Category Archives: Gender Marketing encounters

(Français) Les rencontres du Gender Marketing, interview n°28


Posted on 8 January 2013 in Gender Marketing encounters

Gender Marketing encounters, interview n°16


METLIFE Interview
With Doria Cherkaski, Product & Marketing Communications Manager
3rd May 2012

Agence L / Womenology
What percentage of MetLife’s customers are female? Has this percentage evolved over the last few years?

Doria Cherkaski

Doria Cherkaski, Product & Marketing Communications Manager at Metlife

Doria Cherkaski
Overall, our porfolio of direct customers is made up of 57% women. Today, this proportion of women is a bit less than it was in 2002. This slight over-representation of women in our portfolio is perhaps due to the typology of our products which females tend to buy more, such as “accident”, “hospitalisation”, “funeral plan” products. For protection plans that require a consulting or patrimonial approach and that are bought face to face, the male population is more present.

Agence L / Womenology
MetLife isn’t so well known in France; how do you communicate your brand?

Doria Cherkaski
It’s only been a year that we’ve been under the brand MetLife in France. We’re eager to develop the brand’s reputation but that will happen gradually, particularly by highlighting the innovative nature of the new products we’re developing.
We have just launched a product that’s aimed at the female market, Serena, an insurance in the event of diagnosis of a female cancer, which is driving us to advertise in very different media. Being an extremely segmented product, we’re also going to put in place a very segmented advertising system by being present on sites with a very large female audience that focus on family and women’s concerns…

Posted on 15 June 2012 in Banking & Insurance, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°15


Renault-OMD-Publicis Conseil interview

Laure Grégoire-Braems, Marketing Strategy supervisor, Renault
Cyril Forget, Media Analyst for Communicatons Director of models & brands at Renault
Sophie Benkemoun and Hélène Duvoux-Mauguet, strategic planners at Publicis Conseil
Maria de Saint Roman, Strategic Director at OMD
Elisabeth Tran, Insight Director at OMD
Stéphanie Duhamel, international advertising sales director and Carole Barkatz, marketing strategy director at aufeminin.com

20th December 2011

Agence L / Womenology
What percentage of your consumers and shoppers are female?

Renault – OMD – Publicis Conseil
In the studies that we have available to us and that are based on the main driver of the car (i.e. the registered keeper of the vehicle), 1/3 of new car buyers are women. In the small car segments (Twingo, Clio, etc.), this reaches 50%.
But these studies tend to underestimate the weight of women as secondary drivers (i.e. not the registered keeper of the vehicle), such as mothers, for example.

Posted on 11 June 2012 in Motoring, Reflections, Gender Marketing encounters , Sectors
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Les rencontres du Gender Marketing, interview n°14


Interview with François Xavier Apostolo, Marketing Director of Beauty and Toiletries at Unilever France

7th March 2012

Agence L / Womenology
How would you define the Dove brand’s approach towards women?

François Xavier Apostolo
For International Women’s Day, we wanted to send a strong message out with Dove. We know that it’s a bit overworked and that we wouldn’t be the only ones speaking to women. But with this brand, we think that we can legitimately talk to women on this particular day because we address them differently.
The Dove Campaign for Real Beauty was launched in the 2000s. It formed part of a coherent approach in relation to Dove’s vision of beauty, by emphasising the “real beauty” of women.
Today, we’d like to take things even further: we want to reunite “real beauty” with a slightly more aspirational dimension. Beauty has been pigeonholed for a long time with models on the one hand, and “real beauty” on the other, with no link whatsoever between the two.

Posted on 23 May 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors

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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