Women's Collection from Marketing to Counter-Marketing
HISPANIC OVERVIEW
Abstract
Describes the demographics, psychographics, smoking statistics, and media consumption for Hispanic Americans. Details the industry's marketing objectives and strategies to target this population.
Fields
- Type
- Report
- Chart/Graph/Table
- Presentation Materials
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Named Person
- Valdes, M. Isabel
- Yankelovich
- Named Organization
- Automundo
- Buenhogar
- Calle Ocho
- Car Audio
- Carnaval 611
- Cosas
- Cosmopolitan
- Cristina
- Deporte Int
- Diario Las Americas
- Editorial Televisa
- El Mensajero
- El Nuevo Herald
- Elle
- Eres
- Extra
- Fiesta Broadway
- Fiesta Del Sol
- Furia Musical
- Geomundo
- Harpers Bazaar
- Hispanic Market Connection
- Hola
- Ideas
- La Opinion
- La Subasta
- Latinos in Baseball
- Latinos in Boxing
- Latinos in Soccer
- Lawndale Newspaper Group
- Leo, Leo Burnett Agency
- Marie Claire
- Mdi Hispanic Monitor
- Mecanica Popular
- Mundo Deportivo
- News America FSI
- Nielsen
- R. Digest Selecciones
- Roslow Research Group Inc.
- Semana
- Solo Soccer
- SRC
- TV Y Novelas
- Univision
- Vanidades
- Vistazo
- Yankelovich Monitor
- Region
- Cuba
- Central/South America
- Mexico
- Puerto Rico
- Los Angeles
- Texas
- New York
- Miami
- Chicago
- Houston
- San Francisco
- California
- Brand
- Basic
- Benson & Hedges
- Camel
- Doral
- GPC
- Kool
- Marlboro
- Newport
- Salem
- Virginia Slims
- Winston
- Thesaurus Term
- Market Share
- Hispanic Americans
- Advertising Research
- Demographics
- Consumer Markets
Document Images
4k r
~
AGENDA
Hispanic Market Overview
Hispanic Media Overview
1996 Hispanic Media Plan
Hispanic Adult Smoker Overview
1996 Hispanic Marketing Objectives and Strategies
1 st Half '96 Hispanic Creative Review
0
I99ZL81vOZ
Hispanic Market
Overview
2041872662
2041872663
ai :4srAx Vi
0 9
w
a
0
~
' t In
N
a,
~
Hisnanic Market Overview DemoaraDhics
Hispanics comprise one of the fastest-growing minorities in the U.S.
V Hispanic population is 25.6MM (under-represented because of the number of illegal immigrants
that are not accounted for)
v/ 10% of total U.S. population
v/ Fifth-largest Spanish-speaking country
~/ Largest minority by 2010
v/ Approximately 90MM Hispanics by 2050
MINORITIES IN THE U.S.
PROJECTED POPULATION DISTRIBUTION %
t994 2000 2020 2050
African-American 12% 12% 13% 14%
Asian 3 4 7 10
Hispanic 9 11 16 23
American Indian 1 1 1 1
White 76 72 64 53
100% 100% 100% 100%
SOURCE: U.S. Bureau of the Census
S99ZL8tir0Z
Hispanic Market Overview Demographics (cont'd)
V Hispanic HH are larger and younger
0 3.6 members versus 2.7 for Total U.S.
o Median age is 24 versus 33 for Total U.S.
o Main concentration of Hispanics is in the 25-49 age group
SOURCE: 1990 Census Bureau; 1991 Statistical Abstracts
999ZL8TVOZ
nic Market Overview Demoua h~2 ics (cont
V Hispanics come from different countries of origin, are concentrated in specific areas, and are
therefore easy to reach
C'O]UN'TIRY OF
URIGIN
Mexico
Puerto Rico
Cuba
All Others
SOURCE: SRC 1994
% U.S. HISPANIC
l'OPUL,AT:ION GEOGRAPHIC .
CONCENTRATION % OF
AREA
63% Los Angeles/Texas 78%
11 % New York 45%
6% Miami 59%
20%
L99ZL$tii70Z
Hispanic Market Overview Demogranhics (cont'd)
v/ U.S. Hispanics have a high disposable income
0 1996 U.S. Hispanic buying power is $228.1B (has increased at a yearly rate of 12% since
1980)
o U.S. Hispanics are ranked the third-wealthiest DMA in the U.S. behind New York and Los
Angeles ($392B and $278B respectively)
o Median income for the Hispanic population is $23,000 (about 25% lower than that of the
General Market)
o Cubans have the highest median income
_ _...... .... _ . _.. _ _
i~~4N~:L"~~iC' C)I~tl~~N MEDIAN INCO`MC `
Cuba $27,000
Central/South America $24,000
Mexico $23,000
Puerto Rico ~ $18,000
o Average weekly grocery spending is $107 (25% above U.S. average)
o A substantial portion of Hispanic income is spent on food and commodity items
SOURCE: SRC 1996; 1992 U.S. Census
899ZL8ifi0Z
204187261
0
