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MINOR PROJECT
MARKETING STRATEGYFOR KIDS APPAREL
IN INDIAPresentation by:
Mamu Hage
MFM, Sem-I
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MAJOR FOCUS AREAS
PROFILE OF THEINDUSTRY
MARKETINGSTRATEGY
GROWTH DRIVERS
CONSUMERBEHAVIOUR
EVOLUTIONARYPERSPECTIVE OF
NEEDS
RANGE OFCONSUMERS
MARKET OVERVIEW
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OBJECTIVES
To explore various marketing
strategies for kids apparel brands
To understand behaviour of childrenas evolving consumers
To highlight differences between adult
apparel and kids wear market
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DEVELOPMENTAL
BEHAVIORAL
MARKETING
THREE VIEWPOINTS
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INTRODUCTION
Industry experts predict that the market will further grow to reach Rs. 45, 000 croreby 2013, with branded apparels contributing to a major share.
A research states that more than 30% of the countrys population is below 15 years
of age.
Characteristics of Kids wear Markets:
The market for kids wear is classified
as follows:
Infants (0 - 6 months)
Toddlers (7 months - 2 years)Kids (3 - 8 Years)
Pre-teens (9 - 12 Years)
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PIAGETS THEORY OF
COGNITIVE DEVELOPMENT
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Stages of child consumer behaviour
Perceptual stage
(3-& yrs)
>child can distinguish ads
from programs based on
perceptual features,
>believes the ads as truthful,
funny and interesting and
holds positive attitudestowards the ad.
Analytical Stage
(7-11 yrs)>child distinguishes ads from
programs based on
persuasive intent,
>understands that the ad
may have contain a bias and
deception
>can also hold negative
attitudes towards ads.
Reflective Stage
(11-16 yrs)
>child understands the
persuasive intent of ads
along with the specific ad
tactics and appeals.
>believes that the ads lie and
knows how to spot the
specific instances of bias and
deception.
>In a nutshell, he is skeptical
towards the claims made in
the ad.
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McNeals stages of development
From age 1: Accompanying Parents andObserving.
From age 2: Accompanying Parents and
Requesting.
From age 3: Accompanying Parents and
Selecting with Permission
From age 4: Accompanying Parents andMaking Independent Purchases.
From age 5: Going to the Store Alone and
Making Independent Purchases.
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THE EVIL GIFT of
It is the continuous nagging and begging bykids to force a purchase of a product
Kids are able to manipulate their elders by
promising to perform better in school forpurchase of a product they want
Parents becoming too friendly with their
children resulting in kids asking for more
material products
Parents try to compensate the kids with
material goods for the time they could not or
do not spend with their kids
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Growth of pester power in india
.
More working women and
consequently more dualincome families
Grand parents increasing
role in bringing up children
Rise in the number of single
parent households
Delayed parenthood
Greater exposure to kids
The pang and guilt of not
being able to spend much
quality time
Hurried Child Syndrome
and Hyper parenting
The Askable Parent
Growth of retail sector
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How marketers target kids
COMMERCIALIZATION
IN EDUCATION
BUILDING BRAND
NAME LOYALTY
STREET MARKETING INTERNET MARKETING
MARKETING ADULT
PROGRAMS
PSYCHOLOGY AND
MARKETING
PESTER POWER
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EXPECTED OUTCOMES
To understand the following:
The growth drivers of this blossoming segment
How kids indirectly create a sense of consumerism
The factors that are causing this new age trend inmarketing to begin will be clear
How Indias retail has recently joined the bandwagon.
Studying kids is a mystery hence this research seeks toenlighten and unravel this curious mystery and furtherbe of assistance to marketers who may be interested incatering to this upcoming and presently, most
happening, section of the population in India.
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