Branded: The Buying and Selling of Tweenagers

Branded : The Buying and Selling of Tweenagers
BRA
NDING
. HISTORY
. GLOBAL BRANDING
1
HISTORY
Branding has a long history, both in India and around the world. The word ‘brand’ is
derived from the word brandr, a word used by early Norse tribesman meaning ‘to
burn’, as in branding livestock to declare ownership. No doubt, not anyone who has
read cowboy stories is familiar with the concept of branding cattle.
Over time, branding of cattle became not just a mark of ownership but also of
quality. In the Chicago meat market, buyers recognised quality beef through the
brand mark on cattle. This was because the ranches which produced better quality of
meat did so because of many reasons – better grass or more adequate supply of
water, better living conditions for the cattle or a shorter journey to the meat market.
No longer was ‘meat on the hoof’ a commodity, it was ‘branded’ and the better
quality was recognizable.
In its earliest form, a brand mark defined quality, a mark that differentiated a quality
product from other similar products.Many years ago, in the Soviet Union, when
products were sold under a generic name, the factory manufacturing the product had
to mark its identity on the packaging. Customers soon realised that a detergent
powder produced in one factory was superior in quality to others in this category of
goods. Hence, housewives would turn the packaging around, upside down, and, if
necessary inside out, to identify the origin of the product and make their choice based
on its manufacturing location.
The serial number of the factory had become a brand as it differentiated from other
similar detergents, which, according to the state, were supposed to be identical in
formulation and in every possible way. This is similar to the Nirma story where the
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brand name was the only differentiator between very similar products in the
Ahmedabad market in the early 1970s .
WHAT, INDEED, IS A BRAND?
A name, symbol, design, product or a combination of these, that identifies a

seller’s goods and services and distinguishes it from competitor’s products.
Brands influence consumer decisions to buy sometimes with tremendous persuasive

appeal.Then there is the strange phenomenon of intuition. Some companies and
products are attractive to people who intuitively feel comfortable with them, because
they see these brands as an extension of themselves, a good fit to their personality,
lifestyle, aspirations and behaviour – Example: Mercedes cars.
It is an attempt by marketers to give the product a "personality" or "image". Because

of this, it can form an important element of an advertising theme: It serves as a quick
way to show and tell consumers what a supplier has offered to the market.
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GLOBAL BRANDING
SO, WHAT IS A GLOBAL BRAND?
A global brand is one, which has all of the previously mentioned features and
perceived to reflect the same set of values around the world.
ROLE of Global BRANDING
“Products are ‘what companies make’ – brands are ‘what customers buy”.
The world is rapidly shrinking with the advent of faster communication,

transportation, and financial flows. Products developed in one country – Mont Blanc
pens, McDonalds hamburgers, German BMWs, Gucci purses – are finding
enthusiastic acceptance in other countries. A German businessman may wear an
Armani suit to meet an English friend at an Indian restaurant, who later returns home
to drink Russian vodka and watch an American soap on a Korean TV.
Brands play a crucial role in either creating or destroying wealth in competitive

environments and, perhaps, in commercial parlance, stands for the spirit of free
world.There must be a relationship between building a brand and enhancing
shareholder value.
Building a brand means creating a tangible, measurable value at the shareholders'

end. Brand building should help in wealth generation in an increasingly competitive
world where there is tremendous possibility of wealth being destroyed. The
durability of the business is the reason why a company or an owner invests in brand
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building. The brand value must ensure continuity of demand even as the world
around turns highly competen
The Marlboro brand personality is a good Example of how a company understands

and combines the physical and emotional elements that appeal to certain customers
who live, or would love to live a certain lifestyle. Products such as gold credit cards,
watches or prestige items help people to express themselves to others by
demonstrating that they are different and have achieved something. They act as
extensions of the personality, so it really is "all in the mind", and the key to brand
management and development is a clear understanding of what the customer is
looking for.
Repeatedly, research shows that the real driving force behind market leadership is
perceived value – not price or inherent product attributes. As long as there is a brand
to offer customers superior perceived value, good market performance will follow.
This makes consistency a highly important feature of brand behaviour
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PEOPLE PREFER TO BUY BRANDS, THE WORLD

