Center  for  Hispanic  Marke1ng  Communica1on  at  FSU  

 Branding  Opportuni1es  in  the  Baby  Care  Industry  with  Hispanic  Moms  

 Alejandra  Guacaneme  

Introduc1on  

•  If  La1nos  living  in  the  U.S.  were  their  own  country,  their  buying  power  would  make  them  one  of  the  top  twenty  economies  in  the  world  (Constan1ni  1)    

•  They  tend  to  over-­‐index  in  the  beauty,  hair  and  baby  product  categories.  Diapers,  baby  lo1ons  and  baby  wipes  represent  an  important  part  of  the  child-­‐centered  Hispanic  family  environment.    

 •  Hispanics  live  in  larger  households  than  the  average  U.S.  family.  In  fact,  

nearly  one  in  four  babies  in  the  U.S.  is  born  to  a  Hispanic  mother.  

•  “When  a  consumer  finds  a  product  that  meets  their  needs  at  a  price  they  find  acceptable,  they  are  likely  to  s1ck  with  that  product.”  Chris  Ferdock,  vice  president  of  marke1ng  for  Associated  Hygienic  Products  (AHP).  

The  Online  World  

•  According  to  the  U.S.  Census  Bureau,  33.5  million  Hispanic  people  are  ac1ve  Internet  users.  Hispanics  have  substan1al  purchasing  power  and  they  enjoy  shopping  online.    

•  28%  of  online  Hispanics  have  more  than  five  people  in  the  household  compared  to  24%  of  non-­‐Hispanics.  (HispanicAd.com)  

 •  Hispanic  moms  are  now  wri1ng  their  own  blogs,  turning  to  

social  media  plaZorms  to  read  and  share  their  1ps  and  are  talking  about  their  experiences  on  their  preferred  brand’s  website.  

“The  belief  has  been  the  best  adver1sing  is  word  of  mouth,  not  anymore.  Parents  will  talk  to  each  other,  but  they  are  more  tech  

savvy  and  will  also  look  you  up  online.”    

Linda  Carmona-­‐Sanchez      

The  role  of  social  media    •  “Our  demographic  is  ‘mom.’  She’s  leading  the  charge  on  social  media.  We’ve  

seen  in  our  category  an  array  of  moms  talking  to  each  other  over  the  computer”  about  which  products  they  prefer,  comparing  notes  on  price,  product  performance,  comfort  and  fit.  Chris  Ferdock.  

•  Moms  use  social  media  regularly  compared  with  the  general  popula1on,  80%  vs.  55%  respec1vely.  (HispanicAd.com)    

 •  Moms,  par1cularly  first-­‐1mers,  are  at  a  life  stage  when  they  must  quickly  

learn  a  lot  of  new  informa1on  about  baby  care  and  products,  and  the  internet  is  the  ideal  research  library.    

•  “There  is  so  much  to  deal  with,  so  many  decisions  and  choices  to  make.  They  are  going  to  connect  with  other  moms  at  a  higher  rate  because  they  want  to  validate  their  decisions  with  them.”  BabyCenter’s  SVP  Michael  Fogarty  has  said.    

5  

Main  insights  and  findings  

•  Given  the  rela1vely  high  number  of  baby  care  purchases,  such  as  diapers  and  baby  formula,  products  in  the  baby  care  category  have  strong  poten1al  to  bring  consumers  into  the  store  if  prices  are  compe11ve.  

•  Hispanics  tend  to  shop  less  o`en,  but  spend  more  per  trip,  making  it  cri1cal  for  retailers  to  develop  a  strong  connec1on  to  become  the  des1na1on  of  choice.  

   •  Several  companies  in  the  baby  care  industry  have  shi`ed  how  they  

approach  the  La1no  market,  no  longer  relega1ng  them  to  second  1er  considera1on,  but  making  La1nos  a  focal  driver  of  business  growth.  

Implementa1on  of  Insights  in    Marke1ng  

•  Many  baby  care  brands  are  already  taking  advantage  of  the  main  aspects  that  characterize  the  Hispanic  popula1on.  For  instance,  Procter  &  Gamble  has  stated  the  importance  of  using  ethnic  insights  to  lead  total  market  campaigns  in  certain  categories.    

•  The  use  of  the  right  language  is  essen1al  for  a  campaign’s  adver1sing  purposes.  Language  influences  adver1sing’s  ability  to  connect  with  the  Hispanic  audience  on  a  number  of  levels,  from  likeability  to  recall.    

Examiner.com  

Key  Factors  in  the  Purchasing  Decision    

•  Moms  who  shop  for  baby  care  items  have  priori1es  that,  if  met,  will  build  loyalty  to  a  par1cular  store.  Those  priori1es  include:  well-­‐stocked  shelves,  integra1on  of  social  media,  at-­‐shelf  product  codes  and  integra1on  of  “mom  blogs”  into  the  shopping  experience.  

