Why Pink Is Not a Marketing Strategy
Must Marketing Strategies Geared toward Women Include Pink?
A recent article in the Huffington Post talks about Nokia’s plan to launch the first smartphone specifically geared towards women — the pink N8 – complete with an ELLE fashion app and an option to install a “Little Pink Diva Theme.” But does a product need to be pink to appeal to women? Absolutely not. In fact, often the reverse is true. Sometimes painting a product pink simply tells a woman that a brand hasn’t really given any thought to her and her needs at all. Pink is style, not substance, and it certainly isn’t a marketing strategy.
Marketing Strategies Aimed at Women Must Be Relevant and Authentic
Marketers cannot rely on outdated assumptions and stereotypes when trying to engage women. To be relevant to women consumers, marketers need to do the hard work – taking the time to learn about women and understanding what motivates them to order to present their brands in a meaningful way.
Yes, this can take time, and there’s no quick fix. But a woman’s b.s. meter is always on – and she knows when she’s being addressed in an authentic, sincere way. . . . and when she’s not.
What do you think – are pink products patronizing to women? Is this a desperate and dated strategy by Nokia?
May 25, 2011 @ 2:50 pm
I agree, although I seldom take it as a patronizing ploy. I tend to look at what I need versus what the phone has. I can buy a pink skin or case later if that’s the style I want.
May 25, 2011 @ 3:36 pm
I must admit that the thought of a bunch of executives sitting around a table talking about tapping into the women’s market by painting something pink and glittery is pretty offensive to me. I love pink but give me a black phone with smart technology any day. Exactly the kind a man would buy.
May 26, 2011 @ 2:27 pm
Shakirah,
I agree that many times the pink thing isn’t at all patronizing, though I’ve certainly seen instances where it is. I think it has to do with how close marketers are tracking their consumers and how much time they are putting into understanding them. Thanks for the post!
May 28, 2011 @ 5:35 am
Oh, no! Not the “pink it and shrink it” approach.
May 28, 2011 @ 12:11 pm
Yes, sometimes the “pink it and shrink it” strategy is still being used by those less informed, but I think overall the tide is turning and marketers are beginning to understand that there is more to their female consumers. Thanks for the post, Jennifer!
March 4, 2013 @ 1:18 pm
if we have to go “down” to this level, I believe that all product development should be seperated: men making products to men and women making products to women….. Imagine the great products we would get 😉
Honestly this is sinking too low and yet anohter sign that there should be more moven on boards and executive positions to avoid these “mistakes”
Insights for Marketing to Women | Girlpower Marketing
April 19, 2017 @ 7:27 pm
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