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"Ethnic beans"

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Hi List;

Much as I hesitate to raise another semantic issue, this is 
intriguing. I just heard a local supermarket chain radio ad 
(Local=NY market) featuring "Ethnic Beans" 

I would guess this is their store brand approximation of
Goya-Bean-like products.

The shopper knows Goya to be Caribbean-Hispanic style Black 
Beans / Pink Beans / Red Beans / Pigeon peas, etc that 
would be labeled partly in Spanish in the store Frijoles 
Negro / Habichuelas Colorado / Gandules Verde etc.

But what does "ethnic bean" mean to the unfamiliar shopper. 
Why is it a feature, marketing wise, if it can't be 
described as the consumer knows it. Wouldn't "canned black 
beans" or "canned red beans" be more appealing than ethnic 
beans?

How often does marketing semantics become a stumbling block 
in marketing planning, in your experience?

Abby

Member: MktgMavens__(tm)______________________________
     
             ABBOTT WOOL Media / Marketing, LLC
             Market Segments and Hispanic Market
  (516)295-1342  Fax (516)295-5370  email
Market Segment Resource Locator-- http://www.amic.com/amic_mem/wool/
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Thought for the day:
    Bagpipes (n): an octopus wearing a kilt.

• Next message: : "Re: "Ethnic beans""
• Previous message: Ong Tat Leong: "Re: "
• Next in thread: Phil Glowatz: "Re: "Ethnic beans""