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ICOM Multicultural

ICOM Multicultural. 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f contact@symmetrygroup.us www.symmetrygroup.us. ViVA ViVA.

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ICOM Multicultural

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  1. ICOM Multicultural

  2. 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f contact@symmetrygroup.us www.symmetrygroup.us

  3. ViVA ViVA ViVA is a full service, integrated marketing, promotions and advertising communications agency specializing in the U.S. Hispanic and Latin American consumer markets  We do what it takes to grow your business in the Hispanic market

  4. The ViVA Story We opened our doors in 1997 with one client and 1 very motivated “president”. We’ve come a long way since then. We now have 25 employees, annual billings of $32 million, advertising offices in Miami and Los Angeles, media offices in San Antonio and promotional offices in Dallas.  ViVA is passionate about the Hispanic Market.

  5. The ViVA Story ViVA’s team leaders come to ViVA with an average of 15 years of agency experience and expertise from great, (and Big) agencies, including DRM/DDB, Bromley Communications (Publicis), Global Hue (IPG), Saatchi & Saatchi, and Leo Burnett making it possible for our clients to work with seasoned, senior-level professionals on a daily basis. ViVA is directed by senior Hispanic marketing professionals

  6. The ViVA Story ViVA is woman/minority certified. ViVA is not a publicly-held company and doesn’t have to answer to shareholders, hence keeping costs reasonable for excellent work ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program.

  7. Client Experience

  8. Category Experience CPG – Beverage Coca-Cola Jarritos Sunkist Jugos del Valle CPG - Food Enteman’s Pillsbury Motts Clamato Mission Tortillas Prego Campbell’s Soups Yoplait Quaker CPG Household Fabuloso Fab Ariel OTC Dexatrim Pfizer Tylenol Imodium Lactaid Pepcid AC Travel & Tourism Sectur de Mexico Avianca Sabre Six Flags Resorts Advantage Conrad Hotels Intercontinental Hotels RIU Hotels Retail Bealls BJ’s Wholesale Club Fashion Bug Marshall’s TJ Maxx Verizon Wireless Telecommunications Verizon Wireless US Robotics MCI AT&T Wireless 1-800 Collect Nokia Cingular B2B Fed Ex DHL QSR McDonalds Burger King Taco Cabana Church’s Fried Chicken Consumer Electronics Sharp Sony Motorola Samsung Seiko Automotive Uniroyal Chrysler Texaco Diamond Shamrock Havoline Motor Oil Chief Auto Parts PEP Boys General Motors Renault Toyota Exxon Mobile Technology AMD Iomega Xerox OKI Intel Lan Desk Beer Budweiser Bud Light Michelob Lone Star Beer Miller Spirits Jose Cuervo Smirnoff Johnny Walker Black Balentines Kahlua Health & Beauty Nivea Neutragena Oil of Olay Pantene Mennen Colgate Zest Financial & Insurance State Farm AIG American Express Advance America Moneygram Vigo

  9. Miami, FL HQ San Antonio, TX Media Los Angeles, CA Dallas, TX Promotions Location, Location, Location

  10. The ViVAPoint of Difference

  11. Laying the Groundwork We recognize that “one size fits all” is never the answer. It never was. Through our different divisions, we’re able to solve most any Hispanic market challenge; advertising, media, promotions, marketing and communications. A one size fits all approach doesn't work in the Hispanic market.

  12. LifelongLifestyleTendency Analysis™ ContemporaryTraditionAnalysis™ HispanicBrandLoyaltyModeling™ ConsumerCentricBranding™ ConsumerCentricPlanning™ Laying the Groundwork

  13. Market Environment Competitive Environment Consumer Value Positionings Consumer Passion Positionings Reasons to Believe in Brand Reasons to Believe in Brand Brand Functional Benefits Brand Emotional Benefits Brand Defense Brand Personification Positioning Statement that reflects brand needs, but resonates with consumer acceptance Consumer Centric Positioning Finding Relevance Consumer Response Brand Response

  14. Finding Relevance Traditional Media Approach Below the Line Media (added-value, on-site, on-air, etc.) Below the Line Activities (Local market festivals, rec sports, enterainment, promotion, street teams, etc.) Non-Traditional Media (theater, wall murals, etc.)

  15. Finding Relevance Below the Line Activities (Local market festivals, rec sports, entertainment, promotion, street teams, etc.) Below the Line Media (added-value, on-site, on-air, etc.) Non-Traditional Media (theater, wall murals, etc.) Product Specific (POS, sampling, experiential, sales support, playbooks, ASM, etc.) Traditional Media Activity

  16. Getting Down To Business • As marketing to Hispanic has changed since its beginnings in the early 1970’s, so have we. We operate from the belief that the traditional media first approach is outdated and that three heads are better than one • ViVA Integrated Marketing and Communications • ViVA Media • ViVA Promotions • ViVA² - Hispanic Brand Architects Marketing to Hispanics has changed significantly in the last several years.

  17. ViVA Integrated Marketing and Communications  An integrated, full-service approach to delivering actionable and relevant marketing programs aimed at delivering the Hispanic consumer. Television, radio, outdoor, direct mail, in-store point of sale, interactive, etc. - ViVA is capable. 

  18. ViVA Media  Leads the industry in Hispanic media expertise and understanding. Our strength lies in our strategic thinking, plan customization, effective and efficient buying, media stewardship, and producing and measuring results. 

