#PorElFuturoTeam Name: Las De Rojo

Team Members: Haley Brennan, Ileana Contreras, Nicole Karamallakis, Averi Lienemann, Mary Reeves, Paige Thompson

Overview● Target Market: Bicultural

Hispanics

● Segmenting into parents & millennials (ages 18-25)

● Goal for young adult consumers is to continue to build brand loyalty

● By 2017, Hispanics are estimated to have $1.7 trillion in buying power

http://www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/http://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdf

Hispanic Millennials feel it is important to maintain their Hispanic identity

The need to maintain Hispanic culture is the

strongest among bicultural Hispanics

Family is the most important value that unifies

the Latino community

Family is very close-knit (the “nucleus of Hispanic

life”)

Family unit also includes extended family

The needs of the family override individual needs

“We asked our respondents to list what emotions they tend to classify with food.

The overwhelming answers were Joy, Happiness, and Pleasure. Food is seen as

something a family shares, and...food can often build a sense of togetherness and nostalgia and contentment otherwise lacking in some

instances.”

Hispanic Identity Importance of Family Food

http://academic.mintel.com.proxy-remote.galib.uga.edu/display/730163/?highlighthttp://ohioline.osu.edu/hyg-fact/5000/5237.htmlhttp://www.diocesephoenix.org/old_site/fc/CatecheticalLeadership/ChurchDocs/UnderstandingtheHispanicCulture.pdfhttps://latinostudies.nd.edu/assets/95357/original/studentbrief6.4.pdf

Bicultural Hispanic Values

Hispanic Millennials

http://academic.mintel.com.proxy-remote.galib.uga.edu/display/730163/?highlighthttp://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdfhttp://www.c-asoc.com/wp-content/uploads/2013/12/hispanic-social-network.jpg

● Account for 21% of the total number of millennials in the US

● More likely to befriend a brand on a social networking site than non-Hispanics are

● More likely to use social networking spaces to share opinions with friends about products, services, and brands

http://academic.mintel.com.proxy-remote.galib.uga.edu/display/706127/?highlight#hit1http://academic.mintel.com.proxy-remote.galib.uga.edu/display/504795/?highlighthttp://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.html

Hispanic respondents are more likely to engage with companies online and via social media, reflecting the relative youth and the more social nature of the Hispanic population.

“Hispanic consumers are significantly more likely to

drink non-diet CSDs than the average population”

http://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdfhttp://www.coke.co.za/resources/images/product_selection/product_coke_bottle.png

Interviews

http://www.youtube.com/watch?v=-fgNuG1VhIo

http://www.youtube.com/watch?v=uR7_aoHjf4s

“ HOME MEANS FAMILY ”

“ We were looking for

the land of

opportunities.”

“ Hard work is what pays off and things are not gifted, but

earned. ”

“ My home will always be Venezuela. ”

“We left our home

country with nothing

but our bags.”

Campaign

Three Marketing Strategies:

1. Commercials featuring different millennials doing their best to make a bright future for themselves; Parents talking in native language and kids talking in English

2. Social Media Campaigns on Facebook, Twitter, Instagram, and Snapchat

a. English captions and Spanish hashtag

3. Printing #PorElFuturo on Coca Cola products and selling in Hispanic dense cities

Overall Goal: To expand brand loyalty among target market and increase profits

Launch of all Strategies: Start of Hispanic Heritage Month (October) through December 27th

#PorElFuturo: A look into the family values of bicultural Hispanic millennials

Commercials

21 year old studying

physics at college

18 year old graduating high

school

25 year old playing professional soccer

Underlying theme of both the kids and parents

striving for a successful future; all feature family bonding over Coca-Cola

● Full length commercials featuring individual stories online

● 30 second spots on TV ○ Shown on Univision and Telemundo in California, Texas, Florida, New York, and

Arizona

Social Media Campaign

http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/

Food/BeveragesCoca-Cola

● Post full length commercials

● Post Instagram photo contest winners

● Use hashtag frequently

● Pay for promoted placement

● Encourage use of #PorElFuturo

● Remind followers to enter photo contest on Instagram

● Retweet followers that interact with campaign

● Pay for promoted placement

https://www.facebook.com/CocaColaUnitedStates/?fref=ts

● Geofilter for users in LA, El Paso, Miami

● Encourage use of #PorElFuturo

● Coca-Cola My Story

● Photo contest: followers post photos of the pursual of their goals or how their family is supporting them

● Weekly winner’s photo re-posted on Instagram

Goals:● Increase social following by 3-4% overall and ~7%

within the Hispanic community

○ Expect Facebook and Twitter to have the most increase

○ Expect more social interactions on Snapchat with the filters

Product Branding and Distribution

● 10,000 branded products per 100 miles to each state per month○ Florida (Miami, Orlando)○ California (Los Angeles, San Francisco, Santa Ana, San Diego)○ Texas (El Paso, Houston, Plano, Laredo, San Antonio)○ New York (New York)○ Illinois (Chicago, Aurora)○ Arizona (Phoenix, Tuscon)

http://www.nbcnews.com/news/latino

Specialty bottles and cans will be sold in Hispanic populated states:

Competitive Analysis

http://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdf

● “Live Life to the 23rd Power”

● Pitbull “Vida 23 (Let’s Have a Real Good Time)” featured in TV spots, in store, on social media, and resulted in a Grammy performance

● 1.7% increase in sales to Hispanics during campaign

● “Now is What you Make it” ad featuring famous Hispanic soccer players

● “The Art of Football” ad featuring star soccer players; incorporates Spanglish

● Lionel Messi featured in “Vive Hoy” campaigns

● Partnership with Lionel Messi and James Rodriguez

● “Fuel the Fire” ad campaign with focus on soccer

● Highlights on social media with #WinFromWithin campaign

http://thelncnoticias.com/article.php?ID=20http://www.sugarydrinkfacts.org/resources/SugaryDrinkFACTS_Report.pdfhttp://incultureapproach.com/Sites/HispanicMarketII/CaseStudies/Pepsi/http://thelncnoticias.com/article.php?ID=20https://www.marketingweek.com/2015/05/07/gatorade-calls-on-messi-rodriguez-in-its-battle-with-lucozade/

http://latino.foxnews.com/latino/news/2011/11/01/sugary-drink-makers-target-hispanic-youth-report-says/http://www.adweek.com/news/advertising-branding/dole-juices-hispanic-campaign-99920http://www.nytimes.com/2011/05/27/business/media/27adco.html?_r=0http://www.csnews.com/product-categories/beverages/5-hour-energy-plans-major-expansion?nopaging=1

● TV commercials aired on Univision and Telemundo featuring Hispanic families drinking Kool Aid at festive occasions

● Sponsored movie showings of Spanish language movies in LA, Houston, Chicago, and San Antonio

● Los Angeles: Hosted public entertainment events and 35 people won up to $400 in cash and free juice coupons by listening to Spanish-language radio stations

● Ads on billboards and bus shelters

● Have the option to go to their full Spanish website

● Soccer player spokesperson Oribe Peralta

● Have “Locales Españolas” YouTube channel featuring 3 Spanish soccer commercials

● Competitor’s Campaigns○ Celebrity Endorsements○ Sports-centric○ Party-centric

● #PorElFuturo Campaign○ Real, relatable stories○ Emotional connections to family,

tradition, and values○ Expanded platforms

http://www.inminds.com/

Financial Analysis

Hispanic Advertising Spending Across Beverage Industry

http://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdf

Budget allocated to reaching Hispanic Market ~ $14 million

● Costs associated with Campaign:○ TV commercials -- $9.5 million

○ Social Media -- $1 million

○ Product labels and cans -- $2.5 million

● Expected Returns from Campaign

○ Increase revenues among Bicultural Hispanics by 9%

○ Increase potential customers due to impressions from social media

http://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdf

Organizational Implications

● Understands culture of target market at a deeper level

● Able to better reach the subsets of the bicultural Hispanics○ Handles the creation and development of campaign both on social media and through

commercials

● Brand team will act as an overseer and make sure the Coca-Cola brand is represented well

○ Handles the execution of campaign

Multicultural Marketing Organization

Questions?

Bibliographyhttp://academic.mintel.com.proxy-remote.galib.uga.edu/display/730163/?highlighthttp://academic.mintel.com.proxy-remote.galib.uga.edu/display/706127/?highlight#hit1http://academic.mintel.com.proxy-remote.galib.uga.edu/display/504795/?highlighthttp://incultureapproach.com/Sites/HispanicMarketII/CaseStudies/Pepsi/http://latino.foxnews.com/latino/news/2011/11/01/sugary-drink-makers-target-hispanic-youth-report-says/http://ohioline.osu.edu/hyg-fact/5000/5237.htmlhttp://thelncnoticias.com/article.php?ID=20http://www.adweek.com/news/advertising-branding/dole-juices-hispanic-marketing-106159http://www.c-asoc.com/wp-content/uploads/2013/12/hispanic-social-network.jpghttp://www.changelabsolutions.org/sites/default/files/ChangeLab-Beverage_Industry_Report-FINAL_(CLS-20120530)_201109.pdfhttp://www.coke.co.za/resources/images/product_selection/product_coke_bottle.pnghttp://www.coke.co.za/resources/images/product_selection/product_coke_bottle.pnghttp://www.csnews.com/product-categories/beverages/5-hour-energy-plans-major-expansion?nopaging=1http://www.diocesephoenix.org/old_site/fc/CatecheticalLeadership/ChurchDocs/UnderstandingtheHispanicCulture.pdfhttp://www.inminds.com/http://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.htmlhttp://www.nbcnews.com/news/latinohttp://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/http://www.statista.com/statistics/251438/hispanics-buying-power-in-the-us/http://www.sugarydrinkfacts.org/resources/SugaryDrinkFACTS_Report.pdfhttps://latinostudies.nd.edu/assets/95357/original/studentbrief6.4.pdfhttps://www.facebook.com/CocaColaUnitedStates/?fref=tshttps://www.marketingweek.com/2015/05/07/gatorade-calls-on-messi-rodriguez-in-its-battle-with-lucozade