The real gender gap: How marketers hit and miss the mark on understanding “what women want”
It is wonderful to feel important; who doesn’t want to feel that his or her needs are being heard and met? It’s the basis of any strong relationship. And good marketers know this and use it as they carefully target individual consumer groups with relevant products, messages, and mediums. But when it comes to women in particular, there is a fine line between getting it right… and going about it all wrong.
Take for example, the BIC Cristal for Her Ball Pen. Its description on Amazon emphasizes its sleek, elegant design (“just for her”) and a thin barrel to fit a … Continue Reading
TAGS: BIC for her, BIC Pen, individual consumer groups, Ladies Sixt Card, relevant products, Sketches campaign, Unilever Dove, women's perceptions of themselves // POSTED IN: Brand Strategy, Consumer Insights, Consumer Strategies, Marketing Strategy // COMMENTS: Comments Off on The real gender gap: How marketers hit and miss the mark on understanding “what women want”