Ethnic Marketing

, Cleveland, is targeting the African-American market with its Soul Kidz line, which features greeting cards with sepia-toned and spot-colored photographs of African-American children dressed in vintage 1930s clothing.

RTC Industries de Mexico, S. de R.L. de C.V., Monterrey, Mexico

, Chicago, importer of Corona Extra and Corona Light, created a holiday promotion that it hopes helped light up retailer's sales. The promotion was highlighted by national cable and network television advertising beginning in December.

Rubbermaid corporate policy mandates bi- and even tri-lingual packaging and displays because the company ships extensively to Canada and Mexico.

As retail markets consolidate, marketers strive to develop partnerships with key accounts -- but is there room for a senior partner in the mix?

An Alphabet Soup of Opportunity in Supermarkets

Product marketers at Emery Martinez wanted to make a splash when they introduced the latest extension to the company's line of Jarritos fruit-flavored drinks targeting the Mexican market.To introduce the product at retail with shelf danglers, the marketers selected a new type of vinyl process print

Vinyl (danglers), paper (neck hangers, posters, coupons)

A new back-to-school promotion, tested in Atlanta for the African-American market last year, rolled out full-scale in August from Kraft Foods Inc. to include major supermarkets in five U.S. cities. A similar promotion for the Hispanic market also ran during August.

Mark Novak & Associates Inc., Park Ridge, Ill.

A back-to-school promotion aimed at the African-American market was launched by Kraft.

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