Word: hispanicism
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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...
By that token, you might call Eleta P&G's chief backyard chef. As P&G's top ethnic marketer, she heads the company's Hispanic efforts from the division's headquarters in Puerto Rico. But the Panama City--born P&G vet doesn't spend too much time in...
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...
The Hispanic market didn't always get this kind of attention. For years before Hispanics overtook African Americans as the country's largest minority group in 2001, companies often marketed to U.S. Hispanics on the cheap. Even at P&G, which always dabbled in ethnic marketing, Hispanics weren't always...
Companies like P&G can't afford to ignore the Hispanic market anymore. The U.S. Hispanic population has grown 85%, to 41.3 million, since 1990, compared with only 18% for the overall population, according to the Selig Center for Economic Growth at the University of Georgia. U.S. Hispanic buying power...