Download converse hispanic marketing campaign

Converse Hispanic Marketing Campaign
CONVERSE HISPANIC MARKETING CAMPAIGN
Shannon Mitchell
Florida State University
1
Converse Hispanic Marketing Campaign
2
TABLE OF CONTENTS
Abstract……………………………………………………………………………………………3
Defining the Problem……………………………………………………………………………...4
Marketing Objectives……………………………………………………………………………..7
Target Segment and Justifications………………………………………………………………...9
Media Resources and Strategy…………………………………………………………………...11
Positioning and Message Strategy……………………………………………………………….14
Test of Message and Media Approaches………………………………………………………...17
Guidelines for Implementation…………………………………………………………………..20
Evaluation and Effectiveness……………………………………………………………………22
Bibliography……………………………………………………………………………………..24
Converse Hispanic Marketing Campaign
3
ABSTRACT
This is a proposal of a marketing campaign for the widely-known apparel distributor,
Converse. In this proposal, objectives will be laid out for Converse to reach the U.S Hispanic
population as it grows. This paper gives insights of the culture and how they can be adapted for
Converse to market their line of Chuck Taylor shoes to the Hispanic market. Converse will
interpret both music and dance into their campaign in order to reach their targeted group.
Through the media, Converse will reach out in many different forms, including the radio,
concerts, and television. This paper will give an in-depth discussion of how Converse can carry
out such a process, and by so-doing, will be able to mark their success. Ultimately, Converse,
through this study, will reach the changing American youth with their Chuck Taylors.
Keywords: Converse, Hispanic, Chuck Taylors, Marketing, Campaign, America, Insights,
Media, Implementation
Converse Hispanic Marketing Campaign
4
DEFINING THE PROBLEM
In today’s environment, the shoe industry has grown dramatically. In 2008 alone,
individual stand-alone shoe stores took over 53.6% of the United States of America footwear
sales (Packaged Facts, 2009, p. 35). This is in comparison to other stores that carry recreational
items, clothing, general merchandise and the like. According to the First Research Industry
Profile, in 2005, “The U.S. footwear industry consists of about 100 manufacturers; 1,500
wholesalers; and 30,000 retail outlets; as well as shoe departments in other stores (First
Research, Inc., 2005, p. 1). This is a prime example of how big the footwear industry is in the
United States. However, according to recent reports, the shoe industry in the United States is
declining to imported items. These imports of footwear are coming from such locations as
China, Vietnam, and Indonesia (IBISWorld, 2012). As such, the economy has experienced a
major decline. “In 2007, foreign-made goods accounted for 93.3% of demand….” (IBISWorld,
2012). The issue that is being presented is that American home-front companies are suffering to
the competition of other companies resorting to cheaper means of production and labor, which is
limiting the means of reaching certain demographics.
Converse Footwear is a part of this ever-expanding industry. The problem presented,
however, is that Converse, for one, has many competitors that are resorting to production means
outside the United States and is also suffering from the attempt to reach all demographics. These
competitors are a collection of Nike, Timberland, Reebok, and Adidas, as well as many other
companies (First Industry Inc., 2005, p. 1). Many of these companies are even becoming allying
companies, combining efforts to take over the industry. In August of 2005, First Industry
Research Profile reports, that Adidas bought out Reebok in attempts to save the company and
create a larger production agent (First Industry Inc., 2005, p. 3). Besides the competitors, the
Converse Hispanic Marketing Campaign
5
cultural groups in the United States are taking a rapid change from the foundation of AngloSaxon Americans to Hispanics. According to Korzenny and Korzenny, Hispanics have become
a large part of America’s population, reaching over 50 million individuals in 2010 (Korzenny
and Korzenny, 2012, p. 49). Converse is known for its unspoken slogan of the “All-American
shoe” having its start in 1917 with the creation of all-American game of basketball (Converse
Inc., 2012). Converse started its traditional and famously-known line of the All Star Chuck
Taylor shoes. Founder Marquis Mills Converse began this company with the hopes of
embracing both sportsmanship and American youth through his new creation. Being extremely
successful, Converse’s company shows on their website that, “Beyond its sports origins, Chuck
Taylor All Star shoes, popularly known as “Chucks,” have since transcended generational
cultural and socio-economic boundaries. It has evolved beyond performance into an American
and global youth symbol of originality and individuality” (Converse, Inc., 2012).
