Xavier Turpin of Dunkin’ Donuts: Brands have to be the ones to lead the total market discussion

Xavier Turpin, multicultural marketing director at Dunkin’ Donuts, was on hand for Hispanicize 2014, where besides participating in the whole event, he was a guest speaker at the Total Market session, sharing the platform with presenters from Coca-Cola, Target and Republica.Turpin describes total market as a practice that is guiding marketing execs in selling to different segments. “Growth comes exclusively from those segments they are now acknowledging to be important,” Turpin told PRODU. “The total market focus is becoming very important but it’s not a very transparent discussion between the general and multicultural markets,” he said.He noted that some important efforts are being made by brands that are collaborating with their agencies and with the different associations involved, in order to reach a workable interpretation of the concept. “Maybe the definition isn’t shared 100 percent, but it could reach 80 percent, because every organization is different,” he said.As for the future of multicultural agencies vs. general market shops as possible leaders of the total market, Turpin considers that neither part should consider themselves to be leading the discussion. “Neither the heads of multicultural agencies nor of general market agencies should think of leading the discussion because it’s a subject that interests all of us,” he said. “If anyone can come to be a leader at a certain point it should be the brands, but as representatives of some brands, we choose collaboration,” Turpin said.