•  The  15.8%  growth  rate  among  Hispanics  between  2011  and  2016  will  likely  mean  more  children  in  need  of  baby  care  products  leading  to  a  con1nuously  growing  demand  in  this  category.  (Private  Label  Store  Brands  1)    

The  Choice:    Brand  Names  vs.  Store  Names  

•  Nielsen  total  retail  channel  data  for  all  consumer  packaged  categories  shows  that  Hispanics  are  just  as  likely  to  buy  name  brands  and  private  label  as  the  general  market.    

 •  They  spend  15%  more  on  branded  baby  products  and  10%  more  

on  private  label.  More  than  half  of  1,900  moms  are  willing  to  buy  store  brand  products  for  the  household.  (Kelton  Research)    

What  is  the  winning  factor?    

•  Product  Development    

•  Packaging    

•  Pricing    

10  

The  Role  of  Adver1sing  

•  The  “Brand”  New  Mom  study  found  that  today’s  new  mom  moms  are  feeling  overwhelming  pressure  to  overspend  on  products  for  their  babies.  Due  to  the  o`en  confusing  display  of  adver1sing  and  promo1onal  messages  hilng  moms  from  almost  every  direc1on.    

•  According  to  Nielsen  data,  more  than  $688  million  was  spent  on  adver1sing  baby  formula  and  other  baby  products  from  September  2010  to  August  2011.    

 Hip2save.com                                                    Evankana.com                      

Key  players  in  the  industry  

Logok.org  

•  In  an  effort  to  reach  the  Hispanic  market,  2008,  Johnson  &  Johnson  launched  a  Hispanic  online  marke1ng  campaign  to  promote  its  iconic  baby  lo1on  joining  forces  with  Vidal  and  La  Comunidad.    

•  The  company  decided  to  go  a  step  further  with  their  idea  of  product  integra1on  when  they  no1ced  that  Hispanic  moms  were  going  online  in  record  numbers.  Johnson  &  Johnson’s  director  of  global  communica1ons,  Lori  Dolginoff  said.    

•  The  company  also  considered  the  importance  of  TV  adver1sing  and  served  as  sponsor  of  the  “Primeros  Pasos”  baby  segment  on  Univision  network’s  highly  rated  morning  show  Despierta  America.    

Babiesrus.com  

•  This  Procter  &  Gamble  brand  has  been  recognized  for  reaching  the  Hispanic  market  effec1vely.  It  has  become  common  knowledge  that  most  La1no  parents  use  the  word  “Pamper”  instead  of  using  the  actual  Spanish  word  for  diaper  which  is  pañal.  

•  In  an  effort  to  con1nue  targe1ng  the  Hispanic  market,  Pampers  launched  the  “Mi  milagro.  Nuestra  herencia,”campaign  in  April  2012.    

•  “As  a  market,  Pampers  recognizes  that  Hispanics  are  o`en  more  brand  loyal  than  the  general  market.  We  want  to  con1nue  to  cul1vate  a  solid  rela1onship  between  the  Hispanic  market  and  our  brand  by  developing  programming  that  is  culturally  relevant  and  aligns  with  their  passion.”  Felix  Olmo,  brand  manager  for  Pampers.    

Mamasonadime.com  

•  In  2009,  Huggies  launched  “El  Tren  de  Vida  de  Mama”  campaign  for  their  “Pull  ups”  diaper.  The  campaign  was  designed  to  validate  and  reward  the  effort  that  Hispanic  moms  put  into  their  busy  days  and  the  importance  of  everything  they  do.  

•  The  campaign  played  on  the  literal  transla1on  of  a  train.  Called  the  Whistle  Stop  Tour,  a  bright,  colorful  train  was  posi1oned  at  Wal-­‐Mart  and  other  key  retailers,  as  well  as  public  parks,  fes1vals  and  sports  stadiums  

•  Over  1.5  million  consumer  impressions  and  48  million  media  impressions  were  generated.  Nearly  45,000  women  shared  1ps.  

Conclusions  and  Recommenda1ons  

•  Marketers  need  to  reflect  in  their  adver1sements  and  promo1ons  that  they  understand  the  bond  that  Hispanic  moms  have  with  their  children  and  how  good  diapers  can  make  a  great  contribu1on  to  their  daily  rou1nes.    

•  Marketers  can  use  Todobebe.com  to  communicate  their  products  and  services  to  these  La1na  moms.  Their  efforts  can  help  the  mothers  along  in  the  process  from  pregnancy  through  their  babies’  early  years.    

 •  Adver1sements  could  also  focus  on  the  effec1veness  of  specific  products  and  

share  this  with  La1na  mom  bloggers  and  baby  product  oriented  websites.    

•  Store  brand  names  have  a  big  opportunity  to  promote  their  baby  care  products  with  strong  adver1sements  and  packaging.    

 

Conclusions  and  Recommenda1ons  

 •  A  good  approach  to  put  CRM  in  prac1ce  can  be  sending  a  birthday  card  and  a  

customized  gi`  every  year  on  this  special  day  reflects  that  brands  care  and  keep  their  customers  in  mind.  

 •  Baby  care  brands  could  include  customized  manuals  that  provide  safety  

procedures  and  techniques  that  have  been  proven  to  work  in  the  past.  Language  use  for  these  manuals  is  crucial  depending  on  the  age  of  the  target  market.    

