It's Still A Man's World

Nu jau kādu laiku profesionāļu diskusijās un semināros izskan doma, ka zīmoliem, kas darbojas globālā līmenī, nevajadzētu dalīt auditorijas pēc ģeogrāfiskās atrašanās vietas. Gluži vienkārši fiziskās robežas ir nojauktas līdz ar dažādu jauno mediju parādīšanos pie apvāršņa. Par to liecina arī Harvard Business Review nule publicētais pētījums, kas veikts 2008. gadā ar diezgan izaicinošu nosaukumu - Sieviešu ekonomika. Raksts ir par to, ka sievietes ir milzīga auditorija, kas netiek novērtēta. Kompānijas laužas uz Ķīnu un Indiju, jo tur ir milzīgs vēl neaptverts tirgus. Bet kas notiek patiesībā? Mani pārsteidza šis grafiks:

 

Un tieši klientu ienākumi ir tas, kas nosaka uzņēmuma biznesa veiksmīgumu. 

"Here's what we found, in brief: Women feel vastly underserved. Despite the remarkable strides in market power and social position that they have made in the past century, they still appear to be undervalued in the marketplace and underestimated in the workplace. They have too many demands on their time and constantly juggle conflicting priorities - work, home and family. Few companies have responded to their need for time-saving solutions or for products and services designed specifically for them. (..) Cars are designed for speed - not utility, which is what really matters to women. No SUV is built to accommodate a mother who needs to load two small children into it. (..) On the other hand, the number of working women in the United States is about to surpass the number of working men. Three-quarters of the people who have lost jobs in the current recession are men. To be fair, women are still paid less, on average than men, and are more likely to work part-time - factors that have helped insulate them somewhat from the crisis."