As a marketing company with roots in Mexico, Novamex knows how to sell its brands in the United States. Its ingrained knowledge of the Hipanic consumer gives Novamex advantages over other companies trying to tap into this expanding market. A knowledge of the consumer's language, purchase behavior, culture, lifestyle, population shifts, and other characteristics of the market give Novamex a strategic advantage in communicating and winning over the consumer.
Novamex invests in research and tracks brand awareness, attitudes, usage, intent to purchase, advertising, and promotions through a customized in-field study in order to remain up to date on consumer purchase patterns and the state of its brands. Additionally, Novamex invests in store data that measures sales and store penetration to track its brands success on regional, market, and even specific sales route basis.