OVER
Brands are also successful because people prefer them to ordinary products. In
addition to the psychological factors, brands give consumers the means whereby they
can make choices and judgements. Based on these experiences, customers can rely
on chosen brands to guarantee standards of quality and service, which reduces the
risk of failure in purchase.
Today's world is characterised by more complex technology, and this can be

extremely confusing to people who are not technology minded. Brands can play an
important role here by providing simplicity and reassurance to the uninitiated,
offering a quick, clear guide to a variety of competitive products and helping
consumers reach better, quicker decisions.
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Four Brand Strategy Areas That Are Usually Employed
Brand Domain
Brand domain specialists are experts in one or more of the brand domain aspects
(products/services, media, distribution, solutions). A brand domain specialist tries to
pre-empt or even dictate particular domain developments. This requires an intimate
knowledge, not only of the technologies shaping the brand domain, but also of
pertinent consumer behaviour and needs. The lifeblood of a brand domain specialist
is innovation and creative use of its resources.
. Brand Reputation
Brand reputation specialists use or develop specific traits of their brands to support
their authenticity, credibility or reliability over and above competitors. A brand
reputation specialist needs to have some kind of history, legacy or mythology. It also
needs to be able to narrate these in a convincing manner, and be able to live up to the
resulting reputation. A brand reputation specialist has to have a very good
understanding of which stories will convince consumers that the brand is in some
way superior.
. Brand Affinity
Brand affinity specialists bond with consumers based on one or more of a range of
affinity aspects. A brand affinity specialist needs to outperform competition in terms
of building relationships with consumers. This means that a brand affinity specialist
needs to have a distinct appeal to consumers, be able to communicate with them
effectively, and provide an experience that reinforces the bonding process.
. Brand Recognition
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Brand recognition specialists distinguish themselves from competition by raising
their profiles among consumers. The brand recognition specialist either convinces
consumers that it is somehow different from competition as is the case for niche
brands, or rises above the mêlée by becoming more well known among consumers
than competition.
The latter is particularly important in categories where brands have few

distinguishing features in the minds of consumers. In some cases, a brand recognition
specialist needs to be able to outspend competition to gain unbeatable levels of
awareness. In other cases, a brand recognition specialist needs to convince a loyal
following of consumers that it is unique.
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THE NEW BRANDED

WORLD
. BRAND BOMBING
. CULTURAL JAMMING
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THE NEW BRANDED WORLD
There is an incredible amount of activity in terms of creation of retail oriented space

across India. As per some estimates there are about of 200 retail mall projects, which
are under construction or under active planning stage spanning over 25 cities. This
may translate into over 25sq.ft.of new retail market within next 24 months.
Even though the big retail chains are concentrating on the upper segment and selling
products at higher prices at crossroads, Akbarally’s and Shopper’s Stop retail stores
are sprouting which cater to the needs of the middle class. With a huge middle class
population, the retailers like RPG’s food world are tapping the market. The market is
flooded with the branded and unbranded. The customers are in a dilemma as to pick
which one. Simon bell of AT Kearney says that there is a close relation between the
growth of brands and the growth of organized retailing. Companies selling branded
products prefer to have big and organized retail outlet such as supermarkets where
they can be differentiated from the unbranded products
Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-
distance carrier, applying to college, choosing a doctor, or setting up a 401(k),
everyday decisions -- both big and small -- have become increasingly complex due to
the overwhelming abundance of choice with which we are presented.
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BRAND BOMBING
The role of branding has been changing, particularly in the past fifteen years: rather
than serving as a guarantee of value on a product, the brand itself has increasingly
become the product, a free-standing idea pasted on to innumerable surfaces. The
actual product bearing the brand name has become a medium, like radio or a
billboard, to transmit the real message. The message is: It is Nike. It is Disney. It is
Microsoft. It’s Diesel. It’s Caterpillar. The late graphic designer, Tibor Kalman, said
that a brand used to be a mark of quality; now, it is “a stylistic badge of courage”.
The branded multinationals may talk diversity, but the visible result of their actions is
an army of teen clones marching - in "uniform," as the marketers say -into the global
mall. Despite the embrace of polytechnic imagery, market-driven globalization does
not want diversity; quite the opposite. Its enemies are national habits, local brands and
distinctive regional tastes. Fewer interests control more of the landscape.
Dazzled by the array of consumer choices, we may at first fail to notice the
tremendous consolidation-taking place in the boardrooms of the entertainment, media
and retail industries. This assault on choice is taking place on several different fronts
at once.In addition, it is happening on the legal front, with entertainment and
consumer-goods companies using libel and trademark suits to hound anyone who puts
an unwanted spin on a pop-cultural product. Therefore, we live in a double world:
carnival on the surface, consolidation underneath, where it counts. Assault on choice
is taking place on several different fronts at once
Nowadays, companies are using this as a form of restricting the choices of the
consumers. They take the help of consumerism.
Consumerism is the tendency of people to identify strongly with products or services

