1 / 4

The

Male Shopper/Guest Insights. Claire Quinn – Group Director, Category Advisory Services, Shopper Insights info.shoppermarketing@coca-cola.com. The. Way of Shopper Marketing. Classified - Internal use. MEN Strong, Redefined, Evolving What We’re Learning. Growing Men are taking changes in

shima
Download Presentation

The

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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

  2. MEN Strong,Redefined,Evolving WhatWe’reLearning Growing Menaretaking changesin strideandnot expressing discomfort Growingand Evolving Men’s  role  in   householdsis changingand menarefreerto expresstheir masculinityin theirownways Ofthejobslostintherecessionwereheldbymen-NeuroFocus Of15careercategoriesforecasttocreatethemost jobs,onlytwoaremale-dominated:computer engineersandjanitors-BureauofLaborStatistics ForeverytwomenwhoreceiveaB.A.thisyear, threewomenwilldothesame-Iconoculture OfAmericanmarriagesofpeopleover30have "breadwinnerwives”  who  makemoremoneythan theirhusbands.-Slate,16February2011 Agreethatthewaymenareportrayedinadvertisingis completelyoutoftouchwithhowmentrulyaretoday -USMONITOR2012 “Justafewyearsago,Iwasusuallythelonedadonthe playgroundduringtheday,themomsandnanniesgawked atmelikeIwasanexhibitatthezoo.Now,  I’m  the  new   normal.”  -Mr.Somerfeld,39inNewYorkTimes,August2012 Dadgear:Developed  the  “world’s  best  backpack   diaper  bag”  with  masculine  accessories Financial crisishit menhard catchingmany offguard Caution Promptingthem tore-examine andredefine theirrolein society Satisfaction WhatWeKnow Masculinityisstillinflux todayasmentakeon morerolesathomeand withthefamilywhile enjoyingtheir “bromances”    and  more   typicalguytime together. Self-Reliance “Masculinityischanging,you acknowledgethemodelbutyoudon’t havetobeconformedtoeverypartofit. Youdon’t  blindly  followtherules,you takesomevacationfromitandmake yourown.”-MichaelKimmel–Sociologist,2012 GuysWithKids:Comedyseriesaboutthreefriends,andtheir respectivepartners,raisingkidsinamodernenvironment GuysNight:Chevy  Cruze’s  comical  commercial aboutkidsmusicandguysnightout We’re  Dads,  Huggies,  Not  Dummies:  Change.org helpedamanpetitionagainstaHuggiescommercial thatfeaturedaclumsyfatherstereotype.Itwentviral. INTERNALUSE

  3. MEN Strong,Redefined,Evolving InsidetheMaleBrain Arehard-wiredtodefendandprotect Prizeindividualityandself-reliance Viewdailylifeisacontestwithwinnersandlosers Focusonhimself-the"me"inanequation Mostinterestedincompetitiveactivities Evolved  to  crave  and  prize  the  feeling  of  “winning” TheSpendingPowerofMen inspendingpowerdecadesago) •Morelikelytospendduringarecession • • • • • • Theprimary shopperin32%of allhouseholdstoday isaman(14%two Menrepresent -NeuroFocus • • • • • Shop  for  what  they  need  “now” Morelikelytobuybrandnameproducts Goal-orientedshoppers Spendlesstimebrowsing Areimpulseshoppers -NeuroFocus2012 "First,  you  have  to  realize  that  American  concepts  of  what  it  is  to  ‘be  a  man’  are socialconventions.Onlyafteryouredefineyourownroleaccordingtowhatyou believeistherightthingforyouasahumantodoforyourfamilyinyourgiven situationcanyoutranscendthegenderroleswhichhavebeenimposeduponus all  from  without.    I  like  to  tell  people,  ‘you  be  a  man  in  your  way,  and  I’ll  be  a   man  in  my  way.“    -Bloggerandstay-at-homedad,Nov2010 WHATITMEANSTOCOCA-COLA Inwhatwayscanourbrandshelpmen redefinethemselves,feelgoodabout • Recognizebothpersonaldesires andthelargerneedsforthefamily themselves,andmoveforwardwiththeir evolvingroles? Howcanourbrandshelpcelebratemenand thesenewroles? Wherecanweplayupelementsofleisure, humorandentertainment? Leveragetheborrowed nostalgiaofwhatitistobeaguy Stayauthentic,beupfrontandtransparent– guysknowwhentheyarebeingmarketedto Gettothepointquickly,clearly,anddirectly • • THINK DO • • Canweidentifynewstrategicpartnershipswith guy-centric  venues  that  recognize  “guys’  night   out”? Dowehavebeverageoptionsfordadsthat createsharingopportunitiesbetweenthemand theirkids?Granddadsandgrandkids? Considerplacingyourmessagestomencloseto checkout;menareimpulsiveshoppers Showmenashavingsucceeded orconqueredsomethingorsomeone Showmenhowyourproductcansolveaproblem INTERNALUSE “To  effectively  market  to  men,   marketersneedtounderstandboth theiraspirationsandwhatinspiresthem today.Itallcomesbacktofreedom– freedom  to  be  and  buy  what  you  want.” -RicardoPoupada,generalmanager andfounderofAskMen.

More Related