•  Marketers  may  also  consider  developing  an  interac1ve  applica1on  on  smartphones  that  func1ons  as  a  planner  or  agenda  and  allows  moms  to  schedule  baby  par1es,  doctor  appointments,  1me  to  regularly  change  diapers,  etc.    

   

www.hmc.comm.fsu.edu      

Facebook.com/Center  for  Hispanic  Marke1ng  Communica1on    

Twiser.com/fsuhmc    

YouTube:  HispanicFSU    

Google  +:  HispanicFSU  

Keep  in  touch!  

Works  Cited    

•  2009  PRO  Awards:  'HUGGIES®  and  PULL-­‐UPS®  "El  Tren  de  Vida  de  Mamá."  Chief  Marketer.com,  2009.  Web.  hsp://chiefmarketer.com/pro-­‐awards/2009-­‐pro-­‐awards-­‐huggies-­‐and-­‐pull-­‐ups-­‐el-­‐tren-­‐de-­‐vida-­‐de-­‐mam    

•  Amaya,  Nimia.  Case  Study:  Johnson  &  Johnson.  Journal  of  Spanish  Language  Media,  2012.  Web.  hsp://spanishmedia.unt.edu/english/downloads/journal/Vol.3.pdf  

•  Constan1ni,  Cris1na.  10  Brands  Capitalizing  On  the  La1no  Immigrant  Market.    AbcNews.com,  2012.  Web.  hsp://abcnews.go.com/ABC_Univision/10-­‐brands-­‐capitalizing-­‐la1no-­‐immigrant-­‐market/story?id=17739431#.UL0JSHp_DpU  

•  Cvetan,  Dana.  "Moms  S1ll  Rule  -­‐  Segment  Strategies  -­‐  Private  Label  Store  Brands."  Private  Label  Store  Brands,  2012.  Web.  hsp://www.plstorebrands.com/ar1cle-­‐moms_s1ll_rule-­‐3201.html  

•  Hispanic  Consumers  Capturing  CPG  Market  Poten1al.  IRI,  2008.  Web.  hsp://www.symphonyiri.com/portals/0/ar1clePdfs/TT_April_2008_Hispanic_Consumers.pdf  

•  Huggies.  Hispanic  Market  Weekly,  2012.  Web.  hsp://www.hispanicmarketweekly.com/ar1cles/50265-­‐huggies  

Works  Cited    

•  Irwin,  Tanya.  Huggies  Enlists  Mexican  TV  Star  For  Campaign.  Media  Post  PublicaFons,  2012.  Web.  hsp://www.mediapost.com/publica1ons/ar1cle/177127/huggies-­‐enlists-­‐mexican-­‐tv-­‐star-­‐for-­‐campaign.html#ixzz2EJaEPZjf    

•  Irwin,  Tanya.  Pampers  Targets  Hispanic  Consumers.    Media  Post  PublicaFons,  2012.  Web.  hsp://www.mediapost.com/publica1ons/ar1cle/171803/pampers-­‐targets-­‐hispanic-­‐consumers.html#ixzz2EJOkkSqA    

•  Kaplan,  Marcia.  "Marke1ng  to  the  Online  Hispanic  Consumer  |  Prac1cal  ECommerce."  PracFcal  E-­‐commerce.com,  2012.  Web.  hsp://www.prac1calecommerce.com/ar1cles/3765-­‐Marke1ng-­‐to-­‐the-­‐Online-­‐Hispanic-­‐Consumer  

•  Krischer  Goodman,  Cindy.  "Moms  Are  Building  Mini-­‐empires  Online."  Hispanic  Business,  2012.  Web.  hsp://www.hispanicbusiness.com/2012/4/17/moms_are_building_miniempires_online.htm  

•  Marketers,  meet  Moms  on  Social  Networks.  HispanicAd.com,  2012.  Web.  hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=34633&search_string=baby+care&criteria=All  

Works  Cited    

•  Moms  feel  pressure  to  buy  expensive  Baby  Brands.  HispanicAd.com,  2012.  Web.  hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=33690&search_string=baby+care&criteria=All  

•  Pampers  partners  with  Thalia  to  launch  ‘Mi  Música,  Mi  Herencia’.  HispanicAd.com,  2012.  Web.  hsp://hispanicad.com/cgibin/news/newsar1cle.cgi?ar1cle_id=35500&search_string=baby+care&criteria=All  

•  Pull-­‐Ups  “El  Baile  de  Pull-­‐Ups”  Posy  Dance.  Chief  Marketer.com,  2010.  Web.  hsp://chiefmarketer.com/pro-­‐awards/pull-­‐ups-­‐el-­‐baile-­‐de-­‐pull-­‐ups-­‐posy-­‐dance\  

•  State  of  the  Hispanic  Consumer:  The  Hispanic  Market  Impera1ve.  Nielsen  Research,  2012.  Web.  hsp://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-­‐16-­‐FINAL.pdf  

•  Todobebe,  2012.  Web.  hsp://todobebe.com/criando/soluciones-­‐para-­‐mama