WOMEN leadership in the marketing machine OTC : FLAs actress, singer, director and producer Jada Pinkett Smith once said "We still have a ways to go for more doors to open for women on every front. But it's looking up." Witness a 26 year old (in 1997) Norwegian entrepreneur and her extraordinary success in that ever so macho world of automobile aftercare. Her brain child, the Clean Plus® branded products, and her company Falken Industries Ltd of Trenton New Jersey, are global operators distributing product conceptions through more than 380 distribution plateforms worldwide.
Car care products directed to women ? And why not ? While and notably in 1997 such a statement would hardly suit the then conventional wisdom a quick look at these product conceptions and you can wonder why they do not yet figure quite prominently in product-placement opportunities in your local movie sequel. Well quite aside from the fact that they are as likely to do so as girls evolving from Manolos to Louboutin stilettos, or Apple Computers substituted by the sleeek Hewlett Packard machines that look a bit like fashion accessories themselves these products designed and vested with style and performance are certain to make women's hearts beat faster provide speed, ease, and a marvelous shine.
Did you know that women own more than 50% of all registered automobiles ? Did you know that women are 80% of the component of a decision to buy a car ? Yet world wide there is but one company, that starting in 1997 has created a line taking women as a primary target.
FLKI and the Clean Plus® product group are not the only companies eying the women's market and wondering if it might hold a secret to success in a rough economic climate. FLKI is simply the first to identify it and to secure for itself a well implanted leadership position. Even before the economic crisis, FLKI realized that women's financial power in both rich and poor countries was increasing, but the downturn gave women an extra leg up. Men lost more jobs, whereas women started more companies. Meanxhile the pay gap continued to decrease. Assuming the trend continues women will make more than average man by 2024 with developing and major emerging market nations following closely behind.
What's amazing is that FLKI's collosal competitors were unable to cotton onto this, leaving this enormous market to the Clean Plus® group and its distribution channels. Simply the general concensus of the established companies, ie Turtle Wax, Armor All, 3M, Meguiars, Auto Glym, Sonax etc ignored and seemingly continue to ignore that women make the majority of purchasing decisions in automotive selections, but for these giants of industry, they remain an afterthought when it comes to product development and marketing. "A lot of the people making these decisions at these top companies are still older men" says Manuel Garcia communications Officer for FLKI.
"Women are much more likely to pay a premium for their favorite products, typically those that greater aesthetic and emotional appeal" said Helle Madso, president of FLKI and creator of the Clean Plus® conceptions. it's no accident that Clean Plus® is the most favored brand across all product categories for women.
They make things that work and which are beautiful is a comment oft heard by this writer in various interviews. The products have better finishes, more sensually appealing components and higher-quality.
The industry remains blind to FLKI's success in product conceptions, its traded stock (symbol FLKI) is nowhere near reflecting its potential, and the sound of women stating that the industry has failed to meet their needs has no listeners save in the halls of Trenton or Oslo Norway where the product group is headquartered.
The Clean Plus® product group crafts strategies geared toward women's life cycle and its web site is far more accessible than that of its competitors. It's a smart move given that women are going to control the majority of the world's new earned income over the next decade, and they'll be spending it on a lot more than $ 800 gold heels.
Falken Industries Ltd OTC : FLKI is a diversified industrial conglomerate that operates in Chemicals, Wet Wipe and Biodegradable Technology. Falken Industries Ltd is the concept behind more than 160 products distributed through a network of global platforms and the recipient of trade awards for innovations, biodegradability and environmental and health quality standards.