A CASE STUDY ON “NEGLECTING THE CHILD”

PRESENTED BY:-RISHABH SACHDEVABIIB(09-11)

LIST OF CONTENTS:-

OBJECTIVE OF STUDY BACKGROUND CASE DIAGNOSIS RECOMMENDATIONS

OBJECTIVE:- THE CASE STUDY FOCUSES ON THE

NEGLECTED CHILD, BY THE EXISTING FORM OF MARKETING.

BACKGROUND:- THE CASE STUDY IS BASED ON THE

CONVERSATION BETWEEN THE MARKETING PERSON OF FREEDOM SHOES AND HIS SON 12 YEAR OLD SON.

THE COMPANY HAS RECENTLY LAUNCHED SPORTS SHOES FOR KIDS WHICH WERE FOCUSSING MORE ON VISUAL APPEARANCE.

THE CONVERSATION LED TO THE DISCUSSION ABOUT THE MARKETERS PERCEPTION OF THE KIDS PSYCOLOGY.

INDIA HOUSE. CURRENTLY, THE MARKET SHARE OF KID

FOOTWEAR IN INDIA IS AROUND 29%. ACCORDING TO THE INDUSTRY EXPERTS,

THE KIDS APPAREL SEGMENT(ESTIMATED AT OVER $15 BILLION) ACCOUNT FOR ABOUT 5% OF THE LUXURY SEGMENT,

THE FOLLOWING MODEL HAS BEEN EMPLOYED:

CASE DIAGNOSIS

MODERN KIDS ARE DECISION-MAKERS UNFACED BY THE TRADITIONAL WAY OF MARKETING.

CHILDREN ARE THE EAGER CONSUMERS AND CAN INFLUENCE THEIR PARENTS BUYING DECISION.

INCIDENTS : INDIA HOUSE TV PROGRAMME

CHILDREN WANT A FREEDOM OF EXPRESSION AND THEY WANT TO BE TREATED LIKE ADULTS. IN SHORT,THEY HAVE BECOME VERY DEMANDING NOWADAYS.

Ex. Mc DONALD AND PIZZA HUT. JUST PUTTING THE PRODUCTS ON THE

SHELF DOES NOT MEAN SERVING THE TARGET AUDIENCE.

Ex. CRICKET CARDS

COMPARISON WITH OTHER COUNTRIES CULTURAL SCENARIO.

Ex. MILKY WAY- FLAVOURED MILK.

THE CHILDREN TODAY ARE INFLUENCED BY THE ADS FOR ALL THE SEGMENT.

Ex. F STICK AND COKE FOR BIG BOYS.› GILETTE SHAVING CREAM AND SHAMPOO.

FINDING AND CONCLUSION:-

TODAYS CHILD IS TOMORROWS CONSUMER.

CHILDREN ARE BEING USED AS A VEHICLE TO MARKET THEIR PRODUCTS AND ARE BEING LOADED WITH TONS OF GOODS BUT THEY ARE NOT GIVEN THE POWER TO DEMAND.

CHILDREN RECALL CONTENT FROM THE ADS TO WHICH THEY'VE BEEN EXPOSED.

ADVERTISING TARGETING CHILDREN IS INHERENTLY UNFAIR BECAUSE IT CAPITALIZES ON YOUNGER CHILDREN'S INABILITY TO ATTRIBUTE PERSUASIVE INTENT TO ADVERTISING.

AS A RESULT OF THIS LIMITATION, CHILDREN COMPREHEND THE INFORMATION CONTAINED IN TELEVISION COMMERCIALS UNCRITICALLY, ACCEPTING MOST ADVERTISING CLAIMS AND APPEALS AS TRUTHFUL, ACCURATE, AND UNBIASED.

RECOMMENDATIONS:-

EVERYTHING FROM PRODUCT DESIGN TO COMMUNICATION SHOULD BE LINKED TO CHILDREN AS HE IS A SERIOUS TARGET SEGMENT.

TODAYS MARKETERS DO NOT GO TO CHILDREN AND FIND OUT WHAT MAKES THEM HAPPY ABOUT THE PRODUCT.

CONSUMPTION BASED MARKETING APPROACH SHOULD BE EMPLOYED FOR TARGETING.

VISUAL COMMUNICATION SHOULD BE ADEQUATELY CENSORED AND AIRTIME REGULATED.

DO ETHICAL MARKETING.

THANK

YOU