Some marketers are scripting success stories with women consumers in a focused approach. Instances in retail, travel, healthcare and the automotive sector abound.
Take Honda Siel Cars India, for instance, which plans to launch a new ‘Small Car’ in 2011. The car’s concept is being developed at Honda’s automobile R&D centre in Japan. Surveys have been specially conducted to understand Indian customer’s needs.
‘Small Car’ is pitched as a family car in India and the company looks at women as a big target group.
In order to get the product right, Honda Japan invited Indian female associates to assess their ease of getting in and out of the car, as well as their seating comfort, while dressed in Indian attire.
A company spokesperson says, “In India, buying a car is like a milestone and the entire family takes part in the decision. Small requirements such as women’s comfort are especially being kept in mind and will go a long way to draw women consumers to our product.”
As more women are spending time travelling alone, tour operators Kesari Tours and Travels and Thomas Cook India are re-writing their travel plans to include women-only travel itineraries.
In 2006, Kesari introduced its brand, My Fair Lady (MFL), which has ‘only-women’ packages to Indian and international destinations.
Veena Patil, chairperson and MD, Kesari, says, “The number of women travelers wanting to travel alone without worrying much about their security is going up. This brand offers them the space and opportunity to travel without worry. It has taken off well for us.”
MFL takes an average of 800 women, aged 25-55, every 12 months on various tours.
Seeing a growth in women fliers, Jet Airways recently introduced JetViva, an exclusive programme for women-on-the-move, through which members receive exclusive offers and customised events and promotions every quarter.
Nikos Kardassis, CEO, Jet Airways, says, “Women travelers, besides being a prominent and growing customer demographic, have also been among Jet Airways’ most loyal customers.”
Bindu Sethi, senior VP and national planning director, Grey Worldwide India, says, “Nowadays, most marketing and advertising strategies revolve around or are directed at women. Marketers are waking up to this fact as they see more women being the purchase decision maker in a household.”