The story of a modern twist on a classic game. Who is Latino? Not a Race, Not a Nationality...

The story of a modern twist on a classic game

Who is Latino?Not a Race, Not a NationalityDefinition

─ Self identified─ Can be heritage, nationality group, lineage, or country of

birth of the person or the person's parents or ancestors before their arrival in the United States.

─ Census 2000 questionnaire definition categories” "Mexican, Mexican Am., Chicano," "Puerto Rican", or "Cuban“, “Spain,” countries of Central or South America, the Dominican Republic

─ Other terms: Spanish, Spanish-American, Hispanic, Hispano, Latino, and so on.

Percentages of Hispanics should not be added to percentages for racial categories. Race can matter, though – cross race categories by Hispanics and nonHispanics separately when possible.

The Latino opportunity

Because of their different countries of origin, different levels of acculturation, and consequential distinctive traits and characteristics, Hispanics present unique yet complex business opportunities for marketers.Rather than attempting a one-size-fits all strategy, I decided to focus on mexican-american market

backgroundA void in the gift market– southpark mall example– Many mexican imports available, but little

that reflected the mexican-american culture and experience

Choosing an entry point– Loteria universally recognized by mexicans

and mexican americans, who feel an emotional connection to the images & experiences surrounding loteria

What is Loteria?

Mexican game, similar to bingo– uses 54 images instead of numbers

First arrived in mexico in the 18th century, via spaniards, after having originated in franceOriginally an upper-class game but Became a tradition at mexican fairsMost famous version is pasatiempos gallo, headquartered in queretaro, mexico (done clemente in u.s.), which began publishing game in 1887Images are iconic in mexican culture To play: Winner shouts “loteria” or “buenas” to indicate they have 4 in a row

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Creating My loteria

Decided to create new images that reflect our unique culture & experience in americaWe are Proud of where we come from, proud of where we are, proud of where we’re going

The process54 images– 28 updates on the originals– 26 completely new ones

Used family members and friends as modelsLook and feel is modern & contemporary

My loteria themes

Reasons for immigrating both political and economic.Depend on country of origin. Mexican immigrants come to us looking for a better life financially. The United State is viewed as a place full of potential, a land where dreams come true. Immigrant beliefs

─ US is a land of opportunity─ Life will be better than in their country of origin. ─ Work and dedication will lead to success─ Certain products resonate because they are symbols

for success: Owning a home, a late model care, owning a business, etc.

The americano dream

AcculturationAs Hispanics acculturate, many of their values become more characteristic of mainstream America. Some values are more resistant to change. For example, although the importance of family is weaker among second- and third-generation Hispanics, it is still stronger than among Non-Hispanics.The Hispanic market is composed of segments of consumers at different stages of acculturation. Family members are likely to be at different stages of acculturation.

patriotismLatinos

education

Importance of Family

Teen Market

Male Female Roles, Romance?

Traditional Female Roles

The New Latina

Male Roles

Work Ethic

Shopping Behavior

Food Preferences

Freshly-prepared meals

Religion

Cultural Celebrations

Food and Culture

Food and Culture

Food and Culture

Music Preferences

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Biggest Errors Marketers Make

Let’s play!

Let’S Play!