HISPANIC MARKETING PLAN

Jake Robida, Kim Bowser, Kristine Lequerique, Olivia Wright, and Taylor Pickering

HISTORY GERBER founded in 1927 in Fremont,

Michigan: By Daniel Frank Gerber and Dorothy Gerber

Owners of the Fremont Canning Company Produced canned fruits and vegetables

Strained solid foods for their 7-month-old daughter Sally Plant workers requested samples for their

babies

HISTORY NESTLE founded in 1867 in Vevey,

Switzerland: By Henri Nestlé

German Pharmacist Created world’s first infant food company

Bought Gerber for $5.5 billion on 2007

ENVIRONMENTAL ANALYSIS POLITICAL ECONOMIC SOCIOLOGICAL TECHNOLOGY

SWOT ANALYSIS STRENGTHS:

Longevity, market share, and brand recognition

Product, concept, and packaging innovations Focus on healthy, kosher and organic foods Technological innovation and adaptation Start Healthy Stay Healthy Gerber Life Grow-Up Plan Stage based products Call center

SWOT ANALYSIS WEAKNESSES:

Website not bilingual, lacks multicultural targeting

No marketing to growing Latino community Not extremely competitive internationally Available information not culture specific Limited multicultural product selection Lack of pregnancy products

SWOT ANALYSIS OPPORTUNITIES:

Adapting to technologies by research and development

Additional products, bottles, pacifiers, dishes, toys etc.

Market with babies engaging in Latino activities

Allergy, diabetic, and cultural specific lines

SWOT ANALYSIS THREATS:

Increased prices, decreased content Latinos tend to cook more at home Decreased birth rates Competitions and Substitutes

Homemade foods Potential mergers Private labels

SITUATION ANALYSIS COMPETETOR ANALYSIS:

Beech-Nut, Goya 1931 Latino line established in 1936 Marketing to Latinos in US is 60% of budget

Earth’s Best, Hain Celestial Group 1985 Only company with full line of Organic baby

food Natural products

Stonyfield Farm1983 Organic yogurts, drinkable yogurts, and milks

only

SITUATION ANALYSIS CUSTOMER ANALYSIS:

Target Market Mothers ages 20-35 Health conscious Time weary or busy parents English speaking and literate First time or previous mothers Latinos majority from Mexico Mothers of Sitters and Supported Sitters

RESEARCH ANALYSIS SECONDARY RESEARCH:

Baby food industry $40 billion

Hispanic population family, language and religion Younger Purchasing power Purchase 15% more baby food Fastest growing segment 53 million Account for 1/4th of the births in the US 2/3rd’s not satisfied with baby food choices

RESEACH ANALYSIS SECONDARY RESEARCH

RECOMMENDATIONS: Market the same as any mainstream American

parent Integrate activities and arts in labeling More indigenous flavors and foods Spanish resources and advertising Promote and provide education Mainly English language lables Hispanic baby image

MULTICULTURAL MARKETING PROGRAM PRODUCT STRATEGY:

Existing products with Hispanic twists Pork, salsa, chilies, chayote, papayas, prickly

pears, guava etc.

Authentic Hispanic flavors Tamales, empanadas, chuchitos, humitas,

bolos etc.

All natural ingredients No artificial colors, flavors, or preservatives

MULTICULTURAL MARKETING PROGRAM PRICE STRATEGY:

Keep same pricing strategy Competitive- Beech-Nut Premium- Natural, no artificial additives or

preservatives Prestige- Gerber brand is 80 years old and

the leading baby food company

MULTICULTURAL MARKETING PROGRAM DISTRIBUTION STRATEGY:

Southwest Texas, California, Colorado, Arizona and New

Mexico

Mexico Natives account for 66.8% of US Hispanics Also Central America, Puerto Rico, South

America, Cuba, Dominican Republic etc.

Shelf space allocation and additional resources Point of purchase displays and educational

pamphlets

MULTICULTURAL MARKETING PROGRAM PROMOTION STRATEGY:

Language Website, call center, articles, periodicals, blogs

Advertising Placement Radio, television, and billboards

Educational and Promotional Materials Hospitals and doctor’s offices pamphlets and

brochures Incentives through direct mail coupons

Social Responsibility Cause Related Marketing and non-profit events

REFERENCES Beech-Nut; Goya. (2013). Beech-Nut. Retrieved September 23, 2013, from Beech-Nut/Goya: http://beechnut.com/Goya/

Bughin, J., Chui, M., & Manyika, J. (2010). Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. McKinsey Quarterly(4), pp. 26-43.

Census, U. (2013, June 27). State and County Quick Facts. Retrieved from United States Census Bureau: http://quickfacts.census.gov/qfd/states/00000.html

Chain Drug Review. (2011, March 14). Consumers getting smarter. Chain Drug Review, 33(5), p. 31.

Condon, M. (2012, December). When Work Disappears. Credit Union Magazine, 78(12), p. 44.

Earth's Best. (2012). Earth's Best. Retrieved September 22, 2013, from Earth's Best Organic: http://www.earthsbest.com/about-earths-best

Economics, B. o. (2009, April). The Evolution of the Baby Food Industry. Retrieved from http://www.ftc.gov/be/workpapers/wp297.pdf

Evercare. (2008). Hispanic Family Caregiving in the U.S. Bethesda, MD: National Alliance for Caregiving.

GPO. (2013, November 29). Retrieved from US Government Printing Office: http://www.ecfr.gov/cgi-bin/text-idx?c=ecfr&sid=6f92b77abfe77b7451ec064f075d70b8&rgn=div6&view=text&node=21:2.0.1.1.6.3&idno=21

Kurtz, A. (2013, September 6). Baby bust: U.S. births at record low. Retrieved from CNN Money: http://money.cnn.com/2013/09/06/news/economy/birth-rate-low/index.html

Levanon, G., & Cheng, B. (2011). U.S. Workers Delaying Retirement: Who and Why and Implications for Businesses. Business Economics, 46(4), 195-216.

Nestle. (2013). About Us. Vevey: Société des Produits Nestlé S.A.

Nolasco, S. (2013, November 19). Parents of Gerbers First Latina Baby Reflect on Daughter. Retrieved October 20, 2013, from Fox News Latino: http://latino.foxnews.com/latino/lifestyle/2012/11/19/parents-gerbers-first-latina-baby-reflect-on-daughter/

Noonan, D. S. (2013, September 3). How US cultural districts reshape neighbourhoods. Cultural Trends, 22(3-4), 203-212.

Registar, F. (2013, April 16). Retrieved from Infant Formula: The Addition of Minimum and Maximum Levels of Selenium to Infant Formula and Related Labeling Requirements: https://www.federalregister.gov/articles/2013/04/16/2013-08855/infant-formula-the-addition-of-minimum-and-maximum-levels-of-selenium-to-infant-formula-and-related

Sangha, S. (2013, July 24). Latino Fox News. (Fox News Latino) Retrieved September 17, 2013, from Fox News: http://latino.foxnews.com/latino/lifestyle/2013/07/24/baby-food-industry-taps-into-growing-latino-market/

Stonyfield. (2011). Stonyfield. Retrieved September 17, 2013, from Stonyfield: http://www.stonyfield.com

The Hain Celestial Group. (2013). Hain-Celestial. Retrieved September 26, 2013, from The Hain Celestial Group: http://www.hain-celestial.com

Wentz, L. (2013, July 12). Adage. Retrieved September 20, 2013, from Adage: http://adage.com/article/hispanic-marketing/a-leader-changing-market-goya-enters-baby-food-aisle/243089/