Nestle had a successful portfolio of package goods in Latin America. They wanted to expand distribution and increase sales to the US Hispanic market. Claritas was called in to help them understand the opportunity in the US and how to best position their products.
Data scientists at Claritas reviewed Nestle’s primary data and conducted interviews with clients and customers. They also used Claritas’s unique Geoscape Intelligence System® to profile language usage, stage of acculturation and spending habits of the US Hispanics and identify the best prospects. Together with proprietary qualitative and quantitative research, Claritas confirmed that there was a great opportunity for new revenue, identified untapped areas for distribution and produced a model for determining overall market opportunity unique to the client’s methodology.
3-part customer acculturation model for product portfolio
Multi-brand positioning framework
Understanding the unique behaviors and attitudes of the multicultural consumer is essential for the success in the US. Claritas is the only company that allows marketers to have high-def portraits of their multicultural audiences based on race, country-of-origin, life stage, socioeconomic status, psychographics, on- and offline purchasing behaviors, and social and media consumption.