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Marketing & Branding

 

Gender marketing, giving product a sex.. works well??

Created by : Purvi Ghosh, Marketing analyst, Percept Advertising  | 03 14 2011 07:22:04 +0000
Industry : Consumer DurablesFunctional Area : Business Models(Strategy & Execution)
Keywords : marketing markets products indian market sex gender horlicks fair and lovely
Activity:  912 views;  last activity : 04 16 2011 02:35:35 +0000

Fair and lovely something said to be specially designed for women and then comes the Fair and lovely menz active which has same ingredients except for the cover and the name.. Still it works well, a man won't buy a normal cream but as soon as a gender is added to it things change for him. Do you really think so? Does gender marketing work better ?

http://images.chemistdirect.co.uk/images/productimages/large/fair_&_lovely_cream_26088.jpg    http://www.singaporegrocerystore.com/1203-2045-large/fair--lovely-fairness-cream-menz-active.jpg


http://managementfunda.com/wp-content/uploads/2010/09/ManagementFunda11.jpg         http://www.andhranews.net/India/2008/February/4-Horlicks.jpg

 

 

  
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Top Argument
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I think it does, because that is how things are being sold. Except for few products almost evrything is created on neutral basis and is given a gender for better sale. This is a marketing stratrgy which is aways worked and will work even in the future.
By Purvi Ghosh, Marketing analyst, Percept Advertising  03 14 2011 07:22:04 +0000
 
Top Argument
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Products are not sold for specific brand, but the center of the idea is to sell... Gender marketing is not a classification. It is just the way we view it. Marketing is more deeper than just this.
By Meena Deshmukh, Product/Brand Manager, Videocon Inds  03 14 2011 08:37:31 +0000
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It is best tool of segmenting product according to the specific market segmentationthat is Based on gender.
By Shriniwas Ganesh Surwase, MBA/PGDM student, Sinhagad Institute of Business Management Kamlapur, Sangola  | 04 15 2011 09:45:20 +0000
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Yes, unfortunately gender marketing is the name of the game today. Fairness creams initially were marketed exclusively for women but with the global exposure for the indian men, their aspirations too changed and companies are just cashing in on this. Gender marketing evokes better empathy in the TA's mind becuase he/she thinks the product has been formulated specifically for their use.
By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 04 15 2011 07:11:36 +0000
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Gender marketing or any other form of marketing is a tool that is used to play on the consumer's mind.

The goal for any campaign is two fold:

1. Awareness - this is for the right kind of products

2. Bakraness - this is for products marketed under the the so-called Gender Marketing. And to an extent it works because 'Sex Sells', in whatever form it may be

So, next time if you come across Rupa Banyans for Women under Gender Marketing, it will still work, because 'Yeh Aaram ka maamla Hai'. Because, which woman would not want Aaram inside?
By Saibal Ray, Sr. Process Engineer, KPIT Cummins Infosystems  | 03 19 2011 09:30:22 +0000
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It is not about what is inside the cover - its all about how it is presented to consumer, market survey says 48%of products are selling based on the presentation
By Sai.R , Operation Manager - Customer Care  | 03 18 2011 17:58:36 +0000
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Any marketing that brings results should work. Most products are today targeted at Genders - Shampoo, After-Shave,... There is no harm
By V. Srinivas, Freelancer, Information Technology  | 03 17 2011 04:09:54 +0000
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Any Marketing that brings results is good marketing. Gender does work!
By Pawan Wankhede, Director Online Marketing, Ybrant Digital  | 03 16 2011 10:14:13 +0000
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Marketing is a very tailor made strategy...and sometimes can not say no to gender marketing by giving product a sex orientation. Take case of Ladies Cosmetics,Sanitary Napkins,Birth Control Pills,Lingeries etc.
By Mukul pandey, Head/VP/GM-Marketing, Ecoguard Technologies Pvt Ltd.  | 03 16 2011 05:56:46 +0000
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Yes, You are right.
By KSRamaprasad , Relationship Manager., INDIA_BULLS.  | 03 15 2011 10:25:30 +0000
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Gender marketing works, as we feel something special for those products. I support your views, Purvi & thanks for referral.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 03 15 2011 05:06:23 +0000
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We are so divided in ourselves and also in the society. we are divided ourselves as wish and need. we are divided as men and women. we are divided as caste. Everything that will be specific would work better. it is very easy attract divided things then the complex mixed things. like you can either choose your wish or need. sometimes if your luck is good you can have both. but what when we talk about men and women and other dividation. we cant be men and women at the same time. we have to choose one. and something is natural that gives us no choice. im sure if you will launch a product that will be for a certain community that will be successful because they will not have a choice till then. i think we should try to be complete.
By Nitin Mehra, Software Developer, ROBOMAN MICROSYSTEMS  | 03 14 2011 21:53:47 +0000
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Yes, it is a fact Mr. Virag Shah.

