P R E S E N T E D B Y : Z O E C O R N E L L

U 3 0 1 6 5 0 8

The female marketing lens: understanding the worlds largest

market

Social changes- what does this mean?

Changing roles and family structures and workforce participation

Increased education and marriage later in life

Women outlive men and are consumers for longer

The affluent female ‘Baby Boomer’ segment

Ask the audience

Q: What is the Economic value of this market?

Market size

Control over 65% of world spending (Fabry 2011)

85% of consumer decisions in the US

Incomes due to rise to $5 trillion

Market greater India and China combined (Gilhool 2013)

Women are also responsible for big-ticket purchasing

Social Media Use- Men vs. Women

Best practice- Tata Tea in India

http://www.youtube.com/watch?v=P7VfUXndpKgCase Study Video for the audience:

Three big trends…

• Women are pushing back against perfection

• Women are more comfortable with making trade offs

• Women are starting to embrace themselves

According to Hunley and Boyle (2014) the next three big trends in marketing to women are based on the below notions:

What’s next?

Thank you!

References

Banyte , J, Paunksniene, Z, & Ru telione A 2007 ‘Peculiarities of Consumer Perception in the Aspect of Marketing to Women’ Engineering Economics, 2007. No 1 (51), pp. 50-58 viewed 13 October 2014, Business Source Complete database.

Business Insider, 2012, ‘Infographic: women control the money in America’, Business Insider Australia, viewed 6 October 2014 <http://www.businessinsider.com.au/infographic-women-control-the-money-in-america-2012-2>

Caputo, F 2013, ‘Marketers: You've Got to Understand Gender Roles’ Direct Marketing News, website, viewed 5 October 2014, < http://www.dmnews.com/marketers-youve-got-to-understand-gender-roles/article/286359/>

Chura, H, Cardona, M, Halliday, J, MacArthury, K, Neff, J and Thompson, S 2002, ‘Marketing messages for women fall short’, Advertising Age, Vol. 73, Issue 38, viewed 13 October 2014, downloaded Business Source Complete Database CBS, 2013, ‘Parents Petition Toys ‘R’ Us To Do Away With Gender-Specific Marketing’ CBS Website, viewed 16 October 2014, <http://newyork.cbslocal.com/2013/09/23/parents-petition-toys-r-us-to-do-away-with-gender-specific-marketing/>

Clifford, C 2014, ‘Women dominate every single kind of social network- except one (Infographic) Forbes Entrepreneur, viewed 11 October 2014, <http://www.entrepreneur.com/article/231970 >

Fabry, S 2011, ‘Women Dominate The Global Market Place; Here Are 5 Keys To Reaching Them’ Fastcode design, viewed 11 October 2014, <http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them>

Frighetto, J 2011, ‘Women of Tomorrow’ Neilson website, viewed 13 October 2014, <http://www.nielsen.com/us/en/press-room/2011/women-of-tomorrow.html>

Fromm, J 2014, ‘Marketing to the Millennial Woman’ Millennial Marketing Insights, viewed 17 October 2014, < http://millennialmarketing.com/2013/12/marketing-to-the-millennial-woman/>

References

Gale, C 2014, ‘The Mad Men legacy: why are women still under-represented in advertising?’ The Guardian, viewed 13 October 2014, <http://www.theguardian.com/women-in-leadership/2014/apr/14/why-women-underrepresented-in-advertising>

Gilhool, J 2013, ‘The power of just one woman’ Forbes website, viewed 5 October 2014, http://www.forbes.com/sites/85broads/2013/08/26/the-power-of-just-one-woman/

Harvard Business Review Online, 2014 ‘Financial Categories Where Untapped Sales to Women Are Worth Trillions’ Harvard Business review, viewed 29 September 2014, <http://hbr.org/web/special-collections/insight/marketing-that-works/the-female-economy>

Hello I’m Venus, 2014 ‘Mum-trepreneurs are on the rise in Australia’ Hello I’m Venus, viewed 11 October 2014, <http://helloimvenus.com/mum-trepreneurs-rise-australia/>

Hunley & Boyer 2014, ‘Catch Up With These 3 Big Waves in Marketing to Women’ Forbes Entrepreneur, viewed 11 October 2014, <http://www.entrepreneur.com/article/235220>

Jack Morton Worldwide, 2012, ‘Beyond Pink: Marketing to Women in 2012’ Slide Share, viewed 29 September 2014, < http://www.slideshare.net/jackmortonWW/jack-mortonwpbeyondpink>

Kruse, 2013, ‘What woman want and need from brands on social media’ New Media Marketing, 2014, viewed 6 October <http://newmediaandmarketing.com/what-woman-want-and-need-from-brands-on-social-media>

LPL Financial, 2014, ‘Investment news’ viewed 13 October 2014 <http://www.investmentnews.com/assets/docs/CI7902346.PDF>

References

Moriarty, R 2011. ‘Thinking beyond pink’ Smart Business Atlanta, Vol. 8 Issue 5, p8-8.1p.

Mumbrella, 2014, ‘Shine starts to fade for mummy bloggers as study indicates interest falling away’ Mumbrella website, viewed 17 October, < http://mumbrella.com.au/shine-starts-fade-mummy-bloggers-interest-falls-away-247922>

Roberts, ML 1981, ‘Women's Changing Roles -- a Consumer Behavior Perspective, - Advances in Consumer Research, Vol 8, eds. Kent B. Monroe, Ann Abor, MI: Association for Consumer Research, Pp: 590-595.

Sandberg, S 2014, ‘Rethinking Marketing to Women’, Adweek, Vol. 55, Issue 23, downloaded Business Source Complete Database, 6 October 2014,

She-conomy, 2012, ‘Marketing to Women: quick facts’ She-conomy website, viewed 17 October 2014, < http://she-conomy.com/report/marketing-to-women-quick-facts>

Skollada, K, 2014 ‘Marketing to Women’ Ketchum, viewed 13 October 2014 <http://www.ketchum.com/marketing-women>

Tata Global Beverages, 2014, ‘Power of 49: Empowering Women Voters’ Tata website, viewed 17 October 2014, <http://www.tata.com/article/inside/Power-of-49-Empowering-women-voters>

Walter, E 2012, ‘Marketing to Women: How to get it right’ Fast Company, viewed 16 October 2014, <http://www.fastcompany.com/1825231/marketing-women-how-get-it-right>