CLASH OF THE PLANETS

How Martians Hunt and Venusians Shop

Men and Women are Different!!!

• Thoughts• Behaviours• Attitudes• Relationships • Needs and Wants • Judgements• Lives

Biologically• Cell Differences• Hormonal Differences• Body Differences (Physical Strength)• Brain Differences

Our Cells

• Different from the moment of conception • Different chromosomes which carry

inherited traits • “XX” Vs. “XY”

Our Hormones

• Genetic and hormonally-driven behavior • Testosterone Vs. Estrogen

Our Bodies

• Vastly different in physical strength and endurance

Our Brains• Size• Contents• Wiring pattern• Usage• Speed

Q- Nature or Nurture???

Why it is Worth Exploring our fellow human counterparts????

Gender Culture

• No right or wrong way of life, just simply, different.

• Essential to understand

Men Vs. Women

• The Shopping Gender Gap

How we differ

• Purchase Strategically

• Purchase Immediately

How we differ

• Need Assurance of Future (Performance, etc)

• More attention to “fair rules” to compensate for lesser rewards

• Satisfaction of current need

• Less attention to rules and more to rewards

How we differ• Consider other's

opinions as a guide to making their own decision– “it may have worked for

Sally, but Sally bought it for reason A and I'm interested in reason B, so the same purchase might not work for me”

• Gather together to decide alone

• Consider others' decisions as a guide to forming their own opinions – “that worked for Joe, so it'll

probably work for me”

• Will decide based on the herd

How we differ

• Maximize

• Search for “the works”

• Affinity (similarity)

• We – We win, We are

happy, We do

• Prioritize

• Survive with the “bare bones”

• Competition

• I– I win (they lose), I am

happy, I do

How we differ ONLINE• Use More for Research

• Get fitness information

• Read spiritual and religious information

• Obtain access and participate in support group websites

• Learn more, fast

• Use More for Entertainment

• Read the news

• Buy travel services or make reservations

• Check sports scores information

• Stay updated on political news

• Participate in online auctions, such as ebay

• Write content to advertise online

• Download music

• Buy and sell stocks, bonds and mutual funds

Tips to Remember when Marketing to Martians and Venusians

When Marketing to Men • Men live in the “now”- Go, Buy, Use• Men are interested in power and in looking

good, even more than being good • Men are visually-oriented and seek

clarity- Black or White• Men tend to buy individual items • To Men, ‘space’ is not relational• Men prize individuality and self-reliance • Men shop alone

Implications

• Store layouts• Advertising• Product Promise (“Look good” instead of

“Feel Good”)

She-conomySome Surprising Facts• women are the primary decision makers for

consumer goods in 85% of households• women make 75% of decisions about buying

new homes• women make 81% of the decisions about

groceries• women influence at least 80% of all household

spending• women now spend 10% more than men, on

average, on the internet

When Marketing to Women• Women are more interested in

relationships• Women like to research more and are less

likely to be influenced by ads • Women are not simple, rational, economic

decision-makers • Women notice and care about details

more than men do • Women desire to know and integrate all

the details before making a decision

When Marketing to Women

• Women don't settle for "good enough" • Women have "double days“-home and work• Women look for tasks to group together

Implications• Women’s market must be segmented into

separate stages based on Lifestyle transitions

• Avoid traditional male based Marketing rules (“ONE message in ONE ad”)

• Consider Women’s Emotions when advertising

• Give her enough time to decide• Make an emotional connection

Gender Marketing FAILURES

• Chrysler’s Dodge La Femme in 1955

• Patriot Computers for Children

• “Della” by DELL

• Fair and Handsome

Gender Marketing Successes

• Coke Zero for Men

• Baby ‘Go-Carts’ from Bugaboo Frog

• Axe Advertisements

• 30 piece tool kit for women from Barbara K

• Harley-Davidson female web section

Ideas, Theories, Findings and Knowledge from…

• Derrick Daye

• Kolata

• Sandra Witelson

• Hotz

• Carey

• Hoag

• Harvard Researches

• Marianne J. Legato

• Barbara and Allan Pease

• TrendSight

• Robert Craven

• Barclays

• Iris Female • Tom Peters

• Datamonitor’s Productscan Online

• IPA studies

• Martha Barletta

• Verdict Research • NFWBO

• Brad VanAuken

• Karolinska Institute

• Bryner

• Ripley

• Crenson

• Michael Levin

• Robert Nadeau

• Michael Lewis

• Amram Scheinfeld

• Steven Goldberg

• Molly Edmonds

• York University

• Forrester study

• Paco Underhill of Envirosell and William Whyte

• Joseph Carrabis

• JOHN GRAY

We can’t live with them We can’t live without them

Thank You…

Ruwandi Perera