Ethnic Marketing in the United States

• Table of Contents
  
• Introduction
  
• The enforcement of the North American Free Trade Agreement, NAFTA, in the nineties, made it easier to import Latino items. The big alimentation giant, Nestlé, became conscious of the potential of the Latinos and understood that the best way was to import items already appreciated in America Latina in cities with a big Latino population like New York or Miami. Nestlé is 27th among a list of the 60 biggest advertisers on the Latino market. Aware of their love for coffee with cream, sugar and cacao or cinnamon, Nestlé created Nescafe Frothe to seduce the Latino market. According to an article, Nestlé launches Nescafe Frothe in US
  
• Nescafe understood as well that in order to have success, the brand should implant among the community thanks to the grassroot marketing. For example, during a charity celebration-Church has an important place among the Latinos and Nestlé distributed many samples of Nescafe Frothe.
  
• ?The case of Sears
  
• Sears, the American mid-range chain of international department stores and the largest retailer in the United States is also responding to the demand in Asian communities for a larger selection of smaller sizes for all apparel categories.  Moreover, Sears launched a pantyhose line with a variety of shades and sheer textures to complement a black woman's skin color and accommodate her figure. Black women tend to have fuller hips and slimmer ankles than the mass market.
  
  • V-THE EXCEPTION OF FRANCE
    
• Conclusion
  
• Bibliography
  
• · Nestlé launches Nescafe Frothe in US, http://www.foodanddrinkeurope.com/news/ng.asp?id=15815-nestl-launches-nescafe, 24/09/2002
  
• WEB SITES
  
• Table of Annexes