women economy

8/12/2019 Women Economy

1/28

Women Economy


2/28

Definition & Understanding

Definition: Share of women in the globaleconomics

Women make or influence 60 to 80% ofall the consumption decisions-BusinessStandard Report

BCG- 1 billion women now participate in

the workforce globally and control 50%of the wealth in the US

This makes women the largestaddressable market globally


3/28

Interesting Facts that should be known: Over the next decade women will control two-thirds of

consumer wealth

Women account for 85% of all consumer purchases

Women purchase over 50% of traditional male products

75% of women identified as the primary household

shoppers Power Of Moms: Moms represent a $2.4 trillion market


4/28

Quotes & Facts "We have aligned our strategy, communication and products to women. And with

the growing aspirations and financial independence of women not only in urbanIndia but in tier II and tier III cities, women are at the core of our business. Thewoman today is buying for herself and for her family, - Kishore Biyani

"There remain very few areas of consumption in which the female does notincreasingly participate today. Most household purchase decisions are eitherjoint or exclusively female. Like in the West, marketing approaches and brandexperiences in India will increasingly need to be designed around these

insights, Tanya Dubash (Godrej Industries)


5/28

Indian Perspective-Globalization

Changing demographics & rising incomes, emergence of women, both as a condecision maker is playing a tremendous role

IMRB- Indian women, the income of women living and working in cities increasea month in 2010, up from Rs 4,492 in 2001

Nielsen- Indian women are the most likely to spend (rather than save) any extramight happen to have on themselves over the next five years

But, there are still lot of obstacles faced and long way to go for women in terms equality

Trend is reflected in the survey which says while 34% of women participated in buying process in 2003, by 2010 that number had gone up to 43%

33% jump in the women savings account holders

150% increase in women credit card holders


6/28

Premise


7/28

Women now drive theWorld Economy

Globally, they control about$20 trillion in annualconsumer spending.

Their $13 trillion in totalyearly earnings could reach$18 trillion in few yearsahead.

The Industry

Sour


8/28

WHAT THIS MEANS FORMARKETERS

Attention is the first step toward intent and brand loyalty.

Considering the spending power that women wield in todays marketplace, its particularly imadvertising and marketing messaging to resonate with them.

The second step toward loyalty is retention.

Women remember more and differently than men do, so talk to both her emotional and ratioacknowledge her attention to detail.

Layering emotional decision-making opportunities with rational information will increase purwill have strong sticking power.

Quarter Traditional TV Time-shifted TV (allTV homes)

On the Internet On a Mobile Phone

Q4 2012 179:20 15:06 7:12 5:02Q4 2011 174:33 14:03 4:58 4:41

MONTHLY TWATCHING

AGES 18+


9/28

Trends

There are two types of trends Brands & Categories looking at women

as TA These are the categories which were

traditionally known to be Mens backyard

Adventure Sports: Woodland

Brands & Categories concentrating onwomen as TA This has always been a womens territory

ever since the emergence of television

Consumer Durables

Refreshment

Home & Health Care


10/28

INDUSTRY ANALYSIS


11/28

Alcohol Industry Women worldwide are drinking more, and the alcohol industry is doing what it can to

encourage the trend

Young women in the U.K. and U.S. drank a third more alcohol by volume in 2012 thanthey did five years prior

The portion of women over age 26 considered heavy drinkers crept from 2.1 percent t4 percent in USA

The trend has demographic, economic, and cultural aspects

Alcohol industry is pushing a variety of new products aimed especially at women,

including vodka- and liqueur-based drinks Anheuser-Busch has launched a new line of feminine, carbonated fruit drinks under th

brand name Peels

Diageo and other liquor makers have been advertising heavily on cable programsaimed at 18- to 24-year-old women.


12/28

Alcohol Industry continued In the U.K., there are no less than 81 premixed bottled drinks on storeshelves that appeal primarily to women, including a diet version of

Bacardi Breezers. Global sales of such alcopops topped $22.7 billionlast year.

One more example is Mommys Time Out which is a wine that isspecifically targeted to women.

Another example is of Girls Night Out which is another wine targeted fo

young girls. Smirnoff makes light versions of some of their drinks, thinking specifical

of women who may be dieting or trying to lose weight but still want tohave a drink or two.


13/28

Banking and insurance


14/28

Some examples

Global Banking Alliance for Women Association of banks with programmes and services directed at

women. These banks have specific strategies that target women, bothas owners of small and medium enterprises and as consumers

Identified $300 billion credit gap for women-owned SMEs

LIC Jeevan Bharti


15/28

Case- Bharatiya Mahila Bank

Objective

To cater especially to women, aimingto give them easier access tofacilities like bank accounts andloans

Opportunity

Nearly three quarters of Indianwomen do not have a bank account.

Per capita access to bank credit isalso far lower for women than men

Example- Komal Devi


16/28

Automobile industryWhy should boys haall the fun!


17/28

Were you aware that...

Women buy 68% of new cars in the U.S. and 65% of new tires

They influence more than 85% of all car purchases

Women have full or partial say over a staggering $80 billion worth ofspending on cars.

Seventy-four percent of women say they feel misunderstood by carmarketers


18/28

Why does the auto industry get woso wrong?

Mini Automatic 1970sad


19/28

1967: Mustang magazin


20/28

One brand that understood theirneeds and therefore was a success


21/28

2-wheeler industryET Bureau Jan 3, 2014


22/28

Food and Beverage Industry

When interviewed the seniorexecutives about their opinionon whether the food andbeverage industry would see agrowth or a decline in 2014

Source: KPMG article Issues & Insights


23/28

The SHIFT in WAH TAJ!

To Aroma

From Taste

To Flavor

TATA i l


24/28

TATA tea commercials


25/28


26/28

Finally a segment that marketers have started cateringto!! And therefore successful.


27/28

Travel Portal Sites

Adventure Divas (www.adventuredivas.com) Home to Holly Morris video documentariprint media information.

Journey Woman(www.journeywoman.com) An online travel resource for women baseThe site features eclectic articles, tips for women travelers, and an online newsletter.

PinkPangea.com is a well-designed online community created for international women trav

acquire travel information geared specifically for women. Women can find and share womeadvice and experiences through photos, anecdotes, and comments. They also offer a 12-wwriting course designed especially for women.

Solo Lady (www.sololady.com) From Lea Lane, author of Solo Traveler, this site includencouragement for women who are living and traveling solo.


28/28

Wanderlust and Lipstick (WanderlustAndLipstick.com) The Essential Guide for WoTraveling Solo, For Women Traveling to Indiaand Traveling with kids

Women on the Road (www.women-on-the-road.com) A website by women for womedare to travel on their ownand love it! Find sensible safety advice, innovative travel ide

health tips, information on money mattersand anything else you will need to know as aindependent woman on the road.

Women Travel the World(www.womentravelblog.com) A website dedicated to connewomen travelers through tour and accommodation listings that are female-friendly. Includextensive list of articles.

women economy

Documents