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.
