Should Branding Be Neutralized to Avoid Gender Stereotyped
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Should Branding Be Neutralized to Avoid Gender Stereotyped
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DATE: 10th January 2020
Glossary
FMCG – Fast Moving Consumer Goods
ASA – Advertising Standards Authority
B2B- Business to Business
MNC- Multinational Corporation
MBP- Masculine Brand Personality
FBP – Feminine Brand Personality
ASA- Advertising Standards Authority
1. Chapter 1: Explore
1.1 Organisation
PZ Cussons is a global association of consumer goods with a portfolio of trusted brands across a variety of markets (PZ Cussons, 2019) with a production line of Personal Hygiene and Beautification, Home Care, Food and Nutrition and Electricals products. PZ Cussons originated in 1884 in Sierra Leone by George Zochonis and George Paterson who began trading commodities with the UK initially and for 136 years has evolved across continents, in size and the brands encompassed in the company’s ever-growing development and expansion.
1.2 Enquiry Focus
The elected company PZ Cussons incorporated within this study allows for a large field of products to be analyzed in correlation with the enquiry focus. The focus of the enquiry is to explore the potential stereotyping attitudes towards the branding of products upon the basis of gender in today’s society, specifically in accordance with PZ Cussons and the variation of brands they integrate within their company.
The enquiry focus transpired and became apparent to the researcher by the distinguishing difference in product branding, explicitly in conjunction with personal hygiene and beautification offerings. Upon reflection and realization, it appeared the collective utilization of these products by all genders, as opposed to a particular user group when the product in question is in fact of a unisex nature, for example Shaving Foam, Razors, Shampoo, Body Wash Toothbrushes, Hair Styling product and many more. In addition, perceptions of purchasing behavior by gender result in an inordinate magnitude of isolation of purchase and consumption due to the pre-determining acquirer of a particular product. Simply put, it would appear that a woman would be ineligible to procure Gillette Series Sensitive Shave Gel as this list within the men’s toiletries section. Similarly, men are unentitled to obtain Dove Go Fresh Cucumber & Green Tea Scent 48h Anti-Perspirant Deodorant. An investigation integrated with academic literature of the current positioning using theories and concepts will discern in Chapter 2 of the report.
1.3 Enquiry Objectives
The primary objective and intention for the study is to assess the products PZ Cussons collaborate, help formulate and promote in the deciphering of whether the hypothesis of branding based on gender is concurrent with purchasing behavior. Secondly, the necessity of product arrangement in such way in today’s society incorporating the accuracy of sales of specified gendered purchases being applicable and used by and only by that precise gender.
1.4 Enquiry Report 1 Aims
- To conduct a critical literature review of theories and concepts determined by themes.
- Refer to findings based on objectives stated using academic sources and practice-focused research on the topic area.
- Incorporate data from previous research to support, validate and achieve credibility of concepts.
1.5 ‘Real-World Relevance
The FMCG industry is comprised of consumer goods that are purchased daily in pharmacies and supermarkets daily; inexpensive and intended for a short shelf life. These commodities enter the marketplace after being inputted by a portfolio of brands. Operating similarly to Procter & Gamble and Unilever, the world’s most loved brands are a result of PZ Cussons parent company and manufacturing finesse. Incorporating a low margin and high-volume business model, PZ Cussons generates £800 million revenue per annum (Morris, 2019). Thus, the contribution to the global economy is astronomical and considering the development of technology can only propagate further in today’s generalized buying behavior becoming a habitual and automatic response.
The credibility of the enquiry focus with PZ Cussons at center point has real-world relevance in regards to branding and its emphasis on purchasing power. Accentuated branding and brand strategy knowledge have accumulated from the experience of FMCG activity. Specifically, the enduring wealth of highly profitable brands, like PZ Cussons, practically invented brand management (Shukla, 2017). The concept that multi-national companies are the initiators in a need for branding and formulating specified strategies to social norms, allows one to think that the rearrangement could materialize just as easily. Shift in the perceived criterion would be investigate throughout the enquiry in adjacency with neutralizing branding.