The problem with being an all-American centered company in today’s society is that
America is rapidly changing. As previously mentioned, the Hispanic population is taking a turn
and is rising to become the larger contributors to America’s social structure. According to the
U.S. Census Bureau, “The Hispanic population increased by 15.2 million between 2000 and
2010, accounting for over half of the 27.3 million increase in the total population of the United
States” (Humes, Nicolas, and Ramirez, 2011, p. 3). It has been speculated that by 2050, the
Hispanic or Latino culture will make up of roughly 30% of the whole population of the United
States (Korzenny and Korzenny, 2012, p. 368). That being the case, how will an all-American
company market to a traditionally non-native-born group of individuals, or a group of individuals
who have different views on the sense of being American? Korzenny and Korzenny also
mention that Hispanics will integrate with American culture, claiming aspects of the new culture,
Converse Hispanic Marketing Campaign
6
while also holding to values of their traditional culture (Korzenny and Korzenny, 2012, p. 163).
Converse has, since the beginning, been focused on American youth and the roots of
Americanism. However, with the changing of America, the definition of an American is also
changing. Converse, as a result, needs to change their marketing techniques in attempts to reach
the changing population of Hispanics and maintain a position of commerce in the United States,
not having to result to imported goods.
Converse Hispanic Marketing Campaign
7
MARKETING OBJECTIVES
In order for converse to properly, and as a result, successfully market to the changing
American population, they need to follow an outline of objectives. These objectives will act as a
step-by-step process that will guide converse to a successful marketing campaign. Each
objective will act as a smaller goal that will lead up to the large goal of reaching the Hispanic
population in the United States. To begin with, converse needs to recognize that the definition
and demographics of American youth have vastly changed and will continue to change as the
Hispanic populations, as well as other minority groups become a larger influence on America’s
melting pot. From there, they can follow these basic guidelines:
1. Gain Understanding-of the fact that America is changing.
And, due to this change, there will need to be an
understanding of the new culture.
2. Gain Insight-Converse should result to working with
Hispanic culture professionals to gain understanding and
insights on the new culture they will be marketing to.
3. Communicate-Converse should communicate with
Hispanic buyers to meet and understand their wants and
needs.
4. Reposition-based off their new insights, Converse should
reposition and restructure their marketing plan to reach out
to Hispanics.
Converse Hispanic Marketing Campaign
8
5. Advertise-basing off of their research Converse will
advertise to meet the wants and needs that Hispanic
consumers have voiced.
Each step will obviously have a series of objectives to reach within the process, such as making
contacts and holding meetings. These five goals act as a basic outline that will give Converse a
plan to reach their goal of reaching the Hispanic consumer.
Converse Hispanic Marketing Campaign
9
Target Segment and Justifications
Why target the Hispanic population? The Hispanic population is greatly on the rise in the
United States of America. According to the 2010 Census from the U.S. Census Bureau, there
were 50.5 million Hispanics in the U.S. population. This made up 16% of the whole U.S.
population (Humes, Jones, and Ramirez, 2011, p. 3). This shows how dramatically the U.S.
population is changing. As a result, the American population will be greatly affected in terms of
culture, and therefore marketers need to adjust accordingly.
Hispanics from all around the world are immigrating to the United States. Those that are
included in the Census are those who are here legally. This does not count those individuals who
will not participate for fear of being forced to leave the country. Further, individuals included in
the Census are those who are legally of age, which is 18 years old. It can be assumed that the
population of Hispanics is much greater due to the high values of family in the Hispanic culture.
