By November 2013, the BMW i brand dedicated to sustainable development of the German manufacturer, must formalize the launch of these two electric models: the coupe concept i3 and i8 concept spyder. These cars promise to combine innovation, environmental sensitivity and hedonism.
BMW: an eco-responsible company
BMW has been working for years to improve automotive technology. The first electric attempt of the brand was in 1972. Aware of the many changes in our planet, such as global warming, depletion of natural resources and urbanization, the BMW Group is working on its social responsibility. For this reason the BMW i brand was conceived with the perspective of creating new innovative and inspiring cars. (1)
Since the beginning of April 2013 Eram launched its new spring summer advertising campaign. Prior, an anonymous teasing maintained by a dozen fashion bloggers created a nice surprise. With originality, this brand of shoes imagine an innovative musical of 20 minutes about “What makes girls walk.”
In April 2013, Dove created a buzz again with an amazing video showing how women are still struggling to see their real beauty. This new brand campaign, “Real Sketches” features seven women who have been drawn by Gill Zamora, a portrait maker from the FBI. To do this, he only had only the information that these women gave to him, hidden behind a curtain.
Women were made to precisely describe all parts of their faces: shape, features styles, dyed hair…
Prior this experiment, each woman had to meet another participant. Therefore, before performing her own portrait, each respondent realized the physical description of the other person with whom she could discuss a few minutes ago.
Lorna Stevens is a marketing professor at the University of Ulster. She is known for her expertise in marketing strategies and gender marketing
What is your definition of Gender Marketing?
Marketing that takes gender as a variable and gender issues into account in relation to marketing. It is a term that encompasses both theory and practice.
What are, in your opinion, the main consumer behaviour differences between men and Women?
There are many differences, most of which can be understood in terms of social and cultural conditioning. The most frequently cited one is probably shopping behaviour, but increasingly gender dichotomies are less valid as greater attention is paid to the complexities of human behaviour – there are many shades of grey – it is no longer seen as a black and white issue. For example, men can also engage in hedonistic, browsing shopping behaviour – it just depends on the product category!
In the United States, women tend to favor using their smartphones for social purposes. According to a survey from Prosper Mobile Insight, published in June 2012 (http://www.prospermobile.com), men and women do not use their mobiles in the same way. Amongst others, activities that are exclusively done via smartphones are not the same according to the sex. The most fundamental differences concerns the use of emails, Facebook, search engines, and e-commerce sites.
Mobiles and tablets’ exclusive uses: Women prefer ‘social’ activities in comparison of men
The exclusive uses of women via their smartphones are mostly social networks: email, facebook and search engines.
57.3% of women reported checking their emails only on their mobile or tablet, against 44% of men. Regarding the use of Facebook, 48% of women say surfing on this network only via their smartphones / tablets, against only 36% of men. Same record for access to search engines, 50.9% of women reported using it via this device, against 39.4% of men.
Thus, the exclusive use of men on their mobile focuses less on ‘social’ practices. They attach similar importance to their IM and ; to a lesser extent, to the consultation of their bank account. 36% of men surveyed say using only their smartphones / tablets to get their Instant Messaging, against 32% of women.
In February 2013, Coca-Cola announced its new creative partnership with the designer Marc Jacobs, who succeeds Karl Lagerfeld and Jean Paul Gaultier. It was in London, Monday, March 11, 2013, that the creator formalized his 3 bottles and cans and their explosive design.
“I feel very privileged and honored to be appointed artistic director of Coca-Cola light in 2013 and to have the opportunity to bring my personal touch to this campaign celebrating the 30th anniversary of the brand. Coca-Cola light is an international icon … and I love the icons! , ” Says Marc Jacobs.
Eurostar Group, a technology company in Dubai launched in February 2013 (Valentine’s Day) an Android tablet specifically designed for women. Home screen pink, simplified menu, pre-installed applications to facilitate household chores, to shop, to cook or to take yoga classes: epad is the perfect tool for half barbie, half housewife. This Android tablet with a 8 (pouces) screen, a 1.5 GHz processor and a 16 GB memory has been designed to simplify the lives of the fairer sex.
This is what Mani Nair says, Deputy Director of Marketing for Eurostar, instead of worrying about sexist messages by the tablet: “This is a perfect tool for women who are experiencing difficulty downloading applications (. ..) Just turn it on, log in and you can cook your recipes or do yoga ” In the Middle East, women have mixed opinions. Inhabitants of Dubai have responded positively “I love. The tablet is really convenient to surf on the internet, do some research or even play. ”
In 1975, co-education became required in all schools in France. If this mutation delighted women’s rights advocates, it has been primarily driven by economic objectives. The increase of higher education has a cost and the creation of communal institutions helped to optimize budgets. In hindsight, we understand better why so many studies highlighted gender stereotypes persistence in schools. (1)
Co-education has been considered as an economic tool before being considered as an educational tool for equality. (2) “It’s not enough to declare that co-education (even if it’s necessary) will make the gendered division of knowledge and skills disappear” says Françoise Vouillot (3), psychology teacher and a member of the Laboratory of equality (www.laboratoiredelegalite. org/).
“He was already preparing to turn his back on this boring show to return to the Louvre, when the wind brought him something, something tiny, barely perceptible, a tiny crumb, an atom smell or even less, rather the feeling of a fragrance, (…) infallible presentiment of something he never felt. He stepped back against the wall, closed his eyes and dilated his nostrils. The perfume was delicate, subtle and so exquisite that he couldn’t capture it sustainably “(1)
This extract from the famous book “Perfume” by Patrick Süskind describes the power of fragrance; how it attracts attention, how it enables an imaginative escape.