Understanding women

What women want?
What do they think?
How do they interact with brands?
How do they shop?
What do they want to watch and read about?

 

All F,25+, ABC are not the same

Environment, Customers, Brands, Competition, all at the state of constant change and the one who identifies this change and have strategies to implement are here to win

Segmentation
How do women differ in their
- Mindsets
- Brand relationships
- Purchase drivers
- Media preferences

 

                 The 3D advantage

Identify the psychographic segments most valuable
for your brand
Understand what drives their purchase behaviour
and brand choice
Identify media consumption differences
Customize communication and selectively target

Putting resources where it will matter most

Segmentation

How do women differ in their
- Mindsets
- Brand relationships
- Purchase drivers
- Media preferences

Modern Mona
- Very much the pressured urbanite
- Depends on friends for social support in a nuclear
family scenario
- Aspirational
- Open to convenience and technology
- Struggles to run household: not inclined towards ostentation and elaborate meals…more
concerned with necessities and 'getting by'

Progressive Payal
- More in control
- Confident and positive
- Westernised in outlook
- Likes international brands
- Liberal and independent…believes in financial independence

 

Simple Sita
- Largest segment
- Content in her Indianness:modern without being Westernized
- Takes pride and care in maintaining her house
- Optimistic…but plans for the future: values insurance, savings
- Very prudent in money matters

 

Anxious Anita
- Finds it difficult to balance tradition and modernity
- Insecure about the future
- More introverted and a home bird
- Not at all fashion conscious
- Trusts only few brands she is habituated with

 

Fashion Conscious: Impacting on the cosmetic consumption

	Visit beauty parlours	Nailpolish and Lipstick frequency
Popn	100	100
Modern Mona	108	105
Prog Payal	112	110
Simple Sita	102	103
Anxious Anita	81	82

Indexed to popn

Mindset Impacting on the way they dress

	Sarees	Salwar	Western Wear
Modern Mona	95	102	122
Prog Payal	96	108	113
Simple Sita	105	97	76
Anxious Anita	103	99	82

Indexed to popn: Q What do wear most often outside the house?

Segmentation
How do women differ in their
- Mindsets
- Brand relationships
- Purchase drivers
- Media preferences

Differing mindsets result in different levels of bonding across categories

 

Considering
-FMCG (foods)
-FMCG (personal care)FMCG (Household)
-Durables

Mindset drives choice

Category	High Level of bonding with brands
Personal Care	Prog Payal	Anxious Anita
	HIGHEST COMMITMENT FOR SOAPS/SHAMPOOS AND TOILETRIES

 

Levels of commitment across categories

Category	High Level of bonding with brands
Personal Care	Prog Payal	Anxious Anita
HH Products	Simple Sita	Anxious Anita
	THE MORE ‘DOMESTIC’ GROUPS HAVE HIGHER INVOLVEMENT IN HOUSEHOLD FMCGS

 

Levels of commitment across categories

 

Category	High Level of bonding with brands
Personal Care	Prog Payal	Anxious Anita
HH Products	Simple Sita	Anxious Anita
Food Products	Prog Payal	Modern Mona
	HIGHER BONDING LEVELS FOR MODERN MINDSETS WITH THE FOOD BRANDS-ESP WITH IMPULSE FOODS

 

Levels of commitment across categories

 

Category	High Level of bonding with brands
Personal Care	Prog Payal	Anxious Anita
HH Products	Simple Sita	Anxious Anita
Food Products	Prog Payal	Modern Mona
Durable	Prog Payal	Modern Mona
Financial	Prog Payal	Simple Sita
	STRONGER RELATIONSHIP WITH FINANCIAL SERVICE BRANDS FOR PROGRESSIVE AND SIMPLE SITA: THESE GROUPS DEMONSTRATE MORE INVOLVEMENT IN FINANCIAL MATTERS

 

Segmentation
How do women differ in their
- Mindsets
- Brand relationships
- Purchase drivers
- Media preferences

 

Key Purchase Drivers

Image	Modern mona, prog paval
Price	Anxious Anita
Product Perfomance	Simple Sita

 

Shopping Habbits

Department Stores	Modern mona
window shoppers	simple sita
Impulse Buyres	Prog paval
Fresh Foods/groceries	Anxious Anita

 

Segmentation
How do women differ in their
- Mindsets
- Brand relationships
- Purchase drivers
- Media preferences

 

 

What this means for marketers?
Understand women's mindsets will define their value for a particular category
Focus on the most valuable mindsets for your brand
- Media Mix
- Genre Mix/Sponsorship/Activation ideas led by Mindset
- Communicate propositions that will be most impactful to each group
Marrying message, medium and mindset will result in maximum RoI for the communication investment