Wednesday, 11 April 2012

Marketing To The Divas-The Opportunity,Cash & Lies

Women may represent only half the total consumer market, but in actuality, women make (or influence) vast majority of purchasing decisions. They are gate keepers to information on what men use especially in the FCMG and fashion industry and deciders in what men and kids buy or consume. Fast forward to the 21st century women now have the cash! Hence the new advertising trend and marketing appeal that brands are cashing in on. It’s the Divas! When you attract more divas, along with these women comes the business of their spouses and family members. Ad agencies are struggling to promote often undifferentiated offers, what an attraction to the women? Women want to be very unique, none wants to see another one in the same shoes she has. The agencies understand the importance that in the 21st century marketing will be on-emotion, meaning to create the right emotion at the right time, for the right audience, on behalf of the right positioning of a branded offer. But even with this new freedom to follow their correct instincts (visuals and emotions win), the ad agencies have plenty of work of their own cut out for them. Since Beyonce did her hit song DIVA  the trend has caught up pretty fast. Part of the song says that a diva is the female version of the hustler which resonates very well with what women want to hear.  A good number of this group of urban ,educated women with fat paychecks and successful business empires too have had nasty divorces and now seek the freedom to do anything with no restrictions. Well cool enough babe; you can do anything and buy everything money can get you. The younger women and kids too have been raised too by these divas and want to be 'divas' too when they grow up! Not bad at all; the feminists have told women they need to get equal opportunities and gender equity in everything. From parliament to boardrooms to our homes and straight to the bedroom. Cool enough. So as the young women grow up they are keenly watching what the 'older divas' are doing. I have no issues with this because i am writing this article as a marketer not a divorce lawyer, priest or marriage counselor. But just how are these divas being conned their hard earned cash by brands that have positioned their products or services to this growing segment of the market? You may agree or disagree but as a marketer and a consumer I know just what it is like to be on both sides of the coin. I get to see the 'lies' these brands are brands are cashing in on this and making cool chums. I got no problem with that because every smart man, woman, brand deserves to make good money. As a brand manager you don't have to change things that are working for you. Simple, specific changes to your customer service, sales process and marketing can have a BIG effect. Just make the divas feel a bit more special, do it right and meet their higher expectations and RIP them off!
There are a few 'smart brands' that have turned this phenomenon into gold.
Here are a few of them in Kenya.
The Stanchart's Diva account
Below are some of the features of this account
Minimum opening balance of Kshs.2000 
No monthly charges 
Free recognition card 
One free banker’s cheque every month 
Variable interest rates that increase as your deposit increases.
Customized world class investment solutions
Here's where you get conned;The recognition card probably offers discounts to the account holders at some stores eg Healthy U. The truth is you get to spend your money. These people know that Kenyans are bargain hunters. We all want to buy at that clearance SALE. Secondly is what I see written World class investment solutions? What's that? I think you also have to pay for that! It's more like premium banking;just an excuse for banks to charge you more because premium clients have access to water dispensers and a seat!Variable interest rates for deposits are cool; but can’t you clearly see that the bank simply wants you to give them more money for them to lend another diva to make more cash?

Why do women the world over wear the clothes that they do?  Is it because we see them on a famous actress walking the red carpet at the Academy Awards?  Do the divas buy a new dress because we’ve seen it in a magazine and we know it is the latest trend?  Are women shelling out money to buy clothes because an Internet website says this is a must have item for the season?  Yes they are! A lot of brands in the fashion understand the power of celebrity endorsements. From dressing our TV presenters or artistes to paying socialites to wear these clothes and endorse the brand. The divas then spend colossal amounts of cash on clothes made in china and given Italian labels because a bigger diva said they are worth buying! However, the ultimate message from the fashion industry is; “if a famous person wears this – it must be cool and therefore you must have it too!” .That’s a BIG con! This strategy proves to be a win-win situation for both the fashion industry and celebrities as they cash in on the free items that various designers throw their way because a DIVA paid for all that!!!

Health, Nutrition and Cosmetics 
This is where the divas have been thoroughly mishandled and conned!!There is everything for the divas here. From Soaps, to facial creams to spas to make up kits to supplements and other health products. Not forgetting the craze in traditional organic foods to weight loss consultants everyone is here!!All these products and service providers promise MAGIC...Beautiful skin, shapely thighs, No stretch marks all with a promise to make the divas remain forever YOUNG! I don't have to explain further because we have seen it all. Am not trying to say that all the people and products are quacks or don't work, some do! These corporations have been chemically medicating women through cosmetics for years without their knowledge, consent, and with very little governmental oversight
All these products are lurking just behind your bathroom mirror, where all of your favorite beauty products are housed, is a virtual toxic nightmare. The growing list of synthetic ingredients manufacturers add to their products is turning the most innocent-looking shampoos and moisturizers into cocktails of toxins that could cause cancer or reproductive damage over years of sustained use. Modern cosmetics contain a host of dangerous chemicals. Some of these products have brought the exact opposite of what they promised the users! Just before you use them because they are meant for divas do your background research, understand what's in the tube before you squeeze and apply the cream somewhere....Don't be so dumb to try out everything!
Finally i have one brand that passed my test. It's Redds; an alcoholic beverage with a crisp clean apple taste!!Redds divas is a superb marketing promo. Redds as a brand has been supporting the divas by sponsoring beauty pageants ,fashion events such as Kenya Redds fashion Awards, Redd's Africa Fashion design awards.the fashion week and runway modelling. It’s the only brand that i feels needs to use the word Diva in their marketing! It's also a great positioning for the brand to compete with Black Ice and Kingfisher both brands targeted at the women alcohol consumers. If you haven't seen their new billboards get to Sarit centre; they have one there with the REAL divas!!!So for every diva out there;Lets drink some Redds to that!!!
Follow me @KenyanMarketer lets discuss this further. Lets help our divas put their money into a better use!

1 comment:

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