The 8 Truths of marketing

to a women

Kaushik Samant
 World a Meta-market
• Meta-markets - “clusters of cognitively related
activities that customers engage in to satisfy a
distinct set of needs”

• Major life events - weddings, childbirth,

• Major assets - home ownership, automobile,

Women on a roll… EVE-olution
Rising control of wealth

Rising academic dominance

Today
Dominate Rising business decision role Future
consumer
Dominate
buying
financial
and Requiring business response decisions
corporate
purchasing
Organizations more female

Society older and more female

... are we reaching a breakpoint in business?

 The lump in the snake…is female
2001 2021

Total Male Female Total Male Female

0-20 25 13 12 20 10 10

20-34 21 11 10 19 10 9
46 23 22 39 20 19
35-50 25 12 12 20 10 10

50-69 20 10 10 27 13 14
26 12 14 35 16 19
70+ 6 2 4 8 3 5

Prime Market 48% Prime Market 54%

 “Women’s” market: Facts
• Women instigate or complete over 80% of all purchases
– All consumer purchases 83%
– home furnishings 94%
– vacations 92%
– new homes 91%
– Consumer electronics 51%
– Cars 60% plus 30%
– New bank accounts 89%
– Health care 80%
– write 80% of cheques
– pay 61% of bills
 Women Effects –Financial Decisions
• 2/3rds of working women and 50% of working wives earn over
50% of family income
• Constitute 43% of those with net worth over 1/2 million dollars
• Influence 75% of financial decisions
• Take at least 29% of financial decisions alone
• Between 1970 and 1998 female median income rose 63% male
0.6%
• By 2000 more women used the web than men, and 6 out of 10
new web users are women
• Among wired women 83% are primary financial decision makers
• Women constitute over 50% of all corporate purchasing officers,
are in a majority in HR and commercial admin officers with
attendant purchasing power
 How they buy I: Women and men are
different!
Men Women
• Vision: focused •Vision: peripheral
• hearing •hearing: discomfort level half that of
men
• Smell: relatively insensitive •Smell: more sensitive
•People orientation: by age 3 days baby
• Touch: the most sensitive man is girls exhibit 2x the eye contact of boys
less sensitive than the least
sensitive woman
•Are never off, their resting state is 90%
•Info processing: women integrate
• Are all the way on or in a resting (women notice the little things …brain
difference…the details not right or
state of 30% wrong, just is)
• Info processing: men eliminate
 How Women buy: Some implications
• Women are demanding: in making the initial purchase in a category, they recoup
their time investment by staying more loyal to the brand they’ve chosen in subsequent
purchase cycles increasing retention rates
• Word-of-mouth recommendation: is more prevalent among women, they are more
likely to recommend to others those brands or salespeople that impress them favorably
-- in essence, free marketing of the most powerful kind.
• The big risk: Companies as have found that marketing and service improvements
designed to enhance brand appeal among women have resulted in greater customer
satisfaction among men as well. The reason? In many respects, women want all the
same things as men - and then some. Accordingly, when you meet the higher
expectations of women, you are more than fulfilling the demands of men. Experience
indicates that men do not abandon
 Strategic Positioning
• Sustainable competitive advantage

• Unique, important-meaningful, superior,

credible, affordable, sustainable, profitable
& ease of delivery
 Positioning Dimensions

Quality
Quality Competitors
Competitors

Product
Product Class
Class Price
Price
Leadership
Leadership
Positioning

Occasions
Occasions Product
Product
Attributes
Attributes

Lifestyle
Lifestyle Uses
Uses
Image
Image
 Value Creation – Women Customer
ADD REDUCE
•Respect •Confusion
•Appreciation Emotional •Frustration
•Recognition
Elements •Disappointment
•Valued •Neglect

•Friendliness
Organization •Rudeness
•Helpfulness Interaction •Lack of caring
•Courtesy •Mistreatment
•Delays
•On time
Technical •Stockouts
•Accuracy Performance
•Waiting
•Service
guarantees •System Failures

•Inflexibility
•Warranties Process &
Support •Complexity
•Payment
options •Red tape

Core •Stupid rules

•Features
Product or
•Quality •Price
Service
•Options
 8 Truths of EvE-olution
• 1) Connecting your female consumers connects them to
your brand
-Facilitate their interactions with one another.
• 2) If you are marketing to one of her lives , You are
missing all the others
- Women lead multiple lives & integrate their live seamlessly
• 3) If she has to ask, it’s too late
-Take it or leave it - Anticipatory Marketing

• 4) Market to her peripheral vision ,& she will see you in

whole new light.
• - correspondingly less prone to impulses peripherial Marketing
5) Walk , Run, Go to her secure her loyalty for ever.
-you go to her, make it easy
6) This generation of women consumers will lead to
the next.
-mother pass on to daughters  Brand me down
7) Co-Parenting is the best way to raise a brand.
-invite the women to delivery room to co-parent the birth of the brand
8) Everything matters- You cant hide behind your logo
-Women notices everything Fifth P concept policy
 Summary

“Armed, knowledgeable, comfortable, and

expect to be in control, yet they are
human and therefore complex”