Prudencio Unanue Ortiz, a Spanish immigrant, founded Goya Foods in 1936 in New York City. At the time, the demand for Hispanic food was not high, but his keen market sense led him to a successful strategy. As immigrants from Puerto Rico, the Dominican Republic, Cuba, and other Hispanic cultures began entering the city, Ortiz started selling foods that appealed to their native tastes. The market grew year after year as non-Hispanic consumers developed a taste for new flavors and began cooking with ingredients traditionally used in Hispanic foods.
It wasn’t until 2005, however, that the company began targeting non-Hispanics by offering tortillas, taco kits, and desired Mexican sides such as jalapeno peppers and ranchero refried pinto beans. It also incorporated new media into its marketing campaign, working with Foodnetwork.com and blogging site Foodbuzz.com to create buzz about its products and increase awareness of the brand. Through these media, the company was able to show non-Latinos how to incorporate Goya foods into their everyday cooking. As a result, the firm has increased its market share to 25 percent and now rings up more than $1.3 billion in annual sales, making it the largest and fastest growing Hispanic-owned food company in the United States.
The company continues to innovate and expand. Its most recent endeavor is a partnership with Beech-Nut Nutrition. Together, the firms are marketing Beech-Nut Goya, baby foods featuring flavors familiar to Hispanic families, furthering their presence in the lives of American households and adding to the success of their suppliers and distribution partners.
You’ve been hired as the marketing manager for Beech-Nut Goya. Before you create a marketing mix, you need to define the target market of consumers for your new baby food products. You should consider all of the following characteristics when defining your target market except: