The Changing Face of Youth in India

Presented by…ANKITA JAINDISHA MAHAJANHITALI MAKKARINDRANIL BHOWMICKAMBESH KUMAR SRIVASTAVAASHISH SHARMA

• More comfortable with the use of technology

• They want to solve any problem with the involvement of technology

• Look for constant feed back & recognition

• Not comfortable with the use of technology

• They rely on the traditional ways to solve a problem

• Traditional as they want annual reviews

Difference between Younger Generation & Older Generation

Gen OGen Y

• Financially smart decision makers• Maintain the work-family balance• Change is life• Ongoing learning• High expectations on self as well as on the

employer• Goal oriented• Immediate responsibilities

Characteristics of the Gen Y

The new trend set by gen Y

Marketing mix

i.The key to understand integrated marketing today, is to understand the implications of the word ‘strategy.’ii.Market strategy is the link between product and the market.iii.It is translated into an action the tools of marketing.iv.These tools together are ‘Marketing mix.’v.Individually, they are Product-Price-Promotion and Place.

Product mix

Product category – Fitness and health equipment.Product variety – Different sizes, shapes and colors.Functionality of the product – Complexities.Styling and design – It should be taken due consideration.Quality – Superiority in the product.Safety – Absolute consideration.After sales services and guarantees – Be provided.

Product mix variables

Product variety – Different shapes and colors are in demand because of there view point to keep innovating so that the brand is relevant and trendy.

Product brand – Acknowledged because:-Means of differentiation.Highly affordable.Ensures quality.Evaluates status.

Functionality of the products – More complexities are needed by today youth because of the fact that there

total comfort is with technology.

Style and design – Into consideration because:-Youth‘s social status take precedence over anything else.

Quality – Superiority is a must becauseThey seek good factors. Expressions of identity. Worth conscious.

Safety – Absolute consideration:-Smart enough to look for any hazardous.Safety implications.

Psychologically, safety needs on a very high scale.

After sales services – Maximum value of money.PromptPerform as promised.

Product brand – Acknowledged because:-Means of differentiation.Highly affordable.Ensures quality.Evaluates status.

Price mix

Pricing policies and strategies. Terms of delivery – Prompt.Timely. Free home deliveries. Occasional pricing – It should be undertaken. Volume discounts – It attracts to buy more. Terms of credit - Have more impact on health and fitness clubs.

CHANGING DEMOGRAPHIC AND PSYCHOGAPHIC PROFILE OF URBAN INDIAN YOUTH

Comfort with technologyManagement styleFinancial smartnessBalance between family and work lifeAgeing factorLoyalty towards firmSelf expectationE xpectations from employerImmediate responsibilityGoal oriented

OLD GENRATION VS GENRATION Y

PLACE

ADVERTISING

TelevisionNewspaper

Health Clubs

SALES PROMOTION/PROMOTIONAL SCHEMES

Outcomes Objective- To study the consumer behavior

MARKET SURVEY

• Desire Of Consumer• Features a Consumer

Wants in a T-Shirt• Disposable Income• T-Shirt Preference• Purchase Preference-

Organized/unorganized retailer

Product according to the response of survey

Different Age Groups :For Teenagers (13-21) –any comment or slogan or jargonFor middle Youth-A Couplet

Picture may Suite

Product according to the response of survey

Medium Size Of the T-Shirt (Small, Medium or Half Sleeves

etc.)

Price Determination as per the Quality & Income Level

Either Embossed or Plain

To be doneWork upon 4p’s Properly introduce it to the costumers Allocate the product according the demand pattern Try to place it into the nodes and links of the consumer Develop a sound distribution channel to avoid shortage of goods in market Motivate consumers to buy more and provide such a quality that they buy it again And yes consider there feedbacks and renovate your product according there wants

Try to get more and more feedbacks Analyze feedbacks and jot down major problems Check that those feedbacks are relevant and achievable As feedbacks tell us what new changes dose the consumers are likely to see in the products Check if is there any social, economic, political, personal of functional risk associated with the product Is the product attributes are beneficial to consumers or not

Marketing mix

i. The key to understand integrated marketing today, is to understand the implications of the word ‘strategy.’

ii. Market strategy is the link between product and the market.

iii. It is translated into an action the tools of marketing.iv. These tools together are ‘Marketing mix.’v. Individually, they are Product-Price-Promotion and

Place.