Asian American Market

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PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

Asian Marketing Best Practices

Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.

Multicultural Excellence

Learn about winners of awards for multicultural excellence in the Hispanic, Asian, and LGBT categories and what made their campaigns such successes. Brands featured include Scotts Miracle-Gro, the California Department of Public Health’s Tobacco Control Program, and Allstate.

Yahoo!: Ethnicity in the Digital Age

Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.

Yahoo!: Ethnicity in the Digital Age

Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.

Onsite Insight: American Airlines

Michael Juarez, Diversity Specialist, American Airlines, Inc. at the 2011 Multicultural Marketing & Diversity Conference

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., and Javier Farfan, senior director, cultural branding, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

Five Secrets to More Effective Multicultural Marketing

In the years to come, building a deeper relationship with multicultural segments is the key to growing brands and increasing revenue. Taken together, the buying power of the Hispanic, African American, Asian, and Native American communities now exceeds $1.5 trillion a year.

McDonald's Multicultural Approach to Social Media

Rick Wion, director of social media at McDonald's Corporation, shared observations from the company's four-year history in social media as related to connecting with various consumer segments.

McDonald's Multicultural Approach to Social Media

Rick Wion, director of social media at McDonald's Corporation, shared observations from the company's four-year history in social media as related to connecting with various consumer segments.

McDonald's Multicultural Approach to Social Media

Rick Wion, director of social media at McDonald's Corporation, shared observations from the company's four-year history in social media as related to connecting with various consumer segments.

Tapping the Asian Market-Farmers Insurance Case Study

Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.

10 Multicultural Issues in 50 Minutes

Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.

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