minor project jury ppt

8/3/2019 Minor Project Jury Ppt

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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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minor project jury ppt

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