It should also be noted that Hispanics are not a race, but a culture group (Humes, Jones,
and Rameriz, 2011, p. 5). This being the case, marketers are not marketing to another race, which
would make the marketing plans much easier because marketers could just pull from that race’s
society, but rather are marketing to a whole new culture that may share values with other
cultures, especially with Americans as they acculturate (Korzenny and Korzenny, 2012, p. 164).
As a result, marketers should concentrate on this growing culture to better market their products
and stay successful in this changing world. As Haya El Nessar from U.S.A Today Online states,
“Whites who are not Hispanic, now two-thirds of the population, will become a minority when
their share drops to 47%” (El Nessar, 2008). This is just an example of the major impact
Converse Hispanic Marketing Campaign
10
Hispanics are having and will continue to have on the U.S. population. As such, Hispanics need
to be a major target group for marketers to remain successful in their business.
Converse Hispanic Marketing Campaign
11
MEDIA RESOURCES AND STRATEGY
In attempts for Converse to continue to have a successful business while America’s
population continues to change dramatically, Converse needs to consider some changes in their
marketing campaigns. As stated, the Hispanic population in the United States is rapidly
growing. Converse, being an American-centered company needs to readjust their marketing
campaigns in order to not just reach their current crowd, but also the growing Hispanic crowd.
In the past, Converse has targeted their sales of Chuck Taylors towards those who enjoy
basketball, being that Chuck Taylor was a representative of both basketball and the famous
footwear when the company came into being (Converse Inc., 2012). Since then, Converse has
continued in such a fashion as to embrace the advantage of the popularity of basketball through
the NBA by selecting different basketball “all stars” to represent their shoe and help sell their
product, such as Larry Johnson and Dwyane Wade (Converse Inc., 2012) (YouTube LLC.,
2012). Though such players like Dwyane Wade are known widely across the United States for
playing on playoff team the Miami Heat, as well as playing with other famous basketball idols,
like LeBron James, this strategy of marketing may not be as successful with Hispanics. The
Hispanic culture, as seen in Korzenny and Korzenny is very much attached to music and its
effects on the emotions (Korzenny and Korzenny, 2012, p. 215). Puerto Rican, Rafael
Rodriguez backs up their argument with his own personal experience, explaining that Puerto
Ricans love music and love to dance (Rodriguez, 2012). Converse can take advantage of the
aspect of dance that Rodriguez explains, as well as Korzenny and Korzenny to apply it to their
marketing campaign.
Converse is considered an athletic shoe, in the sense of its promotion through basketball.
Though Hispanics do not value basketball on a national level the way that American culture
Converse Hispanic Marketing Campaign
12
does, Hispanics do value a different form of athletics, which is dance. Converse can maintain
their title of an athletic shoe while targeting a “new” form of athletics. They can advertise
through the use of dance, showing how their product is both comfortable and appropriate for
dancing and having a good time, while also being stylish. According to Packaged Facts:
Over the past several years, there has been a step change in seeking solace from
the shoes that hurt us. Footwear fashion trends are ephemeral and reliant on
consumer trends, innovation and artistry, but in the past year, the most widespread
buzz has been on casual comfort and health and wellness rather than on wellheeled stilettos (Packaged Facts, 2009, p. 41)!
Converse can embrace the comfort their shoe provides and market towards a dancing shoe,
which is not commonly seen in competitors Nike and Reebok, who serve more towards the
basketball and running shoe (Dukcevich, 2001). In attempts to reach the Hispanic market, and
embracing dance, Converse can continue with their ad campaign of musical artists that have been
creating singles together in order to promote the company (Converse, Inc., 2012). By using
famous Hispanic performers, such as Pitbull or Jennifer Lopez, Converse can target the Hispanic
market, but most importantly focus on the youth, who find these artists enjoyable. That way
Converse will be able to continue their focus on the youth. In incorporating these artists,
Converse can use these artists and pair up with famous dancers, such as those used on Fox’s So
You Think You Can Dance. In using Hispanic culture’s love for music and dance and
incorporating it into their marketing campaign, Converse will be able to reach the Hispanic
groups that are composed mostly of younger people, which will allow them to continue their
outreach to the youth of the nation (Korzenny and Korzenny, 2012, p. 61).
