Fortune 500 construction manufacturer USG-Sheetrock contracted Santiago ROI to develop a 3-Year Hispanic Strategic Marketing Plan. We began by evaluating:

• Current GM marketing plans
• Existing primary and secondary research
• Client sales data

Santiago ROI defined USG’s Hispanic market share across multiple products and Business Units. We also conducted In-Market site visits to analyze Hispanic pro building trade and consumer trends, behaviors and insights.

Evaluating all intelligence gathered, we developed comprehensive Hispanic Profiles of the target audiences (Pro’s, Remodelers, Do-It-Yourselfer’s). These Profiles detailed behaviors, preferences, aspirations and purchase decisions of Hispanic consumers and how they relate to USG and their products.

Premium spirits and wine company, Pernod Ricard USA (PRUSA), the second-leading company in the U.S. by sales value, engaged Santiago ROI to analyze current and project potential Hispanic market share for their brand portfolio.

• SROI evaluated the Hispanic liquor category by:
• volume/consumption
• penetration by age and acculturation
• brand preferences and patterns

• To uncover insights and drive our US Hispanic strategy, Santiago ROI conducted field-site research in emerging and key markets:
• 1,500 sample quantitative study
• 100+ in-depth field interviews in the US, Mexico & Puerto Rico

We analyzed our research and learnings to create detailed category profiles of the Hispanic consumer. These category profiles provided us with sufficient volumetric guidance to generate incremental consumption and profit projections for the US Hispanic market.