Tapping the Multicultural Market

Laracy, Alex
November 2004
Convenience Store News;11/22/2004, Vol. 40 Issue 14, p12
Trade Publication
This article presents information related to tapping the multicultural markets. Realizing that one size does not fit all when it comes to engaging American consumers, several companies have recently undertaken steps to better communicate their messages to multicultural markets. In early October 2004, Shell Oil Products US began implementing specific marketing approaches, segmented marketing budgets and measurable goals to reach both Hispanic and African-American groups. Shell's general-market advertising agency, J. Walter Thompson, coordinates its approach with the company's specialized marketing agencies, Lopez. Negrete Communications, which targets the fast-growing U.S. Hispanic community, and SWG&M, which reaches out to African-Americans.


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