Post on 16-Nov-2014
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NEGLECTING THE CHILD
“What do you call a consumer who wants to buy everything you have, doesn't care what it costs, and is less than five feet tall? A marketer's dream?
Nope. You call them kids.”
-- AdRelevanceIntelligence Report, 2000
INTRODUCTION• A case study with children as target audience, from a
child's point of view.
• Discussion between a father and a son on marketers using the children as a bait.
• Children constitute nearly a 40% of the Indian population- a commendable size.
• Companies are waking up to the truth that children are eager consumers.
INTRODUCTION• But do they in reality care for what kids want?
• Do they give the children the respect they are due to as potential consumers?
• Are they shouldering the responsibility properly, especially when the target audience are kids?
• How the kids are reacting to the marketers strategies.
PROBLEMS• Children not given due importance.
• No reciprocal respect from children.
• Influence of kids on parents buying decision.
PROBLEMS• Government Regulation
• Marketers using children as a bait to market their products.
• Children more into TV and Internet
SWOT Analysis
Strengths• Children are easy targets and can easily be influenced
by mesmerizing advertisements.
• Children can influence parent’s buying decision.
Teens As Influencers
Weakness• Companies do not bother about the after sale response
of children.
• They do not give proper attention and respect to children even when they are the target consumers.
Threats• Misinterpretation of ideas by kids.
• Children are being used as bait in advertisements to boost up sales.
• Not giving proper attention to kids.
• One time product for a children
Opportunities• Today’s child is tomorrow’s consumer.
• Empower children to demand as they are very attentive to their surroundings.
• Now children have their own pocket money.
• Children have time.
SOLUTIONS• Product according to kid’s comfort zone.
• Treated like elders are treated.
• Health conscious marketing.
• Feedback from children also.
CONCLUSION• Children as a responsible citizen
• War b/w marketers and family.
• Supportive family.
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