Dedicated to ‘Her’ Our Caring and Amazing consumer
‘Her’ From a Woman’s perspectiveWhenever you have a question go tothe store and talk to your customer.She has all the answers and all themoney
1. Sanoma Research2. Belongers Research3. The Positioning possibilities Gain new and better insights about our core-customers, beyond- but building on caring and amazing Ultimately from the basis for a ‘target group gallery’
‘ Today’s woman have more roles to play ever before- the professional, wife, mother, daughter watcher. Her We understand this isn’t always easy.project It’s why our marketing team Ambrosia have been delivering a cosmetic and attractive wine brand that suit their diverse lifestyles and taste pallets different products who our customer helps to relax and works on her inner beauty. And it’s why our retail partners work so hard everycharter* day to ensure our customers looking satisfied and feeling good. We focus on ‘Her’. Its why generations of woman buy Ambrosia regularly.Listen to ‘Her’ Her – I will understand what she loves about Ambrosia and give her more of what she wants. Ambrosia will surprise her with CARING and AMAZING ideas and taste experiences. Her needs always come before internal needs. ‘
1 Research Qualitative and Quantitative research conducted by Sanoma Publishing as a guide to update their target group thinking for leading woman publications. (Het fijne van vrouwen) “The fine of women”
Real and Ideal? Every Her Combines a CARING with an A AMAZING dimensionWhat she think What she wantsshe is…. to be….Real Her Ideal Her• caring • attractive• reliable • care free• honest • energetic• friendly • spontaneous• social • number oneSelf sacrificing Self confident
‘She has all the money’85% of all buyingdecisions aremade by Her
‘Rather a weekend on the T h i s i s n o t a b o at water than a boat!’‘Her ‘has a strong focus on real benefit orientation
She wants to be different just like anybody else‘Her’ wants to stand out – or joinin- paradoxical behaviour
She must feel good, to be attractive and successful • more respect • more successFeel good • more aspirations • more relax • more confident
She is always aware about healthy and care in combination with added valued products ConsciousEven when she doesn’t seem to be
Different emotions, Different choices• Family • Tense• Troubled times • Working Conditions• Concerns • Expectations • •Relaxing• Fatigue •Keep the quality• Insomnia •Ensure• Restlessness •Worry free • Happy with
2 Belongers ResearchWPP has been questioning 800000consumers since 1993 in more than 50countries. In this global study they researchedthe basic motivations of people and theirperception about brands
There are seven kinds of people7 Based upon Dr.Maslow’s famous “Hierarchy of Needs ”WPP globally investigates the basic motivations of people since 1987. It is called the 4CS, short for Cross Cultural Consumer Characterization and characterizes people with 7 basic motivations beyond AGE. 4Cs brings target groups alive and gives insights that go far beyond age, gender and income. It reveals motivations, values, feelings and lifestyles, everything that drives people.
AmbrosiaCore and Global motivationalGroupBelongersThe basic motivation of Belongers is security. Theyprimarily want to belong; to their family, their groupof friends, the majority of the population. It isglobally the most important motivation. And it is thelargest buyers group for the future of AmbrosiaQ to nature++ Wines
For Her isimportant For Her, the family and people in the neighborhood are very important.to feel more ‘People like you and me’. Her choices are more “we” based. Her dailySelf Confident and routine and domestic world are important anchors. ’Í love the wayAccepted things are’. She avoid direct confrontations and obeys the rules. Her responds to big established/ massAbout Her market typical family and ‘value for money’ brands. For Her food & beverages is a way of being accept“Inner beauty”. and respect. Her watches food shows and cooking programs for the whole family, reads magazines and like leaflets with valuable promotions from retail chain . Further is Her close connected to her group through social media.
Customer profiles I S A Grand Young BJULIA Mother Mother E L Very important group of potential users, now and Loyal for long time in the future Young Mother Young Woman Mature Mother Mature Young Grand Mother Mother Woman E Very important M group of clients for Our group for the lots of years. future M A LAURA
Young Key Characteristics: • My life= my kids (but don’t forget myself-MOTHERS • Finest brands – always and everywhere valued products • Healthy living – smart shopping is a must • Interested in coupons and folders • Share opinion about brands and products • TV cooking programs / shows
Key Characteristics:Mature • Healthy living – man and and kids are everything • Balance between work and private liveMOTHERS • Buying private label more often • Likes magazines and TV • Adolescents are making Her insecure • Preference for family brands (food, wine, etc) • Like promotions and tastings
Grand Key Characteristics: • Now the kids have left home, I want to enjoy myselfMOTHERS • Stay healthy – likes magazines and TV cooking • Charity work – spending on loyally brands in food •Advertsing is only for young people; but I’m young too
Young Key Characteristics: • Going out – always too little moneyWomen • Insecure about herstyle and presentation, status oriented • Interested in support about food and beverages with value •Friends, new trends and sporty • Internet, social media and TV
She seeks inspiration for Her aspirationTV and feel Othergood womansmagazines PeerSocial groupsmedia &InternetIcons and Friendscelebrities
How does it all fit in? Aspiration Right brainLeft brain feel betterFit in Feel differentRules More relaxHelp Inspire50 30Real IdealCaring AMBROSIA Amazing AMBROSIA
3 The positioning PossibilitiesMotivaction research about the differentpossibilities to characterize target groups intheir model Mentality.
“FUNCTIONAL ELEMENTS YOU CAN COPY BUT WHO YOU ARE NOT “
Positioning is the art of putting your marketing and sales activities to effective use. But before we can help with that, we first offer insights into: ◦ Your brands position in the market as viewed by your target audience ◦ The direction you should take to better develop your brands positioning ◦ Using qualitative research, we’ll make a clear assessment of your brand’s emotional and instrumental values, which you then use as a foundation for your brand strategy.
How competitive are you in the market place? Or rather, how competitive are you measured against your competitors? We use a wide variety of quantitative research methods to answer just such questions for you.