Encompassing the entire process of designing a product, the product policy is the heart of any marketing campaign and influences all further stages in the marketing process. This initial stage in the development process is often crucial in deciding whether a product is successful.
From the outset, it’s integral for you as a company to consider the target group you want to address and the demands specific to individual consumers within this group. There are several factors to contemplate when selecting your target group, e.g. age group, social status, and lifestyle. It is during this stage that you should consider whether gender marketing is an appropriate method for you. Is your customer base made up of mostly men, women, or both? Do all members of your target audience require your product in the same way, or do their needs depend on their gender?
Gender marketing not only takes the physical uses of the product into account, but also the different associations that women and men have with regard to the product. Many (extremely successful) goods and service are marketed in completely different ways in order to appeal to men and women, although strictly speaking, both sexes could use them. Think of razors, for example; despite being essentially the same, they are designed and marketed differently for men and women.
Gillette is a particularly good example of a successful gender marketing campaign, with its separate products and campaign strategies for women and men. Not only do women’s razors differ to the men’s in their design; the products are even marketed with different advertising campaigns and separate websites. In doing this, the company emphasizes the different advantages their razors have for their intended target groups. Men’s razors are usually presented as sporty and dynamic, with a prominent sports star often appearing in commercials and advertising campaigns. Meanwhile, the advertisements for the feminine counterpart emphasize the razor’s skin-enhancing properties, promoting shaving as part of a luxurious and indulgent skincare routine. The company has cleverly managed to create one product with two successful product lines, in which both the product design and marketing are adapted for the two sexes.
There are several other products that can be divided into gendered categories. Advertisers often develop entire product ranges separated into female and male interest areas. It’s therefore possible for marketers to develop gender-specific sales strategies. Here are some examples: