Post on 30-Oct-2014
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September 10, 2012
Contact César M Melgoza
1 (888) 211-9353
cmelgoza@geoscape.com
The COO's Guide to Capitalizing on the Hispanic Growth Explosion
Capturing Business
Growth During the 21st
Century’s Cultural
Transformation
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Quick Geoscape Background
Data and technology resources
What the COO needs to know
Q&A / Discussion
Today’s Agenda
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Geoscape provides market
intelligence systems, data and
analytics for companies who need to
find growth amid a culturally-diverse
economy. Our clients realize that
growth depends on diversity and on
powerful intelligence platforms that help
grow their market share and gain
strategic advantages.
Who We Are
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ANALYTICS/
CONSULTING
ENABLING
TECHNOLOGY UNIQUE
DATA
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Leader in multicultural market intelligence.
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Geoscape
Founded in
Miami
Geoscape BV
Founded in
Amsterdam
Geoscape
Intelligence
System
Launched
Merged
Ownership
with Goldman
Sachs
NexGen
GIS
Launch
1995 2002 2004 2007 2011
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Who We Serve
Geoscape enjoys reciprocal licensing relationships with key data partners to address challenges
across industries and intelligence applications.
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KEY DATA PARTNERS SAMPLE CLIENTS FROM AMONG 200+ MAJOR BRANDS
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Geoscape leads the delivery of
resources that support strategic and
tactical initiatives to access the new
mainstream consumer.
Unique and powerful data resources,
computerized intelligence systems.
Advanced research and analytics
guided by experience across industry
sectors and operational lines.
Unique value-add to enterprises, leading
to impressive R.O.I.
Why We
Are Different
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Unique Value Proposition
Business growth depends increasingly on consumers from diverse cultural backgrounds…
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GENERAL MARKET MULTICULTURAL
New Mainstream
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Geo-Demographic Segmentation
Consumer Spending
Shopping & Media Behavior
Direct Marketing Consumer Lists
Direct Marketing Business Lists
Media Reach and Coverage
Unique Data
Resources
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Geoscape® Intelligence System
The Leading Online Platform for Gaining Market Intelligence
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Analytics and Consulting
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GO-TO-MARKET
GROUND-TRUTH
SEGMENTATION
OPPORTUNITY
ASSESSMENT
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54 million steady residents.
Plus 4 million in Puerto Rico.
17 percent of the population.
60 percent of population growth.
Over $1 Trillion in annual buying power.
Greater average lifetime value.
Trend towards biculturalism – not fully assimilating.
Variety of sub-segments.
Avid consumers across categories.
Topline Hispanic
Basic Facts
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1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
Population Change by Ethnicity/Race
By 2040, the population in the three largest ethnic groups is projected to meet or exceed the
population of Non-Hispanic Whites in the United States, a true minority-majority.
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Non-Hispanic White population will drop below 50% of the U.S. population
by 2040.
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Majority-Minority Counties in 2012
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Non-Hispanic Whites are the minority in
an increasing number of counties - 356 in 2012. Those listed at right are ranked
by multicultural population in 2012.
Access the New Mainstream
What the COO needs to know Before the board and investors ask the question…
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Key Questions for the COO
Where will you find the growth to satisfy Wall Street expectations?
Which trade-offs are needed vs. current investment mix?
Is this a matter of marketing or will it require re-engineering key
parts of the organization?
Can you simply hire an agency to take care of it for us?
Is there a short-term quick fix?
What kind of investment do we need to capitalize on the growth?
Who can I expect to resist these changes?
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Strategic Execution Paradigm
ORGANIZATIONAL
ALIGNMENT
CUSTOMER
TOUCH POINTS
BUSINESS OPPORTUNITY
COMPETITIVE CONTEXT
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Generational Growth & Decline
By 2017, Hispanics make up a much more significant proportion of the population in the
younger generations while non-Hispanic Whites are nearly 4/5 of the total population age 75+
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Acquiring a household today and retaining it
throughout their lifespan will result in very different
cumulative revenue due to age, spending and life
expectancy.
Asian households will spend the most, followed by
Hispanics. Each sector varies, often the average
spending per household also is higher even if income
is lower. Differences in lifespan result in compelling
outcomes in favor of Hispanic and Asian consumers.
The continued rapid growth in the Hispanic
population will result in an aggregate spending worth
that is becoming difficult to ignore—making it more
important and strategic for corporations to shift their
investment priorities.
Which Consumer is Worth More?
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CUMULATIVE LIFE SPENDING
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Cumulative Lifetime Spending
The present Hispanic household lifespan is 16 years longer and with more spending in some
categories—the cumulative total is greater for Asian and Hispanic.
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Median Age Life Expectancy Span in Years
Hispanic 27.3 84.0 56.7
Asian 35.7 82.5 46.8
Black 31.9 76.5 44.6
Non-Hispanic White 41.2 81.0 39.8
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The Corporate Continuum
Where does your company fit on the continuum?
CORPORATE
RESPONSIBILITY
LEGAL LIABILITY
MITIGATION
COMMUNITY
RELATIONS
DOING WELL BY DOING
GOOD
CUSTOMER RELATIONSHIP
MANAGEMENT
STRATEGIC
ADVANTAGE
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