MARKET PROFILE: Duarte plans to develop A-B's ethnic appeal

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Susana duarte, 31, spent several years as an international trade lobbyist before Anheuser-Busch Cos. hired her in 1994 to work in its growing field services department for multicultural marketing.

Ms. Duarte became senior group director of A-B's corporate relations in February, heading the multicultural marketing division. The move made her the company's highest ranking Hispanic employee.

Mission: Developing and promoting A-B's diverse multicultural marketing efforts to reach Hispanic-, Asian- and Native Americans. A separate department of 15 handles African-American marketing.

Ms. Duarte oversees 15 people in field offices in California, Florida, Illinois, New York and Texas. A-B has "several dozen" more corporate employees at its headquarters who also work closely with the field personnel on multicultural marketing.

Emphasis: Telling people about A-B's role in seeding and adding at least $1 million annually to the Hispanic Scholarship Fund.

"We have to work harder at letting people know all the things we do for the community and our activities, beyond selling beer," Ms. Duarte said.

Right now: Budweiser is promoting participation in the Census through point-of-sale materials themed, "Make yourself count."

This summer: A-B's Hispanic effort includes a tie-in with Major League Baseball teams. A gift of $100 goes to the Hispanic Education Fund for every home run hit at a home game.

Up next: A-B is highlighting the "Year of the Dragon" in advertising and promotions for the Asian market. Special offers include themed glassware touted in radio and print advertising.

A-B uses "a variety" of agencies for projects within its multicultural marketing efforts. Currently, the department is searching for prospects to redesign its two multicultural Web sites (asianbud.com) and (hispanicbud.com), said Ms. Duarte.

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