The ASA have become increasingly aware of the detrimental effect gender stereotyping in advertising can have, objectifying female horizons and career choices and male aggression and violence display legitimizes behavioral choices. Redefining gender is being led by Generation Z adapting from the outdated and out of touch traditional binary understanding (Eason, 2019). The influences aforementioned and the retraction of exhibiting such behavioral and degrading characteristics encourages neutralization of branding, not only in the assumed gender bias for certain products but the mannerisms and traits which accompany the individual. Overall, the indoctrination of branding neutralization can concurrently rearrange the messages which complement a product and provide societal benefits.
The oldest stereotype in the book is the assumption that products which are concentrated with the color blue are for the consumption of males, correspondingly, female’s association with the color pink. Nonetheless, humans are driven by visuals. Cohesive color palette across marketing material, store shelves and digital platforms creates a conducive environment in their memory and evokes powerful emotions (Shaoolian, 2018). It is seeming that removing all forms of color would be disadvantageous for companies as the probability of reduction of sales due to lack of aesthetic appeal would arise; need for color presence. However, conducting this with integrity and a raised awareness that products which can be utilized by both genders could be established within a unisex section and combine the two branding styles to entice all categories of gender.
1.6 Enquiry Structure
The report structure of this enquiry will be directed by chapters and accompanied by thematic components.
Chapter 1. Explore –
This body of writing will exhibit an introduction to the report by disclaiming the chosen organization, focus, objectives and aim of the enquiry. Succeeding onto a dissection of relevance between the enquiry focus and ‘real world’ activity incorporating current news and professional publications.
Chapter 2. Review –
The segment of the enquiry will review literature findings related to designated themes, concepts and supporting data that helps identify the current state of the proposed question, in reference to academic and professional critique.
2. Chapter 2: Review
2.1 Introduction
This chapter of the enquiry will concentrate on the focus question by integrating pre-existing theories and concepts in relevance to the chosen organization – PZ Cussons and review and achieve an understanding as to whether the neutralization of branding in today’s society is necessary and if so, achievable.
2.2 Branding and Marketing Strategy
Often the least consequential part of the offering is the product itself. The developing relationship between the customer and the organization becomes enduring and over time, differentiates. This engagement can change customer behavior and perception (Ralph, 2018). Customer perception of an organization can create value for a company. Hence, corporate identity links to the management of intangible assets (branding) which accumulate more than 85% of the organization’s total value. Alternatively, brand differentiation and a sense of belonging to an organization require identity attributes to be established (Villagra & Lopez, 2016). Whilst an emphasis on the internal nature emanating from the organization and brand managers, brand identity is further developed by the inclusion of employees and consumers due the dynamic capabilities branding possess and its intentions and perceptions may not always correlate as the organization envisioned (Buil, Catalán, & Martínezb, 2016). PZ Cussons have encouraged as the forefront of societal positive impact at the precedent of the organizational operations; all stages of product formulation. With careful attention on interaction with local communities and the intersection of business activities (Otubanjo & Adegbile, 2016). By establishing a positive perception of an organization like PZ Cussons, a relationship between brand and loyalty is formulated. Researchers believe the retention of customers as a result of brand loyalty, can amount to five times less than gaining a new consumer due to branding strategy support (Nikhashemi & Valaei, 2018).
Brand gender can be defined as masculinity and femininity personality traits associating relevant brands however, the two are distinctly independent dimensions. Market researchers utilize binary representation of the construct to measure brand gender. However, the only scale to capture the dimensions was developed by Grohmann (2009), the MBP and FBP scales emerging four brand genders; feminine (high femininity, low masculinity), masculine (high masculinity, low femininity), undifferentiated (both dimensions low) and androgynous (both dimensions high). Despite the provision of four brand gender dimensions, observation of high brand equity is more prominent for brands that are masculine or feminine and correlate levels of high and low between MBP and FBP. The importance of unequivocal brand gender positioning estimates that when undifferentiated or androgynous brand gender can harm brand equity (Lieven, Grohmann, Herrmann, Landwehr, & Tilburg, 2014). Brand gender appears managerially and theoretically relevant because of influences towards brand attitude, word-of-mouth communication and purchase intention (Azar, Aime, & Ulrich, 2018).
