Coca-Cola Talks "Total Market" Multicultural Marketing

Segmenting remains a natural component of multicultural marketing. Yet, top brands increasingly want separate units to share insights, and a broader strategy. It’s a “total market” according to Juan Pablo Gonzalez, Senior Brand Manager of Hispanic Marketing at Coca-Cola. Among other benefits, “It gives up an opportunity to share resources,” Gonzalez told attendees of MediaPost’s Engage: Hispanics conference, on Tuesday. It also gives Coca-Cola the ability to establish “relevant connections [among] multicultural markets,” Gonzalez said. Among other collaborations, that requires an integration of agencies, joint briefings, shared insights, while adhering to a broader strategy that starts at the c-suite level, according to Gonzalez.

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