Thursday, 29 January 2009

IFB targets the young working woman

We came across this ad by IFB (appliance maker) in a magazine yesterday.
What struck us was the target. Young/ working woman. The message stands out from the clutter in the home appliances market.

Traditionally the Indian white goods market has targeted the housewife- or a woman in a "household" situation...planning for parties or worrying about her kids playing in the mud and dirtying their clothes.

The theme has been of keeping the family well fed/ or the kids clean/ or the husband promoted.

IFB targets the woman in her office. And the fact that she can fully concentrate at work knowing that the IFB appliances back home will keep her in command on the domestic front as well.

We have not seen this execution in other media. And we think it is unfortunate.

A large number of young women are entering the work force in India today. Their segmentation- targeting and positioning seems spot on.

Hopefully they will build on this and ensure the message is well communicated.

The concept stood out amidst the clutter.

Ritu and Venkat

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