This is a brief introduction and summary to marketing to the female economy, includes a case study which segregates the different segments in the female economy, successful campaigns to the female economy, opportunities and advice for marketers in the female economy

1. Marketing to the Female
Economy

2. Introduction to Female Economy
 Females control about $20 trillion in annual consumer spending
 Females represent a growth market bigger than China and India combined
 Yet most brands haven’t been able to successfully market to women without it being labelled as condescending
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review

3. Boston Consulting group study
 In 2008, the Boston consulting group field a study on the daily lives of women
 More than 12,000 women took part and the result was that;
‘Despite the remarkable strides in market power and social position, that the have
made in the past century(women), they still appear to be undervalued in the
marketplace and underestimate in the workplace’
This depicts the vast opportunity for brands to overcome this hurdle and market
effectively to females
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review

4. Boston consulting group study
 Identifies 6 key Female consumer segments
Fast Tracker
• 24% of population
• 34% of earned income
• Economic & educationally elite
• Seeks adventure & Learning
Pressure
cooker
• 22% of population
• 23% of earned income
• Married with children
• Feels ignored and stereotyped
Relationship
focused
• 16%of population
• 13% of earned income
• Content and optimistic
• Focuses on experiences not products
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review

5. Boston consulting group study
Managing
on her own
•10% of population
•9% of earned income
•Ample discretionary income
•Focuses on experience not products
Fulfilled
empty nester
•15% of population
•9% earned income
•Largely ignored by marketers
•Focused on travel exercise and leisure
Making ends
meet
•12% of population
•5% earned income
•No money for beauty or exercise
•Majority lacks college education –seeks credit, value and small luxuries
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review

6. Example of a successful female
marketing campaign
DOVE – ‘Real Beauty’ Campaign
 ‘Edelman’ conducted tests with over 3,000 women in 10 different countries
 Noted that only ‘2% interviewed considered themselves beautiful’
 Introduced ‘Real beauty’ campaign to adhere to the thoughts and feelings of women
 Campaign led to 1.5 million visitors to the ‘Real beauty’ website
 They brought ‘Real women’ of all shapes and sizes into their advertisements
 To reinforce their message that every woman is beautiful in their own skin
Source: http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html

7. Gender of shoppers in the U.S
• From the information given in diagram it is clear that in nearly every
country features the woman having total control of spending compared
to male counterparts
• This is significant as studies show that most marketing is aimed at
males, so companies are targeting the wrong gender who purchase most
of their products
• Here lies a large opportunity for brands to capitalise on this information
and improve profits by marketing specifically to women
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review

8. Further opportunities for brands in
Female economy
Michael J.Silverstein & Kate Sayre (2009), ‘The Female Economy’. Harvard Business Review
• Along with the sectors on the right, the
largest markets for female customers is:
-Food industry
-Fitness Industry
Clothes/Footwear Industry
• All of these industries have the most
potential for marketers to capitalise on

9. To be successful in the female
economy
It is necessary to:
 Adapt to female’s feelings and desires
 Refrain from having your advertisements anyway condescending towards
women
 Signify and relish in a females strengths and natural instincts in an
advertisement
 Be able to market the exclusivity and good quality of the product
 Market your product to appeal to the different segments of women
discussed in slide 4 & 5