4. ‘Her’
From a
Woman’s
perspective
Whenever you have a question go to
the store and talk to your customer.
She has all the answers and all the
money
5. 1. Sanoma Research
2. Belongers
Research
3. The Positioning
possibilities
Gain new and better insights about our core-customers,
beyond- but building on caring and amazing
Ultimately from the basis for a ‘target group gallery’
6. ‘ Today’s woman have more roles to play ever
before- the professional, wife, mother, daughter
watcher.
Her We understand this isn’t always easy.
project
It’s why our marketing team Ambrosia have been
delivering a cosmetic and attractive wine brand
that suit their diverse lifestyles and taste pallets
different products who our customer helps to relax
and works on her inner beauty.
And it’s why our retail partners work so hard every
charter* day to ensure our customers looking satisfied and
feeling good.
We focus on ‘Her’. Its why generations of woman
buy Ambrosia regularly.
Listen to ‘Her’ Her – I will understand what she loves about
Ambrosia and give her more of what she wants.
Ambrosia will surprise her with CARING and
AMAZING ideas and taste experiences. Her needs
always come before internal needs. ‘
7. 1
Research
Qualitative and Quantitative
research conducted by Sanoma
Publishing as a guide to update
their target group thinking for
leading woman publications.
(Het fijne van vrouwen)
“The fine of women”
8. Real and Ideal?
Every Her Combines a CARING with an A AMAZING dimension
What she think What she wants
she is…. to be….
Real Her Ideal Her
• caring • attractive
• reliable • care free
• honest • energetic
• friendly • spontaneous
• social • number one
Self sacrificing Self confident
9. ‘She has all the money’
85% of all buying
decisions are
made by Her
10. ‘Rather a weekend on the
T h i s i s n o t a b o at water than a boat!’
‘Her ‘has a strong focus on real benefit orientation
11. She
wants to be
different
just like anybody else
‘Her’ wants to stand out – or join
in- paradoxical behaviour
12. She
must
feel
good,
to be
attractive and
successful
• more respect
• more success
Feel good • more aspirations
• more relax
• more confident
13. She is
always
aware
about
healthy and
care in
combination
with
added valued
products
Conscious
Even when she doesn’t seem to be
14. Different emotions, Different choices
• Family • Tense
• Troubled times • Working Conditions
• Concerns • Expectations
•
•Relaxing
• Fatigue •Keep the quality
• Insomnia •Ensure
• Restlessness •Worry free
• Happy with
15.
16.
17. 2 Belongers
Research
WPP has been questioning 800000
consumers since 1993 in more than 50
countries. In this global study they researched
the basic motivations of people and their
perception about brands
18. There are
seven kinds
of people
7
Based upon Dr.Maslow’s famous “Hierarchy of
Needs ”WPP globally investigates the basic
motivations of people since 1987. It is called
the 4CS, short for Cross Cultural Consumer
Characterization and characterizes people with
7 basic motivations beyond AGE. 4Cs brings
target groups alive and gives insights that go
far beyond age, gender and income. It reveals
motivations, values, feelings and lifestyles,
everything that drives people.
19. Ambrosia
Core and Global
motivational
Group
Belongers
The basic motivation of Belongers is security. They
primarily want to belong; to their family, their group
of friends, the majority of the population. It is
globally the most important motivation. And it is the
largest buyers group for the future of Ambrosia
Q to nature++ Wines
20. For Her is
important For Her, the family and people in the
neighborhood are very important.
to feel more ‘People like you and me’. Her choices
are more “we” based. Her daily
Self Confident and routine and domestic world are
important anchors. ’Í love the way
Accepted things are’. She avoid direct
confrontations and obeys the rules.
Her responds to big established/ mass
About Her market typical family and ‘value for
money’ brands. For Her food &
beverages is a way of being accept
“Inner beauty”. and respect.
Her watches food shows and cooking
programs for the whole family, reads
magazines and like leaflets with
valuable promotions from retail chain .
Further is Her close connected to her
group through social media.
21. Customer profiles I
S
A
Grand Young B
JULIA Mother Mother E
L
Very important group of
potential users, now and
Loyal for long time
in the future Young Mother
Young Woman
Mature Mother
Mature Young Grand Mother
Mother Woman E
Very important
M
group of clients for Our group for the
lots of years. future M
A
LAURA
22.
23.
24.
25. Young Key Characteristics:
• My life= my kids (but don’t forget myself-
MOTHERS • Finest brands – always and everywhere valued products
• Healthy living – smart shopping is a must
• Interested in coupons and folders
• Share opinion about brands and products
• TV cooking programs / shows
26.
27.
28.
29.
30. Key Characteristics:
Mature • Healthy living – man and and kids are everything
• Balance between work and private live
MOTHERS • Buying private label more often
• Likes magazines and TV
• Adolescents are making Her insecure
• Preference for family brands (food, wine, etc)
• Like promotions and tastings
31.
32.
33.
34.
35. Grand Key Characteristics:
• Now the kids have left home, I want to enjoy myself
MOTHERS • Stay healthy – likes magazines and TV cooking
• Charity work – spending on loyally brands in food
•Advertsing is only for young people; but I’m young too
36.
37.
38.
39.
40. Young Key Characteristics:
• Going out – always too little money
Women • Insecure about herstyle and presentation, status oriented
• Interested in support about food and beverages with value
•Friends, new trends and sporty
• Internet, social media and TV
41.
42.
43. She seeks inspiration
for Her aspiration
TV and feel Other
good woman's
magazines
Peer
Social groups
media &
Internet
Icons and Friends
celebrities
44. How does it all fit in?
Aspiration Right brain
Left brain feel better
Fit in Feel different
Rules More relax
Help Inspire
50 30
Real Ideal
Caring AMBROSIA Amazing AMBROSIA
45. 3 The positioning
Possibilities
Motivaction research about the different
possibilities to characterize target groups in
their model Mentality.
47. Positioning is the art of putting your marketing and
sales activities to effective use.
But before we can help with that, we first offer
insights into:
◦ Your brand's position in the market as viewed by your
target audience
◦ The direction you should take to better develop your
brand's positioning
◦ Using qualitative research, we’ll make a clear assessment of
your brand’s emotional and instrumental values, which you
then use as a foundation for your brand strategy.
48. How competitive are you in the market place?
Or rather, how competitive are you measured
against your competitors?
We use a wide variety of quantitative research
methods to answer just such questions for
you.
