• Brandweek, Monday, August 17, 2009 10:35 AM

As Procter & Gamble's associate marketing director overseeing multicultural marketing for Bounty, Charmin and Pampers, David Miller Gomez-Giron is said by colleagues to have a novel approach to marketing (or at least a good title for a business book). In this Q & A, Elaine Wong asks him what he means, exactly, by "turning the tortilla over." It boils down to this: The Hispanic market has become so critical to mass marketers during the past 15 years that in many cases it is driving strategic priorities.

"The Hispanic market is almost like a developing country inside the U.S.," says Gomez-Giron.

He says that you need to determine when a simple adaptation of the general market plan will work, and when you need to do something completely different. But there seems to be one constant: "Hispanics are very price-sensitive and value-oriented consumers," according to Gomez-Giron. "As such, we have had to be more overt to demonstrate the value that our products offer them."

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