Women's Collection from Marketing to Counter-Marketing
Marketing To Hispanic Smokers Feasibility From A Database Perspective
Abstract
Examines segmentation of the Hispanic market, focusing on gender, age, language spoken, region, cigarette brand, type, and coupon use. Also compares Hispanic and non-Hispanic respondents. Appends data in spreadsheet format.
Fields
- Type
- Chart/Graph/Table
- Report
- Presentation Materials
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Named Organization
- Donnelley Marketing Information Services
- Strategy Research
- US Census Bureau
- Region
- Los Angeles
- New York
- San Antonio
- Albuquerque
- Chicago
- Miami
- San Francisco
- Houston
- Pittsburgh
- San Diego
- Waco/Temple
- St. Louis
- Philadelphia
- Midland
- Peoria
- Fresno
- Brand
- Alpine
- Basic
- Benson & Hedges
- Cambridge
- Camel
- Kool
- Marlboro
- Merit
- Newport
- Parliament
- Salem
- Vantage
- Virginia Slims
- Winston
- Thesaurus Term
- Hispanic Americans
- Marketing Research
- Market Segmentation
- Cigarettes
- Coupons
Document Images
Marketing T
O: Hispanic S0 okefs A
Feasibility From A ' ;~base Pers~.ctive
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Table of Contents
Background I -:
Analytic Objective
Definition of Hispanics
Net Findings: o
Summary of Analysis
Appendix
Profiles of Hispanic Smokers on the Database
Profiles of Hispanic/Non-Hispanic Direct Mail
Responders
Brand Direct Mail Responder Profiles
Mailing/Response Overview
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Background
The -Hispanic population is currently 10% of the U.S..
population (22MM).
- 6.5% of total U.S.. households.
- Growing faster than any other ethnic group (71% growth since
1980).
- Census Bureau predicts Hispanics will outnumber African
Americans by 2010.
Approximately 17.2% of Hispanics are smokers.
- Smoke an average of 13.2 sticks/day .
Source: Strategy Research Corporation 1992
Donnelley Marketing Information Services 1990
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Background
An issue exists regarding what language is the most
effective for communicating to Hispanic smokers.
- While Hispanics may be responding to English response
vehicles, they may prefer/be more receptive to Spanish language
vehicles.
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Background
Hispanic Smoker Efforts To Date
Name Gen. efforts have been in place to capture
Hispanic smokers; however, relatively little has been
done in Spanish language.
- MAT VAN, Racing/Community Events and one Corporate Name
Gen. effort offered Spanish language response device.
- Have been successful in generating names/response.
In 1994, Spanish language materials are being
incorporated in programs.
- Marlboro Country Store (POS, Catalog, ROP Ad, 800#)
- Marlboro Racing (Ad)
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Analytic Objective
What We Want To Learn
Are' Hispanic smokers on the Database similar to the
general Hispanic market?
Do Hispanic smokers respond similarly to non-
Hispanics on the Database?
Where do we go,from here?
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Definition of Hispanics
For purposes of this analysis, we are defining
Hispanics as those smokers who have:
- Indicated Hispanic on survey ethnicity question.
-OR-
- Been identified as a Hispanic via surname overlay on the
Database.
-OR-
- Responded to a Spanish language response device or Spanish
magazine.
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Net Findings
Hispanics on the Database, including Direct Mail
responders,,pre representative of the Hispanic market,
overall.
- Demographic/geographic.
Hispanics, respond at high rates, particularly among
YAMS and Spanish Speaking Hispanics. Therefore, it
is feasible to market directly to them.
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-~nglish Speaking Hispanics are being included in current
programs and are responding at almost the same rate as Non-
HiVanacs (35% vs. 39%). o
-- Spanish Speaking Hispanics are included in current programs to
ao Iesser degree but are very responsive (67%). However, due to
the small size of. Spanish Speaking Hispanics on the Database, it
would not be cost effective to generate separate Spanish
language programs or versions of programs at this time.
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Net Findings
Opportunity-exists to:
'~ Increase size of file (via existing name generation efforts).
4 »: Particularly via Marlboro and B&H programs.
~ Gain more learning.
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Best language for communications.
Whether Spanish language can increase response rates
among English Speaking Hispanics.
How to reinforce loyalty without subsidizing purchase to
this already high-loyal group.
Impact on response from direct translation of existing
materials vs. Hispanic oriented creative.
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Summary of Analysis
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