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‘Her’
‘Her’
                  addendum




Caring AMBROSIA              Amazing AMBROSIA
Dedicated to ‘Her’
  Our Caring and Amazing consumer
‘Her’
        From a
       Woman’s
      perspective
Whenever you have a question go to
the store and talk to your customer.
She has all the answers and all the
money
1.     Sanoma Research
2.     Belongers
       Research
3.     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 every
charter*            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 dimension



What she think                                         What she wants
she is….                                               to be….
Real Her                                               Ideal Her
• caring                                               • attractive
• reliable                                             • care free
• honest                                               • energetic
• friendly                                             • spontaneous
• social                                               • number one

Self sacrificing                                      Self confident
‘She has all the money’
85% of all buying
decisions are
made 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 join
in- paradoxical behaviour
She
                      must
                       feel
                     good,
                     to be
            attractive and
                successful
              •   more   respect
              •   more   success
Feel good     •   more   aspirations
              •   more   relax
              •   more   confident
She is
                               always
                                 aware
                                about
                          healthy and
                              care in
                           combination
                                 with
                         added valued
                             products

                            Conscious
Even 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
  Research




WPP has been questioning 800000
consumers since 1993 in more than 50
countries. In this global study they researched
the basic motivations of people and their
perception about brands
There are
    seven kinds
    of people




7
    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.
Ambrosia
Core and Global
   motivational
Group
Belongers
The basic motivation of Belongers is security. They
primarily want to belong; to their family, their group
of friends, the majority of the population. It is
globally the most important motivation. And it is the
largest buyers group for the future of Ambrosia
Q to nature++ Wines
For Her is
important            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 daily
Self Confident and     routine and domestic world are
                       important anchors. ’Í love the way

Accepted               things are’. She avoid direct
                       confrontations and obeys the rules.
                       Her responds to big established/ mass

About   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                             B
JULIA   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 live
MOTHERS   • 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 myself
MOTHERS   • 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 money
Women   • 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 aspiration
TV and feel               Other
good                      woman's
magazines
                          Peer
Social                    groups
media &
Internet

Icons and                 Friends
celebrities
How does it all fit in?
                  Aspiration            Right brain
Left brain        feel better
Fit in                                   Feel different


Rules                                    More relax


Help                                     Inspire


50                                       30


Real                                     Ideal

Caring AMBROSIA                 Amazing AMBROSIA
3 The positioning
  Possibilities




Motivaction research about the different
possibilities to characterize target groups in
their 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 brand's position in the market as viewed by your
      target audience
    ◦ The direction you should take to better develop your
      brand's 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.
•   More information:
•   Henk Terol
•   Marketing & Sales Director
•   Tel:
•   Mob: +31 (0) 654977703
•   E: henk.terol@propol.nl
•   I: www://ambrosia.nl

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Ambrosia white paper mei 2012

  • 2. ‘Her’ addendum Caring AMBROSIA Amazing AMBROSIA
  • 3. Dedicated to ‘Her’ Our Caring and Amazing consumer
  • 4. ‘Her’ From a Woman’s perspective Whenever you have a question go to the store and talk to your customer. She has all the answers and all the money
  • 5. 1. Sanoma Research 2. Belongers Research 3. 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’
  • 6. ‘ 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 every charter* 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. ‘
  • 7. 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”
  • 8. Real and Ideal? Every Her Combines a CARING with an A AMAZING dimension What she think What she wants she is…. to be…. Real Her Ideal Her • caring • attractive • reliable • care free • honest • energetic • friendly • spontaneous • social • number one Self sacrificing Self confident
  • 9. ‘She has all the money’ 85% of all buying decisions are made by Her
  • 10. ‘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
  • 11. She wants to be different just like anybody else ‘Her’ wants to stand out – or join in- paradoxical behaviour
  • 12. She must feel good, to be attractive and successful • more respect • more success Feel good • more aspirations • more relax • more confident
  • 13. She is always aware about healthy and care in combination with added valued products Conscious Even when she doesn’t seem to be
  • 14. Different emotions, Different choices • Family • Tense • Troubled times • Working Conditions • Concerns • Expectations • •Relaxing • Fatigue •Keep the quality • Insomnia •Ensure • Restlessness •Worry free • Happy with
  • 15.
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  • 17. 2 Belongers Research WPP has been questioning 800000 consumers since 1993 in more than 50 countries. In this global study they researched the basic motivations of people and their perception about brands
  • 18. There are seven kinds of people 7 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.
  • 19. Ambrosia Core and Global motivational Group Belongers The basic motivation of Belongers is security. They primarily want to belong; to their family, their group of friends, the majority of the population. It is globally the most important motivation. And it is the largest buyers group for the future of Ambrosia Q to nature++ Wines
  • 20. For Her is important 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 daily Self Confident and routine and domestic world are important anchors. ’Í love the way Accepted things are’. She avoid direct confrontations and obeys the rules. Her responds to big established/ mass About 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.
  • 21. Customer profiles I S A Grand Young B JULIA 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
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  • 25. 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
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  • 30. Key Characteristics: Mature • Healthy living – man and and kids are everything • Balance between work and private live MOTHERS • 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
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  • 35. Grand Key Characteristics: • Now the kids have left home, I want to enjoy myself MOTHERS • 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
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  • 40. Young Key Characteristics: • Going out – always too little money Women • 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
  • 41.
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  • 43. She seeks inspiration for Her aspiration TV and feel Other good woman's magazines Peer Social groups media & Internet Icons and Friends celebrities
  • 44. How does it all fit in? Aspiration Right brain Left brain feel better Fit in Feel different Rules More relax Help Inspire 50 30 Real Ideal Caring AMBROSIA Amazing AMBROSIA
  • 45. 3 The positioning Possibilities Motivaction research about the different possibilities to characterize target groups in their model Mentality.
  • 46. “FUNCTIONAL ELEMENTS YOU CAN COPY BUT WHO YOU ARE NOT “
  • 47. 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 brand's position in the market as viewed by your target audience ◦ The direction you should take to better develop your brand's 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.
  • 48. 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.
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  • 51. More information: • Henk Terol • Marketing & Sales Director • Tel: • Mob: +31 (0) 654977703 • E: henk.terol@propol.nl • I: www://ambrosia.nl