A study of more
than 500 marketers and packaging professionals has suggested that unlike men,
women respond to personalized packaging that is gender specific. It further
suggests that women are four times more capable of purchasing food and beverage
products that are branded in a certain appealing way that favors their gender.
Does it Work?
easy Fairs conducted a poll that suggested the same with 43% of people polled
affirming that women preferred branded packaging that was favorable to their
personality. Women were more capable of being attracted to gender-specific
packaging said 37% of the respondents as opposed to the 10% who quoted the same
behavior for men. The event director at easyFairs Alison Church says that
gender specific packaging is a marketing tool likely to increase product penetration
and consequently sales.
This is because
brand personalities help consumers identify with the set values with many
products using this tramp card to target a specific group of people mainly
along gender lines. Church further gives examples like ‘Yorkie – it’s not for
girls’, ‘Lambrini girls just want to have fun’ and ‘McCoy’s – man crisps’ that
are successful after clearly and explicitly targeting a certain gender and they
were effective as they skyrocket brand awareness and the companies bottom line.
The colour pink
has always been associated with girls while blue with boys; this has been
ingrained in most people since birth that it has become a mantra to live by.
Therefore, the cliché stuck and the packaging for different products is set
along these lines making for an easy marketing gimmick that is preferred by
29% of people
surveyed said that a company that adopted gender neutral packaging was highly
likely to lose sales with 28% believing that packaging that targeted a specific
gender was a smart marketing tool. 39% considers going neutral by using the
pack gender bias might be a way to improve sales. 33% believed that the
increase of neutral way of packaging that doesn’t target a specific gender
should be considered.
Where the problem comes in
Towards the end
of last year, the retail chain giant Marks & Spencer concurred with the
customer complaints to make its toy packaging gender neutral by spring 2014.
This is one of the issues that arise when this marketing gimmick plays on
stereotypes. Brand managers should therefore work towards catching the target
market or shopper’s eye regardless of their gender.
About Adamant Valves.
Founded in 2002, Adamant
Valves, as a global sanitary valves manufacturer and valves supplier, has grown
to become one of the leading valves manufacturers for high precision
stainless , sanitary ball
valves, pumps and pipe fittings. Adamant Valves uses advanced numerical control
machine tools, processing and testing facilities to ensure that our products
will meet your expectations for reliable performance and quality.