Converse Hispanic Marketing Campaign
13
In targeting the Hispanic culture through dance and music, Converse will utilize more
than just one media outlet. Converse will be able to reach audiences through the use of the radio
due to the incorporation of Hispanic musical pop artists, such as Pitbull. Using Pitbull to
promote their Chuck Taylor shoes, Pitbull will act as an icon on the radio that will help remind
listeners that, “Hey, he creates enjoyable and danceable music, and he wears Converse.” This
will make an important connection with the music to the shoe. This will also become apparent
when advertisements or pictures of these artists appear and they are sporting Converses’ line. It
will lend a visual to the Hispanic audience. In addition, Converse will make advertisements for
the radio that will be played on Spanish, English, and bilingual stations, promoting their product.
The most important visual, however, will be the use of television. By using So You
Think You Can Dance as a key to their marketing campaign, dancers will also sport the popular
shoe. This will show the shoe in action, in regards to dance. Converse will also be able to use
dancers from previous seasons of the show to promote their shoe through advertisements on TV.
This will expand Converse’s outreach to the Hispanic market because according to Korzenny
and Korzenny, the NBA playoffs and finals on both ABC and ESPN are already successful in the
Hispanic market (Korzenny and Korzenny, 2012, p. 28). How is this applicable? Converse is
already largely involved with the NBA, so using an additional resource will only broaden their
outreach. This will enable Converse to keep with their old promotions, while also incorporating
new marketing techniques.
Converse Hispanic Marketing Campaign
14
POSITIONING AND MESSAGE STRATEGY
Converse, through consumer insights and some research, will be able to gain knowledge
that the Hispanic culture is very much in-tune with music. Music plays a very important role in
the lives of Hispanics. Not only is music important to the Hispanic culture, but also presentation.
Having an acceptable appearance when out in public has a high value to many within the
Hispanic culture. In combining these two aspects of Hispanic culture into a marketing campaign
will help Converse reach out to this cultural group to gain more consumers of such group.
In my personal experience, I have seen music as a very large and important part of the
Hispanic culture. For example, on a mission’s trip to Monterrey, Mexico, I encountered a
Mariachi band. They came to entertain our group of missionaries at a celebration for building a
church. According to the natives, this was a normal custom to have Mariachi bands come to play
at parties and celebrations. However, I am not of Hispanic origin, and therefore, do not have a
complete understanding of the importance of music. But according to Korzenny and Korzenny,
music can give insight into the culture it is coming from. For the Hispanic culture, the emotions
within a song can show what is and is not important to the culture (Korzenny and Korzenny,
2012, p. 215). For example, Korzenny and Korzenny state that:
Over 40% of the songs that made reference to partying and celebrating also emphasized
the importance of appearance and the impressions people make of others. This trend
substantiates the high importance that social occasions have for Hispanics. Having a
good time is associated with feeling good about how one looks and behaves (Korzenny
and Korzenny, 2012, p. 215).
Converse Hispanic Marketing Campaign
15
Not only is music a source of enjoyment for this culture, but also how one appears during such
social gatherings acts as a large importance. In interviews with Jeanette Colombia, a twenty year
old Puerto Rican, Colombia has stated that it is of extreme importance to look well-kept, even
when making a run to the grocery store (Colombia, 2012). Every day, she puts aside the time to
get ready for the day, unlike so many Americans that do not mind running to the store in gym
shorts or sweats. Rafael Rodriguez, who is also from Puerto Rico, and is nineteen, can attest to
the importance of looking well-kept when leaving the house. He has said that Puerto Ricans
would never leave the house to go to the store dressed like they were just bumming around the
house, but would rather appear as if they were going to a social gathering (Rodriguez, 2012).
