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MARKETING TO WOMEN-

HOW TO INCREASE YOUR


SHARE IN WORLD’S
LARGEST MARKET
INTRODUCTION

WOMEN ARE THE PILLARS OF


WORLD, COUNTRY & SOCIETY.
MARKETING

MEANING : MARKETING IS A SOCIAL AND MANAGERIAL


PROCESS BY WHICH INDIVIDUAL AND GROUP OBTAIN
WHAT THEY NEED AND WANT THROUGH CREATING AND
EXCHANGING PRODUCTS AND VALUE WITH OTHER.

CORE CONCEPT OF MARKETING IT INCLUDES:


o NEEDS, WANTS, AND DEMAND
o PRODUCTS AND SERVICES
o VALUE, SATISFACTION,AND QUALITY
o EXCHANGE, TRANSACTIONS,AND RELATIONSHIPS
o MARKETS
NEEDS,
PRODUCTS
WANTS,
AND
AND
SERVICES
DEMAND

CORE CONCEPTS –
INTERELATED
VALUE,
SATISFACTION,
MARKETS
AND
QUALITY

EXCHANGE,
TRANSACTIONS,
AND
RELATIONSHIPS
WOMEN’S - ECONOMIC
 ASPIRATION
TREND
 NUMBER OF WORKING WOMEN
 TIME MANAGEMENT
 CHIEF PURCHASING AGENT
 CHIEF PURCHASING OFFICER
 SENSE OF ETHICS
WOMEN AS A CUSTOMER AND
CONSUMER
Women buy everything. They control more
than 80% of all consumer spending.
Women are the chief purchasing officers –
yes, they buy everything. Even if they don’t
actually sign the cheque, they influence the
decision to buy. Women drive the
purchases even in historically male driven
categories like cars, computers, and
investments.
W O M E N S H AR E O F P U R S H AE S
CONSUMER ELECTRONICS 51

CARS 68
PURCHASES

HEALTH CARE 80

BANK ACCOUNT 89

HOUSES 91

HOME FURNISHINGS 94
ROLE OF WOMEN

• KEEPERS OF THE HOUSEHOLD CHECKBOOK.


• HOLDERS OF THE PRIMARY CREDIT CARD.
• FASTEST GROWING SEGMENT OF HOME BUYERS.
• PURCHASERS OF TWO OUT OF THREE NEW CARS.
• CONTROLLERS OF THE FINANCES IN 53 PER OF US HOUSEHOLDS.
• ACHIEVERS OF 57 PER OF THE COLLEGE DEGREES.
INDIAN WOMEN
FROM CINDRELLA TO CEO.
IMPACT OF LIBERALIZATION
AND GLOBALISATION

• 25% OF THE WHITE COLLARS JOB IN


SECTOR LIKE IT, PHARMA ,
BIOTECHNOLOGY , ADVERTISING
,MARKETING , AND MEDIA. THERE IS 10%
INCREASE AS COMPARE TO 1980.
• IN THE IT SECTOR WOMEN COMPRISES 35%
OF WORKFORCE.
• THERE ARE GROWING NUMBER OF WOMEN
ENTREPRENEURS IN THE FIELD LIKE
BUSINESS , MANUFACTURING , MEDIA ETC.
WOMEN AS A FACILITATOR
• HOME AND HYGENIC CONCERNS.
THE EXPOSURES TO CULTURES AND PRACTICE
OF OTHER COUNTRIES THROUGH CABLE , TV ,
MAGAZINES AND WORKPLACES , HAS SHARPENED
THE KEEN OF THE URBAN NIW , IN MATTERS
CONCERNING HOME AND HYGIENE.
- DETERGENT SEGMENT
EXAMPLES: SURF EXCEL BLUE, RIN SUPREME.
CONTD
…..

• SCHOOLING CONCERNS
83% OF WOMEN WANTING TO
“ SEE KIDS BECOME REALLY
SUCCESSFUL”
EXAMPLE : INTERNATIONAL SCHOOLS OR
CONVENT SCHOOLS.
•TRANSPORTATION CONCERNS

WOMEN EMPOWERMENT AND INCREASE IN THE USAGE


OF TWO
WHEELERS AND FOUR WHEELERS BY NEW INDIAN WOMEN
( NIW ).

EXAMPLE : TVS SCOOTY PEP , PLEASURE ,TATA SUMO ETC.