An organizing structure; brand architecture specifies roles and nature of relationships between brands implementing the brand relationship spectrum. The spectrum is divided into four strategies: Branded house, Sub-brand, Endorsed brand and House of brands (Aaker & Joachimsthaler , 2000).
Branded House focuses on sub-brands for each product marked under the corporate umbrella brand (Petromilli, Morrison, & Million, 2002). Partnering with PZ Cussons, The Original Source umbrella of shower gel have demonstrated this strategy in their branding not targeting a particular gender, alternatively, using empirical appeal. Establishing customer familiarity with a brand enhances customer experience (MOHAMMAD, 2017).
Sub-brand connects to the master brand but as a modified association (Aaker et al, 2000). PZ Cussons involvement with Cussons Baby and Cussons Kids are example of the modified sub-brands under the master brand Cussons. When using and evaluating sub-brands the perceived link between the extension and parent brand is weakened (Riley, Singh, & Blankson, 2016).
Endorsed brands are independent but endorsed usually by an organizational brand (Aaker et al, 2000). PZ Cussons is a leading manufacturer and distributor of goods, especially, beautification and personal care items such as soaps, shampoos, baby powder under the likes of Imperial Leather, Sanctuary Spa and St Tropez marketed under PZ Cussons’s flagship (Reference for Business, 2020).
Branded house incorporates the shift of the primary master brand driver to the overall dominant driver of multiple offerings, however, difficulties surface with this strategy as the maintenance of a cool image or quality positing is problematic with a large market share (Aaker et al, 2000).
Compiling a marketing strategy requires the inclusion of brand building as a key component and objective that strengthens the brands performance advantages and does so with great significance in comparison to competitors. This concept also applies to B2B in helping growth; the stronger brand, produces more trust enabling close relations with stakeholders and customers (Anees-ur-Rehman, Saraniemi, & Ulkuniemi, 2017). However, a stagnant marketing strategy may not always be applicable as an impermanent external environment may not guarantee certainty and flexibility may be required. Applying four fundamental decision-making principles, customer needs, customers differ and attributes and challenges may differ and transform over time allows marketers to better leverage the marketing strategy improve measurements of mixed frameworks (Anandarajan & Harrison, 2018). PZ Cussons articulated the presences of adaptability in their (2019) Annual Reports and Accounts release stating developments to their business model is a result of consumer behavior changing and shaping new trends. Nigeria have experienced an inflation and low wage growth minimizing family budgets. Indonesia’s economy has softened and seen difficulties in pricing up. Discount channels and promotions have been big sale drivers in the UK. Consequently, the importance of the right brand and product offering at the right price through the right channel is of great prominence on a global scale (PZ Cussons, 2019).
A micro-analysis considering global and national process allows for integration of poverty considerations in a value-chain analysis. Accounted detail of the nature of access to resources and assets their livelihoods rely on (Bolwig, Ponte, Toit, Riisgaard, & Halberg, 2010). The beauty industry has been known as the most stringent of gender division, relying heavily on gendered marketing (Simon, 2018). In light of external environmental implications and marketing restrictions, encourage control over brand effect by strongly associating gender neutralization of specified products (Boisvert & Ashill, 2018). Overall, the ability for a struggling family household to purchase personal hygiene products that can be utilized by a family of mixed genders is more financially stable in regards to FMCG sales.
