In the Mind of a Woman

8/7/2019 In the Mind of a Woman

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IN THE MIND OF A

WOMAN

A Case Study


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Brand Positioning?

Who are you going to give this positioning to?

Who are you going to market yourproducts

to?

Are all consumers created equal?

What do you want & need?

What consumer insight is yourpositioning

based on?


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The emotional beliefs &values that consumers

feel are being addressed

by ourbrand (CENTRAL)

Very meaningful indifferentiating ourbrand but

very difficult to deliver

consistently to our

consumers

The functional & emotional

benefits that ourproduct/

service provides to the

consumer(EXPRESSIVE)

Product/service features

and/orattributes that must

be addressed

(FUNCTIONAL)

Easy to deliver& explain

to consumers but also easy

to initiate

Beliefs

& core

values

Benefits

Features &

attributes


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Background

Wishes to launch a womens magazine

Broad division of north Indian marketHindi & English

Refers to media expert

Unclearabout target market

Undecided on content


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Key players

HarmiderDuggal (Publisher)

Debu Guha (Media expert)

Nakul Yadav (Marketing Manager)

Consumer (Mostly female)


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STP

Market segmentation:

1. Identify bases forsegmentation

2. Develop segment profiles

Market targeting:

3. Develop measures of segmentation attractiveness

4 Select target segments Market positioning:

5. Develop positioning for target segments

6. Develop a marketing mix foreach segment


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Bases of segmentation

Age

Gender

Family size or life cycle

Income Occupation

Education

Religion Race

Generation

Nationality


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Divide buyers into different

groups based on

Social class

Lifestyle

personality


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Level 1:

- LIFESTYLE

level 2:

- STAGE IN LIFE CYCLE


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Spectrumof Indian women

Selfless & gregarious

sacrificing hedonist

House making, Do not like

cooking, housekeeping

Managing homes & hate cooking


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Readerprofiles

Saavy: Women who dare to speak out publicly what aWomens Era considers private. An activist magazine

Cosmo: Women who dare to speak out publicly what aWomens Era considers private. Portrays everywomans fantasy

Femina: Caters to the women of substance. All about beauty& attractiveness. Women are still delicate & feminine

Womens Era: Believes in the philosophy of building happyhomes. It has addressed to the home makers toconvert their imagination into reality with theirpractical approach which is different fromwomen of 1970s


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LIFESTYLE/ DEMOGRAPHICS

Lifestyle

Age

Profile (yrs.)

Traditional Upwardly

mobile

Self

expressive

19 - 25 WE

F

F

C

C

S

25 35 FWE

FS

CS

Above 35 WE F C,S,F


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LIFESTYLES

Traditional:

- conventional housewife

- lowermiddle class

Upwardly mobile:- working

- well educated

- uppermiddle class

Self expr

essive:- working

- strong opinion

- well educated

- upperclass/ uppermiddle class


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Now

Existing consumerknowledge

Desired consumerknowledge


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Doubt Position

Types of women who Magazines have theirvalue

choose magazines profiles & women choose

according to their them according to their

value profiles mindsets


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The Complete Woman

Women with totally different core values can have

the same outward symbol when it comes to magazine

readership

The three set of consumers:

Core group: Empathizes with core value proposition

Aspirant: May not empathize but aspires

Extended set: May not buy the brand regularly, but isnot alienated by its value proposition

Excluded set: Alienated by a brand


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Challenge?

Women from differing social

backgrounds show markedly different

preferencesAim to launch a magazine cutting

across different segments

The womans magazine with adifference


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Who is she?

A mother A homemaker

A daughter/ DIL A ca

reta

ker

ofthe family

A wife A work

ing woman

English speaking

woman of Indianorigin


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What does she want?

Time pass

Entertainment

Involvement

Give a picture, shape, life to the ideal

self

Information Intellectual stimulation


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Gap?

Business magazine

Complete woman:

- primary

- secondary

- extended

Urban metro


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Positioning?

POP: women specific

POD: addressing business, finance,

sports

versatile

weekly


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HOW DO WE GO?

To proceed from stage 1 to Stage 2 of

value creation process we need to

conduct marketing research Results will determine whetherwe

should invest more on this programme

Otherwise

rethin

k:

Strategy

Creatives

Documents

In the Mind of a Woman