Who knew women needed pink laptops, inbuilt horoscope app, a diamond studded key pad, a scrapbook, a diary, may be a make up pouch and just for the extra “feminine” factor, a recipe app too??
For the uninitiated, Fujitsu is a PC/Laptop manufacturing company from Japan. It recently launched a new product in the market, primarily for women (and their idiosyncrasies?) called “Floral Kiss: Personal Computers”
An official Press Release stated “Based upon the design concept of bringing elegance to PCs, Floral Kiss is a new series that was planned and developed primarily under the direction of female employees”. It also goes on to say that the PC has been developed keeping in mind the fact that nearly 50% of the computers/laptops/PC`s are purchased by women.
In fact, Fujitsu did not stop at the elegant pink theme. Under the brand of “Floral Kiss”, it has 3 variations: Femine Pink, Elegant White and Luxury Brown. All the PC`s are designed and developed in a femine and elegant way – top casing is made of refined gradation and rimmed with elegant colors with a flip latch so that “nail chipping” is prevented!
Well, I am sure the company must have done its research whether the PC will really fetch them the revenues and be a hit with the target audience. But it definitely leaves a lot of room for doubts and suspicion.
After the initial announcement, the company is already facing a lot of backlash from women across the world. Many women have resorted to the social media and blogging websites to let the company know that the idea of having pink laptops with diamonds and an attached make up pouch is appalling – to the extent that it is insulting to womanhood!
From the marketing perspective, I think the company is trying to appeal to a larger audience but may be at the cost of the existing ones - which may not prove to be very prudent in the long run. Trying to please a particular section of the target audience is a great idea if done in a proper way with the correct creative message and PR efforts.
By trying to be overly explicit in all advertising and press releases about the fact that it is cute, pretty, dainty, fragile and PINK, Fujitsu may have rubbed the female audience in the wrong way. Highlighting the strong features of that PC or doing it in an un-insulting way may have been a better idea.
PR – What Went Wrong & What Could Have Been Done
Their PR efforts, probably, were wrong too. In their press release or elsewhere in the social media circuit, they highlighted the wrong things and they have been criticized for using JUST 19 technical words and over 150 “feminine” adjectives to describe the Floral Kiss PC! The entire message can be revamped to suit the 21st century, independent woman (who is clearly above nail chipping and diamond studs on the keypad)
By not undermining the “female brain” and may be giving them the strong technical details (connectivity, hardware, software etc.) throughout their advertising campaign will surely help launch Floral Kiss in a better way!
A great PR lesson lies in this case: Knowing what your target audience wants is important but what is more important is how you put your message out to them and what kind of public relation activities back it up!