Marketing to women – finding 'Heidi'

This MMC presentation from 2007 reveals how women - specifically highly educated, independent, degree-holding individuals (Heidis) are an economic force to be reckoned with.

The comprehensive report provides detailed analysis of the lifestyles of this key audience of women aged 25 to 35 using research from a wide range of sources including Mintel, Nielsen, TGI, BMRB, GfK and SPF 15.

Insights include how Heidis spend their cash and manage their debts, plus a definition of distinct subsets:

• Hedonists

• Career wise

• Sensible, steady and strong

• Home bodies

It also illustrates which marketing strategies work, with a look at how Sheila's Wheels and Superdrug successfully integrated direct mail and email/web campaigns to appeal to this powerful group of women.