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Center for Hispanic Marke1ng Communica1on at FSU
Branding Opportuni1es in the Baby Care Industry with Hispanic Moms
Alejandra Guacaneme
Introduc1on
• If La1nos living in the U.S. were their own country, their buying power would make them one of the top twenty economies in the world (Constan1ni 1)
• They tend to over-‐index in the beauty, hair and baby product categories. Diapers, baby lo1ons and baby wipes represent an important part of the child-‐centered Hispanic family environment.
• Hispanics live in larger households than the average U.S. family. In fact,
nearly one in four babies in the U.S. is born to a Hispanic mother.
• “When a consumer finds a product that meets their needs at a price they find acceptable, they are likely to s1ck with that product.” Chris Ferdock, vice president of marke1ng for Associated Hygienic Products (AHP).
The Online World
• According to the U.S. Census Bureau, 33.5 million Hispanic people are ac1ve Internet users. Hispanics have substan1al purchasing power and they enjoy shopping online.
• 28% of online Hispanics have more than five people in the household compared to 24% of non-‐Hispanics. (HispanicAd.com)
• Hispanic moms are now wri1ng their own blogs, turning to
social media plaZorms to read and share their 1ps and are talking about their experiences on their preferred brand’s website.
“The belief has been the best adver1sing is word of mouth, not anymore. Parents will talk to each other, but they are more tech
savvy and will also look you up online.”
Linda Carmona-‐Sanchez
The role of social media • “Our demographic is ‘mom.’ She’s leading the charge on social media. We’ve
seen in our category an array of moms talking to each other over the computer” about which products they prefer, comparing notes on price, product performance, comfort and fit. Chris Ferdock.
• Moms use social media regularly compared with the general popula1on, 80% vs. 55% respec1vely. (HispanicAd.com)
• Moms, par1cularly first-‐1mers, are at a life stage when they must quickly
learn a lot of new informa1on about baby care and products, and the internet is the ideal research library.
• “There is so much to deal with, so many decisions and choices to make. They are going to connect with other moms at a higher rate because they want to validate their decisions with them.” BabyCenter’s SVP Michael Fogarty has said.
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Main insights and findings
• Given the rela1vely high number of baby care purchases, such as diapers and baby formula, products in the baby care category have strong poten1al to bring consumers into the store if prices are compe11ve.
• Hispanics tend to shop less o`en, but spend more per trip, making it cri1cal for retailers to develop a strong connec1on to become the des1na1on of choice.
• Several companies in the baby care industry have shi`ed how they
approach the La1no market, no longer relega1ng them to second 1er considera1on, but making La1nos a focal driver of business growth.
Implementa1on of Insights in Marke1ng
• Many baby care brands are already taking advantage of the main aspects that characterize the Hispanic popula1on. For instance, Procter & Gamble has stated the importance of using ethnic insights to lead total market campaigns in certain categories.
• The use of the right language is essen1al for a campaign’s adver1sing purposes. Language influences adver1sing’s ability to connect with the Hispanic audience on a number of levels, from likeability to recall.
Examiner.com
Key Factors in the Purchasing Decision
• Moms who shop for baby care items have priori1es that, if met, will build loyalty to a par1cular store. Those priori1es include: well-‐stocked shelves, integra1on of social media, at-‐shelf product codes and integra1on of “mom blogs” into the shopping experience.
• The 15.8% growth rate among Hispanics between 2011 and 2016 will likely mean more children in need of baby care products leading to a con1nuously growing demand in this category. (Private Label Store Brands 1)
The Choice: Brand Names vs. Store Names
• Nielsen total retail channel data for all consumer packaged categories shows that Hispanics are just as likely to buy name brands and private label as the general market.
• They spend 15% more on branded baby products and 10% more
on private label. More than half of 1,900 moms are willing to buy store brand products for the household. (Kelton Research)
What is the winning factor?
• Product Development
• Packaging
• Pricing
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The Role of Adver1sing
• The “Brand” New Mom study found that today’s new mom moms are feeling overwhelming pressure to overspend on products for their babies. Due to the o`en confusing display of adver1sing and promo1onal messages hilng moms from almost every direc1on.
• According to Nielsen data, more than $688 million was spent on adver1sing baby formula and other baby products from September 2010 to August 2011.
Hip2save.com Evankana.com
Key players in the industry
Logok.org
• In an effort to reach the Hispanic market, 2008, Johnson & Johnson launched a Hispanic online marke1ng campaign to promote its iconic baby lo1on joining forces with Vidal and La Comunidad.
• The company decided to go a step further with their idea of product integra1on when they no1ced that Hispanic moms were going online in record numbers. Johnson & Johnson’s director of global communica1ons, Lori Dolginoff said.
• The company also considered the importance of TV adver1sing and served as sponsor of the “Primeros Pasos” baby segment on Univision network’s highly rated morning show Despierta America.
Babiesrus.com
• This Procter & Gamble brand has been recognized for reaching the Hispanic market effec1vely. It has become common knowledge that most La1no parents use the word “Pamper” instead of using the actual Spanish word for diaper which is pañal.
• In an effort to con1nue targe1ng the Hispanic market, Pampers launched the “Mi milagro. Nuestra herencia,”campaign in April 2012.
• “As a market, Pampers recognizes that Hispanics are o`en more brand loyal than the general market. We want to con1nue to cul1vate a solid rela1onship between the Hispanic market and our brand by developing programming that is culturally relevant and aligns with their passion.” Felix Olmo, brand manager for Pampers.
