MIAMI: Kraft, the food group, is taking a flexible approach to multicultural marketing, mixing more traditional strategies and total-market communications depending on the needs of specific brands.

Diane Tielbur, senior director/consumer insights and strategy at Kraft Foods Group, discussed this subject at the Association of National Advertisers' (ANA) 2014 Multicultural Marketing and Diversity Conference.

And she argued that total-market advertising, currently a hot topic among brand experts, is "one of many inputs" which must be considered. (For more, including the role of creativity in this area, read Warc's exclusive report: Kraft's case-by-case total-market strategy.)

Drilling down into this theme, she recommended that marketers assess a wide range of factors while formulating their tactics.

"When you think about it from a brand perspective, a brand manager looks across general market, and Hispanic, and other multicultural [models] to determine where they should spend their next dollar," said Tielbur.

The needs and characteristics of its product lines also have be weighed up by executives seeking to fuel growth among different customer segments.

"If a category is at a high penetration – and a brand is at a high penetration – they can feel more confident about spending that next dollar," continued Tielbur.

"But it's a combination of live measurements and understanding the category and the brand."

Using an example of comparing Hispanic shoppers with the general market, Kraft's experience is that it is beneficial to determine if they are "in a similar place" in a given sector.

"If they are – and after you talk with them and really get to know them – you have a much better chance of taking a total-market approach," she said.

However, where there are clear points of distinction, then, "You really have to have two different messages to talk to your consumer," she told the ANA delegates.

Data sourced from Warc