佳得乐是世界知名功能饮料，但是如何在西班牙裔做好市场营销并不简单，本文就从佳得乐饮料的口味、包装和广告方面，提供了全新的思路。这篇文章的要求较高的市场营销的知识，并灵活运用到品牌分析中。经过铭信代写Essay专业老师的编辑润色，本文取得了A的好成绩。
In order to expand Gatorade’s market share among Hispanic customers,we firstly need a deep understanding of Hispanic culture,tradition,and preference.We also have acquire at least some basic knowledge about the Hispanic community,both its structure and its trends.Then,we come up with a marketing strategy that is highly-targeted and micro-localized to determine the best marketing practices.
Flavors:According to the survey conducted by The Hartman Group[1],Hispanics value flavor and nutrition.Should the producers wish to impress the Hispanic customers,they should introduce products which provide more natural flavors as well as demonstrate a healthier life style than general products.Here we offer 2 possible solutions regarding Hispanic customers’preference on flavor:1)New products might contain more organic ingredients,be sourced/manufactured ethically,use less high fructose corn syrups,growth hormones,or GMOs,and etc.2)Hispanic foods are not necessarily to be mouth-burning spicy.Provide more alternatives,i.e.flavors which might be considered as a signal of a specific culture,but not necessarily Hispanic culture.Also,provide choice such as gluten-free,on-diet,and less-salt.
Packaging:Some designers found that Latino audiences are so varied and diverse,and it is difficult to suggest a general visual preference of Hispanic-target packaging or design[2].Relying too much on stereotypes may even have a negative effect on marketing to Hispanic customers.Instead,we suggest that Gatorade use strategic bicultural messaging,visuals,and colors to convey the product features and benefits.As we mentioned before,“A taste of home”is something that Hispanic customers are looking for when making purchasing decisions.Try to make the packaging homey and cozy.It needs to touch the heart,or remind the customers of some good childhood memories.However,to many Hispanics,the term“family”is not just mom and dad and kids.There are a lot of single-parent family in this population.So be careful in representing the word“family”.Another general designing suggestion is:designers should also try to make packaging is more user-friendly.For example,offer a re-sealable bag or small packs inside the selling unit.
Advertising:Given the fact of the increasing number of U.S.-born Hispanic population,marketers should be aware of the natural progression that the following Hispanic generations are integrate into American society.So the emphasis on Spanish-language marketing efforts should decrease accordingly.Studies have shown that Hispanics’incomes are generally lower than non-Hispanic populations.Over 60%of Hispanics’incomes are$20,000 or less.So they are more likely to look for coupons and discounts when shopping.Offer digital and in-print promotions is an effective marketing method.Beside,sellers might also want to highlight the quality to convince Hispanic customers that the product is worth buying.
为了扩大佳得乐在西班牙裔客户中的市场份额，我们首先需要深入了解西班牙裔文化，传统和偏好。我们还要掌握一些关于西班牙裔社区的基本知识，包括其结构和趋势。然后我们提出了一个高度针对性和微观本地化的营销策略，以确定最佳营销实践。
味道：根据哈特曼集团[1]进行的调查，西班牙裔人重视风味和营养。如果生产者希望给西班牙裔顾客留下深刻印象，他们应该推出能提供更多天然口味的产品，并展示比一般产品更健康的生活方式。在这里，我们提供了两种可能的解决方案，关于西班牙裔客户对口味的偏好：1）新产品可能含有更多的有机成分，道德采购/生产，使用较少的高果糖玉米糖浆，生长激素或转基因生物等.2）西班牙裔食品不一定是灼热的辣味。提供更多的替代品，即可能被视为特定文化信号的风味，但不一定是西班牙文化。此外提供选择如无麸质，节食和少盐。
包装：一些设计师发现拉丁裔观众是如此多样化和多样化，很难提出西班牙裔目标包装或设计的一般视觉偏好[2]。过分依赖刻板印象甚至可能对西班牙裔客户的营销产生负面影响。相反，我们建议佳得乐使用战略双文化信息，视觉效果和颜色来传达产品功能和优点。正如我们之前提到的，“家庭的味道”是西班牙裔客户在做出购买决定时所寻求的。尽量使包装温馨舒适。它需要触动心脏，或提醒顾客一些美好的童年回忆。然而，对许多西班牙裔人来说，“家庭”这个词不仅仅是妈妈，爸爸和孩子。这个人口中有很多单亲家庭。所以要小心代表“家庭”这个词。另一个一般设计建议是：设计师还应该尝试使包装更加用户友好。例如，在销售单元内提供可重复密封的袋子或小包装。
广告：鉴于越来越多的美国出生的西班牙裔人口，营销人员应该意识到以下西班牙裔世代融入美国社会的自然进展。因此，对西班牙语营销工作的重视应相应减少。研究表明，西班牙裔美国人的收入普遍低于非西班牙裔人口。超过60％的西班牙裔人的收入是20,000美元或更少。所以他们更有可能在购物时寻找优惠券和折扣。提供数字和印刷促销是一种有效的营销方法。此外，卖家可能还想突出质量，以说服西班牙裔客户该产品值得购买。
