AdAsia 2011: Understanding what women want
The session on ‘Marketing to Women Speakers’ saw speakers Abheek Singhi, BCG India and Yeonhee Kim, BCG Korea, decipher the complexities and the uniqueness of marketing to women…
At Session 4, just before lunch, the hostess Diana Hayden put up the question: Does your DNA affect your shopping habits? ‘Marketing to Women Speakers’ in Asia was the topic of this session.
“Women walk more”, was the opening line of and he carried on, “There is a revolution taking place …..a quiet economic and social revolution. We researched and found a revolution is happening.” The research threw up the fact that “men don’t know women well, because they don’t listen.” He highlighted some facts like “Women control 12 trillion dollars of discretionary spends, in developed economies it’s 70 to 75% plus and in Asian economies it is lesser” and studied “the level of dissatisfaction that women have in different countries” and “ten big mistakes that men make while marketing to women”. Women consumers, on an average, are more conscious.
Does the Asian woman have a different pattern, when compared to her western counterpart? Or how different is she to her counterparts within the Asian region? Here it was taking a close look and an attempt to explore the traits of the Asian woman consumer. This what Yeonhee Kim, BCG Korea presented. “There is no one Asian woman. They control smaller proportion of spends compared to Western counterparts,” is what she pointed out. “Women focus more on personal care, household products and less on financial products,” she added. To prove her point she gave some statistics: The Indian woman spend more on food, household items; the Chinese woman on personal care products (cosmetics); the Japanese woman on travel, experience related products and so on. “If you look at the Asian countries, each is at a different stage of economic development,” she concluded the session.
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