MERCADEO Versión en español
Coca-Cola, Target, Dunkin Donuts and Republica debated the total market concept at Hispanicize 2014
3 de abril de 2014
Xavier Turpin, Lisette Hoyos, Alba Ádamo y Nydia Sahagún
Within the content of Hispanicize 2014, there had to be a debate on the total market concept and how it is impacting the U.S. Hispanic marketing industry.Guests invited to discuss the subject were Alba Adamo, director of Hispanic marketing at Coca-Cola; Nydia Sahagin, director of multicultural marketing at Target; Xavier Turpin, director of multicultural marketing at Dunkin Donuts; and Lisette Hoyo, executive VP of strategy and client service at Republica.To kick off the debate, each of the panelists explained his or her take on the total market concept. Among all the speakers, Turpin begged to differ from the rest with his perception of the idea: Total market is a marketing practice that teaches us how to sell to different segments.For his part, Hoyo considered that there exist not one but many interpretations: This is all about considering the different insights of the multicultural market so they are relevant for the whole market. In her description, Sahagun said that the general market these days is in fact the multicultural market. Its very hard to define it and put it in a box. Everyone has to think in terms of the multicultural market because that is our reality.From Coca-Colas viewpoint, Adamo said: We understand the different segments and based on that information we construct our plan. The levels of acculturation will depend on the context.The discussion on what language the message should be in led to the conclusion that language is more an emotional tactic than a real necessity. Every language has its moment, Sahagun said.Meanwhile Adamo held that it has to be bilingual but adapted to the reality according to your needs.
