Marketing Concepts
Traditionally, most companies have tried to market in a broad spectrum in
alignment with no gender focus except in situations where a gender specific
product requires that focus.
Of course when marketing a woman’s product
to a woman, you project the benefit to her as a consumer but if marketing to her
husband, you project the benefit to him for making her happy.
This is
true in almost every case of promotion and works in reverse order for male and
female potentials.
One amazing thing that has taken place of the past
decade is that women are now a major role player in the consumer market. As a
whole most large purchases and investment products were marketed solely to
men.
With the rise of women in the work place and the roles of the family
becoming more blended to fit our culture, women hold a major ‘purse’ string in
the market place.
When considering your marketing strategies, be sure you
ponder how your product would be marketed differently to each gender. Don’t
just assume that men or women are the major players in your industry without
some facts to back it up.
For instance, most people would consider
automobiles, computers, homes, and the like to be a mainly male focused market.
On the contrary, even if the men are making the deals, the women are approving
them and most of the time, pushing the envelopes on the buying
decisions.
As for house wares, furniture, food, groceries and even
lingerie, men are looking more and more into the domestic market and are more
emotional buyers than are women.
Bottom line: Do your homework and
consider a dual platform in your approach to marketing.