Rodriguez has also explained the importance of celebrations within his culture. He
explains that every day is like a big celebration. There is always music and dancing going on,
which are also the centers of parties and celebrations (Rodriguez, 2012). Colombia also agrees
that, “Music is everywhere” (Colombia, 2012). Such popular genres in their culture are hip hop,
reggaton, and salsa (Colombia, 2012).
By embracing such information from interviews and not just going off research,
Converse can learn that music is very important to the Hispanic culture, as well as appearance.
Embracing the aspect of appearance, Converse will have a leg up on marketing their product
because it is a clothing item. Through their advertisements and promotions, Converse will be
able to embrace this insight of appearance to market their Chuck Taylors as a means of appearing
in style and attractive. Also, by embracing the insights of music and dance that Colombia and
Rodriguez expressed, Converse will be able to use the importance of music to promote their
shoes, as they already have begun to do with their marketing scheme featuring the Indie-band the
Gorillaz (Converse). Converse can continue to gain insights by experiencing the Hispanic
Converse Hispanic Marketing Campaign
16
culture and by finding what is important to the culture by going straight to its source; people of
Hispanic origin. Through interviews, Converse can find the importance of such cultural aspects,
such as music and how they appeal to individuals. Converse will need to make sure that they are
able to connect with their consumers, and by doing so will need to find out what consumers
value.
Converse Hispanic Marketing Campaign
17
TEST OF MESSAGE AND M EDIA APPROACHES
Converse needs to make sure that their marketing campaign will speak to the Hispanic
consumer before they lose all the money they have put into their campaign. Tons of money goes
behind marketing campaigns, such as the costs for the media, for the production of the products,
for the sale representatives, and even down to the shipping costs. In order to make sure that their
campaign will not be a complete bust, Converse should test their strategy and product prior to
releasing them to the market. This can be executed through qualitative research, using
interviews, focus groups, and also individual experience.
Interviews can lend much information to Converse about what the individual’s look for in
Converse’s new marketing campaign. Converse can ask individuals to explain the effect of their
advertisements. Individual’s can explain in their own terms why or why they did not like the
advertisement or why it did not seem effective to them. This will give Converse clarity on the
insights they have already gathered prior to this testing of the campaign to make sure that they
have taken the insights and used them properly. Therefore, Converse can insure that they are not
wasting any time or effort that has already been put into gathering information to find that it was
applied incorrectly to their campaign and is not going to help them be successful.
In addition to individual interviews, Converse can conduct focus groups with the
assistance of professionals. In these focus groups, Converse can gather a group of Hispanic
individuals that will discuss the product and effectiveness of the ad campaign. Converse will
show the individuals the advertisements that will air on TV and then ask the individuals their
thoughts. What did they like about the ad? What did they dislike? These individuals will also
discuss personal encounters with different products of the same sort and why or why not they
worked for the consumers. Converse will also ask questions that will evoke discussion among
Converse Hispanic Marketing Campaign
18
the group to better benefit Converse in finding the true feelings on their marketing campaign. In
forming these focus groups, though, Converse needs to take great care and consideration on how
they should work. Some major factors that should be considered in forming these focus groups
are the ethnicity of the individuals and mediator, the gender, and the age. Does Converse want to
focus on one specific ethnic group, such as Puerto Ricans? And, if Converse is focusing on
Hispanics as a whole, will mixing each ethnicity in one focus group cause more questions? As
mentioned before, Hispanics are not a race, but rather share similar cultures (Hume, Jones, and
Ramirez, 2011, p. 3). This does not mean, however, that each Hispanic has the same exact
culture. It’s the same with Americans. Southerners value sweet tea as a common, favorable
drink. However, in the North, sweet tea is nowhere to be found. This is the same with
Hispanics. In forming a focus group, does Converse want to get a generalization of the Hispanic
culture, or seek more in depth? Also, in forming focus groups, language barriers can act as a
major hindrance in forming discussion. If one Hispanic is only Spanish-speaking and another is
mainly English-speaking, discussion will not form because the two will not know how to
communicate. This can be the same with the mediator. Deeply-rooted Hispanics may not feel as
comfortable speaking to someone outside their culture about their culture. Most importantly, the
focus groups should be composed of individuals who are within the age group that Converse is
targeting. Converse is more targeted toward the youth (Converse, Inc., 2012). That being the
case, Converse does not want to ask middle-aged Hispanics what they feel and think about the
campaign. The age difference will not lend clarity to what Converse can do to improve the
message to their targeted group.
