Marketing to Women

Women control more than 85 percent of all household purchases, meaning that marketers are looking for new ways to appeal to women consumers. On this week’s show, we talk about how some companies are taking a more direct approach to appeal to female consumers. Also, the accounting firm Deloitte is even instructing its employees to approach women clients differently than men.

This week’s Brand Rant discusses how Unilever is under attack by consumer groups for its Axe product. Groups claim that Unilever is running conflicting advertising when it praises women in its Dove campaign while it degrades them through the Axe campaign. And in the Brand Spotlight, we look into the MillerCoors merger and its attempt to challenge Anheuser-Busch for supremacy in the beer market. Holly Buchanan joins us to discuss how marketers have changed tactics in approaching women consumers.

Related Topics:

Link to an article that discusses a consumer groups letter-writing campaign against Unilever.
http://www.latimes.com/business/custom/admark/la-fi-unilever10oct10,1,373981.story?coll=la-headlines-business-advert

Miller and Coors have merged, likely leading to a more aggressive campaign against Anheuser-Busch.
http://www.dallasnews.com/sharedcontent/APStories/stories/D8S5ND980.html

The accounting firm Deloitte is training its employees to approach women clients differently than men.
http://online.wsj.com/article/SB119180210846051773.html?mod=googlenews_wsj

Nintendo has found that the majority of its users in Japan are actually women, likely leading to a different advertising approach.
http://business.timesonline.co.uk/tol/business/markets/japan/article2629649.ece

NBC Universal has acquired the Oxygen network.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=68902