diving growth with the u.s. hispanics
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Driving Growth with U.S. Hispanics
July 2015
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Univision is your “Link” to Hispanic America
BROADCAST LOCAL TV (62 STATIONS)
feria
EXPERIENTIAL
ENGLISH LANGUAGE BRANDS
BRAND EXTENSIONS
LOCAL & STREAMING RADIO (69 STATIONS/16 MRKTS)
CABLE
LEADING BRANDS
EMERGING BRANDS
ENGLISH LANGUAGE BRAND DIGITAL PORTFOLIO
CONSUMER PRODUCTS
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2.4
5.2 5.1
0.4 0.3
(0.8)
Hispanic Non Hispanic
Fueling Your Growth
Source: Source: U.S. Census 2012 Na9onal Projec9ons
A18-‐49 A25-‐54
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K2-‐17
2014-‐2024 Popula\on Change (In MMs)
U.S. Consumer Spending Projec\ons 2012 -‐ 2022
($ in Trillions)
2012
2017
2022
$0.9
$1.2
$1.6
Source: IHS Global Insight 2013 Hispanic Market Monitor Forecast – United States 5
Rising Consumer Spending
+74% increase in Hispanic consumer spending over the next 10 years vs. +36% among NH
Meet The Hispanic Family
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Source: Simmons NCS/NHCS, Fall 2013 FY – Pop. Based on Moms (women 18+ who are parent/guardians with 1+ children in household) 7
Meet The Hispanic Mom
She Lives With More Children Average number of children vs. 2.0 for NH 2.3
Her Home Has More People / Household Average number of people in the household vs. 4.1 for NH 4.5
She Is Younger Of Hispanic moms are between 18-‐34 yrs old vs. 37% for NH 48%
She Is The Primary Decision Maker Feel they are most influen9al in HH purchase decisions vs. 70% for NH 69%
Source: Simmons NCS/NHCS, Fall 2013 FY – Pop. Based on Male 18+ 8
Meet The Hispanic Male
Prefers Shopping at Specialty Stores
Usually First Among Friends to Shop at a New Store
Goes Shopping Frequently 121
145
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Hispanic Index:
23% Hisp. vs. 19% for NH
12% Hisp. vs. 8% for NH
25% Hisp. vs. 21% for NH
Souce: CDC Na9onal Vital Sta9s9cs Births: Preliminary data for 2012, released December 2013. Quote from Mintel’s “Marke9ng to Hispanic 9
1 of every 4 babies born in the US is Hispanic
Meet The Hispanic Kids!
The Importance of Branding
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On a 5 point brand loyalty scale, Hispanics are more brand loyal than Non-‐Hispanics.
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Hispanics Are Brand Loyal
Source Simmons Fall 2013
Hispanic Non Hispanic
70% 65%
Source: ShareThis Consumer Study Online Sharing Behaviors of Hispanic Consumers Feb. 2014. 12
Hispanics Influence Other Hispanics on Social Media
9 In 10 Hispanics Are Social Media Users
Source: Conill The Hispanic Influence on American Culture November 2012. 13
Non-‐Hispanics believe Hispanics influence American culture
Hispanics Influence Non-‐Hispanics
Connecting With Hispanics
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of Hispanics Agree “Companies that make
sincere efforts to be part of or invest in my community
deserve my loyalty”
vs. 73% Non-‐Hispanic Source: 2013 Mul9cultural Monitor. The Futures Company.
79% Be Authen\c
language
food
friendships
family
community
music
cars celebri9es
S po r t
s
spirituality
Leverage Passion Points
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Football vs. Fútbol
Be Culturally Relevant
Tacos vs. Chalupas
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The Hispanic Licensing Opportunity
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Shopped Last 3 Months Hispanic Non-‐Hisp.
Target 47% 45% 104 Sears 35% 22% 150 JC Penney 34% 25% 131 Macy’s 29% 21% 134 Kmart 28% 21% 126 Costco 27% 20% 129 Ross 25% 9% 224 Big Lots 23% 18% 119 Kohl’s 22% 28% 82 Sam’s Club 20% 21% 95 Marshalls 17% 10% 148 Old Navy 16% 11% 137
Index
Hispanics More Likely To Shop At Major Department Stores
Source: Simmons NCS/NHCS Fall 2013 Base: A18+ department store shoppers. Top department stores shopped last 3 months, ranked on Hispanic shopped. Index against total popula0on.
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Huge Dollar & Growth Opportunity $ Spending -‐ 2012
Source: HIS Global Insights 2013 (Consumer Spending 2012). Growth forecast from 2010-‐2015. Food and Beverage growth is same as category info is combined.
$11B $5B
$80B $39B $24B
$16B
BEVERAGES (NON-‐ALCOHOLIC)
TECHNOLOGY (PC & PERIPHERALS)
FOOD AT HOME CLOTHING PERSONAL CARE
TELECOM
Hisp. Growing 1.6x vs. NH
Hisp. Growing 1.6x vs. NH
Hisp. Growing 1.9x vs. NH Hisp. Growing 3.6x vs. NH
Hisp. Growing 2.9x vs. NH Hisp. Growing 4.4x vs. NH
Hispanics Are Profitable Consumers Yearly HHLD Average Spending (2012)
Source: .. 2013 IHS Global Insight Hispanic Market Monitor.
Women & Girls Clothing
Men & Boys Clothing
Children under 2 Clothing
Footwear
Cell Phone Plans
Hispanic Non Hispanic
$1,474 $1,471
$993 $832
$178 $107
$720 $507
$1,069 $885
Personal Care & Services
$1,627 $1,740
Household Tex\les
$172 $225
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22 Source: Simmons Fall 2013 FY Pop. Base: A18+ that purchased accessories for Men or WM in the last 12 months (Indv. Accessory items include Men or Women)
Hats
Necklaces/ Earrings Colorful Purses High Heels
Belts Sunglasses
& &
& &
It’s All About Adding More To Ouqits Accessory items purchased (Bought items in the last 12 Months)
Accessory Items Hispanic Non-‐Hispanic
PURSE/HANDBAG 22% 23%
SUNGLASSES (NON-‐PRESCRIPTION) 10% 11%
SCARF 9% 9%
WALLET 8% 7%
BELT 7% 7%
GLOVES 5% 7%
Hispanic Apparel Consumers Similar to Non-‐Hispanics
The Retail Licensing Opportunity
Source: LIMA 2013 Licensing Report. 1: Total represents all of the categories for Licensing, the main six represent 97% of all licensing revenues
$185B
Global (2013) U.S. (2013)
* Based on 10.9% Share of Na9onal Discre9onary Income Spend
$104B
U.S. Hispanic (es\mates)*
$11B
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Case Study: Simplemente Delicioso
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Partnership Overview In 2012, Univision and Gibson Overseas, Inc entered into a licensing
partnership for the Development of a cookware and dinnerware line u9lizing Univision’s Simplemente Delicioso brand
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Developing a Winning Strategy
Market Reali\es: 1. The U.S. Hispanic popula9on con9nues to grow 2. “Food” is one of the key passion points for Hispanics 3. Their was a lack of authen9c cooking brands in the market
What compelled Gibson to put a Hispanic Strategy in place?
Keys to Iden\fying the Right Brand: 1. Is the brand authen9c? 2. Does the brand translate to the product line? 3. Can we execute a cohesive marke9ng strategy? 4. Can we sell our vision into retail?
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Retail Placement
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Retail Placement
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360 Strategy-‐ Why it Works?
Simplemente Delicioso
Gibson Overseas
Univision Retailer
Gracias!
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