Gender difference and marketing in Japan

Gender difference and marketing

Why does it happen?

• Gender marketing is very developed in Japan. Everything is extremely segmented, while we are in large distribution markets where we make volume.

(A segmentation that goes as far as exclusivity with transports and shops for women.)

• Beyond the creation of a specific product, people do not communicate in the same way to men and women. (ex : The cosmetics sector is a good example. We do not sell cosmetics to men as to women. Men will look more to the practicality and effectiveness of the product.)

Since consumers attribute a genre to the product. (Even though in some cases individuals may adopt behaviors or buy products that are generally dedicated to the other. A phenomenon especially observed in women, because men would be more reluctant to appropriate a product attributed to the other sex.)

• In a world where personalization is key, businesses have to keep in mind which gender they are targeting. By considering the distinctive differences between male and female, you will be able to effectively enhance customer engagement, conversion and loyalty. (ex : The fashion industry was first to recognize and respond to men and women shopping differently.) 

• Men and women traditionally approach purchasing decisions very differently. The difference is created because men and women want different things out of a buying decision. Women look to satisfy long term needs and wants, while men are shorter sighted and look at satisfying immediate or short term needs and wants.

• Traditionally the purchasing decision is to move from customer awareness to interest in purchasing and finally narrowing of options. Marketers need to awake customers' interest by proposing a range of products that specifically talk to them.

• The strategies adopted are therefore, in most cases, part of a process of affirmation of the traditional attributes of genres. The most glaring example is the use of chromatic signage in packagings: pink for women / blue (or now black) for men. These colors are intended to make the target understand at first glance that the product is intended for him.

Also, the design, lexical fields used in slogans, evoked values, or even specific features are used to give a gender to the products.

• the gender differences we perceive are the products not of biological factors but, rather, the result of socialization and education that occur in the home, the school, and other institutions within society. And Japanese society has rather strictly-enforced gender norms.

( ex :  check out these sponges.

 [pic 1]

I’m sure when people buy them they have thoughts like  “Oh, the women’s sponge must be softer, for delicate, feminine women” or “That man’s sponge must be rough and well-made to stand up to a man’s strength.” It’s concepts like these, reinforced though common items, that keep ideas of what’s  womanly or  manly firmly in place.)

• By creating differentiated needs, the invention of gendered products makes it possible to multiply purchasing intentions. Thus, instead of selling only one mixed product for one household, the brand will sell two.

Case study (food industry) :

• There is a strong tendency of feminization of products and packagings, especially in food that uses a lot of color or pink fragrance, reduces portions and is inspired by fashion codes or cosmetics until making its Products of real accessories.

Ex :

Under the chirpy brand name Hanauta, or “humming”, Tokyo-based food manufacturer Toyo Suisan was bringing its brand of female-oriented noodles to the market in 2013. Developed with the mission statement “a cup noodle for women that helps lift spirits” in mind, Hanauta noodle cups feature floral print designs as well as cups whose appearing less bulky.

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