ambrosia white paper mei 2012
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‘Her’
Amazing AMBROSIA Caring AMBROSIA
‘Her’ addendum
Dedicated to ‘Her’ Our Caring and Amazing consumer
‘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
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’
Her
project
charter*
Listen to ‘Her’
‘ Today’s woman have more roles to play ever
before- the professional, wife, mother, daughter
watcher.
We understand this isn’t always easy.
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
day to ensure our customers looking satisfied and
feeling good.
We focus on ‘Her’. Its why generations of woman
buy Ambrosia regularly.
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. ‘
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)
1
“The fine of women”
Real and Ideal? Every Her Combines a CARING with an A AMAZING dimension
What she think she is….
Real Her • caring • reliable • honest • friendly • social
Self sacrificing
What she wants to be….
Ideal Her • attractive • care free • energetic • spontaneous • number one
Self confident
‘She has all the money’
85% of all buying
decisions are
made by Her
Th is is not a boat ‘Rather a weekend on the
water than a boat!’
‘Her ‘ has a s t rong focus on rea l bene f i t o r ien ta t ion
just like anybody else
She wants to be
different
‘Her’ wants to stand out – or join in- paradoxical behaviour
• more respect
• more success
• more aspirations
• more relax
• more confident
She must
feel good, to be
attractive and successful
Feel good
Even when she doesn’t seem to be
She is
always
aware about
healthy and care in
combination with
added valued
products
Conscious
Different emotions, Different choices
• Fatigue
• Insomnia
• Restlessness
•
•Relaxing
•Keep the quality
•Ensure
•Worry free
• Happy with
• Tense
• Working Conditions
• Expectations
• Family
• Troubled times
• Concerns
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
There are
seven kinds
of people
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.
7
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
For Her is
important
to feel more
Self Confident and
Accepted
About Her
“Inner beauty”.
For Her, the family and people in the
neighborhood are very important. ‘People like you and me’. Her choices are more “we” based. Her daily routine and domestic world are important anchors. ’Í love the way things are’. She avoid direct confrontations and obeys the rules. Her responds to big established/ mass market typical family and ‘value for money’ brands. For Her food & beverages is a way of being accept 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.
Customer profiles
Young Mother
Young Woman
Mature Mother
Grand Mother
Grand
Mother
Loyal for long time
Young
Mother
Very important group of potential users, now and in the future
Young
Woman
Our group for the future
Mature
Mother
Very important group of clients for lots of years.
I
SABEL
EMMA
LAURA
JULIA
Young
MOTHERS
Key Characteristics: • My life= my kids (but don’t forget myself-
• 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
Mature
MOTHERS
Key Characteristics: • Healthy living – man and and kids are everything
• Balance between work and private live
• 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
Grand
MOTHERS
Key Characteristics: • Now the kids have left home, I want to enjoy myself
• 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
Young
Women
Key Characteristics: • Going out – always too little money
• 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
She seeks inspiration
for Her aspiration
TV and feel
good
magazines
Social
media &
Internet
Friends
Peer
groups
Other
woman's
Icons and
celebrities
How does it all fit in?
Left brain
Fit in
Aspiration
feel better Right brain
Rules
Help
50
Real
Feel different
More relax
Inspire
30
Ideal
Caring AMBROSIA Amazing AMBROSIA
3 The positioning
Possibilities
Motivaction research about the different
possibilities to characterize target groups in
their model Mentality.
“FUNCTIONAL ELEMENTS YOU CAN COPY BUT WHO YOU ARE NOT “
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.
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.
• More information:
• Henk Terol
• Marketing & Sales Director
• Tel:
• Mob: +31 (0) 654977703
• E: [email protected]
• I: www://ambrosia.nl