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On similar lines, MARS has recently launched a new chocolate ‘Fling’ with the punch line ‘Naughty, but not that naughty’, completely dedicated to women. The chocolate is launched only for the Californian market for now. To attract health conscious women as they avoid calories, this chocolate bar has only 170 calories per bar. MARS’ reasoning behind Fling is to give a permissive indulgence to women at 170 calories a bar, and at a recession-friendly price.

Sporting brand Reebok is also not far behind in this race. It has launched a new gym workout - JUKARI Fit to Fly along with a new fitness product line, especially for women. Katrin Ley, Head of Women Division, Reebok said, “These insights proved women perceived exercise as a chore, were unmotivated and uninspired to exercise but would workout more often if the gym was fun.” The initiative will be supported by a global integrated marketing campaign on online media, outdoor, in store and in print in key markets worldwide during the year 2009.

And this Venus effect is not just limited to US! Coca Cola is coming up with a new ad campaign in Europe ‘I am no superwoman’. The campaign is aimed at ‘have it all’ women who want to use the brand as part of the break from the pressure of their job. The company has given a new look to its website. It would be interesting to see that, will Coca Cola be successful in increasing females spending on the brand. Coke is a mass product and they are not launching any specific product for women but trying to capture their attention through ads targeted at them. Similarly, to catch eve eyeballs McDonalds’ McCafe Coffee sponsored the New York Fashion week held in February. The idea is to grab the attention of the tabloid-reading young women who closely follow the event.

Seems like the marketers are making a sincere effort to please the venus populace. But for brands to ensure that they constantly appeal to the eves, the most important thing will be to ensure that they are actually talking to women on a regular basis. One-off campaigns or product launches here and there will result in just temporary flings with women consumers, while a long term loyalty based relationship with them should be the aim of these marketers.

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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