Enough of cricket; marketers now plead their case with women

Last week, both Electrolux Kelvinator and Whirlpool of India announced the launch of two new Awards to recognise the accomplishments of Indian women. While the Electrolux-Financial Express Awards for Women in Business aim to recognise contributions of women in the area of business, Whirlpool GR8! Women Awards 2004 (Whirlpool has joined hands with television magazine GR8! for this) look to appreciate contributions of women from all walks of life.

Talking about implications of the Women in Business Awards, Rajeev Karwal, managing director and CEO, Electrolux Kelvinator Ltd, said, "Women have been the nurturers, caregivers and the backbone of our society from time immemorial. They are increasingly playing an important role in all spheres of life. We believe there are many outstanding women who have never been recognised for their accomplishments. This initiative is an attempt to recognise their hard work and successful efforts."

As part of its mission of Partnership in Homemaking, Whirlpool's GR8! Women Awards 2004 is also a celebration of the accomplishments of women. "The Awards are an attempt to highlight women who can serve as role models for the contemporary Indian women," mentions a prepared note from Whirlpool.

And in this emerging world order dominated by the new age woman, cricket seems to be falling out of favour - somewhat. Or may be for these two marketers, who - unlike their Korean counterparts who would gun for maximum mileage during any cricketing event - are placing their bets squarely on the homemaker. Says Karwal, "We will not be doing the Wisden Awards (for which the company was a title sponsor in 2003) this year because we are getting very clearly focused in our communication plank and cricket does not fit well in our overall marketing strategy; but as a media opportunity we will continue to use cricket."

In fact, the forthcoming campaign from Electrolux simply focuses on women. "We have made a lot of effort in understanding women - how women use our products and what are their unfulfilled needs in all categories of products. Our new product campaign will ensure an emotional connect with the target audience, the women," explains Karwal.

Quite evidently, as women emerge as key decision makers in household purchases, marketers are falling over themselves to find inventive ways of bonding with her. Of course, packaged goods and retail marketers have always known that women make 80 per cent of household purchase decisions. But now marketers of cars, financial services, business travel, computers, small business products and services, and other big-ticket items are recognising that their consumer base is shifting towards a somewhat older, definitely richer and very savvy female buyer.

Electrolux Kelvinator Ltd, the Indian subsidiary of the Electrolux Group, for example, now defines women as ‘relationship managers' or ‘hope managers'. No surprises then the company keeps her requirements uppermost on its agenda right from the product development stage.

The company has to its credit India's first hands-free refrigerator, where the consumer, even with her hands full, can open the refrigerator with the help of a pedal at the bottom of the unit. The company's Washy Talky washing machine has a voice interactive system that can guide her to "the cleanest and the most cost-effective wash". The company also has a changeable panel door in one of its refrigerators where she can change the colour of her refrigerator in the most hassle-free manner.

So while the sea of big-screen TVs at the electronics store may still be tuned to cricket matches or football games, a growing number of companies are pitching their wares directly at women buyers, or at the very least peddling them in a more gender-neutral fashion. © 2004 agencyfaqs!