H-E-B TEST-MARKETING ON HISPANICS PAYS OFF

CHICAGO -- H-E-B Grocery Co., San Antonio, tracked a 43% increase in movement on a product that was promoted and merchandised to Hispanic customers using information from the chain's new test-marketing service.The category grew 22% during the two-month test in which H-E-B worked with the product manufacturer to develop Spanish radio commercials, distribute in-store coupons and build point-of-sale

CHICAGO -- H-E-B Grocery Co., San Antonio, tracked a 43% increase in movement on a product that was promoted and merchandised to Hispanic customers using information from the chain's new test-marketing service.

The category grew 22% during the two-month test in which H-E-B worked with the product manufacturer to develop Spanish radio commercials, distribute in-store coupons and build point-of-sale displays.

Bob Neslund, senior vice president of marketing at H-E-B, outlined the

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