More and more distributors are betting on an intense policy of their own brands. The private brand policy favors loyalty to the reseller over the manufacturer.
To find the Día brand, it is necessary to go to their establishments.
These brands are excellent value for money and undoubtedly retain a good number of customers.
Another of the purposes of the own brand is to gain market share against leading manufacturers and in this way reduce the strength of products that reach almost 80% of the family or linear sales.
This work also has one objective: to make the negotiation processes more flexible and to obtain better conditions by eliminating the predominant position of some leaders.
Own brands or also called private brands gain an important market share every day.
Some large supermarkets generally achieve market shares of around 15% and higher, which represents an increase in margin, (their margin is usually double the average of the family) a comfortable position in the negotiations as we mentioned before and above all a loyalty of the end user who little by little becomes a regular consumer of white label products.
Product selection processes in terms of: For marketing and its correlative areas, the 40 million Spanish-speaking people currently in the United States are not a secret or a new discovery. With a growth rate six times higher than the Hispanic population, the state of California is the one that most groups this sector, housing 11 million people with this origin.
Due to this growing trend, there is already talk of the need to specialize in the promotion and advertising industry in this sector that demands, in addition to objects and typical foods from their places of origin, a very special language that requires high creativity to be able to develop concepts that motivate them to opt for local brands with products characteristic of the Hispanic culture and not only those brands that come from their countries.
But not only products and services should be spoken in their language, but also the media are already thinking of strategies to project themselves to this segment that undoubtedly offers little-explored and if very fruitful niches for an economy as solvent as the United States.
Grupo PRISA, owner of "El País", "Cinco Días" "Cadena Ser" and the successful radio franchise "Los 40" has recently purchased the exploitation rights of 690 AM programming from Citicasters, a subsidiary of Clear Channel.
The radio station now with PRISA programming broadcasts to Southern California, including Los Angeles, where approximately 11.9 million people of Hispanic descent or origin live, which is almost a third of the total US population.
Hispanic consumption habits… they must be observed with a magnifying glass.
Hispanics are not only a majority ethnic group in the land of dreams, but also a potential consumer of various services and products that do not exactly correspond to their place of origin. At least not directly. To point out one case, Hispanics consume 10% more in telephony than the rest of the residents (legal or not) in the American Union. In a study carried out by the Scarborough Research consultancy, 64% of Latinos in that country have a subscription to a mobile phone, investing an average of USD $ 67 per month, with USD $ 36 dollars being used for local calls and USD $ 33 in long distance calls.
But the behavior of the Latino is not only reduced to living in the US to earn money and send it to his family. But also (those who have already resolved their immigration status) can develop businesses.
To this vision, the US Hispanic Chamber of Commerce and Nextel have created an alliance in which USHCC members can access mobile digital communications solutions on the Nextel national network under the “Equip yourself to work” program.
Designed as a business initiative to improve productivity, the "Get Equipped to Work" program will connect USHCC members to renowned Nextel products and services, including the BlackBerry 7520, the Motorola i860, Nextel's first camera phone integrated; TeleNavTM., The GPS navigation service that sends you turn-by-turn audible driving directions to your cell phone, PowerSwipe (R) Creditel (R) for secure and instant credit card transactions; and IT2ME, the GPS tracking solution that enables you to locate and monitor your cargo and mobile workforce and other valuable services that are available on select Nextel phones. In addition, Nextel will also provide USHCC members with training and information on how to maximize mobile communications.
For each activation in the “Equip yourself to Work” program, Nextel will make a donation to the Hispanic College Fund, HCF (Hispanic College Fund).
Understanding your Insight.
But the Hispanic community in the American Union not only captivates the media, but also the banks, for this reason, BBVA in Spain made public a fund of USD $ 500 million for those medium-sized companies with a presence in the US that orient their services to consumer or entertainment sectors, which are the ones that capture the highest percentage in the distribution of their money.
They excel in these areas:
- Consumption:
- Spicy Tortillas Chili-based sweets Soft drinks
- Entertainment
- TelenovelasListen to music online
Within the Kiddos study conducted by TNS Gallup, 46% of Mexican children surveyed expressed concern about fat, while 57% of Chilean children lead the opinion within the Latin American region on obesity. Followed by 47% of the Brazilian children surveyed.
Another important aspect in this study is the order given to the importance of purchase in terms of the following products:
- 1. treats2. soft drinks 3. toys 4. snacks
"Once these primary expenses are covered," TNS Gallup quotes, "they usually buy packaged juices and video games." With which the increase in the sale of video games is justified more and more and of course, the inclusion of advertising in them.
Latina TV the first Latin channel for Europe.
Every year migrants (mostly illegal) arrive in Europe from countries such as Peru, Ecuador, Colombia and the Dominican Republic. In 2004 alone it is estimated that there are around 2 and a half million non-community migrants.
In response to this audience, LatinaTV will begin broadcasting as of April 16 with Spanish-American programming and translation in French subtitles, since it will be the French country that initially enjoys this channel. Although consequently it is expected that Spain will arrive shortly.
The channel that takes off with a budget of 8 million euros and with an audience of ten million people (only in France) will broadcast 24 hours a day considering a schedule of: music 21%, fiction 49%, information 18% and 12% from miscellaneous programs.
The objective of the new medium is to show the young and creative spirit of Latin America to the European world, which lives daily with a growing community.
One of the protagonists of this channel will be André Oppenheimer, who through his magazine Oppenheimer will bring interviews with figures from politics and the Latin economy to the homes of Latinos in Europe. Without a doubt, it is not only an approach for many Latinos towards their roots, but also a business opportunity for the contents of this continent.
- Product quality packaging functionality are extremely rigorous.
Each time the distributors invest a good number of human, material and promotional resources to ensure that their brand achieves an increasingly important share within the line and above all customer satisfaction and loyalty.
Supermarkets, hypermarkets, franchises, department stores like El Corte Inglés have their own brand in countless families (coffees, jams, sliced bread, etc.). Mark & Spencer has its own brand with a long tradition of ST quality. Michael, which extends to countless items, cosmetics, clothing, food etc…
Today the dealer's own brand is synonymous with quality and excellent value for money.
Some hard discounters like LIDL have a very extensive range of their own labels that are very well received by their public, who at first are a bit reluctant to see the number of "unknown" brands.
Little by little these prejudices are falling before the excellent quality of the so-called own brands or private brands.
Note that most of these brands are manufactured by leading manufacturers in their category and that they offer the most absolute guarantee of quality.
