WOMAN! <ul><li>The biggest, nearest, most powerful  </li></ul><ul><li>and most underserved market of all time!  </li></ul>
<ul><li>The woman and the car sales man </li></ul>
<ul><li>Did you know… </li></ul>
<ul><li>In the US, woman decide for 80% of all consumer purchases  (consumer market is 66% of US GDP) </li></ul>
<ul><li>Number of working woman is surpassing number of working men in the US  </li></ul>
<ul><li>¾ of job loss in the US is among men </li></ul>
<ul><li>Companies suffering female fever… </li></ul>
Female washing…
Female marketing 1.0:  make it pink
<ul><li>The Densia | Spain  PortaJane | US  One White Pearl | NL  </li></ul>
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
WOMAN… <ul><li>Feel vastly underserved </li></ul><ul><li>Feel patronized in the marketplace </li></ul><ul><li>Feel underes...
<ul><li>Underestimate female purchasing power </li></ul><ul><li>Ignore female purchasing decision power </li></ul><ul><li>...
It is true, woman feel undervalued
<ul><li>It is a very old fashioned idea that women is a single minded target audience </li></ul><ul><li>“ Women” does not ...
<ul><li>Different segments with different needs… </li></ul>Economic Class Life stage
<ul><li>Different attitudes when it comes to beauty </li></ul>Integrate beauty ideal Resist beauty ideal  Pretending Being...
Female marketing 2.0?
<ul><li>Woman don’t want to be perfect size 6,  </li></ul><ul><li>they want to feel and look good (the fit block) </li></ul>
<ul><li>From patronizing patterns to serious technology </li></ul>
<ul><li>Woman make the decision in purchase of  </li></ul><ul><li>94%  of home furnishing  92%  of vacations…  91%  of hom...
<ul><li>The worst industry of all </li></ul>
<ul><li>However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $ by 2020. </li></ul><ul>...
RULES OF THUMB IN MARKETING TO WOMEN <ul><li>If you’re the one who connects female consumers to each-other, they will feel...
<ul><li>Woman feel not respected as full client to do business with </li></ul><ul><li>Feel treated like dummies talked dow...
Female marketing 2.0:   In men-oriented markets, serving women as ladies turns you in a gentleman
Female marketing 2.0:   In female-oriented markets, have a deeper empathy for needs
<ul><li>Thanks for your attention! </li></ul>
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Woman!Fin

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  • Opvallend veel roze truitjes cafemop
  • Het incomen van vrouwen is meer dan dubbel zo groot als het BNP van China en India samen. Women. The Mega Niche. The under-served market of all markets. And so on. Just consider the fact that women, who comprise just over 50% of the US population, make over 80% of the consumer purchasing decisions (and in case you&apos;re wondering, consumer spending accounts for two-thirds of US GNP). No wonder a growing number of companies have &apos;FEMALE FEVER&apos;. We&apos;ll let the examples speak for themselves: &lt;next slide&gt;
  • Andere di-you-know’kes
  • OK, vrouwen zitten vaker in part-time jobs, worden vaak minder betaald, dus vangen minder de wind van de crisis, zitten vaak geborgener qua jobzekerheid
  • Connect met vrouwelijke clichés: Roze gsm’s die zullen wel goed verkocht hebben GSM’s met pastelkleurekes, tot customzed GSM’s totPrada-gsm’s, gsm’s met features om den eisprong bij te houden, al die dingen…
  • In July 2009 in Spain, food producer Danone launched Densia (www.danone.es), a yogurt especially designed for women. The product offers twice as much calcium (320mg in 100ml) as traditional yogurt (100 mg), along with vitamin D that helps calcium absorption. Given the product content, the brand has positioned the product as an aid in helping women prevent problems related to bones and calcium absorption. Packaged and targeted at women in their 40s and 50s, the product meets 1/3 of the daily recommended dose of calcium. The product comes in strawberry or original flavor, and retails at around EUR 1.50 - EUR 2.50 for a 4 pack. Launched in mid 2009, US based the PortaJane (www.portajane.com) is the first portable restroom designed specifically for women. Pink in color and easily recognizable, the design is a female-friendly take on the traditional port-a-loo, with features and luxuries such as hands-free flush, mounted mirror, coat and handbag hangers, and vanity shelves. Made entirely from recyclable plastic, the product retails at USD 1,000 per unit. The company also donates a percentage of proceeds to breast cancer research. In mid 2009, the Netherlands based navigation company TomTom, launched One White Pearl (www.tomtom.com/landing_pages/white-pearl/en-gb/), a GPS device designed specifically for women. With reports that 90% of GPS clients are men, the brand saw a clear gap to market a female friendly design. The product comes loaded with over 100,000 popular destinations inputted, such as: shopping malls, boutiques, nightclubs, restaurants and bars. The compact device retails between EUR 150 and EUR 250. For many more FEMALE FEVER examples , go to http://trendwatching.com/premium/gateway/database/innovationoverdose/femalefever/ www.trendwatching.com
  • Waar vinden we de juiste inzichten?
