changing role of women in today’s marketing strategies.pptx

8/11/2019 Changing role of women in todays marketing strategies.pptx

1/20

by-

Ms. Meeta Gawri

Asst Prof, HOD, Fashion marketing and Management dept.

NIIFT,Mohali.

Ph. 9316443030


2/20

With globalization, culture and values are becoming an

important aspect of strategic planning in marketing of a

product that needs to be managed.

But cultural diversity could be seen differently for different

products. As culture and values vary country to country, a close look

about country-specific culture and core values is almost

essential for creating value oriented products in any market.


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In the market place, it is almost true that products are viewedwhat consumer wants to perceive them in relation to their dayto day life.

it is based upon its abilities to satisfy needs on which culture

and values have a great impact.

India, as a country, is so diverse in nature that it becomesintricate for a marketer to identify common threads of Indianculture and core values.

The role of Indian women has changed a lot right from satipratha, purdah system etc to a modern women who is seenworking neck to neck with male folks.


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1. How gender affects marketing strategies.

2. Need to understand the changing role of women in

marketing.

METHODOLOGY-

Analysis of various parameters for understanding female

audience through case studies.

Primary and secondary data was used to support the

parameters under consideration.


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The study intends to find out the changing role of women and

its impact on marketers strategy for selling their product.


6/20

Today's woman is Independent, forward-thinking and tech-savvy.

More than that ,shes the one who knows exactly which brands and

products best suit her and her family. Shes the boss at home and at

work, and cant be easily flattered or fooled.

Especially as consumers, women will make India 12% richerby 2015 and 25% richer by 2025, according to a report

commissioned by PE Everstone Capital?

Marketing, media and advertising experts, can thus attempt to

understand key consumer behavioural patterns of Indianwomen; along with how brands are communicating with her

today.


7/20

While targeting their segment, marketers must understand thedifference between men and women as they respond differently

to different products..

Sixty years ago men and women role were defined -where men

was the bread earner and women were supposed to be morecaring member of society just concerned with taking care of

their families. They were governed by communal goals.

Since 1950s women have adopted more competitive

,agentic attidudes as they adapt to traditionally male

dominated work environmets.


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There are FIVE KEY TRAITS OF THE INDIAN WOMANCONSUMER-

1. She knows what she wants, and ensures shes heard.

2. She is financially independent, wants to be seen as equal to

men. 3. Family comes first, but she also wants to spend on herself.

4. She prefers customizing to suit her personal needs.

5. She has obstacle needs.
http://www.impactonnet.com/node/2200http://www.impactonnet.com/node/2200http://www.impactonnet.com/node/2200http://www.impactonnet.com/node/2200


9/20

The Futures Company, a global strategic insight and

innovation consultancy, in a comprehensive study titledWomen 2020 on how womens actions and expectations will

shape the future, notes a few interesting recommendations for

brands in order to reach out to women better. It says that

brands need to be smart about how men are portrayed incommunications to avoid alienating women and theyalso

need to find new identities for men as their traditional roles

are eroded.

Noticing how women the world-over are active on social

media, the study also pointed out that they need to be given a

reason to be a part of their private spaces for conversations

in the online world and their use of social gaming can be

leveraged to develop new ways for them to play, learn and

interact.


10/20

To promote its Malai Kesar cold cream in the

villages of Uttar Pradesh, Emami launched a

unique initiative. They sent out AV vans

equipped with free stocks and reading materialabout the product, to organize games and

quizzes about traditional skin-care and home

remedies within these villages, to draw curious

men and women. Similarly, we also do weekly bazaars at rural

haats, which are very popular, explainsPriti

Sureka, Director, Emami Limited.


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Parent Company : Emami

Category: Skin care

Sector: FMCG

Tagline/ Slogan: Khulke khelo

USP: An ingredient driven brand which provides

the goodness of time-tested natural ingredients malai and

kesar

Segment: Cold creams

Target Group: Urbanmiddle class Women who are looking

for natural ways to protect their skin

Positioning: Specialformulation for Winter protection along

with glowing fairness.


12/20

Hasmukhrai ,Co's 80 year old brand Society Tea released three

ad films that repositions the brand in an attempt to gaingreater engagement among younger women and the young

housewife.

Conceptualized by Flagship Advertising and produced by Magic

Hour Films, the films showcase the lives of 'Women ForSociety', or women who can be role models for the society as a

whole.


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The films feature women from different walks

of life, who excel at multi-tasking, follow

creative pursuits and are drinkers ofSociety Tea.

A film featuring Gayathri Govind begins as a

black and white film and shows her

performing the Indian classical dance ofBharatnatyam.

Another film features Purva Naresh, a writer,

director, musician and teacher, besides

being a Society Tea lover.

Simrit Malhi, a permaculture specialist and

green crusader, is shown gardening on her

terrace and then enjoying her cup of

Society Tea.


14/20

For a brand like TTK Prestige, that has been in

the Indian kitchen appliance scene for decades,

a key understanding of its target audience is

that they contribute to the home in more ways

than one.

Women want to be treated as equals

increasingly, says Chandru Kalro, COO, TTKPrestige. She is educated and more aware that

her predecessors 10 to 15 years ago. We ensure

that our campaigns reflect and communicate

these values.


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The brand launched a new ad campaign,

that too has relied mostly on ground

activations giving importance to home-makers, especially during festivals.

In Andhra, around Sankranti, we visited

villages and ran cooking contests using

our appliances, says Chandru Kalro,CCO, TTK Prestige.

We organised a similar contest in the north

of UP, along with a session on how tomaintain your kitchen better.


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Thus around the globe more companies are realizing thegrowing need of creating marketing strategies around women

as they have started over-powering the men in various aspects.

Another reason for this is that women have gained increasing

access to tertiary education , higher paid jobs and disposableincomes so producers and marketers have started noticing the

changing needs of women.

Women are more confident about their personal finances so

they are taking up multifaceted roles.


18/20

Consulting firm A.T Kearney estimated that women determines80% of consumption purchases ,60% of cars and own 40% of

all stocks.

Companies worldwide are caught in a fix as marketers are

driven by women nowadays.eg. General motors introducedfemale friendly featurelike electric hatch back forits SRX

model Cadillacit was able to inrease its female buyers from

40% to 54%.


19/20

Consumer behaviour-Hayden Noel

Changing Indian Society and Status of Women- Globus Press

http://www.hul.co.in/

http://www.impactonnet.com

http://www.campaignindia.in/


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changing role of women in today’s marketing strategies.pptx

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