Having interned with Target Corporation for two years, I have become particularly interested in how companies target the Hispanic markets. I have always been fascinated by marketing and advertising efforts towards Hispanic men and women. Many of us have seen very effective commercials, but it is difficult to say which ethnicity they are targeting, if any. It is evident that a large majority of US retailers employ specific Hispanic marketing efforts, but these efforts can sometimes go unnoticed if the viewer can not pick up on them. Sometimes firms use Spanish at the wrong time or make the mistake of using the same strategies in
Looking at the history of the needs of Hispanics, it is easy to understand why Hispanics are a large part of the pie when it comes to consumer spending in the
The book, Hispanic Marketing Grows Up by Juan Faura, compares Hispanic marketing to Occam’s Razor. When applying strategies to Hispanic marketing, the best approach is the simplest one according to Faura’s application of Occam’s Razor. Faura addresses the fact that many marketers today focus too much on the “Hispanicness” of their consumer instead of engaging the consumerism of the Hispanic culture. He believes that marketers are ready to move on to the next step in marketing Hispanic segments and shares primary information he attained while conducting interviews for his book. In order to understand the needs of the Hispanic market, we must also know where they came from and what kinds of challenges they are facing now. His book notes that mainstream
1Faura, J. (2006). Hispanic Marketing Grows Up: Exploring Perceptions and Facing
Realities. Paramount Market Publishing.