MERCADEO Versión en español
Alain Groenendaal of Wing: Everyone believes in the total market concept but its not always clear how to use it
20 de noviembre de 2013
Groenendaal: Lo interesante de este momento es que hay nuevos modelos surgiendo
Alain Groenendaal, president and CEO of Wing, shared with PRODU the conclusions he drew from the 2013 ANA Multicultural Marketing & Diversity Conference.I thought the AHAA talk was interesting, presenting as it did the study we did to define the total market. What is certain is that everyone believes in the total market concept, but what isnt yet clear is how to define it and make use of it Groenendaal said.Another of the talks the executive recalled in his summing up was Lauventria Robinson speaking about Coca-Cola. She said that brands should be more inclusive, without forgetting that very often what is needed is a more direct message to a specific target.The president of Wing, speaking about the evolution of the market, does not think there has to be one solution and one only. What is interesting right now is the fact that there are new models being invented all the time. There are going to be different models, whether integrated into a basic team working for the total market, or collaborating with specific partners to complement that approach.He also noted that these days Wing is more involved in working with general market agencies on campaign strategies. We did a very large project this year with Downy for a premium product that was thought to face a real challenge in the Hispanic market which made it obvious to us that we needed a more specific message for that target. So now the product is selling better among Hispanics than to non-Hispanics, with a program strongly targeting the millennials and featuring the Jesse & Joe duo.
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