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Female Consumers Insights. Claire Quinn – Group Director, Category Advisory Services, Shopper Insights info.shoppermarketing@coca-cola.com. The. Way of Shopper Marketing. Classified - Internal use. WOMEN Multifaceted and Empowered What We’re Learning. Growing The definitionof

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  1. FemaleConsumersInsights ClaireQuinn– GroupDirector,CategoryAdvisoryServices,ShopperInsights info.shoppermarketing@coca-cola.com The WayofShopperMarketing Classified-Internaluse

  2. WOMEN MultifacetedandEmpowered WhatWe’reLearning Growing Thedefinitionof successin educationand careersisevolving rightalongwith women Growing Companiesare tappingintothese valuesand sheddingold notions TheFastestGrowingSegment=Singlewomen, affluent,nokids Ofallhouseholdsareheadedbysinglewomen-NeuroFocus Childrenborntounmarried,cohabitating couples–USAToday,April12,2012 Womensurpassmeninundergraduate degrees,byroughly1.2million-USCensus Percentofwomeninthelaborforcetoday (36%in1990)-Census,The2012StatisticalAbstract MarissaMayerthenewYahooCEO,hasmadeheadlinesfor breakingalotofmoldsasawoman&anewmother Of  marriages  have  a  “breadwinner  wife”  (4%  in  1970) –Slate.com,Feb16,2011 SunitaWilliamsNASAastronautandISScommanderhas50+ hoursofspacewalktimeandrantheBostonMarathoninspace Valuesthatspanacrossall womengroups-Iconoculture “The  larger  issue  is  women's  ability  to  decidetheirown destiny."-42-year-oldnursingstudent;MercuryNews,October2012 Moreexpressionsoffemininitythanever before:CoverGirlsareEllenDeGeneres, SofiaVergara,TaylorSwiftandQueenLatifah ACitibankadshowsawomanpushingherself(andherboyfriend)to climbarocktowerequippedwiththeaccessoriesshereallyneeds INTERNALUSE WhatWeKnow Womenarecontinuing tostretchandevolve theirboundariesasthey chooselifestylesthatfit theirpriorities,needs andopportunitiesthat oftendonotfollow traditionalpaths. Theyremain committedto learning, growing, improving themselves andthelives oftheir family Self-Reliance Womenare expressing morefreedom andtheneed todefine theirownlife Satisfaction

  3. WOMEN MultifacetedandEmpowered ValuesDifferbyGeneration,ButFamilyandParenthoodUnifies Them TheSpendingPowerofWomen Millennials (18-34) Feltsecuregrowingup, notanxiousor bewildered,donotexpect atraditionalpath Comfortableinfocusing onself,motherhoodisin additiontowhotheyare “Living  with  less,  but  only   the  best” Singleadultsrepresent inspendingpower -EricKlinenberg,Solo Nation,January25,2012 Womenasawholeareexpectedtocontrol ofconsumerwealthwithinthenextdecade–JillKrasny, Business InsiderFebruary17,2012 Increasingnumbersofyoung,singleandless educatedmomsmaystruggleintheirabilityto provide  for  their  family’s  long  term  needs Xers (35–47) Childrenofdivorce, concerned  with  “getting   it  right,”  time- constrained Needtofocusmoreon self,butoftenneglect tochooseorprioritizeit “GettingIt  All”    and   “Having  It  All”  are  under   newdiscussion Boomers (48–66) Stillinfamilystage, focusedonmoney, independenceminded Selflessasamom, optimistic,trustingand aspirational “Life  is  an  Endless  Set  of   Opportunitiesand Experiences”   Lifestyle AsMoms Mindset WHATITMEANSTOCOCA-COLA Have  we  shifted  our  notion  of  what  today’s womanandmomlookslike? Whatcanwedotohelpwomenfeelsafe, acceptedandsupportedintheirchoices? Arebrandshavingamultifacetedconversation withwomen,onethatspeakstotheirmany differentpersonalambitionsandaspects oftheirlife(friend,mother,work, leadership,marriage,etc.)? Areourbrandpositioningsmeaningfulforher today? Where,whenandhowareweconnectingwith her?Isthatwhensheisexpectingusoropento ourmessages? • • • • • Showherinrelatableandpositiveroles Promiseabenefitthatisrelevanttohertoday Strivetodeliveronemotionalauthenticity Understandthedynamicsoftheendless arrayofherpathsandgoals Makesureyouunderstandwhichwoman you’re  talking  to  and  targeting Embrace  the  fact  that  “she”  contains  multitudes  – multicultural,multi-generational,economically diverseandlifestagediverse INTERNALUSE THINKDO “The  truth  is,  American  culture  is   undergoingaseismicshift:Themodern ‘nuclear  family’  is  on  the  wane,  and   women  who’ve  previously  been  limited   torolesofmoms,hope-to-be-momsand spinstersnowhaveanendlessarrayof pathsandidentitiestochoosefrom.” -‘Single  Sway’  Frank  About  Women  2012

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