針對女性消費者的行銷之最佳範例

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

Women are staying single for longer, having children later, and outliving men well into an increasingly prosperous old age. However, too many marketers' approaches to female consumers are reliant on outmoded stereotypes based around the Nuclear Family or the Career Woman.

Scope

• Demographic data covering female populations and lifestages
• Explanation of the core factors motivating female consumers and how these are changing
• Analysis of the key issues that affect marketing campaigns targeted at female consumers
• Case studies of successful and unsuccessful attempts at marketing and NPD targeted at women.

Report Highlights

Women (aged 18 and over) account for over 110 million consumers in both the US and western Europe in 2005. By 2010 this number will have risen to over 120 million in each region, totaling almost 260 million consumers.

Changes in women's lives have boosted their spending power, but they also still carry out most of the household shopping in multiple-occupant households. As such, women still control the majority of household incomes, which means they account for an estimated 75% of all CPG spending.

Over 80% of women in the US and Europe rate time-saving products as important or very important to them, compared with less than 6% in both of these regions who had little or no interest in gaining time from convenient products

Reasons to Purchase

• Gain an overview of the most important ways in which female consumers' spending and consumption behavior differs from male consumers
• Understand how to target campaigns at specific female consumer groups
• Gain detailed data on how female demographic trends are changing and on what this will mean for CPG players

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
  • Datamonitor View 1
  • CATALYST 1
  • SUMMARY 1
  • METHODOLOGY 1
  • TABLE OF CONTENTS 2
  • Analysis 4
  • Women's lives are changing 4
  • Women dominate more mature age groups 4
  • Gender roles are shifting 6
  • Women will continue to have greater independence 9
  • Women control the lion's share of consumer spending 11
  • Time is a precious commodity for women 14
  • Women do more housework despite sexual equality advances 15
  • The 'have-it-all' mindset affects women's lives 16
  • The media perpetuates the super-woman myth 17
  • Women's approach to health and beauty is evolving 18
  • Concerns over body image have traditionally been perceived as a women's preserve 18
  • The concept of beauty is evolving 19
  • More women are adopting exercise into their health regimes 19
  • Marketing to women is a challenging prospect 21
  • Women communicate differently from men 21
  • Sense of humor varies by gender 22
  • Woman shop differently from men 22
  • Women are more demanding than men 24
  • Conclusions 25
  • ACTIONS 27
  • Embrace gender differences 27
  • Connect better with female consumers 27
  • Tailor existing products or create new ones for women 29
  • Expand traditionally male categories by tailoring products to suit women 30
  • Target women's specific nutritional needs 31
  • Appeal to women's deeper needs 33
  • Support the empowerment of women with societal marketing 34
  • Facilitate sociability 35
  • Help women to balance their hectic lifestyles 36
  • Conclusions 37
  • APPENDIX 39
  • Definitions 39
  • Extended methodology 40
  • Further reading 40
  • Ask the analyst 40
• ANALYSIS
  • Women's lives are changing
    • Women dominate more mature age groups
    • Gender roles are shifting
      • Women are continuing to live longer
      • Women are postponing key lifestage events
      • Women are becoming parents later
    • Women will continue to have greater independence
    • Women control the lion's share of consumer spending
      • Women's earning and spending power is rising
      • The feminization of the on-trade demonstrates the extent of the female market opportunity
  • Time is a precious commodity for women
    • Women do more housework despite sexual equality advances
    • The 'have-it-all' mindset affects women's lives
    • The media perpetuate the super-woman myth
  • Women's approach to health and beauty is evolving
    • Concerns over body image have traditionally been perceived as a woman's preserve
      • Eating disorders are still affecting women more than men
      • The media is often blamed for negative body image issues
    • The concept of beauty is evolving
    • More women are adopting exercise into their health regimes
      • Women-only gyms are redefining the fitness industry
  • Marketing to women is a challenging prospect
    • Women communicate differently from men
      • Women use communication technology differently to men
    • Sense of humor varies by gender
    • Women shop differently from men
    • Women are more demanding than men
  • Conclusions
• ACTIONS
  • Embrace gender differences
    • Connect better with female consumers
      • Beware of alienating men when celebrating the uniqueness of women
      • Employ feminine humor
  • Tailor existing products or create new ones for women
    • Expand traditionally male categories by tailoring products to suit women
    • Target women's specific nutritional needs
      • Create convenient comfort foods
  • Appeal to women's deeper needs
    • Support the empowerment of women with societal marketing
    • Facilitate sociability
    • Help women to balance their hectic lifestyles
      • Deliver experiences that relieve tension
    • Conclusions
• APPENDIX
  • Definitions
  • Extended methodology
  • Further reading
  • Ask the analyst
  • List of Tables
    • Table 1: Female adult population (m), US & Europe, 2000-2010
    • Table 2: Female population as % of overall population, US, 2000-2010
    • Table 3: Female population as % of overall population, Europe, 2000-2010
    • Table 4: Alcoholic drinks female on-trade market value (US$m) US & Europe, 2000-2010
    • Table 5: Alcoholic drinks female on-trade market value (%) US & Europe, 2000-2010
    • Table 6: Time spent on housework (minutes) daily, US & Europe, 2005
    • Table 7: Daily leisure time by gender (minutes), Europe, 2005
    • Table 8: Frequency of using the Internet to find product review by gender, US and Europe, 2005
    • Table 9: Definitions of terms
  • List of Figures
    • Figure 1: Four key drivers are vital to targeting female consumers
    • Figure 2: Female life expectancy is continually improving
    • Figure 3: Women are delaying their first marriages in US & Europe
    • Figure 4: European women are waiting longer to enter motherhood
    • Figure 5: Female participation in tertiary education, US & Europe, 2000-2010
    • Figure 6: Female participation in workforce, US & Europe, 2000-2010
    • Figure 7: The Grape is a strong example of on-trade feminization
    • Figure 8: Time pressure is a big issue for women
    • Figure 9: Women more frequently tell others about the products they consume
    • Figure 10: Women are stronger brand adherents than men
    • Figure 11: Lambrini focuses on the sociability of women
    • Figure 12: Women want healthier options without taste compromise
    • Figure 13: The feminization of beer has revitalized the beer category
    • Figure 14: Quaker Oatmeal is formulated for women in light of consumer research
    • Figure 15: Healthy indulgences are a key opportunity to target busy female consumers
    • Figure 16: Dove's campaign for real beauty has shown the power of societal marketing
    • Figure 17: Chocolate adverts target indulgence and sociability
    • Figure 18: On-the-go healthy indulgences are a key opportunity
    • Figure 19: Grooming products that provide everyday indulgences help women relax

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