Ethnic Marketing

As retail markets consolidate, marketers strive to develop partnerships with key accounts -- but is there room for a senior partner in the mix?

An Alphabet Soup of Opportunity in Supermarkets

Product: Jarritos strawberry drink
Number of pieces: 5,000 of each
P-O-P companies: SPC Graphics (danglers), Hannibal, Mo.; Lithexcel Inc. (neck hangers and posters), Albuquerque, N.M.; Minutemen Inc. (ad slicks and coupons),El Paso, Texas
Distribution: Mexican specialty stores
Introduction: September 1997
Duration: Temporary
Construction: Vinyl (danglers), paper (neck hangers, posters, coupons)

Marketer: Grupo Gamesa, Monterey Nueva Leon Mexico
Objective: To provide a secondary perimeter or endcap location for Gamesa's packaged cookie products to increase impulse buys.
Number of Displays: 500
Construction: Steel, vacuum-formed plastic, screen printed SINTRA, vinyl decals
Introduced: January 1997
Producer: Mark Novak & Associates Inc., Park Ridge, Ill.

Client: Grupo Industrial Bimbo
Producer: ARMO Diseno S.A. de C.V., Mexico D.F.
Category: Plastics - Confectionery/Snacks
Intended Length of Use: 2 years
Production Run: 500
Unit Cost Range: $25-$99

Cosmetic company: Pavion Limited (Black Radiance Cosmetics division)
Products: Black Radiance Smoke and Ice collection of lipstick, nail polish, mascara and eyeliners
Introduction: June 1997
P-O-P company: Bannon Group Ltd., Linden, N.J.
Distribution: Mass merchants, supermarkets, drugstores, beauty supply storesConstruction/Materials: White vacuum-formed, high-impact styrene tray with riser card