MERCADEO Versión en español
Goya segmented the Hispanic market
Patricia Molina| 15 de agosto de 2014
Goya Foods segmenta su estrategia para la entrega de anuncios relevantes, cupones y productos
The Hispanic community is the fastest growing cohort of consumers in the USA, and are the major buyers of CPGs.However, many companies see this as a demographic community, when it can be segmented into several smaller groups, each one with different characteristics. Brands like Goya Foods knew this was not good enough.”We can really segment it and give them a profile of the mixture of products that would be best suited for a particular store or geographic area in particular” Joseph Perez, VP of the company, said, who added that not all Hispanics have the same lifestyle, and therefore segmenting is crucial to deliver relevant advertisements, coupons and products.The company began using analysis tools of Geoscape to break the Hispanic market with more granularity than it had in the past.To segment the customer base, Geoscape applied acculturation codes to consumers to determine which products are most likely to be bought. These codes measured the quality of Hispanic, or how a person is Hispanic. The system is complex, based from data of a consumer country of origin, place of birth, primary language, occupation, length of stay in the USA, to determine the consumers acculturation code. “We want to understand the differences of each market” Perez said. “We adapt our product mix based on Hispanic demographics in the area” he concluded.
