Marketing to Women

All about the female mindset

Decision Making


Dianne Gardiner, ESOMAR, Qualitative, November 2014

This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.


Vasuta Kalra, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Lakme, the beauty brand, connected with working women in India by resolving the tension between femininity and masculinity in the workplace.


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Oriental Princess, a Thai brand of cosmetic products, caught the attention of women by giving them a way to express more powerful emotions and go against cultural norms.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This campaign explains how Rexona increased sales of its deodorant brand amongst women in Malaysia by encouraging them to exercise with a branded mobile app and charitable donations.


Nikita Shah, Warc Prize for Asian Strategy, Entrant, 2014

Thiscase study explains how Stayfree, the feminine hygiene brand, addressed the issue of anaemia amongst women in India with its charitable foundation, Women for Change.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Vicomte A, a fashion brand, used Facebook to reach a female audience in China.


Lalit Agrawal , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Johnson's Baby, the baby care brand, strengthened its equity among Indian mothers via a CSR activity.


Suzzane Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.


Josh Grace and Shailesh Iyer , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IKEA, the furniture retailer, promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.

WARC RECOMMENDS


BEST PRACTICE

How to market to women

Practical tips, examples and recommended reading


ARTICLE FOCUS

Marketing to Moms

An overview from the Advertising Research Foundation


TRENDS

Women 2020

How women's expectations are changing the future


CASE STUDY

Johnson & Johnson: Blister Plasters. And Club Nights?

IMC Awards winner targets young female partiers