THE WORKING WOMAN IN INDIA TODAY

CROSSING THE RUBICON

“GODDESS” REINSTATED“Celebrating her eros rather than just her fecundity”

DRIVERS

• Celebrating sexuality need more pronounced given her evolving role definition within and without the home

• Recognising her creative force creating has gone beyond motherhood into the workspacea

• Rewards for her creativity at work motivate her; home has become relatively restrictive

“GODDESS” REINSTATED“Celebrating her eros rather than just her fecundity”

IMPACT

• Acknowledging and unleashing her sexual power expressed in brands positive and powerful not covert sexuality

• Brands addressing women shift from being passive/caring/nurturing alone to leveraging the “Eros”

• From depicting her drudgery/hum drum/mundane to engaging all the senses

• Sphere of admiration has widened from family and reference group to the workplace

IMPLICATIONS

• Feminine power brands • Creative, quirky brands • Brands that recognise her unique

success• Brands that admire her

THE ALPHA SHE“She brings the feminine force to the workplace”

DRIVERS

• Expresses and applies her femininity in the work place acknowledges its strengths and leverages it to her advantage

• EQ is her life code she brings it with her no matter where she goes• Increasing number of female decision makers and role models• Coming of age of the female work force

THE ALPHA SHE“She brings the feminine force to the workplace”

IMPACT

• Relationship hubs at work leadership based on harmony

• Creating “NURTURING” organisations

• EQ = more loyalty in work force, better productivity, training , learning, nurturing, less type cast roles

• Mini Me Mentoring and grooming in the work place

• Feminine technology intuitive to the woman’s mind and attractive to her senses

• Dimensionalising the scope of ‘masculine’ brands e.g. Tag Heuer female range

• Work centric product solutions have to address the unique needs of the Alpha She e.g. laptops

IMPLICATIONS

• Feminine technology

• Dimensionalising the scope of ‘masculine’ brands e.g. Tag Heuer female range

• Work centric product solutions that address the unique needs of the Alpha She e.g. laptops

• Office accessories

SUPERWOMAN“Don’t mess with my turf”

DRIVERS

IMPACT

• High stress life she is exacting but at the same time needs nurturing herself to avoid the stress showing through camouflage

• Schizoid existence lots of conflicts which brands have the opportunity to resolve

• She needs facilitation not delegation not escape but empowerment

• The woman wants to retain her traditional domestic power base and add to it the work place is yet another source of power

• She thrives on the control that it gives her in all her avatars • It is not about balancing her different roles instead about over filling the

glass

IMPLICATIONS

• Stress relief solutions – spas, salons • Makeover solutions – skin care

salons • Professional Home solutions –

janitor services • Technology that promotes higher

order convenience at home and outside

• On line shopping and services • Brands that acknowledge her

Superwoman status • Products that engage children and

provide learning value

FLOATING GENDER“ ‘She’ is no longer her definition”

DRIVERS

IMPACT

• She qualifies everywhere • Brands can express multiple roles she plays go beyond just the feminine.• New positioning spaces androgynous brands unisex brands

• Entering a space beyond her genetic truth allows her to adopt an androgynous persona lets her assume the roles she wants to at any given point no assumptions can be made or imposed

• Androgyny is a passport to both worlds

IMPLICATIONS

• Media – traditional male domain – sports (rugby, wrestling), finance, technology programmes

• Masculine brands that have line extensions versions also used by men e.g., Marlboro Lights, cars, bikes

GIFT OF GUILT“ I am the eternal victim … And oh how I love it”

DRIVERS

• I do so much I deserve more• Being the victim gives her the power to negotiate; manipulate her husband,

parents, kids, in laws• Giving vent to her resentment

GIFT OF GUILT“ I am the eternal victim … And oh how I love it”

IMPACT

• Brands can take on nurturance roles rewarding, pampering and recognising her victim status the hero at rest

• Brands must not assuage this guilt they must be the reward instead

COMPENSATORY LIVING“I must make up for not being there”

DRIVERS

• Having to pack all the loving in to smaller pockets of time• Family must benefit from her new status• Must live up to her primal and acquired role• Maximise their time with the family

COMPENSATORY LIVING“I must make up for not being there”

IMPACT

• Frequency and boundaries of indulgence blurring and expanding Many No’s becomes Yes’s.

• Threshold for pester power is much lower

• Ask and I will deliver• Brands can ride on moments rather

than relationships in their totality explode the moment