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Pink marketing

Del: 12/03/2007

What women want”, besides being the title of a well-known movie, the sentence responds to the necessity of a company to meet the demands of a more and more changing and profitable market.
Marketing to communicate with women” is the title of the convention, organized by Somedia, that dealt with the emerging demands and new consumer styles of the fair sex , advertising potentials towards the female universe. Giulia Ceriani, managing director of Baba, inaugurated the kermis, talking about the evolution and possibilities to work on the female way of thinking. “Think Pink!” Several were the pros and cons of advertising addressed exclusively to women: it is necessary to act on the genre specificities, aiming at the diversities but limiting one’s own action span, or preferring a cross-gender approach, proclaiming the specificity identities of the two genders. The contemporary woman has more physical strength, more economic power and more independence; what is visible is a marked conjuncture of signs of a growing female society. So, from this we understand that the partner is no longer the influencing person, since there is a greater self-reflection of models. Flexibility, strength, confidence and madness, understood as the breakdown of horizons, levers to communicate with women.

Starting off from the female universe Jennifer Hubber, Ipsos general manager , presented data on socio-economic segmentation of female consumers. For levels of attention towards information: in fact, women, depending on the cultural level, can be subdivided in attentive, informed, misinformed and not informed at all. While planning advertising campaigns one should, moreover, consider a remarkable sensitivity of women towards some marketing actions. Sales points promotions and sampling are for example the tool to reach a good part of the target, that is known as attentive and open towards these marketing actions. Differently from what many people think, 36% of the women interviewed says to attentively read leaflets, while 20% discard them out without giving them a look. Young women say to be interested in commercial ads especially for entertainment reasons.

There is a need to communicate with women through all the advertising possibilities that a brand has” – declared Francesca Ronfini, manager of Deepblue Aegis Media, illustrating the most effective channels to reach the female market. Women watch television mainly “to unplug”, listening to the radio that for them has an invigorating function, they read weekly and periodical elaborated magazines in dedicated moments. The important factor to underline is the recovery in the use of the Internet, the digital that divides the two sexes is slowly growing.

The case studies presented during the encounter were different and meaningful: Giuseppe Lavazza, Lavazza strategic marketing manager, talked about the Carmencita case. Winning and original the brand strategy, that has re-proposed to the public a character who is back in the news limelight after thirty years and that has built around it a real life. Carmencita is a mischievous, daring, open-minded, independent, career-minded women; she has a man, Caballero, who has more a supporting role than that of a protagonist. Lavazza has launched an advertising campaign and through it has winked to the young target, it programmed a television sitcom, viewable also through wide-band cell phones, a teaser site, spot, it has even published a book having “The UFO (Uomini Fedeli Oggi- Italian for Men Faithful Today) do not exist”. Another important case history is “Dove” presented by Alessandra Bellini, HPC Unilever Italia Director. Many still remember the 2004 advertising campaign, where the female protagonists of the commercial of lotions and body care products, were not models size 40-42, but were pleasingly plump and smiling women.
In 2006 the concept of the advertising campaign came about from the same demand of promoting not a stereotype beauty, detecting like in Italy only 2% of those women interviewed described themselves as beautiful while 52% are unsatisfied with themselves.
During the convention there was various and interesting talk on the universe of women, free and constantly in evolution, a universe that marketing must not and cannot neglect, because women, besides covering about 50% of the world population, are more responsible and critical about their purchasing choices. Sometimes more than men are.

                                                                          Serena Poerio


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