Mother’s day is approaching and all I could read everywhere was about moms and their love. The trend of giving gifts, flowers, cards etc. to your boyfriends and girlfriends has been replaced to impressing your moms for a few days. Every brand is trying to make us feel that they understand our love for our moms and that they can help us express it. Digital picture companies say ‘Let us know your favorite moments with your mom & we’d make them memorable’, Clothing companies say ‘let your mother wear us and feel special’ etc. All of a sudden brands have shifted from their aggressive product marketing to emotional marketing.

In this new era, brands have found a new platform for their promotion ‘MOMS’. All brands from the biggest to the smallest are desperate to use this segment and gain competitive advantage. Its not only tough to target them but also difficult to position the product in a way, that it align’s with mom’s needs.

I have seen a number of examples of good as well as bad marketing. Luvs diaper commercial is an awesome example of how the brand focuses moms and their expertise.

//www.youtube.com/watch?v=ZgmbJso-2-o

Another very impressive commercial was made by Oreo Wonderfilled, a classic example of marketing moms, though the brand did not show moms in the commercial yet it used a catch element that moms know it all too well. All of these commercials have had millions of views and have been widely appreciated and followed. Other successful commercials were of Harpic, Nestle Cerelac, Kelloggs etc.

But its not only the commercial marketing that focuses moms, a number of moms now days are involved as a part of the company, helping it grow its market and build awareness. No its not being involved in the management holding a title, its kind of a flexible work system originated for household moms, wherein they make sales as company representatives and enjoy commission on their sales. A number of cosmetic and kitchenware companies are using this concept like Avon, Tupperware, Oriflame etc. along with commission these moms are given a certain target to achieve and if that is done they enjoy huge benefits.

Shifting gears, moms also are being engaged into a number of not for profit organizations or events. Many of them are regular 5k runs for moms, charity events, hygiene and cleanliness drive etc. Also many companies are framed to cater entirely to the needs of moms like the ones in health and nutrition department or fitness department etc.

In short these brands have placed moms everywhere as role models to ones who follow them, and as a guarantee for their product.

The reason this scenario has changed is that mothers are now head of the family and since they are very difficult to impress, brands have to compete much harder. I feel that since they need the best for their family its going to be a big war and it’d be fun for us because we tried fooling our moms but failed, lets see what tactics these brands follow.