  • 2) In t bijzonder in klassieke niet-vrouw categorien zoals banken, auto’s en gezondheidszorg, daarover later meer
  • Economic class; van laag naar elite Levensfase: single &gt; getrouwd zonder kids &gt; met kids &gt; empty nest &gt; gescheiden - Fast trackers: Seek adventure and learning/ self-actualization &gt; Whole Foods - Pressure cookers: Married with children: feels ignored and stereotyped &gt; Tesco (voelt zich voor Jan-Lul staan) Relationship focused: has time, is happy, focused on experiences and quality time &gt; curves Managing on their own: single/ divorced, Seeks for connections Fulfilled Emplty nester: Volledig genegeerde vrouw door marketing &gt; boomer &gt; gezondheid en vakantie, family, vrije tijd en hobbies Making Ends Meet: no money for self (wat zowieso bij vrouwen op 2de of 3de plaats komt), meestal laaggeschoold, zoekt naar value-for-money and small luxury Curves: non-male oriented fitness e
  • Economic class; van laag naar elite Levensfase: single &gt; getrouwd zonder kids &gt; met kids &gt; empty nest &gt; gescheiden - Fast trackers: Seek adventure and learning/ self-actualization &gt; Whole Foods - Pressure cookers: Married with children: feels ignored and stereotyped &gt; Tesco (voelt zich voor Jan-Lul staan) Relationship focused: has time, is happy, focused on experiences and quality time &gt; curves Managing on their own: single/ divorced, Seeks for connections Fulfilled Emplty nester: Volledig genegeerde vrouw door marketing &gt; boomer &gt; gezondheid en vakantie, family, vrije tijd en hobbies Making Ends Meet: no money for self (wat zowieso bij vrouwen op 2de of 3de plaats komt), meestal laaggeschoold, zoekt naar value-for-money and small luxury Curves: non-male oriented fitness e
  • Vrouwen ballen geven? Sommigen wel. Maar ik denk niet dat dat het recept is….
  • Voor alle maten/ proporties is er iets in huis om iedereen er goed uit te laten zien. Uit die studie blijkt ook dat voor veel vrouwen kleren passen iets heel frustrerend is. In plaats van kijk eens naar ons universum en goed goed wij eruit zien, ela s g’ons kleren koopt dan komt ge een beetje in de buurt. Zeggen ze: Of gij nu naar een feest moet, gaan solliciteren op weekend of in bikinie: wij zorgen ervoor dat jij er altijd goed uitziet. Banana Republic werkt niet met maten wat een griezelig woord is, maar met “fit blocks’, en eens ge uw eigen fit block kent, dan is winkelen poepsimpel. Banana Republic is het meest succesvolle merk van GAP, meest loyale klanten, en het enige dat de afgelopen vijf jaar groei heeft gekend.
  • Cosmetica: Denk terug aan het vrouwen-topsegment; de fasttrackers: Denk aan leren en zelf-actualisatie. We zien mannenreclame altijd uitpakken met nieuwe snufjes, en vrouwenreclame altijd met hetzelfde in een nieuwe verpakking… terwijl vrouwen gek zijn op nieuwe dingen… In een markt waar 80% van de producten al meer dan 2 decennia door mannelijke stofjassen laat praten over hydrateren. La Prairie’s Cellular Cream Platinum: 1000 Dollar 1,7 Ounce &gt; Platinum &gt; recharges skin electrical balance op moleculair niveau: eiwit-atomen. Maar is dienen Ipod van de vent meer waard dan de huid van de vrouw? Ik denk van niet.
  • Even naar de klassieke niet-vrouw sektoren
  • Banken scoren het allerslechtst in vrouwvriendelijkheid. Terwijl het potentiële wingebied daar eht grootst is.
