Big Brands Target Hispanic Consumers

Theme of the Article This article focuses on the increased importance for marketers to place a reasonable focus on the growing Hispanic demographic and their substantial purchasing power. With an estimated eleven percent of the US population by 2017, Hispanic consumers will comprise a large submarket. This Hispanic submarket will be able to add to the bottom line of companies that are able to target this market with the right marketing mix. Targeting the $1.2 trillion submarket is becoming a necessity for brands that are looking to grow their market share. Hispanic consumers are increasingly making their way into mainstream America and creating their own American Dreams. As they move up the socioeconomic scales they begin to buy bigger ticket items and spend more as their income rises. They are able to purchase more than before and begin to form new relationships with brands that are available to meet the needs with the target audience.
The selection of language, Spanish, English, or both, within a company’s marketing could determine the marketing campaign’s success. Although Kotler and Keller Marketing Management book, mentions that age can determine the preferred language in the marketing campaign, the article states that campaigns that use dual or bilingual approaches in their campaign are successful. The rationale is that these dual or bilingual campaigns are able to reach the younger audience who grow up with English while also drawing in the older audience who has grown up speaking their native Spanish language.
In addition, both the book and the article mention the importance of the different values within a multicultural marketing. The Hispanic cultures often share strong family values as well as strong bonds to their original country. The article cites the creation of the "Rojo family" as a centerpiece to the campaign that allowed Wendy 's to grow in the Hispanic market. Other elements such as music, food and entertainment are also being