diving growth with the u.s. hispanics

Driving Growth with U.S. Hispanics

July 2015

2

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

3

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

4

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

6

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

115

Hispanic Index:

23% Hisp. vs. 19% 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

10

On a 5 point brand loyalty scale, Hispanics are more brand loyal than Non-‐Hispanics.

11

Hispanics Are Brand Loyal

Source Simmons Fall 2013


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

14

15

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

16

Football vs. Fútbol

Be Culturally Relevant

Tacos vs. Chalupas

17

The Hispanic Licensing Opportunity

18

19

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.

20

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


$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

21

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

24

Case Study: Simplemente Delicioso

25

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

25

26

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?

26

27

Retail Placement

27

28

Retail Placement

29

360 Strategy-‐ Why it Works?

Simplemente Delicioso

Gibson Overseas

Univision Retailer

Gracias!

30

diving growth with the u.s. hispanics

Documents