Mamasonadime.com
• In 2009, Huggies launched “El Tren de Vida de Mama” campaign for their “Pull ups” diaper. The campaign was designed to validate and reward the effort that Hispanic moms put into their busy days and the importance of everything they do.
• The campaign played on the literal transla1on of a train. Called the Whistle Stop Tour, a bright, colorful train was posi1oned at Wal-‐Mart and other key retailers, as well as public parks, fes1vals and sports stadiums
• Over 1.5 million consumer impressions and 48 million media impressions were generated. Nearly 45,000 women shared 1ps.
Conclusions and Recommenda1ons
• Marketers need to reflect in their adver1sements and promo1ons that they understand the bond that Hispanic moms have with their children and how good diapers can make a great contribu1on to their daily rou1nes.
• Marketers can use Todobebe.com to communicate their products and services to these La1na moms. Their efforts can help the mothers along in the process from pregnancy through their babies’ early years.
• Adver1sements could also focus on the effec1veness of specific products and
share this with La1na mom bloggers and baby product oriented websites.
• Store brand names have a big opportunity to promote their baby care products with strong adver1sements and packaging.
Conclusions and Recommenda1ons
• A good approach to put CRM in prac1ce can be sending a birthday card and a
customized gi` every year on this special day reflects that brands care and keep their customers in mind.
• Baby care brands could include customized manuals that provide safety
procedures and techniques that have been proven to work in the past. Language use for these manuals is crucial depending on the age of the target market.
• Marketers may also consider developing an interac1ve applica1on on smartphones that func1ons as a planner or agenda and allows moms to schedule baby par1es, doctor appointments, 1me to regularly change diapers, etc.
www.hmc.comm.fsu.edu
Facebook.com/Center for Hispanic Marke1ng Communica1on
Twiser.com/fsuhmc
YouTube: HispanicFSU
Google +: HispanicFSU
Keep in touch!
Works Cited
• 2009 PRO Awards: 'HUGGIES® and PULL-‐UPS® "El Tren de Vida de Mamá." Chief Marketer.com, 2009. Web. hsp://chiefmarketer.com/pro-‐awards/2009-‐pro-‐awards-‐huggies-‐and-‐pull-‐ups-‐el-‐tren-‐de-‐vida-‐de-‐mam
• Amaya, Nimia. Case Study: Johnson & Johnson. Journal of Spanish Language Media, 2012. Web. hsp://spanishmedia.unt.edu/english/downloads/journal/Vol.3.pdf
• Constan1ni, Cris1na. 10 Brands Capitalizing On the La1no Immigrant Market. AbcNews.com, 2012. Web. hsp://abcnews.go.com/ABC_Univision/10-‐brands-‐capitalizing-‐la1no-‐immigrant-‐market/story?id=17739431#.UL0JSHp_DpU
• Cvetan, Dana. "Moms S1ll Rule -‐ Segment Strategies -‐ Private Label Store Brands." Private Label Store Brands, 2012. Web. hsp://www.plstorebrands.com/ar1cle-‐moms_s1ll_rule-‐3201.html
• Hispanic Consumers Capturing CPG Market Poten1al. IRI, 2008. Web. hsp://www.symphonyiri.com/portals/0/ar1clePdfs/TT_April_2008_Hispanic_Consumers.pdf
• Huggies. Hispanic Market Weekly, 2012. Web. hsp://www.hispanicmarketweekly.com/ar1cles/50265-‐huggies
Works Cited
• Irwin, Tanya. Huggies Enlists Mexican TV Star For Campaign. Media Post PublicaFons, 2012. Web. hsp://www.mediapost.com/publica1ons/ar1cle/177127/huggies-‐enlists-‐mexican-‐tv-‐star-‐for-‐campaign.html#ixzz2EJaEPZjf
• Irwin, Tanya. Pampers Targets Hispanic Consumers. Media Post PublicaFons, 2012. Web. hsp://www.mediapost.com/publica1ons/ar1cle/171803/pampers-‐targets-‐hispanic-‐consumers.html#ixzz2EJOkkSqA
• Kaplan, Marcia. "Marke1ng to the Online Hispanic Consumer | Prac1cal ECommerce." PracFcal E-‐commerce.com, 2012. Web. hsp://www.prac1calecommerce.com/ar1cles/3765-‐Marke1ng-‐to-‐the-‐Online-‐Hispanic-‐Consumer
• Krischer Goodman, Cindy. "Moms Are Building Mini-‐empires Online." Hispanic Business, 2012. Web. hsp://www.hispanicbusiness.com/2012/4/17/moms_are_building_miniempires_online.htm
• Marketers, meet Moms on Social Networks. HispanicAd.com, 2012. Web. hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=34633&search_string=baby+care&criteria=All
Works Cited
• Moms feel pressure to buy expensive Baby Brands. HispanicAd.com, 2012. Web. hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=33690&search_string=baby+care&criteria=All
• Pampers partners with Thalia to launch ‘Mi Música, Mi Herencia’. HispanicAd.com, 2012. Web. hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=35500&search_string=baby+care&criteria=All
• Pull-‐Ups “El Baile de Pull-‐Ups” Posy Dance. Chief Marketer.com, 2010. Web. hsp://chiefmarketer.com/pro-‐awards/pull-‐ups-‐el-‐baile-‐de-‐pull-‐ups-‐posy-‐dance\
• State of the Hispanic Consumer: The Hispanic Market Impera1ve. Nielsen Research, 2012. Web. hsp://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-‐16-‐FINAL.pdf
• Todobebe, 2012. Web. hsp://todobebe.com/criando/soluciones-‐para-‐mama