2.3 FMCG’s and Consumer Behaviour
FMCG’s are typically limited in authenticity as low-involvement products with multiple differentiated brands positioning themselves alongside one another. To develop their brand authenticity, the use of marketing communications is inherent (Dwivedi & McDonald, 2018). Significant differences in purchasing decisions based on FCMGs arises contrarily for men and women. Price factors affect brand loyalty within females and exert more time in the validity of the potential purchase. In contrast, men in general require immediate satisfaction when an immediate need is made aware of (Sohail, Al-Jabr, & Wahid , 2017). Despite the alternative purchasing power products hold over different genders, most of humanity have experience impulse buying, feeling a powerful urge to procure a product with little regard to the consequence of purchase (Szmigin & Piacentini, 2018). The process of impulse buying ties reflexes and responses to external environmental stimuli and can be processed cognitively, affectively or a combination of both. The thoughts and emotions perceived and generated by the consumer leads to the action of impulsive purchasing (Coley & Burgess, 2003). In gender comparison, females exhibit characteristics of impulse buying more frequently than males (Zia, Shafique, & Rajput, 2018). Correlating impulsive purchases and the psychology behind the way women purchase and to understand this further research has been conducted. The increasing demand for personal care and beautification products drives the market due to rapid population growth and rocketed values of disposable income acting as key drivers for women (More, 2019). In 2020, revenue of the Beauty and Personal Care market amounts to US$530,308m with an expected growth of by 3.4% and as of current the markets largest segment (Brinckmann, 2019). Products that could fall into the category of an impulse buy are the likes of St Tropez and Sanctuary Spa; luxurious one offs. In 2019, the market volume for personal care and beauty worldwide was US$84,970m (Statista, n.d.), PZ Cussons ended the financial year, 31st May 2019, with a revenue of £689.4m (converted to US$901.5M) equating to 1.06% share of the market.
When purchasing a FMCG the aesthetics of the products are designed to appeal to the intended target market consumer. Hence, simple, multifunctional and usually dark colors attract males. Whereas women are more varied in pink, floral and pretty packaging (McIntyre, 2018). These differences of appeal contrast one another quite dramatically, however, identical products but being of different color is adjacent with a reasonably vast price difference when purchasing a pink razor aimed at women and blue razors for men at a cheaper price. This is pink tax. Pink tax sees a 13% increase in price percentage at which personal care products are steered towards a woman’s purchase and ‘the cost of being a female” (MgGee, 2016).
New beauty line, Fluid, offers makeup for all gender identities, expressions and skin tones as a transformational tool and a means of self-actualization. Luxury brands such as Chanel are adapting to this development by introducing Boy de Chanel (Murtell, 2019). With regards to the development across a societal and production adaptation of makeup, underneath it all is skin and simply, skin is skin. The idea that a product used for skin care should be selected for skin type as opposed to gender. If necessary, select basis on personal skin requirements such as oily, prone to acne sensitive or a combination, similarly with cleansers. Skin is gender-blind (Wong, 2019).
PZ Cussons specify the market their branded products enter as oppose to the gender specific intended user for the majority of their products. Nevertheless, the distinction is quite apparent subconsciously. Sanctuary Spa, St Tropez, Charles Worthington and Bayley’s of Bond Street all are off a luxurious nature and women tend to make a purchase like this from recommendations or reviews. Females rely on recommendations from others and word of mouth communication pieces strongly in the impact of a female’s decision-making process (Bae & Lee, 2010). As opposed to men, PZ Cussons only majorly specify the product Fudge Urban for men, however, the male gender purchasing behavior has been described as ‘shopping to win’ and utilize the experience of ‘defeating’ the retailers who become more profitable form the purchases made (Bakewell & Mitchell, 2006). A number of products that fall under the PZ Cussons umbrella are directed for the consumption of children and babies. The influence of the media and products advertised via this channel of distribution are grasp the attention of children and pester power comes into play when children the enforcement on their parents results in the product purchased (Lati, Hamid, Abrar, & Ali, 2017). This concept applies to Cussons Kids and Rafferty Gardens products from PZ Cussons.
