Market Planning

Chapter 25

Santa Muerte (Saint of Death)

Is a sacred female skeletal

figure and is a very

common belief in Central

America. She is often

dressed in a long robe and

usually holding a scythe

and a globe. The scythe

symbolises the cutting of

negative energies or

influences and hope and

prosperity. The globe

represents deaths

dominion, no one can

escape death.

Mexico is the world’s second largest city (after Tokyo 31,000,000) with a

population of over 25,000,000. However generates a GPD of $390bn,

whereas Tokyo generates $1,500bn. For its size, Mexico City is a poor city.

The city is plagued with corruption, which has given way to a notorious gang

culture and where murder and assaults are everyday occurrences.

For decades the people of Mexico have turned to the Catholic Church for

respite, however with life increasingly becoming difficult in Mexico City,

people have created their own Saint to watch over them, a Saint they say is

more realistic with and appropriate for the society they live in, the Santa

Muerte.

Santa Muerte is popular in the poorer communities, and tends to attract

those facing extremely difficult situations.

The Catholic Church refuses to recognize Santa Muerte as an official Saint,

and say worshiping this Saint is a kin to devil-worshiping.

The belief in Santa Muerte is rapidly spreading, it is

established in Mexico, very well known in North

and South American and finding roots in Europe.

There is an increasing demand for Santa Muerte

artefacts for shrines and prayer houses. However,

with the Church not acknowledging Santa Muerte

they will not produce anything associated with the

Saint, therefore from a Business perspective there

is a gap in the market.

฿2,500 for a small Santa Muerte artefact

Your task...Prepare a marketing plan for the Santa Muerte for S.E. Asia. This can be presented as a poster / spider diagram or as a formal report.