In addition to focus groups, Converse can also give potential consumers prior experience
before showing their products and ads to the public. Similar to individual interviews, Converse
Converse Hispanic Marketing Campaign
19
can reach out to individuals in their own communities and conduct a study, allowing the
individuals to use the products. From there, the individuals can keep a journal of what they like
and dislike about Chuck Taylors and how they have helped or hindered their day. Also,
Converse can give the individuals a survey to complete. However, in creating the survey,
Converse has to make questions and/or ratings that Hispanics will understand. This is also
applicable to the usage of scales. Korzenny and Korzenny describe that, “It is not intuitive to
assign numbers to our feelings and thoughts, it is something we learn” (Korzenny and Korzenny,
2012, p. 252). They go on to explain that many Hispanics are not formally educated in the
means of scale usage and therefore often result to selecting the extremes (Korzenny and
Korzenny, 2012, p. 252). Converse can take this information into account when forming such
questionnaires and scales to make it easier on the subject to answer and convey his or her
thoughts and feelings.
In conducting such studies, Converse can rely on professional companies, such as
MediaCom. MediaCom is a marketing company that focuses on determining the most successful
way to reach clients. They conduct studies, like those previously mentioned. For example, one
of their projects they conduct is the Real World Streets. In this, they go into communities and
select different households to use for their testing (MediaCom, 2012). Converse can do likewise
when conducting interviews and selecting individuals to test their products. Converse should
also rely on professionals, such as MediaCom to help gather and understand information. In
gathering this information prior to release, Converse will be able to ensure that their marketing
campaign will be successful among the Hispanic group.
Converse Hispanic Marketing Campaign
20
GUIDELINES FOR IMPLEMENTATION
Converse will need to follow their five objectives in order to make their marketing
campaign happen. After extensive research on the Hispanic culture, Converse can decide what
angles they want to take in order to form a campaign that will reach the Hispanic public within
the United States. This research will be very similar to that that Converse uses to test their
advertisements and products. It will include individual interviews, professional help from
Hispanic cultural experts, and may even rely on some individual research. Once the research is
collected and formed to fit the media aspects that Converse intends to use, Converse can again
do some more research on how effective their products and advertisements seem among the
Hispanic population before actually introducing the ads and products to the public. How exactly
will this research be collected in terms of location? Where should Converse place their products
and advertisements once the information is gathered and they have a green light? Converse
should follow these guidelines when answering such difficult questions:
1. Research the population distribution within the United States in order to decide what
locations have a higher rate of Hispanics.
2. Determine what ethnic group within the Hispanic culture that should be the target
consumer. From determining this, Converse can take the research and decide what
location will serve best for their target group. For example, New York is known for the
Hispanic population of Puerto Ricans. If Puerto Ricans are the target group, then
Converse should distribute their campaign throughout New York, and more specifically
what city or county serves best to this population group, whether that is Manhattan or
Brooklyn or up-state New York.
Converse Hispanic Marketing Campaign
21
3. Conduct the research of individuals before and after drawing up the plan for the
marketing campaign within this region. Therefore, Converse will know if their
campaign will be successful not only within the group they are targeting, but also within
the location.
4. Promote their products in similar regions once a positive response is acquired from the
specific group and location. Therefore, Converse will be able to expand their business
and increase success in sales and distribution.
