The repositioning was fueled by consumer research findings, primarily around the widely untapped fresh meat market tailored to Hispanic consumers. The Hispanic population is one of the fastest growing U.S. ethnicities; approaching 20 percent of the nation’s total and possessing estimated purchasing power of $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 Carolina Tabares, senior brand manager for Rumba Meats®. “Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments.”
Once the brand zeroed in on one segment, consumer research revealed that Hispanic consumers are interested in a line of fresh meats that allows them to prepare traditional family meals. Rumba wants to provide their customers quality ingredients to help these consumers create eating experiences and flavors that are representative of their culture and heritage.
Hispanic culture was taken into consideration throughout all phases of the brand’s repositioning. Rumba tested their updated packaging, logo, point-of-sale materials, online advertising and tagline to ensure that it resonated with their target consumers. The brand uses vibrant colors and symbols of Hispanic culture to ensure that the products stand out to consumers in the store.
“Rumba also helps us celebrate the cultural diversity that enriches our society,” said Tabares. “Rumba represents nutritious, delicious, wholesome protein products that meet the needs of Hispanic consumers while providing our retail customers with an offering that is relevant to those consumers’ cultures and helps them grow their variety meats business.”
For more information on Rumba meats or how Cargill can leverage their consumer insights to help your business, contact your local Cargill representative.