Quiz: What are the pitfalls of marketing to women? - IMD business school for management and leadership courses

Welcome to your Quiz: What are the pitfalls of marketing to women?

1. In 2012 biro manufacturer Bic infamously launched a marketing campaign aimed at women. Why did it fail so badly?

a. It branded the pen “Bic for Her”

b. It was a very “feminine” shade of pink

c. It was marketed as ultra-lightweight.

2. What share of discretionary spend will women account for globally by 2028?

a. One third

b. One half

c. Three quarters

3. What was the size of the global FemTech market in 2024?

a. US$ 9 billion

b. US$ 39 billion

c. US$ 19 billion

4. What percentage of new products brought to market each year fail?

a. 95%

b. 50%

c. 75%

5. Who said, “A girl should be two things: who and what she wants”?

a. Indira Ghandi

b. Michelle Obama

c. Coco Chanel