by-

Ms. Meeta Gawri

Asst Prof, HOD, Fashion marketing and Management dept.
NI I FT,Mohali.
Ph. 9316443030
With globalization, culture and values are becoming an
important aspect of strategic planning in marketing of a
product that needs to be managed.
But cultural diversity could be seen differently for different
products.
As culture and values vary country to country, a close look
about country-specific culture and core values is almost
essential for creating value oriented products in any market.

In the market place, it is almost true that products are viewed
what consumer wants to perceive them in relation to their day
to day life.
it is based upon its abilities to satisfy needs on which culture
and values have a great impact.

India, as a country, is so diverse in nature that it becomes
intricate for a marketer to identify common threads of Indian
culture and core values.
The role of Indian women has changed a lot right from sati
pratha, purdah system etc to a modern women who is seen
working neck to neck with male folks.

1. How gender affects marketing strategies.
2. Need to understand the changing role of women in
marketing.
METHODOLOGY-
Analysis of various parameters for understanding female
audience through case studies.
Primary and secondary data was used to support the
parameters under consideration.
The study intends to find out the changing role of women and
its impact on marketers strategy for selling their product.

Today's woman is Independent, forward-thinking and tech-savvy.
More than that , shes the one who knows exactly which brands and
products best suit her and her family. Shes the boss at home and at
work, and cant be easily flattered or fooled.
Especially as consumers, women will make India 12% richer
by 2015 and 25% richer by 2025, according to a report
commissioned by PE Everstone Capital?
Marketing, media and advertising experts, can thus attempt to
understand key consumer behavioural patterns of Indian
women; along with how brands are communicating with her
today.
While targeting their segment, marketers must understand the
difference between men and women as they respond differently
to different products..
Sixty years ago men and women role were defined -where men
was the bread earner and women were supposed to be more
caring member of society just concerned with taking care of
their families. They were governed by communal goals.
Since 1950s women have adopted more competitive
,agentic attidudes as they adapt to traditionally male
dominated work environmets.
There are FIVE KEY TRAITS OF THE INDIAN WOMAN
CONSUMER-
1. She knows what she wants, and ensures shes heard.
2. She is financially independent, wants to be seen as equal to
men.
3. Family comes first, but she also wants to spend on herself.
4. She prefers customizing to suit her personal needs.
5. She has obstacle needs.

The Futures Company, a global strategic insight and
innovation consultancy, in a comprehensive study titled
Women 2020 on how womens actions and expectations will
shape the future, notes a few interesting recommendations for
brands in order to reach out to women better. It says that
brands need to be smart about how men are portrayed in
communications to avoid alienating women and they also
need to find new identities for men as their traditional roles
are eroded.
Noticing how women the world-over are active on social
media, the study also pointed out that they need to be given a
reason to be a part of their private spaces for conversations
in the online world and their use of social gaming can be
leveraged to develop new ways for them to play, learn and
interact.


To promote its Malai Kesar cold cream in the
villages of Uttar Pradesh, Emami launched a
unique initiative. They sent out AV vans
equipped with free stocks and reading material
about the product, to organize games and
quizzes about traditional skin-care and home
remedies within these villages, to draw curious
men and women.
Similarly, we also do weekly bazaars at rural
haats, which are very popular, explains Priti
Sureka, Director, Emami Limited.



Parent Company : Emami
Category: Skin care
Sector: FMCG
Tagline/ Slogan: Khulke khelo
USP: An ingredient driven brand which provides
the goodness of time-tested natural ingredients malai and
kesar
Segment: Cold creams
Target Group: Urban middle class Women who are looking
for natural ways to protect their skin
Positioning: Special formulation for Winter protection along
with glowing fairness.

Hasmukhrai ,Co's 80 year old brand Society Tea released three
ad films that repositions the brand in an attempt to gain
greater engagement among younger women and the young
housewife.
Conceptualized by Flagship Advertising and produced by Magic
Hour Films, the films showcase the lives of 'Women For
Society', or women who can be role models for the society as a
whole.
The films feature women from different walks
of life, who excel at multi-tasking, follow
creative pursuits and are drinkers of
Society Tea.
A film featuring Gayathri Govind begins as a
black and white film and shows her
performing the Indian classical dance of
Bharatnatyam.
Another film features Purva Naresh, a writer,
director, musician and teacher, besides
being a Society Tea lover.
Simrit Malhi, a permaculture specialist and
green crusader, is shown gardening on her
terrace and then enjoying her cup of
Society Tea.

For a brand like TTK Prestige, that has been in
the Indian kitchen appliance scene for decades,
a key understanding of its target audience is
that they contribute to the home in more ways
than one.
Women want to be treated as equals
increasingly, says Chandru Kalro, COO, TTK
Prestige. She is educated and more aware that
her predecessors 10 to 15 years ago. We ensure
that our campaigns reflect and communicate
these values.

The brand launched a new ad campaign,
that too has relied mostly on ground
activations giving importance to home-
makers, especially during festivals.
In Andhra, around Sankranti, we visited
villages and ran cooking contests using
our appliances, says Chandru Kalro,
CCO, TTK Prestige.
We organised a similar contest in the north
of UP, along with a session on how to
maintain your kitchen better.

Lakme is an ally to the Indian Woman and inspires her to
express her unique beauty and sensuality. Thus, enabling her
to realize the potency of her beauty.
Lakme was the country's first cosmetic brand to introduce
make up to Indian women and takes pride in being the expert
on Indian Beauty for over 50 years
It is a complete beauty brand spanning colour cosmetics &
skin care and extending to beauty services through the
network of Lakme Beauty Salons.
Its bond with beauty and fashion is manifested through the
Lakme Fashion Week, which is now the largest fashion event
of its kind in the country.

Thus around the globe more companies are realizing the
growing need of creating marketing strategies around women
as they have started over-powering the men in various aspects.
Another reason for this is that women have gained increasing
access to tertiary education , higher paid jobs and disposable
incomes so producers and marketers have started noticing the
changing needs of women.
Women are more confident about their personal finances so
they are taking up multifaceted roles.
Consulting firm A.T Kearney estimated that women determines
80% of consumption purchases ,60% of cars and own 40% of
all stocks.
Companies worldwide are caught in a fix as marketers are
driven by women nowadays.eg. General motors introduced
female friendly feature like electric hatch back forits SRX
model Cadillac it was able to inrease its female buyers from
40% to 54%.
Consumer behaviour-Hayden Noel
Changing Indian Society and Status of Women- Globus Press
http://www.hul.co.in/
http://www.impactonnet.com
http://www.campaignindia.in/