Marketing to Women - Lifecycle Performance Pros

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CHAPTER 8 Get Set Strategy and Tactical Planning In the previous chapter, we examined how to identify your market and gain a meaningful understanding of your consumer. In this chapter, we will build upon that foundation, and apply the principles of gender marketing to each of the four phases of the consumer’s decision process. You will learn: How to connect with a consumer who is in the market for the products you sell How to ensure that your brand is on the short list of purchase candidates How to give your consumer what she needs to decide in your brand’s favor How to generate a higher return from every woman customer by using specific marketing tactics, employed in the right way at the right time First, however, we need to spend a little time on a topic that spans all four phases of the consumer’s purchase process: positioning. 133
134 PART THREE / Practical Applications Defining Your Platform: Beyond Positioning to Persuasion Creating a Brand Identity The word positioning describes how target consumers view a certain brand, relative to other brands in the market. One classic, frequently used positioning format goes like this: To erstwhile soccer moms whose kids have gone off to college, Jaguar is the brand of luxury car that lets her indulge her longing for comfort and style. The positioning statement is made up of three elements: 1. Your target consumer (“erstwhile soccer moms”). This is a shorthand statement and should be backed up with a wealth of insights on the market opportunity gleaned from the Situation Scan and an in-depth understanding of the consumer, revealed through the female-friendly research techniques we discussed in Chapter 7. 2. The competitive set in which your brand competes (“luxury cars”). This choice has a major impact on how you define your positioning. For instance, Jaguar could position itself as either a luxury car, where it would have to define its advantages versus Lexus, Lincoln, and the like, or as a performance car, where it would be up against BMW, Porsche, and Corvette. With respect to the women’s market, it’s important to realize that some options are going to be more relevant/appealing to women than to men. No doubt, there are some mature women (“college-age kids,” remember?) who care about performance attributes like torque, acceleration, and maneuverability at high speeds. But there are plenty more who feel they’ve earned the luxury of relaxing in comfort and style. 3. The differentiating point that sets your brand apart from the competitive set you’ve chosen. If you have a product point of difference that’s perceivable and important to consumers, more power to you. More often in these days of product commoditization, though, the differentiating points are created through communications platforms. These platforms describe how you would like consumers to think of your brand, even before they retain anything specific about it. All luxury cars are going to offer comfort and style. The differentiating point in this positioning statement is its recognition of the consumer insight, “indulge her longing,” which com-
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viii Foreword by Tom Peters doubt
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xii Acknowledgments 5. Dr. Jeanie E
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xiv Contents 4. The Star Gender Cul
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xvi Contents Personal Interaction 1
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xx Introduction Women, on the other
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xxii Introduction decision process
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xxiv Introduction The Eight Myths o
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xxviii Introduction with a whole sp
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4 PART ONE / Why Market to Women? 1
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8 PART ONE / Why Market to Women? o
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10 PART ONE / Why Market to Women?
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216 Appendix A percent white males
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218 Appendix A program. At the stra
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222 Appendix B What’s New about t
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224 Appendix B Technology Comfort i
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226 Appendix B women-only clubs mad
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228 Appendix B Women’s Organizati
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230 Appendix B WatersMolitor is a f
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232 Appendix B a classic feminine c
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236 Appendix C Comprehensive Study
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238 Appendix C Web Sites and Links
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242 Endnotes 3. Anne Moir, Ph.D., a
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244 Endnotes Chapter 6. The Spiral
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246 Index Brand Enthusiasm, 229 emo
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248 Index Focus groups, 122-23 bran
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250 Index Men as core customer myth
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252 Index Selling strategies, 181-2
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Marketing to Women - Lifecycle Performance Pros

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