Tag Archives: Gender marketing encounters

Gender Marketing encounters, interview n°13


CLUB MEDITERRANEE Interview
With Laure Baume, Marketing & Customer Relations Manager in France, Belgium and Switzerland

30th March 2012

Laure Baume, Marketing & Customer Relations Manager in France, Belgium and Switzerland

Laure Baume, Marketing & Customer Relations Manager in France, Belgium and Switzerland

Agence L / Womenology
What is the percentage of decision-making women for purchases of Club Med holidays?

Laure Baume
Women represent 70% of purchasing decisions. They decide to come to Club Med, not because they don’t know how to organise a holiday themselves but because they want a bit of time for themselves. We also have 30% of single-parent families. Studies we’ve led show that men (separated, divorced or living on their own with their children) come to Club Med because they can focus on the essential, their relationship with the children they don’t see very often, because Club Med takes care of all the material aspects. It’s a really important benefit that Club Med provides.
But active women, whether single parents or not, are our main target market. Club Med offers them moments when they can be sure of keeping all the family happy, and moments when they can take time for themselves, do some sport, go to a party, etc… all the while being able to make the most of time spent with their children. Club Med has this ability to reunite all of these elements in one week.

Posted on 23 April 2012 in Entertainment & Culture, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°12


Pernod/TAC (The ABSOLUT Company) Interview
With Karine Lienhard, Regional Director, South & West Europe Brand Development – Pernod/The ABSOLUT Company

Karine Lienhard, Regional Director, South & West Europe Brand Development - Pernod/The ABSOLUT Company

3rd February 2012

Agence L / Womenology
Do you see any differences in female purchasing or consumption behaviour in the markets that you’re responsible for?

Karine Lienhard
I manage a dozen markets in Europe and yes we see differences from one market to another.
In the United Kingdom, for example, women’s purchasing behavior is very compulsive, driven by brands’ promotional strategies and innovation.

Posted on 10 April 2012 in Diet, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°11


Interview with Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe 

P&G Vice President

Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe

The 2th April 2012

Agence L / Womenology
Do you know which group of customers/shoppers are the ones consuming products of your brand? Those who decide? Those who buy?

Anne Doberstein
Roughly speaking, about 80% of our products are bought by women. This includes up to 60% of male grooming products like Gillette, Braun or Old Spice being bought by mums, wives, girlfriends etc for the men in their family. Often, however, the actual purchase decision on brand or product may already have been made as loyalty in these categories is high.

Posted on 5 April 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°10


HARLEY-DAVIDSON Interview
With Isabelle Zammit, Marketing and Communication Manager – female segment
16th February 2012

Isabelle Zammit, Marketing and Communication Manager – female segment

Isabelle Zammit, Marketing and Communication Manager – female segment

Agence L / Womenology
You are Marketing and Communication Manager, specifically for the female market; is this a new position at Harley-Davidson?

Isabelle Zammit
Harley-Davidson has always been interested in women, they make up a real part of the brand’s DNA and history. It was in 1907 that a Harley-Davidson motorcycle was first ridden by a woman. Nowadays, more and more women who are looking for action-packed activities take an interest in motorcycles, they want to give them a go, and they come to a dealership or bike show because they feel that Harley-Davidson is a brand that’s adapted to who they are.

Posted on 29 March 2012 in Entertainment & Culture, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°9


FEMMES ET VIN DU MONDE Interview
With Régine Le Coz, President and Founder
22nd February 2012

Régine Le Coz President and Founder of Femmes et Vins du monde

Agence L / Womenology

Régine Le Coz, President and Founder

Régine Le Coz, President and Founder of Femmes et Vins du Monde

By way of introduction, could you present your career path so far and “Femmes et Vin du Monde” (Women and Wines of the World)?

Régine Le Coz
I’m a state-registered oenologist and a vineyard consultant. I’ve had quite an eclectic and unusual career path so far because I took the backwards route to become an oenologist. First of all, I created the Mondial du Rosé in 2004, it’s an international rosé wine competition, in collaboration with the Union des Œnologues de France (French Oenologist Union). Then I created other international competitions, tasted exclusively by women, because naively, when I discovered this domain at the age of 32, I believed that only men and priests could work in the world of wine!

So six years ago, we opened the first international competition of world wines tasted by women, with five colleges that represent the whole of the field of wine.
Why women? It didn’t have any feminist aspect, it was just to put some focus on this field that was opening up to women, in order to show the different professions that exist in vineyards and in wine and also to highlight the role of women on an international level.

