Los elementos de mercadeo con la nueva imagen de Rumba incluyen el empaque
After making a review, Cargill found out that the majority of consumers of its Rumba Meats line are Hispanics, however the marketing for the product line was aimed to too many segments, explained Carolina Tabares, Senior Brand Manager for Rumba Meats at Cargill. With this results, the food company decided to repositioning its Rumba line with an emphasis on Hispanic consumers, one of the fastest growing and possessing estimated purchasing power of US$1.7 trillion by 2017. “We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers” said Tabares. She added they realized that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage. Rumba’s new marketing effort includes the selection of vibrant colors, such as red, blue, yellow and green hues for its packaging, logo, point-of-sale materials, online advertising and tagline, that are common throughout Hispanic culture. The new line look also includes a Facebook page, Internet website, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements.
