Marketing to Youth How different it should be Its target segment is youth on the basis of demographic aspect of market segmentation. It is an emerging concept widely used worldwide by marketers.

Kunwar Imran Khan

Marketing to Youth is generally termed as Youth Marketing. Market is segmented on the demographic basis; especially youth is targeted by marketers. It is used to describe marketing activities designed to communicate with young people/generation (range from 12 years to 34 years). Marketing to youth is an emerging concept world-wide. Marketers are burning mid night oil to make their marketing effective. Youth consumer behaviour is intended towards exploring new trends, technologies, adventures etc. and these things keep on changing so youth marketing should be done very consciously. We will see youth marketing in Indian context. Terminologies Various terminologies are used in youth marketing these basically defines the targeted audiences and these are: Tween marketing it covers various marketing activities targeting people from 8 to 12 years of age. Teen Marketing It is used to target people from 13 to 19 years of age.

College marketing It is used to target college students range from 18 to 23 years. Young adult marketing Finally it covers adult professionals age from 24 and above. Youth Marketing why it is

important for county like

India? Average age of India is 26 years and half of the population belongs to youth category. Marketers are having a huge pool of youth. Marketing techniques are being emerged especially for targeting the youth. Youth consumer behaviour is in the transition phase; consumer preferences, taste, behaviour, perception and motivational factors are being changed. The reasons for this change are the transformations in society, increase in purchasing capacity, and

independency for decision making. How should it be? As we are realizing that marketing for youth is an evolving concept in India. It should be different in many ways, there are lots of factors which effects marketing. All these factors are to be handled carefully for an effective marketing. Product Our youth is techno savvy, it believes in new trends, technology, design, features, functionality, aesthetics and packaging. Youth always demands for the word new and latest. The choice of youth for products keep on changing thus the products catering to youth have a short life cycle. The product should be capable so that it can be distinguished by its attributes. Reebok an eminent youth brand offered

assortment of products in last couple of years. eg. Reebok- ReeZig, ReeTone, RunTone, TrainTone, Reeflex.

Price Youth is found to be price sensitive. It seeks for a valued product; the value can be associated with the product or brand by its features, functions, status, symbol of style and innovation. The marketer must understand that general youth cant go for very expensive products. This concept is well understood by Fastrack watches - a brand of Titan Industries Limited, its a very famous brand in youth. It offers products in the range from `650 to `3995. It should be understood that other premium brands of watches are several times costlier than Fastack. eg. Fastrack 9915PP26 is available in `695 and Fastrack 3072SL01 is available in `3995. Place Internet is becoming a great place for tapping youth. Youth spend a great time on internet. Online shopping is in trend because it provides micro customization. Online shopping

has become very interactive. Every customer feels like it is personally assisted by the vendor while purchasing online.

Flipkart, snapdeals are very renowned places among youth. Apart from online place youth like to go in malls, multiplexes and multiband stores. Shoppers stop, lifestyle are some example of physical places. A marketing effort to youth would be good if it caters youth by both of the mediums. Promotion Promotion and advertisement campaign play an important role in creating brand equity. A very tough home work is required to carry out successful promotional campaigns for youth. There should be a perfect match between figure and ground. Youth likes innovative, attractive, adventurous and informative advertisements. Some of the examples of successful advertisement campaigns for youth are: Airtel- har ek friend jaroori hota hai Airtel Internet jo mera hai wo tera hai Sprite Rasta clear hai

Sprite- University of Freshology Pepsi- Youngistan Flipkart- use of yound kids as adults in their advertisments. Similarity in all of the above campaign is that all these became very famous and all these are very unique concept. Internet and social-media are new age medium for advertisements and promotional efforts. Online advertisement is emerging 300% per month. Internet is the medium which remains all the time with the youth, whether they are at home, college, workplace, dining table or in the bed. So reach of online media has penetrated youth up to an excessive depth.

Process The process should be unified and standard if we are marketing to youth. Physical evidence Physical evidence is improving in India; the organized sector is running its business with lavish and special physical evidence. Unique and good ambience attracts the youth. Apple store is recognized by its unique and paramount ambience.

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