MERCADEO Versión en español
Experts present strategies for Total Market success
Patricia Molina| 30 de abril de 2014
Christopher Rivera, de Kellogg´s y Xavier Turpin, de Dunkin Brands
According to a panel of representatives of different brands, the Total Market is not a solution for cost reduction, and all the members of a marketing team must “risk their heads”. The group of panelists was brought together by AHAA: La Voz del Mercadeo Hispano (The voice of Latino Marketing), in collaboration with the ANA, and it included multicultural marketing experts Christopher Rivera, from Kellogg; Xavier Turpin, from Dunkin Brands; and David E.J. Cardona, from Clorox, who also represented Lizette Williams vision from Kimberly-Clark Corporation.According to the speakers, the key for a corporate success of Total Market is a completely integrated process that counts on the commitment of CEOs and all the marketing representatives. From an organizational infrastructure, the multicultural experts must be hired for high level management posts to provide a vision and a guidance to it. Additionally, for this Total Market trend to work, it is necessary to have an equal basis among all the marketing colleagues. Close communication and collaboration are necessary among internal and external marketing teams; and according to Dunkin Brands Xavier Turpin, it is necessary “a bit of luck a lot of chemistry”.According to Kelloggs Christopher Rivera, the biggest mistake that can be done is to cut the Hispanic budget for the marketing general campaign. Messages do not sound equally effective only in English and without the inclusion of cultural touches.
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