Session 12: Gender and Consumer Behavior

Question 1

Keep her in the game

Answer 1

Gatorade

Question 2

Cheerios

Answer 2

Howtodad

Question 3

Facebook

Answer 3

Makes men and women equal in new friends icon

Question 4

Mcdonalds

Answer 4

1. She deserves a break today.

2. Dad and Baby

Question 5

Changing Roles

Answer 5

1. Harley- Davidson Stroller and Diaper Bag for Dad

2. The ultimate baby carrier “fit for a king” - Skoda baby stroller

Question 6

Gender contamination

Answer 6

• Men get upset when a brand with a strong male identity expands to include products perceived as feminine

Question 7

Marlboro - gender contamination

Answer 7

Men contaminated the female product – seen as uplifting females, more powerful

Question 8

Diet Coke vs Coke Zero

Answer 8

Same product, different branding
Diet Coke - females
Coke Zero - males

Question 9

Dr. Pepper

Answer 9

It’s not for women

Mountain man

Question 10

Legos

Answer 10

Lego Launched First-ever Female Scientist Set only 2014

Question 11

Was there gender segregation back in the days?

Answer 11

In the Sears catalog ads from 1975, less than 2 percent of toys were explicitly marketed to either boys or girls

Question 12

Target

Answer 12

Target to move away from gender-based signs and sweeping away gender-specific toys and labels

Question 13

What are the main issues that the Barbie brand currently faces?

Answer 13

1. Growing competition
2. A shift in consumer preference
3. Retailer
4. Barbie as a role model?

Question 14

Growing competition for barbie

Answer 14

Lego, Hasbro, new competitors such as the Lammily doll (“average-looking dolls”)

Question 15

A shift in consumer preference (barbie)

Answer 15

Moving away from the typical Barbie doll (Caucasian, tall, blond, and slim), increasing interests in construction toys, and licensed products (e.g., Frozen)

Question 16

Retailer (Barbie):

Answer 16

A push toward ungendered products and avoidance of the use of gender-specific labels

Question 17

Barbie as a role model?

Answer 17

Related to her body image (

Question 18

Goldiebox

Answer 18

Construction Toys

Question 19

Barbie vs Lammily

Answer 19

New fashion doll promotes average body image

Question 20

Imagine the Possibilities

Answer 20

Barbie new commercial to empower young girls to pursue male dominated careers

Question 21

What would you recommend that Mattel (and the managers of the Barbie brand) do next?

Answer 21

1) Changing the physical proportions and appearance of Barbie
2) Launching new Barbie careers or products (e.g., Construction Barbie?)
3) Targeting boys and parents of boys with Barbie products
4) Use inspirational females (from different backgrounds) as a brand endorser in the ads

Question 22

2015 Moschino Barbie Commercial

Answer 22

Features a boy for the first time

Question 23

How much more do females have to pay than men?

Answer 23

On average, female versions cost 7% more than male versions

based on 800 nearly identical products

Question 24

When does price discrimination occur?

Answer 24

1. Early bird special
2. Stadium
3. Flights
4. Barbie and selected occupations
5. Same products for different uses - Excedrin

Question 25

Potential arguments for gender tax?

Answer 25

1. Economies of scale
2. Higher willingness to pay
3. Positioning
4. Different sources
5. Has been the market practice

Question 26

What is the economies of scale argument for gender tax?

Answer 26

Economies of scale in producing men’s products vs. a smaller volume of women’s only products

Question 27

Against a gender tax?

Answer 27

Ethical reasons

Potential boycott?