Case Study


The TrendSight Group’s Marketing to Women Solution

  • About the company: Logitech International S.A. (Logitech) is a provider of personal peripherals for computers and other digital platforms. The company develops and markets products in personal computer (PC) navigation, Internet communications, digital music, home-entertainment control, gaming and wireless devices.
  • Situation: Planning to launch “woman-targeted” product.
  • TSG’s Role:
    • Reviewed all elements of the marketing mix using the GenderTrends™ model – Product, Packaging, Promotion, Website, etc.
    • Presented findings and recommendations to Logitech’s entire marketing team.
  • Result:
    • TSG’s insights allowed Logitech to avoid a potential positioning error for a proposed new, “woman-targeted” item launch.
    • TSG recommended optimized communication elements across the entire product line to increase effectiveness with woman consumers.