In following these guidelines, Converse will be able to determine the best type of places to
market to the Hispanic group, and more importantly their target group. Without this knowledge,
Converse will walk blindly into a world of highly competitive campaigns. It is imperative to
have a clear understanding of all the details of their choice group in order to find the most
success and reach the goals of their marketing objectives.
Converse Hispanic Marketing Campaign
22
EVALUATION OF EFFECTIVENESS
After all the research, time and effort put into forming a successful marketing campaign,
how will Converse actually know if their campaign is a success? Converse should first make
sure they follow their marketing objectives throughout their process of forming a campaign.
However, as mentioned, there are always details within each step that need not to be overlooked.
Converse should mark their evaluations of effectiveness not only on the revenue they produce
but also on customer satisfaction. Converse should consider all of these points in judging their
effectiveness on the market:
1. Converse should mark their success on keeping a clear and concise determinant on their
target group. This will be based off the beginning of the making of their campaign when
they develop data from research on the Hispanic population. By keeping a steady target
group throughout the process, Converse will be ensured that they are on track and that
their campaign will reach their goal group.
2. In reaching this goal group, Converse can mark success on revenue. Converse should
keep close track of sales, as well as refunds to make sure they are not finding a balance
between the two, but rather a dominance of sales. This will show that their product has
become popular. In determining their sales’ numbers, Converse should make sure they
are continuing to focus on their target group.
3. In addition to sales, Converse should make sure they have 100% customer satisfaction.
This information can be acquired in many different ways. Converse can make a survey
available online that consumers will find at the bottom of their receipts of purchase.
Also, Converse can keep up with their focus groups and personal interviewers to continue
to ensure they are satisfied. Converse may even consider forming additional focus
Converse Hispanic Marketing Campaign
23
groups and conducting interviews after their products have gone onto the market to
understand the customers’ responses.
Customer satisfaction should be the number one focus for Converse when evaluating their
results. Without that satisfaction, Converse will not see an increase in sales. When this success
is seen, Converse will be able to expand their efforts and reach more cities, and even different
target groups. Most importantly, Converse will have adapted to the new definition of American
youth, and will make the transition with society into the growth of the Hispanic population.
Converse Hispanic Marketing Campaign
24
BIBLIOGRAPHY
Colombia, J. (2012, January 11). Puerto Rican Culture. (S. Mitchell, Interviewer)
Converse Inc. (2012). Converse. Retrieved February 27, 2012, from
http://www.converse.com/About/
Felipe Korzenny, B. A. (2012). Hispanic Marketing: Connecting with the New Latino Consumer.
New York: Routledge.
First Research, Inc. (2005). First Research Industry Profile. Retrieved March 30, 2012, from
First Research: http://www.edsuite.com/proposals/proposals_169/83_3_intel_footwear.pdf
IBISWorld. (2012). Industry Performance. Retrieved April 2, 2012, from IBISWorld:
http://clients.ibisworld.com/industryus/currentperformance.aspx?indid=369
Karen R. Humes, N. A. (2011, March). Overview of Race and Hispanic Orgin: 2010. Retrieved
April 1, 2012, from U.S. Census Bureau:
http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf
Karen R. Humes, N. A. (2011, March). Overview of Race and Hispanic Orgin: 2010. Retrieved
March 28, 2012, from US Census Bureau :
http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf
MediaCom. (2012). MediaCom: People First, Better Results. Retrieved March 13, 2012, from
MediaCom: http://www.mediacom.com/en/home.aspx
Converse Hispanic Marketing Campaign
25
Nessar, H. E. (2008, February 12). U.S. Hispanic population to triple by 2050. Retrieved 2012 4,
April, from USA Today: http://www.usatoday.com/news/nation/2008-02-11-populationstudy_N.htm
Packaged Facts. (2009, August). The Global Footwear Market: Athletic and Non-Athletic Shoes .
Retrieved February 28, 2012 , from Packaged Facts:
http://wulibraries.typepad.com/files/footwear.pdf
Rodriguez, R. (2012, February 15). Culture. (S. Mitchell, Interviewer)