Elisabeth Diaz-McDonald - The Anatomy of Multicultural Marketing
Swire Overview Liz Diaz-McDonald Multicultural Marketing Manager Our Heritage Global Company, Local Knowledge Swire has its origins in a modest Liverpool, England import-export company, which first opened its doors for business in 1816 200 years old Five Divisions 1st – Property 2nd – Aviation 3rd – Marine Services 4th – Trading & Industrial 5th – Agribusiness & Food Chain video Swire Beverages World-wide Anchor Bottler 2013 – One Billion Unit Cases 16 Coca-Cola Production Facilities Franchise Territory includes 550 Sales Offices:511 in Mainland China, One in Hong Kong, 10 in Taiwan and 28 in the United States Total Franchise population estimated to be 460 Million Swire Coca-Cola, USA Our Heritage Global Company, Local Knowledge Your Local Coca-Cola Bottler World-wide Anchor Bottler 2,600 Employees, 6 Divisions, 28 Sales Centers, Two Future Sales Centers, 13 Western States Our Heritage Global Company, Local Knowledge Corporate Offices – Draper, Utah Consumer Preferred Brands Sparkling Water Enhanced Energy POWERADE 20oz: XXX, Squeezed, Defense, Energy, Revive, Essential, Focus, Power-c 1.9oz: Strawberry kiwi, Pink Lemonade, Pineapple, MixBerry 355 ml Glass Bottles Coca-Cola, Fanta Orange, Grape, Strawberry, Pineapple, Sprite, Squirt 8.5oz Aluminum Bottles Coke, Zero, Diet, Sprite 11.2oz, 14oz, 1L Natural, Chocolate, Pineapple, Light Natural, Light Chocolate. Milk & Coffee 450ml Bottles .5 L, 20oz, 1L, 1.5L smartwater is the #1 premium water 20 oz, 700 ml, 1L, 1.5L Juice & Tea 12oz, 20oz, 32oz 16 oz,23.5 oz & 32 oz Available in: Monster Energy, Khaos, Assault , LoCarb Energy, Absolute Zero, Ultra Zero, Ultra Blue Zero, Ultra Red, Cuba Lima, Ballers Blend, Mad Dog Available in: Mtn Berry Blast, Fruit Punch, White Cherry, Melon, Orange, Grape, LemonLime, Strawberry Lemonade, Tropical Mango 3oz vitaminwater Zero Drops XXX, Revive, Squeezed, Rise Naturally flavored sparkling water 16.9oz Blackberry, Orange, Strawberry LemonLime, Watermelon 15.5oz Rehab Can Rehab, Green Tea, Rojo, Orangeade, Pink Lemonade 12oz, 20oz, 32oz Available in: LemonLime, Grape, Orange, Mixed Berry, Strawberry, Fruit Punch 16oz can Full Throttle, Blue Demon Available in: Mtn Blast, Lemon Lime, Fruit Punch Available in: NOS, Grape, Fruit Punch Available in: Chocolate, Vanilla, Honey, Light Chocolate, Light Strawberry Banana, Banana Available in: Very Berry Blue, Fruitabulous Punch, Greentastic Apple, Orange-ariffic, & Sour Raspberry 16.9oz Bottles 20oz: XXX, squeezed , rise, revive, go-go, power-c, focus, glow 16.9oz Pill Bottle XXX, Revive, Power-c, XXX-Zero, Squeezed Zero, Rise Zero Available in: Lemonade, Pink Lemonade, OJ, Apple, Cranapple Ras, Cran Ras Grape, Strawberry Passion, Fruit Punch, Grapefruit Tropical Blend, Berry Blend Available in: Blue Raspberry, Strawberry Melon, Tropical Melon, Peach Mango, Banana Colada 18.5 oz: Sweetened, Unsweetened, Lemon Sweetened, Green, Diet, Lemonade 9.5oz: Caffe, Cappuccino, Mocha, Lattee 16.9oz Bottles Available in: Sweet Tea, Pomegranate Blue, Honey Green, Orange Mango Peach White, Half & Half Available in: 23oz Bottles Available in: 2gallon canisters & 5 gallon bags 15oz Available in: Chocolate, Vanilla , Coffee, Strawberry, Peanut Butter Cup Green, Sweet Lemon, Razzleberry, Caddyshack, Pink Lemonade, Texas Style Sweet, Georgia Peach, and Sno-Berry. 