Tag Archives: Brand

Are Women More Brand Loyal Than Men?

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By Parul Gupta

It is always said that, “women are more loyal than men”. This is not universally accepted in the personal lives but trusted by the companies. As stated by Nadia Chauhan, CMO, Parle Agro, “Women customers are more loyal than men customers. For woman, a brand is a commitment and she hates to break the commitment while man flirts with the brand”.

The reason that explains the difference in the behavior of men and women towards any brand lies in their different attitude, feelings and emotional patterns. Woman makes relationship with a brand in the same way as she does with the other human beings. She values the relationship and hates to break off with her brand as there is an uncertainty associated with a new relationship with a new brand. Whereas, man loves to try a new brand and likes to fickle around.

Gaining customer loyalty is a Herculean task for any company. Hence, the aim of all promotional activities of companies is summed up to one little word called Brand Loyalty. Brands quite often associate Brand Loyalty with female buyers and run exclusive campaigns and programs to maintain it. The recent success of the P&G’s campaign ‘Thank you, Mom’ solely focused on females, is the best example of the loyalty concept.

Maintaining a Brand Loyalty in today’s economy is extremely challenging for any business. Loyalty now is more like a two-way relationship- businesses can also demonstrate their loyalty to customers by listening to their needs and concerns, actively engaging and responding to client issues, and using that information to anticipate market trends. In this way, the new version of customer loyalty is more of a mutually beneficial relationship, rather than a one-way flow of products and information.

Women have been found to be more loyal to brands than men in a recent survey carried out in the UK by The Logic Group and Ipsos MORI. In the survey of more than 2,000 consumers, 67pc of women said they are members of at least one loyalty scheme, compared with 57pc of men. “When it comes to brand loyalty men and women clearly have very different drivers and motivations,” said Anamaria Chiuzan, customer insight and loyalty specialist for The Logic Group. “The challenge for brands is to capture these differences in their loyalty messages and programmes, ensuring that they offer the right deals and messages at an individuallevel.

Loyalty is about the customer experience underpinning engagement with a brand. A series of factors determine how that experience should be defined: age, sex, lifestyle etc. Loyalty succeeds when the brand messages are tailored to build an experience that resonates with different customer types. Hence, the businesses should be more focused on conveying the right message to their customers in order to build Brand Loyalty.

The author is a Management Professional. She has also been working as a freelance writer. Her articles get published in newspapers, magazines and websites. She writes on various technical & non-technical topics such as education, career and self motivation.

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4 Reasons Your Brand Should Be On Google+

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In 2011 when Google first launched Google+, a lot of brands offloaded their content and themselves on it. Only to find that the level of interaction was nowhere close to other social networks especially Facebook. Some went immediately off it, saying, that there is enough traction for them on FB so they would not WASTE bandwidth here. A few brands though made very innovative and useful usage of google+ and that made others stand up and notice as to what all can happen on this another innovative platform from the stable of Google. Here are four reasons your brand will only lose if it’s not on G+

1. The omnipresence of google is well known. From search to mail to maps to earth to docs to chat, you name it and they have it in their stable. So basically, google+ is nothing but a tremendous social extension of all those listed above. To add to this m sure, all of us have sometime or other used some of the product of google, thereby making us more closer to G+. Plus if you thought google+ is ghost town like many like to believe, here is some data for thought. There are 500 million people currently on G+ and approximately 343 million are pretty active. The social network has already been named the second largest active network in the world, bigger than twitter and youtube. Decide for yourself the value after seeing the numbers.

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2. Better Discoverability: That little +1 button that you see on google+ will soon be as omnipresent as google is. You will find it in display campaigns, ads, on your site and on search results too. Google tracks these +1’s and measures who all are recommending and interacting with your brand. Before you even realize, all the +1’s around your brand will be connected directly to your G+ page. What these numbers and +1’s will indicate is what will help google put your company in places that actually matter. Thus brand engagement extension. Don’t miss out.

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3. More Extensive Engagement: Communities are the next big thing in online and social and Google+ definitely is playing big on it. It is places like these where real people come out and have conversations around what they want, what they desire, what they liked from what they bought and what is their next most important need. They discuss interests which directly impacts their buying behavior, thereby exciting brands. Brands thus could create communities, be part of some, and discuss, listen and monitor conversations for their benefits.

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4. Let’s Hangout: What better than brands having customer conversations from their social profiles. Google+ makes this possible and there are examples which show how brands have actually made live launches, done live samplings, live testings of products very successfully. There is nothing like making the consumer a part of the brand building process and hangouts are perfectly designed to suit that purpose. Brands have also done giveaways which has excited consumers and have made them come back again to the social to see action and hope future giveaways.

These are just four of Google+ great functions that could help your brand engage more with your consumers. Go in and check out other such exciting features as the product continues to evolve like all other Google products. 

 

 

The Variations Presented By The 5th P Of Marketing

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Our anonymous Marketing expert talks why the 5th P has many definitions and almost every professional presents a variation to suit his/her convenience. 

To a lot of people, the 5th ‘P’ of Marketing has been determined by the business, in which they are in, try asking a person in Logistics or Supply Chain management and they would call attention to packaging.

To an advertising agency or a brand consultant, the 5th ‘P’ would remind you of positioning, for a person inclined towards human resources and insights, the 5th‘P’ would be people. Emerging trends in communications place the 5th ‘P’ to be participation.

Today from productivity to perception to passion, if you ask 5 people what the 5th ‘P’ is, there are 7 different definitions relating to this subject. According to me, the 5th ‘P’ is determined by the business you are in and the 5th ‘P’ is more likely to reflect your profession more than anything else, if by chance, your version of the 5th ‘P’ does not reflect you profession, chances are your profession relates to the second oldest profession.

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