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The ‘Top End’ Indian Woman
The ‘Top End’ woman
A distinct segment distinct from very elite distinct from the middle class SEC A, 8000+ MHI
Top End WomenHH based Income groups & SEC
HHs(000s)
SEC A1 SEC A2 SEC B1 SEC B2 Total
8K-10K 282 401 437 240 2664
10K-12K 180 204 187 82 1207
12K-15K 216 219 149 72 1021
15K-20K 151 105 66 24 478
20K+ 109 52 31 13 282
Total 1742 2979 4510 4124
Source: The IRS 2000
19.2L HHs
Meeting her…
Her appearance
Conventional Salwar suits and saris Younger: few in jeans and western
outfits Neat hair even if short Some make up, typically eye liner,
lipstick, perhaps bindiDoes not look very different from ‘mass’ woman
Her manner
Enjoys meeting other women Easily bonds, shares Aware of her opinion, and
expresses it Believes in herself Confidence shows in body
language.
A Gradual Transition
Some typical instances
Emerging streaks of ‘modern’ Entire group in giggles, discussing love
marriages Must be good if shown on TV appreciation from husband is good but boys
on the road will whistle…! If I look good everyday, who will look at me on Sundays I like to go out…. holiday for me hate the summer holidays… am constantly
troubled by children
Some typical instances
Yet, a core of tradition Takes pride in inter caste marriage but takes
on husband’s ethnic and lingual identity almost totally
Young girls into latest trends ready to don traditional role after marriage
One starts criticizing mother-in-law, all start One starts discussing children, they can’t stop!! I won’t but my daughter should do not want to displease… ‘adjust kar lete hain’
Some not-so-typical instances
Moments of confidence, spontaneity... Girl talking about reading ‘secret books’ in
bathroom Housewife in Madurai enjoyed the group
“staying at home is like being in Central Jail”
Housewives: jeans on holiday, sleeveless in bedroom
I like to dance in the kitchen… can’t help it when there is good music
Peek into her life
A Girl’s world
Youth… living for today fascinated by the ever changing present focus on social life, outer driven aspire for independence, freedom, fun,
friends educated, career a given (professional,
artistic, hobby related)
Moving out of home… Moving into self...
A woman’s reality
Exposed… educated when younger sees peer, younger girls realises own worth beyond current realm I-values learnt from media
Yet restricted… family, in laws, husband traditional role expectations own desire not to rebel or rock the boat
Her time is spent... Mainly household work
Cooking, cleaning, looking after kids
Some domestic help common
Lots of free time!! For hobbies, socialising, even beautifying loves shopping, even for home things part time income generation
Yet feeling of being very busy
Source: Urban Elite
Share of TimeActivity Urban Elite HWs
WorkingWomen
Student
Cooking 3:18 3:24 3:12 1:30
Time with family 1:00 1:24 0:48 0:48HouseholdChores
0:54 1:24 0:48 0:24
Personal Care 2:36 2:54 1:54 2:10
Leisure at home 3:24 3:48 1:36 4:12
Leisure o/ s home 1:24 1:24 1:00 1:24
Work/ College 2:12 - 6:00 4:00
Studies 0:18 - - 1:00
(Hours:Minutes)
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Her life
Housewife
EducationOutside HomeGirl
Woman
Discontinuity Emerging
Her struggles and preoccupations
A mom and a wife...
RESPONSIBILITIES
Nourishment
Other duties
Managing Finances
Housekeeper
Caring
Family
SELF
- Indulgence- Recognition
Has a bigger role in the family
A typical housewife...‘Home Manager’
WORLD
OF
RESPONSIBILITY
WORLDOF SELF
Not Dissociated from Family orSelf Indulgent
PAY OFFS : - Pride- Recognition of her efforts
‘Happy’Adaptation
REINFORCES PRIDE IN SELF
MAINTAIN HARMONY OF CURRENT BALANCE
NOT SEEKING AN IDENTITY INDEPENDENT OF FAMILY
‘‘Home Manager’Home Manager’
Yet… regrets, aspires
Aspires to… widen world, not break away have own identity be appreciated as an individual
yearns … freedom and control meet friends more, go out, have fun be exposed to the world outside
Her struggle
Resolution… Me… versus… others Outside home… versus… inside home Face challenges… versus… cling to
safety Desire to stand up… versus… not rock
the boat
Her evolution
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The key point of change...
