Lo Barato Sale Caro

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-865376.mp3

10-07-2009: Lo Bartato Sale Caro, by John Malmo.

Memphis, TN – The Hispanic who is in charge of multi-cultural marketing for Bounty, Charmin, and Pampers had a lot to say recently in Brandweek Magazine. He said look at the Hispanic market like a developing country inside the U.S. While price sensitive, Hispanic consumers are also value conscious. That, he says, is why premium priced Bounty is growing fastest among Hispanics. "Lo barato sale caro," he says. Or, in English, "cheap can be expensive." Or, you get what you pay for. There's a growing Hispanic merchant class in the Mid-South. Better learn as much about Pablo and Maria as you know about Sally and Bill. And Quick.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.