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Are brands still into simplistic classification of women into bahu, beti, biwi, ma?

Created by : Sheetal Jadhav, Sales/BD Manager, Future Group  | 03 09 2011 10:32:40 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Consumer Sales(Sales & Marketing)
Keywords : brands sales customer satisfaction purchasing indian brands marketing to women brands marketing to women
Activity:  512 views;  last activity : 01 28 2012 12:47:40 +0000

Brands still tend to box her into a simplistic classification of the bahu, beti, biwi, ma, seductress....will this type of marketing to women work out in the first place.  What do you think people are brands still into simplistic classification of women into bahu, beti, biwi, maa(daughter in-law, daughter, wife and mother)????? share your views on this people..........

  
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Yes in India its big time.....brands still classify women only to this particular set like bahu, biwi, beti and maa and not the recently time challenged working women.  It's always in one of her 'doer' avatars, seldom understanding or reflecting her dilemmas and emotions as an individual. While the brand may offer a family relevant solution, the relationship can be far more powerful if its conversation is deeply personal.
By Sheetal Jadhav, Sales/BD Manager, Future Group  03 09 2011 10:32:40 +0000
 
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ask Mr Vi jay Mallya perhaps he will give clear the benefit of doubt
By sudhakar , BUSINESS CONSULTANT  03 09 2011 14:36:53 +0000
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It is India after all. We have changed a lot in last 20 years. But our culture and values have not changed. Today more women are career oriented but in the family they have maintained the same status so even now brands simply classify things. It is evident from the success of daily daily soaps which are based on family.
By Saquib Alam, B.A (sociology), BRA Bihar university  | 01 28 2012 12:47:40 +0000
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Perfect Branding is done using different kind of classifications. For Example, in a garment shop the dresses are classified into age group. Also people of old age will not be comfortable with the dresses of youth, so they would prefer their own divisions. So the branding also has to take place the same way. What the Bahu or Beti wears, the maa or saasu maa will not wear. But actually the branding is done on age group basis and not saas - bahu or maa - beti basis. Hope things are clear now. Regards, Anna George. Web Analyst. Nichepro Technologies. Bangalore. http://www.nichesuite.com
By Anna George, Web Analyst, NichePro Consulting LLC  | 01 27 2012 05:03:25 +0000
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According to our culture woman is playing a vital roll in all the families house hold is concerned,because of this all the marketing companies using House hold type of advertisements to differentiated the brands for different usage to Mother, Son, Daughter, it is good concept to maintained the Social Values.
By R.Saseenthren , Freelancer, FMCG/Foods/Beverage  | 07 30 2011 16:14:09 +0000
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Of course they will, if the core desire of the customer that the marketers product will address caters to one of those roles. For eg. a 'Horlicks' or 'Maggi' has to talk to the woman as a mother, a 'Fair & Lovely' has to talk to the daughter who wants to succeed in the world and make her parents proud, a 'Mortein' or 'Lifebouy' has to talk to the mother in her protector role. Shampoos, Deos and Sanitary products talk to the woman as just a woman because these prodcuts she buys as just a 'woman' - now whether she buys these prodcuts as a 'woman' just for herself or to attract/please other people is a different topic for discussion!
By Brijesh Menon, Sr. Manager and Head Corporate Communications, Bharat Bijlee Ltd  | 03 17 2011 06:44:34 +0000
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in indian industry all marketing policy are made with a view to women satisfaction and participation.i think the role of women in market are much better than before.
By RITESH RANJAN, Sales representative, RADICO KHAITAN  | 03 17 2011 03:17:56 +0000
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Brands are classified in these days. traditional bran and modern brand. you are talking about traditional brand. Modern Brand you can see in the chocolate advt., movies, discussions. but the thing is what brand is popular. Well i think the brand most popular is the women itself whatever be the role, no matter. and its good atleast the women who forget the in ancient time she had a choice to choose her partner, is now again remembering it.


