MERCADEO

Xavier Turpin of Dunkin’ Donuts: Brands have to be the ones to lead the total market discussion

6 de abril de 2014

Xavier Turpin, director de Mercadeo Multicultural de Dunkin Donuts

Xavier Turpin, multicultural marketing director at Dunkin’ Donuts, was on hand for Hispanicize 2014, where besides participating in the whole event, he was a guest speaker at the Total Market session, sharing the platform with presenters from Coca-Cola, Target and Republica.Turpin describes total market as a practice that is guiding marketing execs in selling to different segments. “Growth comes exclusively from those segments they are now acknowledging to be important,” Turpin told PRODU. “The total market focus is becoming very important but it’s not a very transparent discussion between the general and multicultural markets,” he said.He noted that some important efforts are being made by brands that are collaborating with their agencies and with the different associations involved, in order to reach a workable interpretation of the concept. “Maybe the definition isn’t shared 100 percent, but it could reach 80 percent, because every organization is different,” he said.As for the future of multicultural agencies vs. general market shops as possible leaders of the total market, Turpin considers that neither part should consider themselves to be leading the discussion. “Neither the heads of multicultural agencies nor of general market agencies should think of leading the discussion because it’s a subject that interests all of us,” he said. “If anyone can come to be a leader at a certain point it should be the brands, but as representatives of some brands, we choose collaboration,” Turpin said.

Diario de Hoy

jueves, 7 de noviembre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image