’ Donuts undertaking a similar strategy?  If, yes, which and why, if no why?
Xavier Turpin: “We feel our value proposition of serving high-quality food and beverages in a fast, friendly environment at an every-day great value resonates with all of our consumers.”

Portada: In terms of Dunkin’ Donuts visits by Hispanics, do they under or over index versus the rest of the population?
Xavier Turpin: “We are unable to disclose this information.  I can tell you that we are very pleased with our Hispanic marketing so far, and continue to expand those efforts as a percentage of total.”

Portada: What plans do you have for 2015 multicultural marketing and advertising?
Xavier Turpin: “We have an exciting plan for next year.  Broader culturally relevant communications,  great tasting products and fun and engaging promotions.”

The AHAA has released preliminary findings on a new study about the Hispanic community with different marketing approaches to mining growth from Hispanic and multicultural segments. The results are based on 321 online surveys of marketing professionals from client-side, general and multicultural specialized ad agencies, media buying agencies, public relations and consulting firms.

Results

Nine in 10 executives believe the primary purpose of a Total Market Strategy is to balance effectiveness with efficiency. As such, two main models have emerged:

  • Integration, where Multicultural is integrated into every step of the business process and marketing execution to fully take advantage of growth potential across Hispanic, Multicultural, Millennial & Caucasian. With an integration strategy, marketers approach the market in totality as well as in segments to ensure that nuanced needs & opportunities are effectively addressed across 360 strategies-tactics.
  • Adaptation, where the same idea is adapted to different audiences using the same budget to reach all the segments. With an adaptation strategy, marketers utilize less targeting to particular ethnic consumers, leveraging broader strategies that will appeal to all in new multicultural marketplace.

Currently, 54 percent of advertisers are implementing some form of Total Market Strategy. Of these, half are applying it company-wide, while the other half is executing at a department level. More than half of marketers surveyed believe TM Strategy will ultimately benefit their company, while 44 percent are concerned about implementation.

Of the 46 percent not employing a Total Market Strategy, 15 percent are planning to implement in 2014. Nearly half are exploring various total market models but are unsure of its implementation in the future, while 36 percent have not thought of utilizing this approach and just 3 percent have decided against pursuing it altogether.

Selective across brands with Advertising

Companies are in various stages of implementing Total Market Strategy with the majority employing this approach for select brands (54 percent). More than a third has applied a Total Market Strategy across all company brands, and 15 percent are testing the concept on one brand. Few companies spread the total market function throughout the company with two out of three relying on brand champions or multicultural centers of excellence.

The bulk of Total Market Strategies are being executed in advertising with 84 percent in ad messaging and 78 and 65 percent across media buying and media planning respectively. Finally, between 43 and 65 percent of marketers also are employing Total Market Strategies across promotional, communication and digital vehicles.

According to the AHAA, 66 percent of the companies surveyed who are utilizing a Total Market Strategy, have reported incremental results in increased market share, efficiency, and revenue growth, among others.

While 27 percent are still testing and measuring, more than half of companies surveyed revealed they are various stages of expanding their total market initiatives.

Marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy.

To finish, the AHAA says that “However, the “Total Market” approach is largely misunderstood and is used as a catchphrase for various marketing strategies. The marketing industry is ripe for a more uniform definition of Total Market Strategy, and there is a tremendous need to continue studying this marketing strategy in order to share guidelines and criteria for proper implementation.”

Source: AHAA: The Voice of Hispanic Marketing