MIAMI: Clorox, the cleaning and household goods group, is making sure that multicultural marketing is now "everyone's responsibility", a goal forming part of the company's evolving total-market strategy.

David Cardona, the firm's director/shopper marketing, category advisory and multicultural capabilities, discussed this theme at the 2014 Association of National Advertisers' (ANA) Multicultural Marketing & Diversity Conference.

"We've been embracing and talking about total market for the last year-and-a-half," he said. (For more, including how the firm is implementing this idea at the brand level, read Warc's exclusive report: How Clorox developed a total-market strategy.)

More specifically, the organisation – which has a portfolio including Glad bags, Brita water filters and Kingsford charcoal – has dispersed the responsibility for multicultural messaging across its brand teams.

Adopting and implementing this model promises to fuel a total-market mindset among its marketers, with extremely beneficial results.

"It's about finding the most relevant, efficient way to communicate to your target," he said.

Successfully tapping into the potential advantages of this model, Cardona continued, requires incorporating deep multicultural insights throughout the marketing cycle.

"We've basically enhanced our business planning process in order to make sure that we are thinking about multicultural much, much, much earlier in the process," he said. "It all has to start with the beginning."

Previously, Clorox had a "separate and siloed" approach to consumer segmentation, which posed problems in terms of developing cohesive strategies.

"When you added them all together, we ended up with 11 segments. And they were not necessarily connecting to each other very well," said Cardona.

By streamlining its internal operations, Clorox has overcome many of the prior issues. But Cardona also emphasised that success in total-market communications is always a long-term "journey".

"It's not an easy thing. Otherwise, we all would have cracked the code from the get-go," he said.

Data sourced from Warc