DY Works Press: Women & Brands

DY Works Press: Women & Brands

Alpana Parida, President of DY Works is featured in MXM, March 2012.


Coming to the most important questions of them all, what the brands need to do for women to purchase their brands or influence their husband to do so? Explains Alpana Parida, President, DY Works, Mumbai “The first thing to keep in mind is to stop talking down to them. Brands see women as caricatures of themselves as the woman who waits for her husband’s smile or for children to say she is the best. No doubt these are important payoffs in a woman’s life – but brands tend to make simplistic associations. To truly earn their loyalty and advocacy – brands need to understand the women more deeply. Understand their layered dreams and unfulfilled desires, help her achieve than become her savior. For instance, Maggi allows her to add her own creativity and thus, nutrition to the basic noodles rather than wait for the beaming smiles of her kids.

Adds Madhuri Sapru, “Other than for women’s personal products, marketers have barely started “marketing” (and I don’t mean just a media plan skewed towards day time audiences) to women. We do not have any media isolation opportunities created as yet, and hence it is difficult for marketers to communicate to them in isolation.” Brands indeed acknowledge the value of engaging female consumers – increase in their purchasing and decision-making powers has not gone unnoticed. Last five years have seen a huge increase in product categories and brands (beyond FMCG) specifically targeting women – including computers, mobile phones and financial products.

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