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May 2003
US Hispanic Customers and their Price Points
Sandra Gonzales
There has been recent discussion among wine industry marketers about the US Latino demographic and its potential wine purchasing power. The idea of marketing wine to US Latinos triggers questions -- What is Hispanic? Should communications be in English or Spanish? But most importantly, how does a company communicate its brand and price point to US Hispanics? The first rule of ethnic marketing "Best Practices" is to think like your ethnic customers so you can serve them better. This includes: def...
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