Santiago Solutions Group » phase-2

Multicultural Business Strategy

SSG — Wed, 19 Aug 2009 22:16:21 +0000

After analysis of its Strategic Intelligence gathering for wine and spirits company Pernod Ricard USA (PRUSA), Santiago Solutions Group created Hispanic category profiles and volumetric models for key brands.

Based on these models and the incremental Hispanic profits we were able to project, we developed long-term Opportunity scenarios and a portfolio prioritization for select PRUSA brands.

Supported by the Opportunity Sizing recommendations, Santiago Solutions Group created a Hispanic Business Strategy for the Chivas Regal® brand. This strategy:
aligned with the brand image of Chivas Regal
was pertinent to its Hispanic customers
offered a unique framework for Off-Premise retail strategies
provided Chivas Regal with an exclusive and extendable platform of engagement with the Hispanic community

Multicultural Business Strategy

SSG — Wed, 19 Aug 2009 21:22:49 +0000

After conducting in-depth Strategic Intelligence analysis for construction manufacturer USG-Sheetrock, Santiago Solutions Group identified existing and potential opportunities within the Hispanic pro market and benchmarked these against the General Market.

Santiago Solutions Group then evaluated USG’s internal Business Units and Brand portfolios. We applied learnings from our data mining and research to this evaluation and developed specific Opportunity-Sizing recommendations.

We followed these Opportunity-Sizing recommendations to create a Hispanic-specific Business Strategy for USG that aligned with long and short-term ROI. This Business Strategy directed individual Business Units, products and geo-targeting to maximize USG sales and growth within the Hispanic market.