MERCADEO Versión en español
Juan Carlos Motta of Nestle: 2013 will continue the growing focus on the Hispanic market seen over the past few years
4 de enero de 2013
Motta: En el 2012 aprendimos más acerca de lo bicultural de la cultura hispana
Juan Carlos Motta, head of the Emerging Markets Division of Nestle, told PRODU about his expectations for 2013 and what was the most important development for the brand in 2012.This year we will continue to see the growth of the 50-million-strong Latino population. Hispanics have been able to make a significant difference in elections, from the presidency down to the local level. Their influence cant be ignored, and according to the results of the presidential election, those who do so are going to miss out, Motta said.The executive noted that last year they learned still more about the biculturalism of Hispanic culture that blends the two lifestyles, the American and that shaped by a Latin heritage, and that they are constantly searching for examples of it in order to more sharply target their communications.With regard to 2013, Motta said that this year will be defined by more intense competition to grab the opportunities available in the Hispanic market. Well continue investing in opportunities, and though there are doubtless a few companies already leading the way down that road, when a brand does take that step, there are still a ton of chances for it to innovate and be more relevant in the lives of Hispanic consumers in the United States. The year 2013 will be a continuation of the growing focus on the Hispanic market seen over the past few years were going to see more money invested and more resources assigned to try and understand the opportunities in this market, and more brands focused on chasing after them and catching them, he said.