  19. ViVA Promotions Comprised of a dedicated team of Hispanic consumer and retail professionals, ViVA Promotions provides its clients with programming that captures the essence of the Hispanic market as consumers and shoppers. This group understands Hispanic retail across all channels

  20. ViVA² Hispanic Brand Architects At ViVA² we evaluate and recommend. Before ads are created, media is planned and samples distributed, we peel back the covers of the U.S. Hispanic market with an eye on the business opportunity for a brand, a category or a channel. We work with marketing teams to bridge the gap between thinking about marketing to the U.S. Hispanic market and taking the first step in doing so . . . or not.

  21. The Hispanic Consumer…A Growth Target Largest Minority Group 42.9 million Hispanics (and counting) A whopping 66% of Hispanics are under 35, while some 20% of the population under the age of five is Hispanic. More of Tomorrow’s ConsumersHispanic population growth accounted for a huge portion of overall population growth from 1990-2000 and will continue to grow. Tremendous Spending Power Income has grown 4x faster than U.S. average. Hispanics are projected to spend $716 billion in 2005. Spend a greater % of disposable income. Younger (median age is 26.4 vs 37.9 for non-Hispanics) and Larger households (3.5 Hispanic HH vs 2.4 Total HH)...acquiring more. Sources: Nielsen 2005 Universe Estimates; Global Insight (DRI) The Hispanic Consumer in 2005& Projections to 2025 (Released March 2005)

  22. US Population • In 2004 Hispanics represent 1 out of every 7 United States residents • In 2020 it is estimated that Hispanics will represent 1 out of every 5 United States residents • The annual growth rate for Hispanics is 5.4% vs. 1.3% for the Total US Population

  23. Fastest Growing Hispanic DMA’s (Ranked by increase in Hispanic population 2001-2004) 53% Dallas 46% Orlando 43% Salt Lake City 41% Phoenix 37% Ft. Myers 33% Denver 33% Atlanta Palm Beach 31% 30% Houston 27% Las Vegas Chicago 26% 25% Austin Source: Scarborough Multi-Market R2 ’01, R2 ‘04

  24. Hispanic Non-Hispanic Hispanic Population Growing Faster than the Non-Hispanic Population Total Population Percent Growth 1990-2000 Source: 2000 U.S. Census, March 2001 Release

  25. Country of Origin by Hispanic Market Top 8 Markets include: Los Angeles, New York, Chicago, Miami, Houston, Dallas, San Francisco, San Antonio Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau

  26. 85% of US Hispanics Reside in Just 10 States NY 8.4% MA 1.2% IL CO 4.0% NJ 1.9% 3.3% CA 33.5% NM AZ 2.2% 3.5% TX 19.2% FL 7.4% Source: Claritas 2003

  27. U.S. Hispanic Households are Younger and Larger Median Age U.S. Hispanic HH 26.4 Non-Hispanic U.S. HH 37.9 Household Size U.S. Hispanic HH 3.5 Total U.S. HH 2.4 Larger and Younger Households are in the Acquisition Phase of Life! Source: Nielsen 2005 Universe Estimates

  28. Top Ten Hispanic Markets Market HispanicSpending Power Hispanic Population City Los Angeles 7 Million $57 Billion New York 4 Million $35 Billion Miami 1.7 Million $15 Billion Chicago 1.5 Million $10.5 Billion Houston 1.4 Million $9.8 Billion San Francisco 1.4 Million $12 Billion Dallas-Fort Worth 1.3 Million $8 Billion San Antonio 1.2 Million $9.5 Billion Phoenix 1 Million n/a McAllen-Brownsville 1 Million $6.9 Billion Hispanic Market Total Spending

  29. The Hispanic ConsumerAcculturation vs. Assimilation • On average, Hispanics in the U.S. acculturate vs. assimilate into the U.S. culture. • Rather than being absorbed into the main cultural body (assimilation), U.S. Hispanics borrow traits from the U.S. culture (acculturation). • The Hispanic immigrant today has a complete Spanish language infrastructure available to them in the U.S., making acculturation a choice versus a requirement. Relatively Unacculturated 25% Mostly Acculturated 9% Partially Acculturated 66%

  30. Language Spoken at Home 40% Spanish Only 23% Spanish Mostly 21% Spanish & English Equally 8% English Mostly 4% English Only • Language used mostly at home indicates the language adults are most comfortable with, but also serves as an indication of the acculturation process for the children in the household. • Children growing up in households that speak Spanish mostly or both equally are likely to continue to use Spanish in their adult life. Source: Synovate 2004 US Hispanic Market Report

  31. A Traditional Culture • Familismo • The family’s needs take precedent over the individual member’s needs • Niñismo • Children are not believed capable of acting independently until they reach maturity…regardless of the physical and emotional development of the child • Machismo • Refers to the roles men fulfill according to societal rules and how they view themselves with respect to their environment and other people • Marianismo • Excessive sense of self-sacrifice among traditional and less acculturated Hispanic women - the more sacrifice, the better mother, the better spouse Source: Santiago Solutions Group, 2004

  32. Man controller of nature Nature controller of man “Me” Focus “We” Important, but career may come first Family & Friends The most important thing in my life Handshake Social Expression Abrazo Cynical Outlook Optimistic, uplifting Long term Future Short term Mainstream, less trend setting Cultural Influence Growing influence on American culture Materialistic Aspiration Human Live to work Work Work to live Aging Life Stage “Coming of Age” Hispanic/Anglo Cultural Differences Anglo Hispanic Source: Clorox

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