By Nitin Mehra, Software Developer, ROBOMAN MICROSYSTEMS  | 03 14 2011 22:03:17 +0000
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American women are worse off!!!
By neha singh, Content Editor, Avestia Corp  | 03 14 2011 17:06:24 +0000
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This is the typical scenario in India vouched for by the various advertisements of the brands- big and small.Majority of these ads depict women in any of the stereo typed roles, how much ever 'liberated' their attire, accents, attitude and characters may be
By Anita PG, Project Manager, Tata Consultancy Services (TCS)  | 03 10 2011 06:04:31 +0000
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Your are right, Sheetal. & thanks for referral.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 03 10 2011 05:21:42 +0000
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Yes, it works out this way here in India. Our culture and societal configuration is different from western culture and lifestyle where people are more independent and individualistic in nature. We here do not favor more "individualistic" nature but our culture shapes all women into particular role of maa, bahu, beti etc. According to my view, being individualistic does not make "society": rather being together, sharing life and belongings, helping others makes lives worthwhile. This is why, India will never adopt "western-type lifestyle" even centuries thereafter. So, there is nothing wrong that brands are into such classification because it is a respect given to women for playing such important roles in making life of either the son/husband or keeping the families together. If we start believing in more "individualism" like Western countries, families would be broken and families only make "society"! Now, please don't tell we don't need society since we all live in society only! And after-all movies, advertisements etc....reflects our culture and society only!
By JUGNU M SHAH, Manager-International Drug Regulatory Affairs, Ronak Exim Pvt. Ltd.  | 03 09 2011 17:05:04 +0000
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Amongst Working Women Also, My Observation Is Brand Consciousness Is Very Minimal. Mostly working Women Also Feel that Brands Are Costlier Than Non Branded Products. This Fact Forces the Brands To Classify Them Into The Way You Have Portrayed.
By suhaschandra deshpande, Marketing Associate  | 03 09 2011 11:13:57 +0000
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No, despite most of the top households showing this trend, women have learnt to evolve and demand the things they really need.
By neha singh, Content Editor, Avestia Corp  | 01 27 2012 12:43:29 +0000
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Classification as projected by marketing efforts are not the same for every product being offered. Many products appeal to the working women, CEO of companies and also the leaders in their own fields.
By Bharath Iyer, Project Manager, Photon Infotech  | 03 17 2011 07:22:07 +0000
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I would like to slightly differ here, because in my opinion, it totally depends on the product. If the product needs to appeal to the housewives, or as you portray the bahu, beti, biwi, maa... then it should be marketed in such way so as to appeal this strata of the audience, an example might be the cough syrup ads, that portrays the mother's concern for her child. And if a product demands attention of the working women, it should be marketed accordingly. The perception of women is changing in the marketing world, and as an example, jewelery and diamond brands are already shifting focus to the "woman of spirit."
By Jayita , MBA aspirant  | 03 14 2011 16:21:05 +0000
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In todays marketplace marketers are targeting more women. Because they r d decission maker in most of the time. today marketers are showing d Woman as multitalented personality. She is having a job.also handling her family. Yes dey r depicting her as Mother, Wife, Bahu & Daughter....but they are also supporting the family financialy.
By Sudipta Ghosh, Area Executive  | 03 14 2011 16:17:07 +0000
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At the same time, a small number of brands have begun to think otherwise. They have begun to look at the individual women, no doubt an influence from our global counterparts...
By Anita PG, Project Manager, Tata Consultancy Services (TCS)  | 03 10 2011 06:06:46 +0000
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Thank You Sheetal for the invitation. I dont think so!! Brands in India are for the ladies who are interested in looking and feeling good. Brands are for the ladies who celebrate life in their many roles - mother, wife, daughter or 'Bahu'. Brands compete to best showcase womanhood and try to express themselves in all her shades and activities.
By Capt. V.S. Kartik, CEO/MD  | 03 09 2011 11:35:06 +0000
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