 
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 03 14 2011 17:35:52 +0000
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It works well Ms.Purvi.
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 03 14 2011 17:29:18 +0000
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I think it does work... the basic idea of Marketing is to sell the product, and giving the product a gender, changes the perception of the general customer towards it. This is why, TVS Scooty Pep is for girls, while Mahindra Rodeo is for guys, though they both are different brands of the same product... It increases the desirability of a product within the target group...
By Jayita , MBA aspirant  | 03 14 2011 15:58:16 +0000
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Yes it works for some of the products...for eg. DELL comes up with laptop in different colors like..pink..black. Pink is for femail..Black for men...they r tryin 2 gv d product a gender..tryin 2 gv d product a "life".. d product itself is goin 2 say something to its owner.." I am just like u my owner"....it helps the marketer to connect wid its customer.
By Sudipta Ghosh, Area Executive  | 03 14 2011 15:58:05 +0000
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It creates more volume sales hence more profit.
By Rathin Deb, Freelance Retail Consultant  | 03 14 2011 12:30:41 +0000
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Now a days its work especially more in personal care and cosmetic segment. Becoz company are understood some specific need and demand. Like emami fair & handsom for men. There are also increase the sale of product as well as benefit for male. Because sometime it was problem that male were feel shame to use in female product. The word "men" is used in many cosmetic and personal care product. Still , there is problem in automobile especially two wheeler like TVS Scooty, scooty pep, spirit, tenz, wavo etc. are for teeager female but it is being used by everyone (Male/female- teenage, aged,middle young etc.) So, that sometime we feel that tere is no any segment presence and company is also feel confusion and suddenly change in ad campaign.....So gender is work upto some extent level..
By Virag Shah, Confidential  | 03 14 2011 08:57:46 +0000
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It's definitely a good gamble to take benefit of brand image....
By suhaschandra deshpande, Marketing Associate  | 03 14 2011 08:24:43 +0000
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'For Men' is the new catch line to generate a fresh and targeted crowd of consumers since competition and products had grown in abundance for other categories.
By Arpit Biswas, Managing Consultant, EMCPL  | 03 14 2011 08:18:39 +0000
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already working..... apart from the F&L... their are brands like deodorant... perfumes...Cars (Maruti/Tata)
By Mohit Khurana, RBM-North India-CSR&CRT, BWW  | 03 14 2011 07:50:33 +0000
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Its just about bringing change. A product which has a neutral audience when made specific to a gender will surely draw attention. But its true the other way round as well. Even when a gender specific product is made neutral, it may receive attention in the market. Hence, it is just about capturing attention of the market by bringing change.
By Pavan Kumar P N, B.E / B.Tech Stduent at M. S. Ramaiah Institute of Technology, Bangalore  | 04 16 2011 02:35:33 +0000
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the issue is of market segmentation.normally perform by books(age,sex,gender)and another by need.i guess segmentation by needs is what marketer should more often focussed on ..marketing is not just related to this issue only ....its such a  deep pit to look for...success in few products in exception doesnot mean that it is rosy for many others too................
By rajesh , MBA/PGDM student, Presidency college of management sciences  | 03 15 2011 18:25:31 +0000
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When you are in the century of automated, robotic and matrix related universe, what gender marketing comes out with an element of identification with product, irrespective of what kind it is. Domino pizza in flat 20mintues time on Door delivery. It is service that sells, AAP KENT LARAHE HO NA, is awarness which sells supplementing any kind of marketing endorsed by an celebrity, what i mean to say is the product attributes and features along with the desire of the persons need at that moment considering the time and of course price thats what the concerns is, gender marketing, giving product a sex to me it is just a tought it does work or not it all depends on the number at the end of quarter. secondly, any brand or a product only is monitored based on the performance in the market, considering the target audience, so it is a good gimmick to attract the potential buyer who does not have the knowledge keeping the market in mind provided he has done his research. To me it does not work well
By R.Hariharan Subramaniam, Account Director, (Strategy and Planing), LIVEPOT QATAR, AL Wakhra  | 03 14 2011 16:55:48 +0000
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It's pointless giving any gender to fake, phoney, and bogus products.
By neha singh, Content Editor, Avestia Corp  | 03 14 2011 16:21:01 +0000
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I agree with Meena, that "marketing is more deeper than just this".  The Gender specific is one of component.
By Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer  | 03 14 2011 11:15:35 +0000
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