Javier Delgado-Granados, director de Mercadeo Multicultural de Coca-Cola, y David Cardona, director Multicultural de Clorox
David Cardona, Multicultural Director at Clorox, and Javier Delgado-Granados, Multicultural Marketing Director at the Coca-Cola Company, met at the 17th edition of the ANA Multicultural & Diversity Conference to discuss the controversial Total Market concept. As members of the AIMM (ANA Alliance for Inclusive & Multicultural Marketing) Committee, both executives stated their interest in making sure the multicultural market is understood and that it fully expands as a growth engine. During the presentation titled Total Market Well Done, Delgado-Granados explained the need to start with research, followed by a marketing strategy and the identification of the principal growth boosters, such as the primary audience, for a successful Total Market campaign. “It doesn’t matter if progress is slow, as long as you know you’re growing” he said. He also stated that “90 percent of brands are executing Total Market campaigns, but only half are doing it right.” According to Cardona, the market must face a series of challenges when designing strategies aimed at the Total Market. “Misinterpretation, measurement difficulties, lack of knowledge of the multicultural market and inefficient representation are part of the setbacks on the inclusive or Total Market path.” Finally, the Clorox executive warned that “the complicated part is making sure that when going the Total Market route, we don’t remove what is relevant to our consumers – that’s the really big challenge.”
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