Team ZenithVictoria Chen| Rebecca Cohen | Ricardo Pérez | Alan Zhang

TARGETING THE HISPANIC CONSUMER

INGREDIENTS•1/2 cup (1 stick) butter•1 1/2 cups all-purpose flour•1 teaspoon baking powder•1/2 teaspoon coarse salt•5 large eggs•1 cup sugar•1 teaspoon pure vanilla extract•1 can sweetened condensed milk•1 can evaporated milk•1 cup whole milk•2 cups heavy cream•5 cups fresh fruit

AGENDA

Introduction

Meet our Designer

Strategy and Messaging

Forecast

THE HISPANIC CONSUMER

THE HISPANIC CONSUMER

• As of 2010, Mexicans make up 63% of the Hispanic populationin the United States

Mexican63%Puerto Rican

9%

Cuban4%

Other24%

Hispanic Population (2010)The Breakdown

THE HISPANIC CONSUMER The Importance of Family

• Not all Hispanics speak Spanish• 2nd and 3rd gen. citizens

• Not all Hispanics want their culture to be exclusive

Common Misconceptions THE HISPANIC CONSUMER

INTRODUCING OUR DESIGNER

CELEBRITY CHEF AARÓN SÁNCHEZ

• Author• TV personality • Entrepreneur• Restaurant Owner

WHY AARÓN SÁNCHEZ? • Mexican majority • Reaching mainstream audience• Culture and cuisine • Multiple recipe books• Partnered with TJ Maxx, Marshalls, Home Goods+• Personal cookware line • Zarela Martinez

STRATEGY & MARKETING• Trial period

• Products available in select cities• Products

• Recipe books• Cookware • Dry ingredients, spices • Existing Target products & non-existing products

• Bundling opportunities • Mother’s products• Consumer savings through bundling• Strategic store placement

MOBILE & ONLINE OPPORTUNITIES• Social media

• YouTube commercials • Twitter posts• Facebook posts and commercials

• Commercials • Airing commercials on Spanish-speaking channels• Using well-known public figures • Commercials communicating the importance of family

• Target’s Cartwheel App • Coupons specific to designer’s line

FORECAST

FIVE YEAR PROJECTION• Six month trial period• Bundling and seasonal deals • Strengthen relationship with Hispanic community

without alienating other groups• Sánchez becomes Target’s Hispanic representative• Partnering in order to reach different demographics• Relating to mainstream audience through varied commercials

Ricky’s stuff

POSSIBLE CHALLENGES TO OVERCOME• Possibly alienating Hispanic consumer• Failing to connect with mainstream

audience• Fail to achieve desired effect

The Hispanic Consumer

Aarón Sánchez Projections

SUMMARY