A large majority of PZ Cussons products are generic products such as soaps, body wash, cleaning detergent, cooking oils and dairy basic amenities. The benefit to having a product line that includes generic products is the product life cycle is in continuation of repurchase once brand loyalty and retention is achieved and eliminates the decision-making process to have to be a reoccurring experience. (Blackwell, Miniard, & Engel, 2001)
2.4 Gender, Stereotyping and it Implications
Gender is divided into two groupings: male and female sharing a view that human gender is binary (Cranny-Francis, Waring, Stavropoulos, & Kirkby, 2017). Nevertheless, due to societal adaptation and changes, the concept that race, gender and class sit as interlocking systems of oppression and under patriarchy sexual politics is as pervasive as in black women’s lives as politics of race and class (Lutz, Vivar, & Supik, 2016). Brand advertising has evolved to become more case sensitive when depicting gender, gender roles and stereotypical slurs when launching a product involving advertisement.
Beliefs that certain attributes differentiate men and women are called gender stereotypes. Researchers suggest four different and autonomous components; trait descriptors, physical characteristics, role behaviors and occupational status (Eisend, 2010). A circular debate on the validity of stereotyping surfaces every day, especially in advertising.
The development of two opposing views, ‘mirror’ and ‘mold’ argument. ‘Mirror’ describing usage of stereotyping reflects dominant values that exist in society, acting as a magnified lens offering an extrapolated picture of social phenomenon. On the contrary, ‘mold’ advertising can be interpreted as a reflection of the prevailing values within society, altering the concept of reality and stereotyped iconography of femininity and masculinity (Grau & Zotos, 2016).
Gender stereotyping in advertising has been around for more than 30 years, however research has primarily played focus on the attitudes portrayed against women, female roles and target groups. Alarmingly, little is known about male gender stereotypes in advertising and virtually no research. Nonetheless, negative consequences for breaking gender roles apply to both genders. For example, researchers found that negative perceptions of cross gendered and non-traditional parents on numerous samples. Thus, theorizing predicts evoked risk from incorporating non-traditionally gender roles surfaces negative emotions because of traditional gender stereotype being breached (Zawisza & Cinnirella, 2010).
In 2019, the ASA released a report supplying evidence-based case for regulation on advertisements to be sterner in regulating and removing stereotypical gender features. Including ads that mock those who restrain form conformity to the described stereotypes (ASA, 2019).
The uncovering of gender in one societal context may be generalizable in some setting, however it may not in others. Therefore, the importance in avoidance of over-generalization extended to all men and women needs to be implemented as a danger as assuming this would be falsified information (Wharton, 2012). This application of theory is appropriate when discussing the organization PZ Cussons as they are a MNC, therefore, it must be of consideration to asses each individual market accordingly as opposed to a collective vision. When undergoing social adaptation and emerging into markets it is paramount to adopt an innovative strategy of national responsiveness, arbitrage and localization. Thus, opportunely exploitation at a lowered risk, with stakeholders’ expectations being met (Zhao, Park, & Zhou, 2014)
An emerging market of heightened industry in men’s personal care industry is predicted to git $166 billion by 2022, with a 7% jump in sales and the category currently positioned at a value of $122million (Warfield, 2019). Strategically PZ Cussons would benefit from introducing a brand which incorporates men’s skincare to obtain a percentage of the market share given its predicting uprising, alternatively, coordinate with one of the partnered brands to incorporate a sub branding of this nature.
In Nigeria women form the backbone of the agricultural sector estimating 60-80% of all labor, but lack access to resources and power over decision making power leading to a gendered gap in harvest value and low-paid occupations (Enfield, 2019). Neutralization of branding would allow for universal cleaning and hygiene products to be bought at a low cost and used by an entire family, however repeat purchases would occur more frequently.
2.5 Summary
To summaries the literature review conducted, it is clear to the researcher that the idea to fully neutralize branding in order for products to eradicate gender biases in regards to their adverting and promotion of sales has potential markets where prosperity and flourishment of profit, revenue and market shares could accelerate in today’s changing society.
However, it would be almost unmanageable to generalize all products across the board, especially personal care and beautification, specifically due to the idealist scents a consumer prefers in the products they use to wash, are familiar with and the distinction in requirements for male and females. A strategic recommendation on behalf of the researcher would encourage brands to introduce limited edition ranges of unisexual product and incorporate trial periods to observe interest and success. If prosperous a new market could be merged into and be placed under the parent brand as a subsidiary.
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RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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