Posted on 23 March 2012 in Diet, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°8


COCA-COLA Interview
With Manuel Berquet-Clignet, Marketing Director

23rd November 2011,

Agence L / WomenologyManuel Berquet-Clignet, Marketing Director of Coca Cola
What’s the share of female consumers and buyers of your brand?

Manuel Berquet-Clignet
We have perfect parity between men and women in terms of consumption as a result of the range that we offer (flavours, formats, with sugar, sugar-free, fruits, etc.). On the other hand, it’s a bit more marked in terms of purchasing because 70% of buyers in our product categories are women. Of course, there are also differences depending on the brands and their positioning: Coca-Cola Light has a much more female audience than Coca-Cola Zero for example.

Agence L / Womenology
Have you noticed whether this share has changed in recent years?

Manuel Berquet-Clignet
No, not really. The key choice criteria for drinks are taste and sugar content, and women are particularly sensitive to that. If we take a brand like Fanta, which contains juice (the equivalent of 2 oranges in a 1.5 litre bottle) and which also exists sugar-free, we’ve also been able to appeal to the female market.

Posted on 21 March 2012 in Diet, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°7


BOUYGUES TELECOM Interview
With Agnès Testard, Operational Communications Director
And Sophie Masclet, Marketing Strategy Director


25th November 2011

Agence L / WomenologyAgnès Testard
What is the male/female split amongst your subscribers? Do you see a feminisation of the market?

Bouygues Telecom
In our sector everybody or nearly everybody is equipped with a mobile phone, and taking into account the size of our customer bases, we therefore have the same split as the general population. We just observe some small differences: for example, young girls are given mobiles by their parents earlier than young boys; the female market is a bit bigger in this age group.

Posted on 19 March 2012 in High Tech, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°6


Interview with David Garbous, Director of Marketing – Lesieur

January 6th 2012

Agence L / WomenologyDavid Garbous, Director of Marketing Lesieur
What proportion of women buy Lesieur products ?

Davis Garbous
Lesieur is present in two huge markets : oils, which make up 90% of our company, and sauces and condiments. 74% of all consumers are women, and yet this is a figure that is on the decline. The consumer demographic in the oils sector is becoming increasingly male, with more and more men getting involved in the shopping process. In other words, they no longer blindly follow the shopping list they are given, but instead are starting to make their own decisions in choosing products.

Agence L / Womenology
Can this be explained by a shift in attitudes ?

Davis Garbous
It does appear that there has been an evolution in terms of the distribution of tasks, responsibilities and even social structure (17% of households are single-parent led, compared to 6% in 1962). However, there is still a deep-rooted notion that men should cook at the weekend, for friends and special occasions, while women should be relied upon for daily meals.

Posted on 16 March 2012 in Diet, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°5


Interview with Xavier Vey, General Manager at L’Oréal Luxury Division France

11th January 2012

Agence L / WomenologyXavier Vey, General Manager at l'Oréal Luxury Division
What share of the perfume market does the female market represent?

Xavier Vey
To give you an overall picture, the French fragrance market is the second biggest in the world, the first being the United States. But bear in mind that the size of these two markets is very similar despite the population of the United States being six times bigger than the population of France!
In France, the fragrance market represents 60% of the total consumption of skincare-cosmetics-fragrance products. And female perfume represents more than 40% of all these products in selective channels. Our target market is 80% female. And with a 20% share of fragrances for men, France is one of the most important markets, globally, for male fragrance.

Agence L / Womenology
Has this female/male division changed in your market?

Posted on 15 March 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°4


Interview with Odile Roujol, Director of Communications at Orange

Agence L / WomenologyOdile Roujol, Director of Commeunications at Orange
Globally, what’s the share of female consumers of your new brand Sosh, in relation to male consumers?

Odile Roujol
Sosh is the 100% digital mobile brand launched by Orange, it’s community-based and participatory. In community, on the social networks, we pretty much cover the French population. In terms of subscriptions, we were at about 2/3 men and 1/3 women in the first few weeks after its commercial launch in October 2011.

Agence L / Womenology
At Orange, have you seen this share evolve over the last 10 years?

Odile Roujol
The market has in fact evolved in terms of equipment with the development of smartphones and now tablets, new practices have developed from voice to Internet connection and we’re noticing that women are getting to grips with it just as much as men and with a real interest in all these new customs. There therefore isn’t really much of a difference in use.

Posted on 12 March 2012 in High Tech, Reflections, Gender Marketing encounters , Sectors
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