News

Sony targets female market with consumer electronics (8/12/2005)

Women are the world's largest social demographic, influencing over 84 per cent of consumer goods purchases. And yet, consumer electronics (CE) is a product category that has traditionally bucked the trend. In Germany, for example, women make just 19 per cent of CE purchases.

However, Sony has signaled a major change in its CE marketing strategy as it enters the HD era, identifying significant changes in CE buying patterns - with women becoming far more influential - and is openly targeting the feminine buyer. "The market is changing throughout Europe," explains John Anderson, Director Sony Home Entertainment Marketing Europe. "This year, women will spend on average around Û1000 on technology. UK electronics retailers, for example, have experienced a 20 per cent increase in female customers during the past two years."

In its attempts to understand female customers, Sony has built a profile of this technology user. Nicknamed Heidi, Sony's new female customer is more likely to choose to buy a HDTV than a one-carat diamond ring. One third of all 20-something Heidi's use a PlayStation and her teenage counterpart is more likely to use mobile phones, digital cameras and DVD's then equivalent teenage males.

According to Sony, Heidi is highly educated, independent and above all, individual. She can't be pigeonholed and expects high levels of service. She will invest more time making her initial purchase in a category than a man, and will recoup her time investment by staying more loyal to her chosen brand. Women identify a need and then buy a product to meet it. They choose products that meet emotional as well as functional needs. Two things that fuel her love affair with consumer electronics are sociability and fashion.

In striving to meet the needs of this growing market, Sony has turned many traditions on their heads. In a male- dominated sector, Sony has invited female commodity planners, sales and advertising executives in Japan to assist in Sony product development. "HD home entertainment in general and Super Audio CD in particular are good examples of technologies that appeal to female consumers," explained John Anderson. "Super Audio CD pushes all the right buttons in terms of emotional impact and sociability. We are seeking to combine outstanding performance with stylish design and effective ergonomics - all these factors are important to today's female consumer."

"One good example of this approach is the DAV-X1 which offers high levels of surround sound quality in remarkably stylish and compact form with just three front speakers. Since its European launch this September, the DAV-X1 has proved to be a top-seller, creating high demand in many European markets and our research shows it is very popular amongst female buyers," commented Anderson.

www.superaudio-cd.com