  • Even naar de klassieke niet-vrouw sektoren
  • 2) In t bijzonder in klassieke niet-vrouw categorien zoals banken, auto’s en gezondheidszorg, daarover later meer
  • Onthou het zo
  • Onthou het zo
  • Woman!Fin

    1. 1. WOMAN! <ul><li>The biggest, nearest, most powerful </li></ul><ul><li>and most underserved market of all time! </li></ul>
    2. 2. <ul><li>The woman and the car sales man </li></ul>
    3. 3. <ul><li>Did you know… </li></ul>
    4. 4. <ul><li>In the US, woman decide for 80% of all consumer purchases (consumer market is 66% of US GDP) </li></ul>
    5. 5. <ul><li>Number of working woman is surpassing number of working men in the US </li></ul>
    6. 6. <ul><li>¾ of job loss in the US is among men </li></ul>
    7. 7. <ul><li>Companies suffering female fever… </li></ul>
    8. 8. Female washing…
    9. 9. Female marketing 1.0: make it pink
    10. 10. <ul><li>The Densia | Spain PortaJane | US One White Pearl | NL </li></ul>
    11. 11. Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
    12. 12. WOMAN… <ul><li>Feel vastly underserved </li></ul><ul><li>Feel patronized in the marketplace </li></ul><ul><li>Feel underestimated in the workplace </li></ul><ul><li>Constantly juggle conflicting priorities </li></ul><ul><li>2/3 consider themselves as overweight </li></ul>Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
    13. 13. <ul><li>Underestimate female purchasing power </li></ul><ul><li>Ignore female purchasing decision power </li></ul><ul><li>Promote female stereotypes </li></ul><ul><li>Use outdated marketing narratives </li></ul>COMPANIES… Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
    14. 14. It is true, woman feel undervalued
    15. 15. <ul><li>It is a very old fashioned idea that women is a single minded target audience </li></ul><ul><li>“ Women” does not exist </li></ul>
    16. 16. <ul><li>Different segments with different needs… </li></ul>Economic Class Life stage
    17. 17. <ul><li>Different attitudes when it comes to beauty </li></ul>Integrate beauty ideal Resist beauty ideal Pretending Being Conformist Beauty 15% P.R. Beauty 23% Flashy Beauty 13% Discrete Beauty 10% Rejecting Beauty 9% Fresh Beauty 9% Obvious Beauty 18% The female beauty universe 1 2 3 4 5 6 7
    18. 18. Female marketing 2.0?
    19. 19. <ul><li>Woman don’t want to be perfect size 6, </li></ul><ul><li>they want to feel and look good (the fit block) </li></ul>
    20. 20. <ul><li>From patronizing patterns to serious technology </li></ul>
    21. 21. <ul><li>Woman make the decision in purchase of </li></ul><ul><li>94% of home furnishing 92% of vacations… 91% of homes… 60% of automobiles… 51% of consumer electronics </li></ul>
    22. 22. <ul><li>The worst industry of all </li></ul>
    23. 23. <ul><li>However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $ by 2020. </li></ul><ul><li>HALF of it will be owned by… women </li></ul>
    24. 24. RULES OF THUMB IN MARKETING TO WOMEN <ul><li>If you’re the one who connects female consumers to each-other, they will feel connected to you </li></ul><ul><li>If your marketing targets just one of her lives, you miss all the others </li></ul><ul><li>If you have to ask her, it is probably to late </li></ul><ul><li>Being reliable to one generation will lead you to the next </li></ul><ul><li>Don’t interfere her attention, be around in her periphery </li></ul><ul><li>Co-parent your business with female consumers </li></ul><ul><li>Be caring, be good, be true </li></ul><ul><li>Don’t patronize. Coach. </li></ul>
    25. 25. <ul><li>Woman feel not respected as full client to do business with </li></ul><ul><li>Feel treated like dummies talked down to </li></ul><ul><li>Woman feel poorly advices on their situation </li></ul><ul><li>Woman are annoyed by to much housefather focus and a lack of family focus </li></ul>WHEN IT COMES TO BANKS Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com
    26. 26. Female marketing 2.0: In men-oriented markets, serving women as ladies turns you in a gentleman
    27. 27. Female marketing 2.0: In female-oriented markets, have a deeper empathy for needs
    28. 28. <ul><li>Thanks for your attention! </li></ul>
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