What Ticks for Indian Consumers/ Women – Preeti Vyas and Tushar Vyas and Harish Nair

11 Nov,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Preeti Vyas and Tushar Vyas and Harish Nair

 

Role of Design in establishing a brand that targets women consumers

 

By Preeti Vyas

 

Design allows you the framework to assess a context, recognize need gaps and devise possible solutions that will work to address them. So design empathises and attempts to understand the end user and build ideas and products that will resonate with them. While creating products and marketing them to women has been a long flourishing industry it is recently that it has become more sensitive and attuned to the sensibilities and demands of women especially to the socio-cultural context of Indian women.

 

Indian women have long been more driven by the well-being of their family with less focus on themselves. But there is a shift in focus now and an assertion of their own identity and well being. This means that products designed for them need to highlight these changing perceptions and outlook. A case in point is Women’s Horlicks that created a new category of MFD earlier targeted only at kids. This product addresses the needs of a modern Indian woman who has a more demanding life and therefore needs better nutrition to deal with it.

 

 

 

‘The next wave will be of women setting and influencing trends’

 

By Tushar Vyas and Harish Nair

 

Recently, we were doing a consumer interaction exercise to understand media habits. We met Sujata, a housewife in Mumbai who religiously watches her favourite television serial- without missing a single episode. She was preparing for an out-of-town visit to her in-laws. She knew she would have to miss a few episodes. This however, did not disappoint her, as she knew she could catch the same episodes on YouTube. Digging deeper we found that every afternoon, when her kids are at school, she logs in to Facebook.

 

Facebook and WhatsApp have become her life management tools besides social networking – she keeps track of her kids’ homework on groups and shares tips with other moms. We couldn’t help but notice that some of the homework sheets sharing were also in form of click and share using mobile phone on WhatsApp! Google Search and Wikipedia are her first port of call if she needs to prepare any school project for her kids. Sujata represents the 60 million women who now make up 40 per cent of India’s online population.

 

 

 

The product, its packaging etc are all designed to relate to the sensibilities of this new age woman. Horlicks is seen as a brand empathetic to the new age Indian woman. Gillette a very male brand realized that Indian women are as hard pressed for time and more open to solutions that give them quicker personal grooming options. They launched the women’s razor that is designed to suit the ergonomic and aesthetic sensibilities of a woman and help her accept a category earlier synonymous with men alone.

 

The design and solution has helped Gillette open up a new target segment and marketing opportunity. Newer products are being designed almost every day to make life easier for an Indian woman. Whether it is the Roti-Matic which doles out rotis almost instantly without any time and effort or the Scooty that endeavours to give her the independence she deserves or apps that ensure her safety. Design then enables one to address the gaps and create solutions and establish brands that would make for a happier and more confident Indian woman.

 

 

74 per cent of these women are below 35 years of age and three out of four women online come from affluent backgrounds (SEC AB). Women today use digital media and devices to fulfill three core desires: i) To organize their life better be it taking care of her family’s needs or seeking opportunities to improve herself or her lifestyle. Apparels, Food/ nutrition needs of family, baby care, hair care and skincare feature prominently in her searches online. Five million estimated women shop / transact online annually. Online shopping is highest for baby care in India.

 

One in four female internet users responsible for buying baby care products make their purchases online. This is higher than in household products where one in six buy online, and around one in ten in all other CPG categories. ii) To connect better with friends and family. Women spend more time on calls (33 percent more) and instant messaging apps ( four times more) than men. Women drive social gaming on Facebook. iii) For entertainment – 40 per cent of YouTube users are women. Music, TV shows, beauty and fashion are the entertainment content most viewed by her.

 

And women users and usage (of digital media) is only growing higher by the day. Until now the story has been about women catching up with men, whether it’s in the use of Internet or mobile or any new technology. But the next wave will be of women setting and influencing trends-be it casual gaming, mobile content snacking and more.

 

– Tushar Vyas is Managing Partner at Group M while Harish Nair is National Director – Digital at Group M.

 

 

Tomorrow: Wednesday, November 12:  : Women – Dhunji Wadia

 

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