Strategic Intelligence
Fortune 500 construction manufacturer USG-Sheetrock contracted Santiago Solutions Group 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 Solutions Group 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.
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