Total Market

• Marketers will be better served by viewing major markets from a Total Market perspective, in other words, one that takes into consideration the entire ethnic mix of the market's population. Adopting a total market, integrated approach can benefit a brand in several specific areas:
  • - Gives customer-driven direction to the management of current products.
  • - Results in more efficient use of marketing resources.
  • - Helps identify new opportunities for growth and expansion. At the same time, it can bring a company the
      broad benefit of a competitive advantage.
• This total market approach enables us to assist our clients in identifying the overall cultural makeup of the total market within one geography and evaluate the need or desire for their brand's product or service by which market segments.
• The general market is part of the overall Total Market but may not be the overwhelming majority. Under this approach it is often more strategically sound to see the market as a combination of the general market, together with one or more significant multicultural segments to which they can profitably target their products and marketing efforts. - Miami, San Antonio and Los Angeles are all cities where the Hispanic market is the majority and thus, may be the primary focus of all marketing and advertising efforts. African-Americans are the overwhelming majority in cities that include Detroit (81.6%), Atlanta (61.4%) and New Orleans (67.3%).