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Geschlechtsspezifische Warenpräsentation im Männerkosmetikbereich: Anhand des Beispiels Nivea for Men

Geschlechtsspezifische Warenpräsentation im Männerkosmetikbereich: Anhand des Beispiels Nivea for Men

          
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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: befriedigend, Fachhochschule Salzburg, Sprache: Deutsch, Abstract: In den vergangenen Jahren stieg das Interesse seitens der Unternehmen an geschlechterorientiertem Marketing stetig. Bereits viele Unternehmen haben es sich zur Aufgabe gemacht, Produkte auf das jeweilige Geschlecht abzustimmen. Doch nur einige haben das Gender-Marketing auch ernsthaft in ihre Unternehmensstrategie integriert. Ganze Branchen, die einst nur die Wünsche und Bedürfnisse eines Geschlechts bedienten, erkennen mittlerweile das Potential des anderen Geschlechts. Die Mode- und die Kosmetik-industrie waren die beiden ersten Branchen, welche sich mit dem Mann als Zielgruppe eingehend beschäftigten. Die Kosmetikbranche hinkt jedoch bei der zielgruppengerechten Präsentation ihrer Produkte hinterher. Die drei großen Drogeriemarktketten in Österreich, haben Männerkosmetik bereits seit Jahren fix in ihr Sortiment eingegliedert. Doch nur einer dieser Märkte präsentiert die Produkte für den Mann gesammelt in einem Regalbereich. Die Darbietung der Männerpflegeprodukte unterscheidet sich allerdings auch hier nicht von der Präsentation der Frauenprodukte. Die vorliegende Arbeit versucht, dem entgegen zu wirken und befasst sich mit der Entwicklung einer Warenpräsentationsform die gezielt Männer ansprechen soll. Zu Beginn der Arbeit, werden die Unterschiede zwischen Frauen und Männern bezüglich ihrer Verhaltensweisen, ihres Denkstiles und ihrer Emotionen aufgezeigt. Dies alles sind Einflussgrößen an denen sich eine neuartige Form der Warenpräsentation orientieren soll. Um eine neue Art der Warenpräsentation zu entwickeln, ist es wichtig vorher abzuklären, wie Männer die aktuelle Situation in Drogeriemärkten sehen. Im Zuge dieser Arbeit werden, basierend auf Motiv- und Emotionssystemen, verschiedene Arten der Warenpräsentation entwickelt. Hierbei handelt es sich um Gestaltungskonzepte in Form von Warendisplay


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Product Details
  • ISBN-13: 9783640662562
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 222 gr
  • ISBN-10: 3640662563
  • Publisher Date: 25 Jul 2010
  • Height: 210 mm
  • No of Pages: 164
  • Series Title: German
  • Sub Title: Anhand des Beispiels Nivea for Men
  • Width: 148 mm


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