1. Gender Marketing
Palnivelrajan Manokaran
German Indian Management Studies (2015 – 2017)
Hof University of Applied science
Matrikel-Nr : 01427716
Date : 17-11-2016
1
Männermarketing + Frauenmarketing

2. Agenda
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Definition of Gender marketing
About Gender marketing
Approaches in Gender Marketing
Decision-making process
Buying behavior – Examples
Male and female products categories
Product example of Gender marketing
Overview

3. Overview
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 Gender marketing is not only about the gender differentiation in marketing.
 It means a better understanding of the customer and their needs.
 It also means that demand of both genders was studied separately and provide a solution
based on their needs.
Is gender marketing is only a gender differentiation in marketing?
male VS female

4. Definition
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Gender marketing is the link between a broken gender image with the resulting opportunities
and market challenges and the dialogue between customers and clients, as well as the employees
and Business-side employees. This linkage enables the development, the production and
distribution of gender-sensitive products and Local services. (Kreienkamp, 2007. P56)
Reference : Kreienkamp, E. (2007), P 15, Gender marketing. Austria
Gender Marketing refers to the consideration of different needs, interests, and behaviour of men
and women in the alignment of marketing activities of a company (Bluestone, 2016).
Reference: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/

5. Gender marketing
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Handel Trade /Dealer
Marke/
Hersteller
Kundenshaft
Manufacturer
Customer
Produkt Product
Reference: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/

6. About Gender marketing
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Gender marketing is a whole system. It includes the gender
of the customer
of the product
the manufacturer or its brand
the dealer/ trade channel
communication ( content, style , communication channels used )
the services
the sales consultants and their salesmanship
the pricing
Gender Marketing starts with the market research and development , and ends at the earliest with the after-sales services.
Reference: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/

7. Decision-making process
7Reference : Kreienkamp, E. (2007), P 99 , 101 Gender marketing. Austria.
SEARCH FOR
INFORMATION
DECISION
MAKING
ASSESSMENT
OF
ALTERNATIVE
IDENTIFYING
THE PROBLEM
AFTER
PURCHASE
BEHAVIOUR
SEARCH FOR
INFORMATION
QUESTIONING
SEARCH
INFORMATION
IDENTIFYING
THE PROBLEM
ASSESSMENT
SEARCH FOR
INFORMATION
TEST
AFTER
PURCHASE
BEHAVIOUR
RESULT :
THE PERFECT ANSWER
RESULT :
ONE GOOD SOLUTION

8. Buying behavior
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Women picks and men hunt
Reference : https://thumbs.dreamstime.com/z/woman-grocery-shopping-supermarket-portrait-blond-women-aisle-33915586.jpg
: http://www.icsc.org/sct/uploads/newswire/mansupermarket.png

9. Example :Buying-behavior – Purchasing of Car
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The process of purchasing the car and the questions posted as a query to a salesperson would be a good example
Men may post the questions like
 Within how many seconds it will reach 100 km/hr from 0 km/hr?
 How efficient are the technical components?
Women may post the questions like
 Can I park this car easily in a small parking slot
 How safe to have children on the rear side of the car (child-lock features)
 Storage space and about fuel efficiency
Men will be technical oriented and Women will decide based on their comfort.
Reference : Kreienkamp, E. (2007), P 99 Gender marketing. Austria.

10. Example :Buying-behavior – Purchasing of
Smartphone
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Brand Product specification product design Product offer
0
1
2
3
4
5
6
7
8
Male - Decision-making process in Smartphone Purchase
Male 1st Preference Male 2nd Preference
Brand Product specification product design Product offer
0
2
4
6
8
10
Female - Decision-making process in Smartphone Purchase
Female 1st Preference Female 2nd Preference

11. Male and female products categories
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Male product line Female product line
Big cars, Play stations Small cars
Beer, Hard alcohol Soft drinks
Aftershave lotions, Men’s Perfume Cosmetic and Haircare
Technical products Consumer electrical goods
Suit and tie Fashion products and Accessories
Adventure trips and freedom Kids and Family trips
Property Home decorating items
Reference : Kreienkamp, E. (2007), P 58 Gender marketing. Austria

12. Product example : Lady Shaver- Venus Gillette
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Reference : http://gillette.com/en-us/products/razors-trimmers-and-blades
: http://www.gillettevenus.de/de-de
vs

13. Gender marketing – Barbie toys
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Reference : http://kids.barbie.com/en-us/shop
First appearance: March 9, 1959
The Larissa Waters has
launched an awareness
campaign called
“No Gender December”
Tony Abbott says: ‘I certainly don’t
believe in that kind of political
correctness. Let boys be boys, let girls
be girls – that’s always been my
philosophy’

14. Product example : Yorkie
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Yorkie was launched in 1976 to take on brands such as
Cadbury’s Dairy Milk and provide a chunkier alternative to
the slimmed down Dairy Milk bars. It has no artificial
colours, flavours or preservatives.
“don’t feed the birds!”
Reference: www.businessinsider.de/the-story-behind-the-yorkie-chocolate-bar-2016-3

15. Product example : Honda Fit She’s
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Reference : http://jalopnik.com/the-honda-fit-shes-should-never-have-existed-and-is-alr-1634318607
Honda has developed a model exclusive for women in their Japanese market with the product name as “Honda
Fit She’s” by which they mean that , this model is specifically in the market to target female gender.

16. Conclusion
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 Should be Innovative
 Should have risk taking capabilities.
 Continuous improvement to stay in the competition.
 Targeting the right gender with the right product.
TO BE SUCCESSFUL IN THE MARKET

17. 17
Reference
Website:
(2016, Nov 02). Retrieved from Bluestone: http://bluestone-ag.de/bluestone-die-gender-marketing-experten/gender-marketing-definition/
Alex Zolbert, C. (2012, November 2012). Honda's pitch: She's pretty in pink. Retrieved from Honda's pitch: She's pretty in pink: http://edition.cnn.com/2012/11/27/business/japan-
cars-females/index.html
Barbiemedia. (2016, November 07). History-Barbie. Retrieved from History-Barbie: http://www.barbiemedia.com/about-barbie/history.html
Davies, M. (2012, Feb 11). Honda Made a Car Just for Dumb-Dumb Lady Drivers. Retrieved from Honda Made a Car Just for Dumb-Dumb Lady Drivers:
http://jezebel.com/5957147/honda-made-a-car-just-for-dumb-dumb-lady-drivers
Gender Importance In Marketing. (2016, October 24). Retrieved from www.123HelpMe.com
Gillette. (2016). PROCTER & GAMBLE. Retrieved November 04, 2017, from http://www.gillettevenus.de/de-de
Heilpern, W. (2016, March 15). Retrieved from businessinsider: www.businessinsider.de/the-story-behind-the-yorkie-chocolate-bar-2016-3
Ireland, N. U. (2016, November 02). Nestlé UK and Ireland. Retrieved from http://www.nestle.co.uk/brands/chocolate_and_confectionery/chocolate/yorkie
Book:
Kreienkamp, E. (2007). Gender marketing. Austria.

18. Thank you
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