15 oz Available in: LocaMoca, MeanBean, Original (Kona) , Irish, Vanilla * Product availability may vary by sales center Liz Diaz-McDonald , Multicultural Marketing Manager 7 Why Multicultural Marketing? MULTICULTURAL GROWTH IS EVERYWHERE Source: US Census Bureau, 2010 Three Segments Drive Growth THEIR BUYING POWER = OPPORTUNITY Source: +42% +26% +43% 2012-2017 2012-2017 2012-2017 Selig Center for Economic Growth, Terry College of Business, The University of Georgia, “The Multicultural Economy, 2012” Role of Our MC Segments HISPANIC AMERICAN GROWTH DRIVER • 46% of Incremental Volume Growth thru 2020 AFRICANAMERICAN INFLUENCER ASIANAMERICAN FUTURE GROWTH • 18% of Incremental Volume Growth thru 2020 • 10% of Incremental Volume Growth thru 2020 • 73% of Anglos & 67% of HA believe Blacks Influence Mainstream Pop Culture • 58% population growth rate 2010-2013, Fastest growing Consumer segment Beverage Growth Depends on MC Consumers HISPANIC TOTAL FAVORITE BRAND PREFERENCE RATIO 2 . 7 to 1 vs. Pepsi 2 . 4 to 1 vs. Diet Pepsi 3 . 0 to 1 vs. 7-Up 4. 7 to 1 vs. Crush AFRICAN AMERICAN TOTAL FAVORITE BRAND PREFERENCE RATIO 1 .5 to 1 vs. Pepsi 1 .5 to 1 vs. Diet Pepsi 7. 3 to 1 vs. 7-Up 2. 9 to 1 vs. Crush We Reach MC Consumers through Total and Targeted Programs TOTAL INCLUSIVE OF ALL CONSUMER SEGMENTS Share a Coke TARGETED FOCUSED EFFORTS THAT REFLECT MC UNIQUE INSIGHTS Coke with food LEAD WITH MC INSIGHTS AND EXECUTE WITH MC LENS Targeted Programs Are Built on Cultural Relevance and Passion Points 2015–2016: Multi-Cultural Strategies STRENGTHEN the BASE while RECRUITING the Next Generation of MC Consumers 1 2 3 4 5 ROMANCE RECRUIT CONNECT FULFILL EMPOWER Our strong Spanish Dominant HA drinker base The next generation of MC drinkers: Teens, Young Adults and Bicultural HA With MC Moms & intensify their love for our brands MC Consumers demand for beverage variety with our Still Portfolio MC women thru our 5 by 20 goals to strengthen our social license ENABLERS Center of Excellence Regional Focus Key Retailer Execution Be Part of MC Mom’s Moments and Make Them Mean More Morning In Transit @Work In Transit Early Evening Night Mobile, Tablet, Social, Video Audio, OOH Mobile, Content, Social, Search Audio, In-Store, OOH Video, Mobile, Tablet, Social, Search, Online Weekends Mobile, Audio, OOH, Search, Social, Tablet, Online, Video HA Mom – Content Plan REINFORCE BRAND LOVE AND EQUITY THROUGH PASSION POINTS AND HERITAGE TARGET PROGRAMS TO LEVERAGE RELEVANT ASSETS & MEDIA PARTNERS HA Cultural Moments IMC Family Novelas Mothers Day HHM Holidays Meals Coke with Food – Make Together Happen IMC Education & Empowerment Brand Ambassadors Pay It Forward IMC Graduation Back To School Maria Celeste 16 AA Mom – Content Plan LEVERAGE KEY PASSION POINTS TO CONNECT WITH MOMENTS THAT MATTER USE KEY AA PLATFORMS ASSETS AND MEDIA PARTNERS TO CONNECT WITH MOMENTS THAT MATTER AA Cultural Moments IMC (Full-Year Media Plan) Moments TVC Education Radio Print Social/Digital Mentorship and Scholarship Program Meals and Music Meals New Sustaining POS & Messaging/Bundles New Integrations & Engagements Coke With Food – Constant Engagement with MC Moms Moments around food with cultural relevance, inspiring Moms to MAKE TOGETHER HAPPEN MC Coke with Food – Make Together Happen IMC Shopper Solutions Bundle Partnerships Digital & Social Media Integration Mexican Caribbean South American African American Asian Culturally Relevant POS TV Retail Timing January - December 19 HA Mother’s Day with a Big “Thank You Mom” from Coca-Cola GRACIAS Mamá Digital & Social PR Print Ambassador Maria Celeste April 15 –Timing May 15 Retail Essence Festival: Connect with AA Females Through Music and Togetherness THE SUPERBOWL OF MARKETING FOR AFRICAN AMERICAN WOMEN Digital & Social Radio/Print Retail Experiential Approved channels: Ind. Supers/Regional Chains, CR, Value, FSOP Retail Timing May 1 – June 30 Source :The Black Consumer Opportunity, 2012: “I’m shocked that my can is here! I haven’t been this happy in a long time! I want to share a Coke with everybody!” Growing Hispanic Influence is Fueling Soccer Popularity in the U.S. Our Copa Coca-Cola IMC Paid Media Experiential Social Digital Share a Coke 2.0 Always On Retail Presence 200K attendees 7,000+ players, 8 - 10 cities Ambassadors (National & 1 per city) TV/ Digital/Social In-Store Promotion 23 Multicultural 101 Overview and Market Insight Why are we doing this? Relevant information that will capture the audience through research, data and other relevant information. The why! Multicultural Growth is Everywhere Swire and the rest of the West • Los Angeles • San Francisco • Santa Fe • Las Vegas • Phoenix • Denver • Salt Lake City • Reno • Boise • • 68% 58% 56% 52% 41% 34% 25% 24% 18% The three states with the highest percentage of Hispanics under the age of 18 are Utah, Nevada and Arizona. 1 in 4 public school students is Hispanic in U.S. schools. Multicultural Growth is Everywhere Denver Multicultural Facts • Denver’s Hispanic population has grown more than 55% over the past 13 years to a total estimated 2013 population of nearly one million. • By 2018 that number should exceed 1,035,737. • The total population is also seeing significant growth with more than 668,000 people moving into the area over this period. • The majority of Hispanics in the Denver, CO DMA are of Mexican origin and more than half are bi-lingual and bi-cultural. • The Asian population has seen a 75% growth since 2000 in Denver. Nationally, the Asian population is projected outpace Hispanic growth over the next 30+ years. 1990 2000 2013 2018 Hispanic Population 312,041 583,124 904,588 1,035,737 White NonHispanic 2,166,403 2,595,137 2,852,610 2,952,173 Black NonHispanic 93,151 117,171 154,257 170,570 Asian NonHispanic 46,186 77,437 129,486 154,416 Source: US Census Bureau 2010, Geoscape Market Snapshot Denver 2013 What is within our reach? Denver/Co Springs Multicultural Facts What is within our reach? Co Springs Multicultural Facts More Hispanics are Connecting to their Roots Embracing Heritage – Why Bilingual POS? Connecting Programs to consumers Who is our Hispanic American Shopper? HA MOMS Large Store / Drug & Value HA MALES Small Store HA FAMILIES FSOP Occasion At Home Chill On-the-go Away from Home What is our competition doing? Competition is Paying Attention Other Traditional Mexican Beverages Competition What to look for . . . You might be in a Hispanic segmented store . . . • • • • • • • If you see Piñatas anywhere in the store If you see an over abundance of tortillas – especially Guerrero corn tortillas If you see multiple facings of candles If you see/hear Mexican music If the check cashing area has bilingual messaging If it’s 20% or more Hispanic consumer base When in doubt check in with the store manager for a percentage of concentration of Hispanic consumers Programming Ok, so now what? Alright, the marketplace is changing and it will continue to change. How do I keep up? Co-merchandising and OBM activity Occasion Based Marketing Co-merchandising with the right partners, knowing where our brands go well and forging a partnership with retailers. Bilingual POS: sustaining and program specific OKI-Ready Art & Bilingual POS Additional ideas of how we tie into with relevant bilingual messaging. Soccer Tournaments in Key Markets 11 US cities April –September 2015 • • • • • • • • • • • Los Angeles Denver Houston Chicago Dallas Miami Phoenix San Francisco Atlanta New York El Paso 13-14 years old Boys & Girls (75% HA … 25% GM) 7,000 players 2-day weekend local tournament. 200K attendees 38 Preguntas y Respuestas (Q&A) Colorado Locations SCCBC of Grand Junction 1226 Winters Ave Grand Junction, Colorado 81501 Phone: (970) 242-1132 Fax: (970) 242-8596 SCCBC of Denver 9900 E 40th Denver CO 80238 Phone: 303-371-3888 SCCBC of Alamosa 2255 Enterprise Dr Alamosa, Colorado 81101 Phone: (719) 589-2523 Fax: (719) 589-0456 SCCBC of Colorado Springs 1075 Vapor Trail Colorado Springs CO 80912 Phone: 719-633-2653 Fax: 801-816-5813 SCCBC of Glenwood Springs 1220 Devereaux Rd Glenwood Springs, Colorado 81601 Phone: (970) 945-2434 Fax: (970) 945-2437 SCCBC of Pueblo 3004 S Prairie Ave Pueblo CO 81005
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