FRANCE: BEHAVIOUR OF MOTHERS OF YOUNG CHILDREN
Article Abstract:
Mothers of young children (infants under one year old) like brand with high brand awareness and are loyal to them. The brand must use several marketing tools in order to elicit the first purchase from this target. These include promotion allocations, which nevertheless must meet quality and safety needs, be simple to use, and provide advice) and couponning. In order to gain the loyalty of mothers of small children, the brand must establish strong personal contact, possibly by using a license. Mothers of small children shop less often in hypermarkets (5 times a month, compared with 5.2 times for the population as a whole), but according to Taylor Nelson Sofres Distribution, they spend more per market basket with EUR 373.50 per month compared with EUR 353.88 for households with children who are two to five years old. They are willing to make mail order purchases - 7% make mail order purchases compared with 1% of the general population. They appear to favour Carrefour - 17% of them shop at Carrefour stores, compared with 13% for the population as a whole.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: BABIES UNDER TWO AND MARKETING
Article Abstract:
According to C.P.G, mothers are the heart of marketing for babies up to two years old. At this age, the babies react to products with pleasure, rejection, or indifference. Mothers decide whether or not to buy a product based on these reactions, as they are perceived and understood. Packaging plays an essential role in helping mothers to make their choices. The packaging must be a reference point, and must inform them and appeal to them. The packaging must refer to major values such as the infant's growing awareness, gentleness, love, advice, quality, and must be easy to use. In order to get the mother to purchase an article, reassuring messages must be used, including information on health, the infant's growing awareness and development, and words such as 'guarantee,' 'backing,' and 'norms' or 'standards.'
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: MOTHERS ARE A COVETED TARGET
Article Abstract:
According to Marketing Book Junior, for the year 2000, future mothers and young mothers are a coveted target for brands. Brands' pressure on this target is through personal contact programs with gifts of 'maternity boxes' when the baby is born, distribution of informative brochures, and sending personalised mailings when they have left the hospital. The purpose of these direct marketing tools is to attract and gain the loyalty of a target which spends money and is sensitive to brands. Households with babies spend FFr 35,000 per year on the average in the first four years of the baby's life. Day nurseries are the principal item in this budget, representing 37.1%; followed by food, which represents 16.1%; equipment which represents 14.3%; housing, which represents 14%; and clothing, which represents 9.7%.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
User Contributions:
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