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Asia Business Development – Asia Business Consulting » Side Click: Marketing to women – How to make women-centric marketing campaigns successful

SpirE-Journal 2012 Q4

Side Click: Marketing to women – How to make women-centric marketing campaigns successful

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Side Click: Marketing to women – How to make women-centric marketing campaigns successful

Women are gaining ever-increasing control over household purchases. But the old notion of having a separate brand to reach out to women is passé. What strategies work in reaching out to female customers?

Women are dominating consumer spending

With increasing affluence, women across the globe are gaining access to better education opportunities and career choices. This has led to women becoming even more involved in household purchasing decisions than they were in the past. It is estimated that women make the final call for 91% of home purchases, 65% of new cars, 80% of healthcare choices and 66% of new computers.

Women are now contributing 65% to global spending. Global consumer spending by women is estimated to grow by more than USD5 trillion in 2014. To take their businesses to new heights, companies must frame impactful marketing strategies that are specially targeted at women.

Marketing to women

Many companies believe that a separate brand is required to reach out to women. However, doing so may risk alienating male consumers and might not even work with all female consumers, some of whom might prefer a gender-neutral branding.

A case in point is Animee. Molson Coors launched Animee in 2011, a beer specifically aimed at women, with a USD 3 million ad campaign in the UK and Ireland. This two-year, multimillion-dollar project aimed “to remove the gender imbalance that exists around beer consumption”. But Animee had to be discontinued in September 2012 as it failed to attract consumers.

That said, there have been successful campaigns targeted solely at women, including the Lady’s Card – a collaboration between United Overseas Bank and MasterCard. As at May 2010, the card had over 500,000 holders across Singapore, Malaysia and Thailand. The number of cardholders is forecasted to reach over 1 million by 2014.

Some firms are exploring a middle ground: tweaking the message or targeting ad placements so that the women would be exposed to the message more often and be most likely to react favorably.

Women are more inclined to building long-term relationships with the brands they trust. Moreover, women tend to share more product information compared to men and become loyal customers once trust with the brand has been established. It is therefore essential for marketers to ensure that the product’s performance meets or exceeds the brand promise.

Before designing their products, companies should seek ideas from their target market – women. Today’s female consumer will only make the purchase decision after they truly understand the product. Involving female consumers in the conceptual and developmental stages of the product life cycle would be a winning strategy.

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