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