Saturday, March 22, 2008

Gender as a Basis for introducing Brand Extensions


We always speak about using gender as one of the segmentation variables, it is only in the recent times that we can see examples of marketers trying to use this often forgotten basis to come up with brand extensions of existing products or even new products, like Emani Fair & Handsome, a fairness cream for men. If one were to back a little in the past we have examples of Nivea coming out with an exclusive range for men...

In the recent times I have seen two new products which I thought were revisiting this basis demographic variable to segment the market.

The first example is Horlicks for Women. Horlicks has been around in the Indian market for a long time, as has been coming with new variants to cater to different age groups with Horlicks for Kids and so on...maybe the whole range of varints of horlicks would deserve an exclusive posting but coming back to women horlicks, the ad also added to the post says it is specially designed with HemoCal to cater to the special needs of women....

The second is the new Clinic All Clear anti-dandruff shampoo for men. The reasoning given is HUl research shows that a mens scalp differs from a woman's and has more dandruff on an average ..... so a new variant just for men...

I don't know but the second example should make us think are we going in the right direction, or is it just that we want to create new variants so as to take-up more shelf space of retailers and pump more into distributors .... ???

4 comments:

Varun Reddy Sevva said...


We always speak about using gender as one of the segmentation variables, it is only in the recent times that we can see examples of marketers trying to use this often forgotten basis to come up with brand extensions of existing products or even new products, like Emani Fair & Handsome, a fairness cream for men. If one were to back a little in the past we have examples of Nivea coming out with an exclusive range for men...

In the recent times I have seen two new products which I thought were revisiting this basis demographic variable to segment the market.

The first example is Horlicks for Women. Horlicks has been around in the Indian market for a long time, as has been coming with new variants to cater to different age groups with Horlicks for Kids and so on...maybe the whole range of varints of horlicks would deserve an exclusive posting but coming back to women horlicks, the ad also added to the post says it is specially designed with HemoCal to cater to the special needs of women....

The second is the new Clinic All Clear anti-dandruff shampoo for men. The reasoning given is HUl research shows that a mens scalp differs from a woman's and has more dandruff on an average ..... so a new variant just for men...

I don't know but the second example should make us think are we going in the right direction, or is it just that we want to create new variants so as to take-up more shelf space of retailers and pump more into distributors .... ???

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Varun Reddy Sevva said...


We always speak about using gender as one of the segmentation variables, it is only in the recent times that we can see examples of marketers trying to use this often forgotten basis to come up with brand extensions of existing products or even new products, like Emani Fair & Handsome, a fairness cream for men. If one were to back a little in the past we have examples of Nivea coming out with an exclusive range for men...

In the recent times I have seen two new products which I thought were revisiting this basis demographic variable to segment the market.

The first example is Horlicks for Women. Horlicks has been around in the Indian market for a long time, as has been coming with new variants to cater to different age groups with Horlicks for Kids and so on...maybe the whole range of varints of horlicks would deserve an exclusive posting but coming back to women horlicks, the ad also added to the post says it is specially designed with HemoCal to cater to the special needs of women....

The second is the new Clinic All Clear anti-dandruff shampoo for men. The reasoning given is HUl research shows that a mens scalp differs from a woman's and has more dandruff on an average ..... so a new variant just for men...

I don't know but the second example should make us think are we going in the right direction, or is it just that we want to create new variants so as to take-up more shelf space of retailers and pump more into distributors .... ???

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Rajesh Aithal said...


We always speak about using gender as one of the segmentation variables, it is only in the recent times that we can see examples of marketers trying to use this often forgotten basis to come up with brand extensions of existing products or even new products, like Emani Fair & Handsome, a fairness cream for men. If one were to back a little in the past we have examples of Nivea coming out with an exclusive range for men...

In the recent times I have seen two new products which I thought were revisiting this basis demographic variable to segment the market.

The first example is Horlicks for Women. Horlicks has been around in the Indian market for a long time, as has been coming with new variants to cater to different age groups with Horlicks for Kids and so on...maybe the whole range of varints of horlicks would deserve an exclusive posting but coming back to women horlicks, the ad also added to the post says it is specially designed with HemoCal to cater to the special needs of women....

The second is the new Clinic All Clear anti-dandruff shampoo for men. The reasoning given is HUl research shows that a mens scalp differs from a woman's and has more dandruff on an average ..... so a new variant just for men...

I don't know but the second example should make us think are we going in the right direction, or is it just that we want to create new variants so as to take-up more shelf space of retailers and pump more into distributors .... ???

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william said...


We always speak about using gender as one of the segmentation variables, it is only in the recent times that we can see examples of marketers trying to use this often forgotten basis to come up with brand extensions of existing products or even new products, like Emani Fair & Handsome, a fairness cream for men. If one were to back a little in the past we have examples of Nivea coming out with an exclusive range for men...

In the recent times I have seen two new products which I thought were revisiting this basis demographic variable to segment the market.

The first example is Horlicks for Women. Horlicks has been around in the Indian market for a long time, as has been coming with new variants to cater to different age groups with Horlicks for Kids and so on...maybe the whole range of varints of horlicks would deserve an exclusive posting but coming back to women horlicks, the ad also added to the post says it is specially designed with HemoCal to cater to the special needs of women....

The second is the new Clinic All Clear anti-dandruff shampoo for men. The reasoning given is HUl research shows that a mens scalp differs from a woman's and has more dandruff on an average ..... so a new variant just for men...

I don't know but the second example should make us think are we going in the right direction, or is it just that we want to create new variants so as to take-up more shelf space of retailers and pump more into distributors .... ???

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