Points of Reference (media led)– family to strangers– seeing similarities to seeing differences– realm of fantasy to realm of reality
“I know I am different”, and…..“I know what I don’t have”
Desire Replaces Self- Denial
The ‘I am me’ syndrome
Non apologetic about self her background her opinions her choices
in touch with self her views vis a vis others reasons out and decides aware of her own likes and dislikes
The ‘I won’t rock the boat’ syndrome
Sees harmony as her domain must adjust keep peace smooth out frictions (let alone cause
them) Values the collective
experience of elders they have rights over me sense of ownership and belonging
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“I am better than my mother” Syndrome
More confident more exposed world outside her home
More critical and evaluative has made choices has asserted her point of view
More articulate knows how to express her point of view without rocking the “social boat”
Less Wariness of the NewOpen to Change
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Yet: “My mother knows more...” Syndrome
She has had less training in domesticity
Can deliver End Product
But is unsureof the basic processes
Can RecognizeGood Quality
But is unsureof replicating the end
Can learn thenew
But feels nervous aboutdelivering the traditional
She recognizes her limitationsShe recognizes she needs support
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“I have no time” Syndrome Housework takes less time
smaller families appliances
But she does more–greater involvement with children’s education, needs–sharing out-of-home responsibilities–has the potential of contributing financially
Emerging Self Worth
Valuing her Time
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“I need time for myself...” Syndrome
Her mother lived for others She knows otherwise….
personal priorities time for self; with friends not everything has to be for ‘larger good’
Sanctioning Self Indulgence
Implications
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Implications in market place
Media Explosion and Secure Finances
They will spend more.
The Changing Values of the Housewife
Where will this be spent?
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Lure of Variety
Flirtation instead of forging loyalties ‘Horizontal’ versus ‘Vertical’ upgradation VFM - unshaken, new gains
– Buying small becoming a norm?– Lower MRP’s reevaluated
cue opportunity to try not cue poor quality; lower status
FMCG’s…and fast moving ‘durables’?
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Criticality of Product Differentiation
Sensorials matter Enjoyable sensations
expected without guilt
Packaging, shop shelf look - gain an edge
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“Personal” Products How personal are personal products
– soap, talcum powder, skin care products– family uses just one
Personalising the ‘Personal Products’– enhanced per capita spend– enhanced value of the self– enhanced focus on sensorials
Opportunity in segmentation – intra-family segmentation– age, sex
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Trial of the ‘New’...and the ‘Not-so-new’….
Give me new….– I am not afraid– I am not suspicious– I am different…first…better
Give me tradition….– I desire it– I can’t deliver it
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The “Efficiency” Mantra
Convenience products get sanctioned
– Better utilisation of time– Payoff - enhancing productivity; not
magnify incompetence
Technology sanctioned– Purchasing efficiency– Not image
Some category truths:beauty
Everyone wants fairness Minimalism matters Beauty ultimately means confidence There’s a time for glamour and a time for
ordinariness Convenience is not a bad word Teach me how ‘Natural’ rules
Source: Working woman HLL-MR
Personal GroomingWorking Woman Housewife
Constantly conscious of herself,trendy
Fashion conscious, higherdegree of social interaction
Exposure to people, well roundedpersonality
Perceives grooming as the keyaspect of her personality
Paucity of time, externally aidedgrooming practices, highexpenditure
Ample time, allows for dailymaintenance, home remedies,budget conscious
Pressure to be well groomed fromcolleagues etc
Pressure to be well groomed toappear attractive to spouse
Feels free to spend on groomingproducts, financially independent
Hesitates to spend ongrooming products, financiallydependent
High incidence of usage of various cosmetics / toiletries indicate- high involvement with grooming- enhancement products as important as skincare
Level of usage of cosmetics higher in the younger 15 - 34 age segment
Personal care progression model : Most urban elite belong to the "Evolving" segment
Basic Evolving Evolved 15% 55% 30%
Talc Face Wash Hair colourantsLipstick Eyeliner Styling gels / moussesCold Cream Moisturiser Eye shadowShampoo H & B Lotion Face ScrubsTalc Deo & Body Spray Sun ScreenNail PolishAnti PerspirantsPerfumes / Cologne
Source: Urban Elite
Personal Grooming
Average Monthly Expenses (Rs)<2800
2800-5600
5600-8500
8500-11000
11000-14000
>14000
Toilet soaps 24 40 58 73 79 92
Laundry 40 64 94 113 140 174
Hair Care 19 34 52 69 70 99
Oral Care 23 37 48 54 61 73
Mass Skin Talcs Creams
853
21128
351817
603724
602732
853649
Shaving 13 25 39 49 56 77
Color Cosmetics 5 11 22 32 50 97
Skin among the lowest expense category - Face the most important part?
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Thank You.