Concept Research

How women are different to men..

Robert Craven of The Directors’ Centre.

Feel good drinks brief outlines how we are to target this campaign at women between the age of 18-35, this seems like a big age gap in terms on interests and priorities but in fact all women’s ideas on buying products are the same, they want a connection a relationship with the brand and product where as men just want to purchase it. Women will weigh up what they get out of it and do research, which is why campaigns and interaction will work better on them, they are the demographic that are more likely to join in and create the campaign causing it to go national.

In todays society women between this age are also engulfed in social media, the young demographic of 18-25 and also the mums who recently have become a key role in social media increase rates.

Women now are more likely to hold the purse strings, they are the main consumers and many businesses miss this and don’t realize that women are the people to focus on, and this doesn’t mean making it in pink!

Marketing expert Robert Craven, who believes firms, which don’t change their approach to marketing to women, will get left behind. According to Martha Barletta, author of marketing to Women, women are the primary decision-makers for consumer goods in 85% of households

My idea for the campaign so far is about raising money for breast cancer, it will give women a reason and purpose to go along with something and will also make them feel good but the campaign also has to have something it for them.

Primary Research:

what makes women feel good?

- shopping

- diamonds

- comfort

- familiarity

- routine

- disovering something new

- social media

- the new trend

VALS- Values and lifestyles

What is a Val?

Val’s divide Adults into eight distinct types of mindsets, using s set of psychological traits that drive consumer behavior, a method commonly used in advertising to understand their audiences needs and motivations. it was developed in 1978 by social scientist Arnold Mitchell.

VAL’s have 8 types and two critical concepts for understanding consumers, their primary motivation and resources, this determines how a person will express themselves.

Primary motivation

This explains explains consumer attitudes and anticipates behavior. There are three primary motivations ideals, achievement, and self-expression.

-Ideals are guided by knowledge and principles

-Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers.

-Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk

VALS provides clients with:

A fresh perspective by effectively “putting them inside the head” of their customers

Rich, customized, consumer profiles or personas

Distinctive communication styles of their best targets.

A person’s tendency to consume extends beyond age, income, and education. Self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness and vanity play a critical role. These psychological traits in conjunction with key demographics determine an individual’s resources. Various levels of resources enhance or constrain a person’s expression of his or her primary motivation.