gender marketing - palnivelrajan manokaran

Gender MarketingPalnivelrajan Manokaran

German Indian Management Studies (2015 – 2017)

Hof University of Applied science

Matrikel-Nr : 01427716

Date : 17-11-2016

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Männermarketing + Frauenmarketing

Agenda

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Definition of Gender marketing

About Gender marketing

Approaches in Gender Marketing

Decision-making process

Buying behavior – Examples

Male and female products categories

Product example of Gender marketing

Overview

Overview

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Gender marketing is not only about the gender differentiation in marketing. It means a better understanding of the customer and their needs. It also means that demand of both genders was studied separately and provide a solution

based on their needs.

Is gender marketing is only a gender differentiation in marketing?male VS female

Definition

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Gender marketing is the link between a broken gender image with the resulting opportunities

and market challenges and the dialogue between customers and clients, as well as the employees

and Business-side employees. This linkage enables the development, the production and

distribution of gender-sensitive products and Local services. (Kreienkamp, 2007. P56)

Reference : Kreienkamp, E. (2007), P 15, Gender marketing. Austria

Gender Marketing refers to the consideration of different needs, interests, and behaviour of men

and women in the alignment of marketing activities of a company (Bluestone, 2016).

Reference: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/

Gender marketing

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Handel Trade /Dealer

Marke/

Hersteller

Kundenshaft

Manufacturer

Customer

Produkt Product


About Gender marketing

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Gender marketing is a whole system. It includes the gender

of the customer

of the product

the manufacturer or its brand the dealer/ trade channel

communication ( content, style , communication channels used )

the services

the sales consultants and their salesmanship

the pricing

Gender Marketing starts with the market research and development , and ends at the earliest with the after-sales services.


Decision-making process

7Reference : Kreienkamp, E. (2007), P 99 , 101 Gender marketing. Austria.

SEARCH FOR

INFORMATIONDECISION

MAKING

ASSESSMENT

OF

ALTERNATIVE

IDENTIFYING

THE PROBLEM

AFTER

PURCHASE

BEHAVIOUR

SEARCH FOR

INFORMATION

QUESTIONING

SEARCH

INFORMATION

IDENTIFYING

THE PROBLEM

ASSESSMENT

SEARCH FOR

INFORMATION

TEST

AFTER

PURCHASE

BEHAVIOUR

RESULT :

THE PERFECT ANSWER

RESULT :

ONE GOOD SOLUTION

Buying behavior

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Women picks and men hunt

Reference : https://thumbs.dreamstime.com/z/woman-grocery-shopping-supermarket-portrait-blond-women-aisle-33915586.jpg

: http://www.icsc.org/sct/uploads/newswire/mansupermarket.png

Example :Buying-behavior – Purchasing of Car

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The process of purchasing the car and the questions posted as a query to a salesperson would be a good example

Men may post the questions like

Within how many seconds it will reach 100 km/hr from 0 km/hr?

How efficient are the technical components?

Women may post the questions like

Can I park this car easily in a small parking slot

How safe to have children on the rear side of the car (child-lock features)

Storage space and about fuel efficiency

Men will be technical oriented and Women will decide based on their comfort.

Reference : Kreienkamp, E. (2007), P 99 Gender marketing. Austria.

Example :Buying-behavior – Purchasing of Smartphone

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Brand Product specification product design Product offer

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1

2

3

4

5

6

7

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Male - Decision-making process in Smartphone Purchase

Male 1st Preference Male 2nd Preference

Brand Product specification product design Product offer

0

2

4

6

8

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Female - Decision-making process in Smartphone Purchase

Female 1st Preference Female 2nd Preference

Male and female products categories

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Male product line Female product line

Big cars, Play stations Small cars

Beer, Hard alcohol Soft drinks

Aftershave lotions, Men’s Perfume Cosmetic and Haircare

Technical products Consumer electrical goods

Suit and tie Fashion products and Accessories

Adventure trips and freedom Kids and Family trips

Property Home decorating items

Reference : Kreienkamp, E. (2007), P 58 Gender marketing. Austria

Product example : Lady Shaver- Venus Gillette

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Reference : http://gillette.com/en-us/products/razors-trimmers-and-blades

: http://www.gillettevenus.de/de-de

vs

Gender marketing – Barbie toys

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Reference : http://kids.barbie.com/en-us/shop

First appearance: March 9, 1959

The Larissa Waters has

launched an awareness

campaign called

“No Gender December”

Tony Abbott says: ‘I certainly don’t

believe in that kind of political

correctness. Let boys be boys, let girls

be girls – that’s always been my

philosophy’

Product example : Yorkie

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Yorkie was launched in 1976 to take on brands such as

Cadbury’s Dairy Milk and provide a chunkier alternative to

the slimmed down Dairy Milk bars. It has no artificial

colours, flavours or preservatives.

“don’t feed the birds!”

Reference: www.businessinsider.de/the-story-behind-the-yorkie-chocolate-bar-2016-3

Product example : Honda Fit She’s

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Reference : http://jalopnik.com/the-honda-fit-shes-should-never-have-existed-and-is-alr-1634318607

Honda has developed a model exclusive for women in their Japanese market with the product name as “Honda

Fit She’s” by which they mean that , this model is specifically in the market to target female gender.

Conclusion

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Should be Innovative

Should have risk taking capabilities.

Continuous improvement to stay in the competition.

Targeting the right gender with the right product.

TO BE SUCCESSFUL IN THE MARKET

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Reference

Website:

(2016, Nov 02). Retrieved from Bluestone: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/

Alex Zolbert, C. (2012, November 2012). Honda's pitch: She's pretty in pink. Retrieved from Honda's pitch: She's pretty in pink: http://edition.cnn.com/2012/11/27/business/japan-

cars-females/index.html

Barbiemedia. (2016, November 07). History-Barbie. Retrieved from History-Barbie: http://www.barbiemedia.com/about-barbie/history.html

Davies, M. (2012, Feb 11). Honda Made a Car Just for Dumb-Dumb Lady Drivers. Retrieved from Honda Made a Car Just for Dumb-Dumb Lady Drivers:

http://jezebel.com/5957147/honda-made-a-car-just-for-dumb-dumb-lady-drivers

Gender Importance In Marketing. (2016, October 24). Retrieved from www.123HelpMe.com

Gillette. (2016). PROCTER & GAMBLE. Retrieved November 04, 2017, from http://www.gillettevenus.de/de-de

Heilpern, W. (2016, March 15). Retrieved from businessinsider: www.businessinsider.de/the-story-behind-the-yorkie-chocolate-bar-2016-3

Ireland, N. U. (2016, November 02). Nestlé UK and Ireland. Retrieved from http://www.nestle.co.uk/brands/chocolate_and_confectionery/chocolate/yorkie

Book:

Kreienkamp, E. (2007). Gender marketing. Austria.

Thank you

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gender marketing - palnivelrajan manokaran

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