Word: brandsness
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Companies trying to reach America's expanding Hispanic population should listen to Julieta Parilla and her family. Parilla, who emigrated from Guadalajara, Mexico, with her relatives eight years ago, is preaching about Pampers. Sitting on a four-poster living-room bed in the cramped apartment she shares with her baby...
Although the endorsement by her sister and prenatal nurses turned Parilla on to Pampers, a few marketing tactics from Procter & Gamble, Pampers' $51 billion parent company, have helped the 21-year-old single mother stay loyal to the brand. Parilla recalls a Pampers television ad she liked, broadcast in both...
With such clever tactics, Proctor & Gamble has hooked Parilla and a whole lot of other Hispanic Americans. The Hispanic population is growing faster than any other group in the U.S., and its buying power is soaring too. By most accounts, P&G is leading the pack in the race to...
Six of the 12 brands that P&G's ethnic-marketing division manages are ranked No. 1 among Hispanics in their categories, and five others are ranked second. "Senior management has tested our will and challenged us to blanket the market," says Graciela Eleta, director of P&G's Multicultural...
P&G has combined national advertising with grass-roots marketing to increase Hispanic share for three-quarters of the brands targeted by the multicultural unit. For example, P&G holds demonstrations in stores and homes to teach recent Hispanic immigrants the advantages of Bounty's "Quicker Picker Upper" paper towels...