Providing Objective, Practical, and Experienced Advice

in Hispanic Market Penetration and Hispanic Workforce Management


Practical Ideas

Branding and Product/Service Positioning
People do not buy products. What people buy are brands and the virtual benefits that, in their minds, the brands provide them!

For instance, if you had to send a VERY IMPORTANT overnight package and if you had a choice, would you send it via Fed Ex, Overnight Mail, or UPS?

If people were just buying an overnight service (e.g. product), they would select the lowest priced alternative with a similar on-time delivery track record. However, in our case, most people would probably answer that they would select if given a choice: Fed Ex (the most expensive alternative in most cases); and that they would do this because if the package is lost, the most unlikely outcome, the person receiving the package could not provide in his/her mind a better alternative (e.g. brand) to what was chosen!


Hispanic Marketing
An organization successful in marketing to Hispanics is attuned to their values and has become part of their families and communities.

An organization, regardless of its size, that is successful penetrating the Hispanic market has six characteristics:

  • Offers culturally relevant products or services that Hispanics want
  • Budgets and spends in the Hispanic market an amount in direct proportion to what the Hispanic market represents in current sales or potential sales
  • Positions its products or services as a brand Hispanics must have to feel they remain culturally attached to their cultural values and priorities
  • Implements an integrated, year-round marketing support campaign to support its brand positioning. Hispanics do not take a long siesta between Holidays!
  • Provides and maintains a high level of customer service in Spanish from end to end
  • Becomes a valuable contributing citizen in the community


Hispanic Workforce Management

People tend to respect authority at work the same way that they respect authority at home!

The group orientation of Hispanics leads to a family group that is composed in a hierarchical manner. Their behavior within groups is hierarchical and ritualistic. A well-defined chain-of-command is followed routinely for which age, sex, and education determine the position of the individual in the power structure.

Grandparents are accorded the most stature, just below the church. Grandparents are followed, in order, by first the father and then the mother, sons, and daughters.

This relative position within the hierarchical structure of the family will be altered only if one of its members is able to provide something of greater value for the entire family than a member who holds a higher rank. Education is one of the few avenues that allow a change in this status. A child with a college degree will move up the ladder of authority as will one who has a skill that will benefit the family.