GOAL
Understand what would drive Hispanic business growth when Hispanic offers the category’s best opportunity.
The Brand had an opportunity to be a strong player within this segment although it currently under-indexes with Hispanics and there were perplexingly strong year over year declines. There was a volume opportunity but we had to understand why they were underperforming.
ACTIVITIES
Better understand Hispanic beverage habits, drinkers’ profile and growth trends, how Hispanics relate to the Brand and positioning strategy, how they relate to General Market communication strategy, and develop new target and positioning strategy for optimum Hispanic growth.
Validate the brand’s value proposition, consumer targeting and messaging validation. Determine, baseline awareness & equity measurement, define who we were talking to (consumer segment), what we wanted to say to them (Positioning) and how significantly base strategy must be tailored to appeal to this group (communications, product, packaging, pricing, etc.).
METHODOLOGY
The process was designed in five phases: syndicated and internal data deep dive analysis to determine the target for growth; execute a quantitative study among Spanish dominant/Bilinguals and English preferred Hispanics to determine interest and experience in the category and positioning; discussion forums across multiple Hispanic markets to learn the barriers and triggers, Virtual focus groups to derive revisited positioning and message priorities.
IMPACT
Size of the opportunity, modified product positioning (and guardrails) against Hispanic target, solid understanding of the product’s RTB’s (reasons to believe), motivators based on cultural relevant needs, wants and beliefs, preferred flavors and desired flavors for future offerings.
We made the brand and products relevant to Hispanic consumers and incorporated into their overarching brand strategy and portfolio.