Monday, October 7, 2013
Girl Talk From Your Business?
Those that are used to going after the female checkbook and credit cards, like clothing, make-up and groceries have mastered, or at least very good at reaching the feminine market.
Is your business truly reaching both sides of the gender market? Do you do better by means of communications with men better than women.
Some companies are making strides. Instead of merely putting men's products in pretty pink packages with frilly bows, marketers have begun to create products with real points of difference or are adapting existing products to benefit women.
Looking back in 1996 no products specifically aimed at women were launched, compared with 32 specific products in 2000, 40 in 2001 and 42 during 2010, according to Mintel International Group, a new-product tracking company.
Recent female-specific product launches include PepsiCo's Aquafina Essentials, a slightly sweetened, fruit-flavored bottled water spiked with minerals and vitamins; PepsiCo's Quaker Foods & Beverages' Nutrition for Women cereal line, with ingredients such as calcium, soy and folic acid; and Brown Forman Corp.'s Southern Twist, a sweet, fruity derivation of Southern Comfort designed for the female palate. Procter & Gamble Co. is in the process of launching Crest Rejuvenating Effects, a toothpaste line featuring flavoring and packaging to appeal to the softer sex, and shepherded by a trio of marketing managers internally dubbed "Chicks in Charge."
Female-specific marketing does not make sense for every category. Beer is one.
Brewers have done little to cultivate women, largely because men down exponentially more of their products than do women. Even light beer, the largest segment of the market, primarily is consumed by men.
In the beer business, said Randy Stone, CEO of consultant Marketing Management Analytics, marketing to women "ain't ever gonna be the path to glory."
Are the experts always right? Some brew-pubs have had excellent results with specific girls night outs on their slower nights.
What is your business doing to reach your female market?
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