I was shocked when I woke up on February 14th to read HT City which declared – the week of Valentines Day is a Rs12000cr business! WoW! And we thought love was priceless! That was then.
On March 8th when I woke up, I had a similar kind of feeling while flipping through the pages of the newspaper. Companies were giving discounts to women [Tanishiq, Gilli, Greenways, Meena Bazaar, Cocoberry etc] Companies had placed full page ads showing their focus and adoration for the fairer sex.
Companies had organized seminars for women employees.
Most organizations were having some initiative to mark the occasion. For eg; Air India operated an Ultra Long Haul flight from Delhi to Toronto with an all-women crew. These are early indications of the kind of market Women’s Day is emerging into and this commercialization of women’s day is certainly a good thing for marketers.
- Till now, no organization has as such broadcasted their commitment to women in a big way and women’s day is a good way to start. Its only matter of time that companies realize that women are a target audience they should focus on more to differentiate themselves [and this has definitely started]
- Even on the political front in India; while there are oppositions to the celebration of Valentine’s Day [suggesting the influence of western culture], I doubt there can be any concern over the celebration of women’s day.
- Another thing in favor of Women’s Day as compared to V-day is – V-day preparations are done by consumers and marketers [to bring out discounts, gifts, events etc] But the scope of W-day celebrations is far more – organizations will also celebrate internally, as well as bring out discounts etc, and be celebrated by consumers.
I think it’s going to be only another 3-5 years or so before women’s day is going to move on from just a day to an event to a celebrations of sorts with big money going to get involved, maybe more than the Rs12000cr of V-day as well!
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