In the Mind of a Woman

  • Published on

  • View

  • Download

Embed Size (px)


<ul><li><p>8/7/2019 In the Mind of a Woman</p><p> 1/25</p><p>IN THE MIND OF A</p><p>WOMAN</p><p>A Case Study</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 2/25</p><p>Brand Positioning?</p><p> Who are you going to give this positioning to?</p><p> Who are you going to market yourproducts</p><p>to?</p><p>Are all consumers created equal?</p><p> What do you want &amp; need?</p><p> What consumer insight is yourpositioning</p><p>based on?</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 3/25</p><p>The emotional beliefs &amp;values that consumers</p><p>feel are being addressed</p><p>by ourbrand (CENTRAL)</p><p>Very meaningful indifferentiating ourbrand but</p><p>very difficult to deliver</p><p>consistently to our</p><p>consumers</p><p>The functional &amp; emotional</p><p>benefits that ourproduct/</p><p>service provides to the</p><p>consumer(EXPRESSIVE)</p><p>Product/service features</p><p>and/orattributes that must</p><p>be addressed</p><p>(FUNCTIONAL)</p><p>Easy to deliver&amp; explain</p><p>to consumers but also easy</p><p>to initiate</p><p>Beliefs</p><p>&amp; core</p><p>values</p><p>Benefits</p><p>Features &amp;</p><p>attributes</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 4/25</p><p>Background</p><p> Wishes to launch a womens magazine</p><p> Broad division of north Indian marketHindi &amp; English</p><p> Refers to media expert</p><p> Unclearabout target market</p><p> Undecided on content</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 5/25</p><p>Key players</p><p> HarmiderDuggal (Publisher)</p><p> Debu Guha (Media expert)</p><p> Nakul Yadav (Marketing Manager)</p><p> Consumer (Mostly female)</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 6/25</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 7/25</p><p>STP</p><p> Market segmentation:</p><p>1. Identify bases forsegmentation</p><p>2. Develop segment profiles</p><p> Market targeting:</p><p>3. Develop measures of segmentation attractiveness</p><p>4 Select target segments Market positioning:</p><p>5. Develop positioning for target segments</p><p>6. Develop a marketing mix foreach segment</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 8/25</p><p>Bases of segmentation</p><p>Age</p><p> Gender</p><p> Family size or life cycle</p><p> Income Occupation</p><p> Education</p><p>Religion Race</p><p> Generation</p><p> Nationality</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 9/25</p><p>Divide buyers into different</p><p>groups based on</p><p> Social class</p><p> Lifestyle</p><p> personality</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 10/25</p><p> Level 1:</p><p>- LIFESTYLE</p><p> level 2:</p><p>- STAGE IN LIFE CYCLE</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 11/25</p><p>Spectrumof Indian women</p><p>Selfless &amp; gregarious</p><p>sacrificing hedonist</p><p>House making, Do not like</p><p>cooking, housekeeping</p><p>Managing homes &amp; hate cooking</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 12/25</p><p>Readerprofiles</p><p>Saavy: Women who dare to speak out publicly what aWomens Era considers private. An activist magazine</p><p>Cosmo: Women who dare to speak out publicly what aWomens Era considers private. Portrays everywomans fantasy</p><p>Femina: Caters to the women of substance. All about beauty&amp; attractiveness. Women are still delicate &amp; feminine</p><p>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</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 13/25</p><p>LIFESTYLE/ DEMOGRAPHICS</p><p>Lifestyle</p><p>Age</p><p>Profile (yrs.)</p><p>Traditional Upwardly</p><p>mobile</p><p>Self</p><p>expressive</p><p>19 - 25 WE</p><p>F</p><p>F</p><p>C</p><p>C</p><p>S</p><p>25 35 FWE</p><p>FS</p><p>CS</p><p>Above 35 WE F C,S,F</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 14/25</p><p>LIFESTYLES</p><p> Traditional:</p><p>- conventional housewife</p><p>- lowermiddle class</p><p> Upwardly mobile:- working</p><p>- well educated</p><p>- uppermiddle class</p><p>Self expr</p><p>essive:- working</p><p>- strong opinion</p><p>- well educated</p><p>- upperclass/ uppermiddle class</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 15/25</p><p>Now</p><p>Existing consumerknowledge</p><p>Desired consumerknowledge</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 16/25</p><p>Doubt Position</p><p>Types of women who Magazines have theirvalue</p><p>choose magazines profiles &amp; women choose</p><p>according to their them according to their</p><p>value profiles mindsets</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 17/25</p><p>The Complete Woman</p><p>Women with totally different core values can have</p><p>the same outward symbol when it comes to magazine</p><p>readership</p><p>The three set of consumers:</p><p>Core group: Empathizes with core value proposition</p><p>Aspirant: May not empathize but aspires</p><p>Extended set: May not buy the brand regularly, but isnot alienated by its value proposition</p><p>Excluded set: Alienated by a brand</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 18/25</p><p>Challenge?</p><p> Women from differing social</p><p>backgrounds show markedly different</p><p>preferencesAim to launch a magazine cutting</p><p>across different segments</p><p>The womans magazine with adifference</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 19/25</p><p>Who is she?</p><p>A mother A homemaker</p><p>A daughter/ DIL A ca</p><p>reta</p><p>ker</p><p>ofthe family</p><p>A wife A work</p><p>ing woman</p><p>English speaking</p><p>woman of Indianorigin</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 20/25</p><p>What does she want?</p><p> Time pass</p><p> Entertainment</p><p> Involvement</p><p> Give a picture, shape, life to the ideal</p><p>self</p><p> Information Intellectual stimulation</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 21/25</p><p>Gap?</p><p> Business magazine</p><p> Complete woman:</p><p>- primary</p><p>- secondary</p><p>- extended</p><p> Urban metro</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 22/25</p><p>Positioning?</p><p> POP: women specific</p><p> POD: addressing business, finance,</p><p>sports</p><p>versatile</p><p>weekly</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 23/25</p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 24/25 </p></li><li><p>8/7/2019 In the Mind of a Woman</p><p> 25/25</p><p>HOW DO WE GO?</p><p> To proceed from stage 1 to Stage 2 of</p><p>value creation process we need to</p><p>conduct marketing research Results will determine whetherwe</p><p>should invest more on this programme</p><p>Otherwise</p><p>rethin</p><p>k:</p><p> Strategy</p><p> Creatives</p></li></ul>