‘Her’

Amazing AMBROSIA Caring AMBROSIA

‘Her’ addendum

Dedicated to ‘Her’ Our Caring and Amazing consumer

‘Her’ From a

Woman’s perspective

Whenever you have a question go to

the store and talk to your customer.

She has all the answers and all the

money

1. Sanoma Research

2. Belongers Research

3. The Positioning possibilities

Gain new and better insights about our core-customers,

beyond- but building on caring and amazing

Ultimately from the basis for a ‘target group gallery’

Her

project

charter*

Listen to ‘Her’

‘ Today’s woman have more roles to play ever

before- the professional, wife, mother, daughter

watcher.

We understand this isn’t always easy.

It’s why our marketing team Ambrosia have been

delivering a cosmetic and attractive wine brand

that suit their diverse lifestyles and taste pallets

different products who our customer helps to relax

and works on her inner beauty.

And it’s why our retail partners work so hard every

day to ensure our customers looking satisfied and

feeling good.

We focus on ‘Her’. Its why generations of woman

buy Ambrosia regularly.

Her – I will understand what she loves about

Ambrosia and give her more of what she wants.

Ambrosia will surprise her with CARING and

AMAZING ideas and taste experiences. Her needs always come before internal needs. ‘

Research Qualitative and Quantitative research conducted by Sanoma Publishing as a guide to update their target group thinking for leading woman publications.

(Het fijne van vrouwen)

1

“The fine of women”

Real and Ideal? Every Her Combines a CARING with an A AMAZING dimension

What she think she is….

Real Her • caring • reliable • honest • friendly • social

Self sacrificing

What she wants to be….

Ideal Her • attractive • care free • energetic • spontaneous • number one

Self confident

‘She has all the money’

85% of all buying

decisions are

made by Her

Th is is not a boat ‘Rather a weekend on the

water than a boat!’

‘Her ‘ has a s t rong focus on rea l bene f i t o r ien ta t ion

just like anybody else

She wants to be

different

‘Her’ wants to stand out – or join in- paradoxical behaviour

• more respect

• more success

• more aspirations

• more relax

• more confident

She must

feel good, to be

attractive and successful

Feel good

Even when she doesn’t seem to be

She is

always

aware about

healthy and care in

combination with

added valued

products

Conscious

Different emotions, Different choices

• Fatigue

• Insomnia

• Restlessness

•

•Relaxing

•Keep the quality

•Ensure

•Worry free

• Happy with

• Tense

• Working Conditions

• Expectations

• Family

• Troubled times

• Concerns

2 Belongers

Research

WPP has been questioning 800000

consumers since 1993 in more than 50

countries. In this global study they researched

the basic motivations of people and their

perception about brands

There are

seven kinds

of people

Based upon Dr.Maslow’s famous “Hierarchy of

Needs ”WPP globally investigates the basic

motivations of people since 1987. It is called

the 4CS, short for Cross Cultural Consumer

Characterization and characterizes people with

7 basic motivations beyond AGE. 4Cs brings

target groups alive and gives insights that go

far beyond age, gender and income. It reveals

motivations, values, feelings and lifestyles,

everything that drives people.

7

Ambrosia

Core and Global

motivational

Group

Belongers The basic motivation of Belongers is security. They

primarily want to belong; to their family, their group

of friends, the majority of the population. It is

globally the most important motivation. And it is the

largest buyers group for the future of Ambrosia

Q to nature++ Wines

For Her is

important

to feel more

Self Confident and

Accepted

About Her

“Inner beauty”.

For Her, the family and people in the

neighborhood are very important. ‘People like you and me’. Her choices are more “we” based. Her daily routine and domestic world are important anchors. ’Í love the way things are’. She avoid direct confrontations and obeys the rules. Her responds to big established/ mass market typical family and ‘value for money’ brands. For Her food & beverages is a way of being accept and respect.

Her watches food shows and cooking programs for the whole family, reads magazines and like leaflets with valuable promotions from retail chain . Further is Her close connected to her group through social media.

Customer profiles

Young Mother

Young Woman

Mature Mother

Grand Mother

Grand

Mother

Loyal for long time

Young

Mother

Very important group of potential users, now and in the future

Young

Woman

Our group for the future

Mature

Mother

Very important group of clients for lots of years.

I

SABEL

EMMA

LAURA

JULIA

Young

MOTHERS

Key Characteristics: • My life= my kids (but don’t forget myself-

• Finest brands – always and everywhere valued products

• Healthy living – smart shopping is a must

• Interested in coupons and folders

• Share opinion about brands and products

• TV cooking programs / shows

Mature

MOTHERS

Key Characteristics: • Healthy living – man and and kids are everything

• Balance between work and private live

• Buying private label more often

• Likes magazines and TV

• Adolescents are making Her insecure

• Preference for family brands (food, wine, etc)

• Like promotions and tastings

Grand

MOTHERS

Key Characteristics: • Now the kids have left home, I want to enjoy myself

• Stay healthy – likes magazines and TV cooking

• Charity work – spending on loyally brands in food

•Advertsing is only for young people; but I’m young too

Young

Women

Key Characteristics: • Going out – always too little money

• Insecure about herstyle and presentation, status oriented

• Interested in support about food and beverages with value

•Friends, new trends and sporty

• Internet, social media and TV

She seeks inspiration

for Her aspiration

TV and feel

good

magazines

Social

media &

Internet

Friends

Peer

groups

Other

woman's

Icons and

celebrities

How does it all fit in?

Left brain

Fit in

Aspiration

feel better Right brain

Rules

Help

50

Real

Feel different

More relax

Inspire

30

Ideal

Caring AMBROSIA Amazing AMBROSIA

3 The positioning

Possibilities

Motivaction research about the different

possibilities to characterize target groups in

their model Mentality.

“FUNCTIONAL ELEMENTS YOU CAN COPY BUT WHO YOU ARE NOT “

Positioning is the art of putting your marketing and sales activities to effective use.

But before we can help with that, we first offer insights into: ◦ Your brand's position in the market as viewed by your

target audience

◦ The direction you should take to better develop your brand's positioning

◦ Using qualitative research, we’ll make a clear assessment of your brand’s emotional and instrumental values, which you

then use as a foundation for your brand strategy.

How competitive are you in the market place? Or rather, how competitive are you measured against your competitors?

We use a wide variety of quantitative research methods to answer just such questions for you.

• More information:

• Henk Terol

• Marketing & Sales Director

• Tel:

• Mob: +31 (0) 654977703

• E: henk.terol@propol.nl

• I: www://ambrosia.nl