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Izzy Pugh, Hazel Barkworth, Lucy Barrett, Ellie Sellar, Al Downs, Tania Heyes, Karen Foster and Sara Springer, MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Diageo, the alcoholic drinks manufacturer, which analysed why perfume marketing was successful in targeting women, and how the company could replicate this success.
This article describes research by Diageo, the alcoholic drinks manufacturer, which analysed why perfume marketing was successful in targeting women, and how the company could replicate this success. Qualitative research including visits to perfume manufacturers and retailers, and analysis of communications were used. It was found that perfume marketing is successful because it taps into cultural trends, reacting in a playful way to the world around it.
What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem
Catharine Bauer and Johanna Faigelman, ESOMAR, Qualitative, Valencia, November 2013
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns. The research study uncovered strategic and deeply motivating consumer and physician insights to position the company's new products in order to be successful. As a result of the research the brand and marketing teams had a clear direction as to the strategies that were needed to be in place pre-launch for success. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.
Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements
Hojoon Choi, Kyunga Yoo, Tae Hyun Baek, Leonard N. Reid and Wendy Macias, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 587-616
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements.
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements. Analysis of 633 food advertisements from eight women-orientated magazines found a substantial use of risk-avoidance appeals in food advertising, primarily in association with nutrient content claims. Risk-avoidance appeals were especially present in product categories considered relatively unhealthy and less nutritious. Two experiments conducted to examine appeal-type effects in association with nutrient content claims found that both benefit-seeking and risk-avoidance appeals enhanced perceived healthiness of advertised food products among females; however, risk-avoidance appeals were preferred to benefit-seeking appeals, regardless of food healthiness.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
What beauty means to Asian consumers: Learnings from Unilever
Low Lai Chow, Event Reports, Asia Business Summit, October 2013
This event reports discusses research by Unilever into female perceptions of beauty across Asia. It found that attitudes vary greatly by country.
This event reports discusses research by Unilever into female perceptions of beauty across Asia. It found that attitudes vary greatly by country. Shoppers in Japan, for example, often try to look their best to impress other women first and foremost, while their counterparts in Thailand are extremely trend-conscious and display a particular willingness to undergo plastic surgery. Consumers in Indonesia, by contrast, have a slightly more traditional perspective. Serving these varied needs while maintaining a brand’s global positioning is thus a central goal for Unilever.
Using mobile to reach millennials: Insights from Procter & Gamble
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report describes how Procter & Gamble (P&G), the FMCG giant, reaches American millennials through their mobile devices.
This event report describes how Procter & Gamble (P&G), the FMCG giant, reaches American millennials through their mobile devices. The company advises marketers to get the basics right - ensure that websites are mobile-enabled, remember to design for small screen sizes and to use the appropriate tone of voice; millennials are highly sceptical of traditional retailer tactics and value authenticity. Other recommendations include connecting mobile with social media, integrate as much customisation and personalisation as possible, make the most of millennials' enthusiasm to provide feedback and realise that even when in-store, they will be distracted by price-comparison through their phones. Examples of mobile strategies come from P&G brands including Always, the feminine hygiene range, CoverGirl, cosmetics, and Gillette, the male grooming line.
Sharing shampoo socially
Prasanna Kumar, Admap, October 2013 , pp. 38-39
This article describes a campaign by Pantene, the shampoo brand owned by Procter & Gamble (P&G), that targeted young women in China by repositioning the brand as a 'natural' product.
This article describes a campaign by Pantene, the shampoo brand owned by Procter & Gamble (P&G), that targeted young women in China by repositioning the brand as a 'natural' product. Pantene enjoys a high level of brand awareness in China but younger consumers were increasingly trying the many new products entering the shampoo market. This same group of consumers are concerned about the environment and use of chemicals, and prefer 'natural' products. As a result of insight suggesting the target group liked to share experiences on social networks, Pantene launched a campaign encouraging consumers to share experiences of nature through a mobile phone app and a popular micro-blogging website. This was supported by geographically targeted promotions: promotions were pushed to users of the app when they were close to selected stores.
How to reach 'digital divas' in China
Low Lai Chow, Event Reports, Spikes Asia, September 2013
This event reports looks at the behaviour of "digital divas" in China. This group of female early-adopters makes up 18% of women who are now online in the country.
This event reports looks at the behaviour of "digital divas" in China. This group of female early-adopters makes up 18% of women who are now online in the country. They are also among the most digitally-savvy female internet users in the world. More specifically, they own more connected devices, share more content and are especially enthusiastic about ecommerce, whether that be for considered purchases or in categories such as soft drinks. Frequently, they have an online “alter ego” which brands must seek to understand, especially as this persona can frequently differ substantially from real life.
The skincare consumer journey
Linda Liberg, Admap, July/August 2013, pp. 36-38
This article applies new behavioural research into how American women buy skincare products and identifies five key stages in the process.
This article applies new behavioural research into how American women buy skincare products and identifies five key stages in the process. For one in four women, addressing a specific problem or issue is the key motivator for changing skincare products. The five stages are Open to possibility, Decision to change, Evaluating, Shopping and finally, Experiencing. These stages correspond to specific need-states that drive each step, and gaining a deep understanding of each of these decision phases will help marketers to navigate their consumers smoothly through the path to purchase and instruct brand owners on where to invest for optimal impact.
Women and technology - how Meredith, L’Oréal and Zappos are feminising their approach
Stephen Whiteside, Event Reports, Internet Week New York, May 2013
This report discusses the growing feminisation of technology and why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in marketing, product design or company management.
This report discusses the growing feminisation of technology and why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in marketing, product design or company management. It is based on a series of presentations at Internet Week New York. The magazine company Meredith’s SVP of digital sales argued that it was a myth that only men are interested in technology, citing women’s heavy use of social sites like Pinterest and online shopping activities. Despite the imperative for L’Oréal, the cosmetics giant, to understand women’s online behaviour, its VP of digital strategy and innovation noted that finding technologists of the same gender remained difficult. To redress this situation, the company has rolled out the in-house Women in Digital initiative, which endeavours to provide greater opportunities for existing and new female staff across its digital marketing, technology and IT functions. A UX designer and product lead at Zappos, the online retailer, argued that women have a different motivation in using digital tools. She contended that they are more likely to focus on specific ends rather than enjoying the technology itself (as is often the case with men), so the company tries to mix the aesthetic and ergonomic.
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