Date of Graduation

5-2018

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Rapert, Molly

Committee Member

Velliquette, Anne

Abstract

Multicultural is defined as relating to or representing several different cultures. In marketing, it is the representation of several cultures in marketing strategies. According to the “The Roadmap to the New America”, the multicultural millennial makes up over 40% of the millennial population. Multicultural consumers hold a $3 trillion buying power. Once brands understand these consumers, they become lifelong consumers. Those brands that fail to understand this consumer risk losing a lifelong consumer. Multicultural consumers are shaping the American culture, taste, and style holding influence over the marketplace. Understanding and creating tactful approaches to reach this market has become key to growth and success as our population becomes majority minorities, meaning minorities will become the majority. Notably, Coca-Cola’s effectively utilized multicultural marketing. I will be providing context about the background of multicultural marketing, Consumer Trends involving African-American, Asian-American, and mainly Hispanic consumers, Coca-Cola’s company and marketing campaign history, primary research analysis, and a Coca-Cola Instagram Audit.

Keywords

Multicultural; Hispanic

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