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More than a Language!
Hispanics are not and should not be marketed to as if they were simply the part of the general population that speaks Spanish.
ÚLATAM™ Retail Solutions Group utilizes a one-on-one, in language approach to assist and guide companies, large and small, civic organizations, academia and non-profits in distinct areas.
Best Practices at Ulatam
- Knowing the Latin American consumer
- Defining the Ethnic Merchandising Set
- Fine tuning the offer to appeal to the Latin American consumer
- Building the in location experience
- Market plans that communicate
Company or Product Differentiation
When attracting the Latin American consumer, designing a set of meaningful differences to distinguish your company's offer from the competitor is the catalyst providing the energy for your business. Just as important is incorporating and deciding which difference or attribute to promote. Listening to and understanding what appeals to the Latin American consumer is how Ulatam may help.
Product Positioning
U.S. Latin Americans will shop where their brands are properly presented, displayed and competitively priced. Ulatam can assist in designing your company's offer and image so that it occupies a distinct and valued place in the target customer's mind.
Positioning begins with deciding how many and which differences to promote to the target Latin American purchasing from your place of business.
Annual Expenditures in US Dollars
Product
Latinos
Non-LatinoDairy $377 $317 Produce — Fresh Fruit $202 $144 Meat — Ground Beef $120.56 $84.87 Premium Cable ¿Qué piensas? What do you think? Merchandising
- Complete integration of Latin American Product line as well as stand alone product, it depends on needs
- Merchandising software allows
for modifications, review and analysis prior to implementation
Category Management
- Experience moving from a Non Ethnic Approach to a Latin American Approach
- Adaptability to ethnic mix based on a store by store basis
Marketing Support and Intelligence
- Segmenting by age, market income, education, lifestyle, race and language helps minimize risk and increase sales
- Ulatam provides and is able
to apply this intelligence at the place of business, by U.S. zip code,
and based on decisions, build programs to drive business to your location
Neighborhood Intelligence
- Linking consumer behavior, attitude, opinions, preferences, time in country, etc., is paramount to the attraction of this consumer
- What are the factors driving the purchasing habits of this consumer?
- Is your consumer an economist,
a loyalist, a traditionalist?
Financial Intelligence
Ulatam offers expertise in Import/Export, Market Analysis, Exchange Rate Management, Letters of Credit, Foreign Provider Verification and more.
Language Representation - A Complete Integration
- Sensitivity to language and its subtleties at your place of business is what Hispanics expect and demand.
- Eight of ten Latin Americans prefer their environment and its product offerings to be language sensitive.
- Ulatam, because of its complete product management and understanding of your customer's language preferences, combined with an understanding of what product content to portray, provides messages with significance.
- English (Source) to Spanish (Target) with sensitivity to dialect, region target and acculturation of the consumer is paramount.
- Ulatam’s
integrated approach to language then tests the language and its ability
to convey the desired message in the desired market.
Cultural Representation
It is not enough to create a Latin American message, employ a diverse staff and choose the proper product selection. Of extreme importance is creating value associated with your business.
Contact: crae@ulatam.com