•COOKING
CONCERNS
THE NIW IS ALSO CONCERNED ABOUT
HOW TO PREPARE NUTRITIOUS MEAL
FOR HER FAMILY EARLY MORNING.
EXAMPLE : KNORR AND MAGGIE
SOUPS, MICROWAVE OVENS ETC.
•HEALTH
CONCERNS
NIW IS CASUAL TOWARDS
HER HEALTH
INSPITE OF HER MULTIPLE
ROLES.THEY GO TO
MASSAGE CENTRES AND
FITNESS PARLOURS
AND USE DIFFERENT
EQUIPMENTS.

EXAMPLE : CALCIUM SANDOZ


•BEAUTY
CONCERNS
AS THE NIW HAS EVOLVED INTO A
CAREER WOMEN , AND EXPOSED TO
MEDIA AND SOCIETY, THERE IS NEED
WITHIN HER TO LOOK PRESENTABLE AND
BEAUTIFUL.
• HAIR COLOURS
• ORNAMENTS
• HANDBAGS
EXAMPLE : LAKME , D‘DAMAS , TANISHQ.
POWER OF THE PURSE
AROUND 46% OF THE WORKFORCE,
AND 49%OF THE MANAGERIAL STAFF
IS MADE UP OF WOMEN.
53% OF THE CORPORATE PURCHASES
ARE IN THE WOMEN HANDS.
58%OF THE WHOLESALE AND RETAIL
BUYERS ARE WOMEN.
WOMEN PURCHASES 68% OF THE NEW
CARS.
STRATEGIES FOR MARKETERS
• WHY WOMEN ?
• WHICH WOMEN?
• UNDERSTAND YOUR CUSTOMER
BEHAVIOUR AND BUYING
CULTURE.
• BRAND IDENTITY
• COMMUNICATION STRATEGY
• CUSTOMER SERVICE
WHY WOMEN?
• WOMEN TODAY HAVE
BECOME EMPOWERED.
• THEY ARE CONFIDENT AND
KNOWLEDGEABLE
CONSUMERS.
• POWER OF THE PURSE.
• INCREASED INFLUENCE IN
PURCHASE DECISIONS
• INDEPENDENT
WHICH WOMEN?
• AGE
• MARITAL STATUS
• PROFESSIONAL STATUS
• OCCUPATION
UNDERSTAND YOUR CUSTOMER
BEHAVIOUR AND BUYING CULTURE

WOMEN WAS EARLIER VIEWED AS A PASSIVE CUSTOMER GROUP


AND NOT
ASSOCIATED WITH DECISION MAKING. BUT TODAY SHE IS MORE
INDEPENDENT AND HAS GROWN
TO THE STATURE OF A BUYER FROM USER.
PARAMETERS EMPLOYED WHILE MAKING PURCHASE
DECISIONS

3%

11%
19%
ADS
PRICE
19% QUALITY
48% AVAILABILIT
OTHERS
BRAND IDENTITY
BRAND USUALLY ADDS VALUE TO
ARTIFICAL VALUE. BY BRANDING WE
CAN MAKE IMPRESSION IN THE
CONSUMER PSYCHE AND CARVE OUT
A PLACE FOR OUR PRODUCT.
COMMUNICATION
STRATEGY
INTEGRATED MARKETING COMMUNICATION
(IMC) IS USE TO MAKE COMMUNICATON
MORE EFFECTIVE. IT INCLUDES FOLLOWING
TOOLS:
# ADVERTISEMENT
# PERSONAL SELLING
# SALES PROMOTION
# PUBLIC RELATIONS
# DIRECT MARKETING
CUSTOMER SERVICE

WOMEN HAVE HIGHER EXPECTATIONS


OF “ POST- PURCHASE FOLLOW –
THROUGH”
WOMEN DON’T BUY BRANDS , THEY JOIN THEM
CONCLUSION
• WOMEN ARE ALSO :
* LOYAL CUSTOMERS
*RELATIONSHIP ORIENTED
*THOROUGH IN THEIR RESEARCH PRIOR TO THE
PURCHASE
*WORRRIED ABOUT THE FEELINGS OF OTHERS
* VALUE ORIENTED
* APPRECIATIVE OF RESPECT AND INTREGITY IN
BUSINESS

WOMEN SEEK THE PERFECT ANSWER , MEN


JUST WANT A QUICK ANSWER.