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Hispanization is the combined forces between Corporate
America reaching out to the Hispanic consumer and the
Hispanic consumer reaching out to buy 'American
Brands". Recognizing and incorporating Hispanic
values into your products and services will create a
bridge with opportunities |
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Consumer |
Corporate |
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Spanish ->
Traditions ->
Buying Habits ->
Culture ->
Papa Fritas ->
Tacos / Burritos ->
Assimilation ->
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<- English
<- Product Position
<- Product Benefits
<- Verbiage Sensitivity
<- Doritos "Guacamole"
<- McDonald's "Fajitas"
<- Hispanization
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Due to
the Latino Market's appeal for dulce de leche, Hershey
decided to launch their Latino Market Line "Hershey
Cajeta Elegancita". The plan was to tap into the U.S.
Hispanic Market sweet tooth with Mexican singer Thalia.
Will the naming approach succeed? |
