Strong, pink, strange…

A boring attempt to attract new customers?

A boring attempt to attract new customers?

The German discount supermarket Lidl has been selling a limited edition drill in the UK, in PINK.

I’m trying to get my mind round this most basic kind of segmentation, men versus women.

OK, they’ve worked out there’s a new kind of emancipated DIY enthusiast out there – women. So it could be potential new business by stretching the target group through what Ansoff would call Market Development.

But if the women DIYers are emancipated and want to do the handiwork themselves, do they then want to stick out like a sore thumb with this monstrosity.

Surely this puts them back in the ‘girly brigade’ and could potentially attract derision. Or is there a target group of female DIYers out there who can be emancipated yet still enjoy handiwork in the sort of colours girls typically grow out of before their teenage years?

Alex Woodruff

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