Mission Critical - Marketing to Women - Free Resources - Articles

Mission Critical: Marketing to Women

Link to your site | Feedback | Invite a friend

<< Previous
continued from: The Need

Statistics in Asian countries and particularly in India are not very different from the above stated scenario. In India, the working women population has risen from a mere 13% in 1987 to more than 30% in 2003. This is a significant growth. According to a recent research by the ACNielson ORG-Marg team, working women account for 15% of the total urban population of 150 million.

All the above mentioned facts and figures clearly prove that there is a growing need for today's organizations to market to women. The question is how?

The Dilemma
Are women different from men and should they be treated differently? Yes. Is marketing to women the same as marketing to

men? Are women and men the same? The answer is No. Hundreds and thousands of studies in fields as diverse as biochemistry and anthropology prove and reconfirm that there are numerous gender related differences between men and women. It is a fact that women are different from men and so, they should be treated differently. And marketing to them is different from marketing to men.

The psychology of women is different from that of men and the reasons they buy things are also entirely different from the reasons why men buy the same things. "Women and men should be treated as different customers, because they are as much different `shopologically' as they are `biologically'," says Faith Popcorn, in her book EVEolution. What Andrea has to say on this context is, "Marketing to either gender or to any specific segment of the consumer marketplace for that matter, involves discovering what is relevant and delivering your product / service in a way that will speak to the prospect".

She goes on to say that certainly there are differences between the way men and women think, in what they look for in a product or service and in the way they want to learn about new products / services. Prof Sheth adds to the argument and says, "Marketing to women is generally different from marketing to men with respect to the design of the product or service, price of the product or service and the media utilized to reach them".

More >>