Blog: Gender marketing
Catherine Sleep | 20 May 2004
One of the most talked-about trends in marketing today concerns the difference between men and women. Gender marketing is the new buzzword, so we commissioned one of our leading contributors, Hugh Westbrook, to investigate the matter.
The resulting story is intriguing. One of the experts Hugh consulted told him that the major difference between the genders is that “men buy products and women buy relationships. If a company wants to reach women they have to build up a relationship with them.” Another of Hugh’s interviewees talked of women as ‘storytellers’ who are prepared to buy a product that doesn’t taste as good as its rival as long as it has an interesting story on the packaging.
I’m not convinced the world is that simple. I’ve always thought dividing the whole planet up into 12 categories for astrological purposes was crude, never mind a mere two, and that on the basis of physiological make-up. I prefer to think of us all as individuals, randomly making choices in a manner undecipherable to even the shrewdest advertising people. But clearly I live in Cloud Cuckoo Land, as illustrated by Nestlé’s success with Yorkie (for boys) and Double (for girls).
Check out the open-access Feature of the Week below and make up your own mind.
The UK's competition regulator has given the all-clear to Hain Celestial's bid to buy UK food and beverage group Orchard House Foods, nine months after the US group announced the deal....
Hershey made an unusual announcement today (20 September), sharing its own sales data for the last four weeks to assuage any possible investor concern over figures released by Nielsen....
As the UK starts to ponder what kind of a relationship it wants with the European Union post-Brexit, EU leaders have been lining up to warn that Britain will not be allowed to "cherry pick" deals and ...
Low food prices continue to hold back inflation rates in the UK as the supermarket price war continues in the face of rising import costs. ...
- Interview: Mondelez eyes sweet success in China
- The benefits of engaging staff in sustainability
- How food companies involve staff in sustainability
- Why Danone is withdrawing Dumex from Vietnam
- Why May's Brexit comments give reason for optimism
- Fonterra says value-added strategy paying off
- B&G Foods acquires ABF's US spice business
- General Mills profit falls as sales disappoint
- 2 Sisters chief Boparan buys Bernard Matthews
- Ireland unveils national plan to tackle obesity
- Global Chocolate Confectionery Overview: Challenges, Opportunities and Risks
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Global Foodservice Market 2016-2020
- Global Food and Drinks Closures: Performance and Opportunities
- Fast Food Restaurants in the US - Industry Market Research Report