they consume, especially those with commercial brand names and obvious status-
enhancing appeal, e.g. an expensive automobile, rich jewelry. It is a pejorative term
which most people deny, having some more specific excuse or rationale for
consumption than the idea that they're "compelled to consume".
To those who accept the idea of consumerism, these products are not seen as valuable
in themselves, but rather as social signals or a reducer of anxiety about belonging. The
older terms “conspicuous consumption”, spread to describe this in the United States in
the 1960s, but linked to larger debates about media theory, culture jamming, and its
corollary productive. Brands have come to do more than establish associations with a
particular product. They have a 'spiritual' quality, and they constitute the core
meaning of the modern corporation.
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The Nike 'Swoosh', for example, is associated

with the slogan 'Just do it' - an attitude to life
that, together with a supposed commitment to
sports and to athleticism, constitutes the
meaning of the company. In addition, these
ideas are associated with its products, so that
companies like this one now produce not so
much commodities as ideas and images. As the
chief executive officer of Nike has put it: "There
is no value in making things anymore. The
value is added by careful research, by
innovation and by marketing." In Nike's case,
these activities involve searching out 'the cool'
amongst young people - especially amongst
young black men in inner city areas, from whom
Nike and other corporations have borrowed meaning and identity.
'Brand bombing' has inevitably created many victims in third world and Western
economies, as corporations shut down factories in favour of sub-contractible and non-
unionized sweatshops and bombard deprived ghettos with an aspiration yet clearly
unattainable billboard imagery. Then there are the fashion victims who global
corporations rely on to determine world trade and crush cultural diversity. Despite Ad
land’s disdainful treatment of roach-like consumers, I do not think they are the
passive dupes Klein sometimes pre-supposes. Fashion is the epitome of capitalism.
When was the last time you threw a garment away because it was you needed a new
one? The fashion industry relies on its loyal flock to buy 'new' lines of designs every
few weeks. Capitalism imposed, irrational consumption is a choice. Consumers are
not victims - fashion or otherwise - but active collaborators. How much blood on my
new fleece?
By setting new trends in fashion, music and entertainment, by moulding behaviour

patterns, by making the consumers yearn for a change, brands teach new ways of life,
to become social artifacts, steal their ways into the popular lexicon and, with the
passage of time, create cultures. In addition, culture is the sum total of man has
learned beliefs, values and customs.
Brand bombing in India has become a custom for the companies. As the spending
power of Indians has gone up so has the choice. Indians are becoming increasingly
aware about different brands and their characteristics with the help of various
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advertisements and promotional strategies. However, it has proved fatal for the
companies, as the loyalty level of the consumers has come down drastically.
Example, the demand for Nokia phones has decreased because of the product
innovation by its competitors like LG, Samsung and Sony Erickson.
CULTURAL JAMMING
Culture Jamming, or sniggling, is the act of using existing mass media to comment
on those very media themselves, using the original medium's communication method.
It is based on the idea that advertising is little more than propaganda for established
interests, and that there is little escape from this propaganda in industrialized nations.
Culture jamming differs from artistic appropriation (which is done for art's sake), and
from vandalism where destruction or defacement is the primary goal.
Culture jams refigure logos, fashion statements, and product images to challenge
the idea of "what's cool," along with assumptions about the personal freedoms of
consumption
Some of these communiqués create a sense of transparency about a product or

company by revealing environmental damages or the social experiences of workers
that are left out of the advertising fantasies. The logic of culture jamming is to convert
easily identifiable images into larger questions about such matters as corporate
responsibility, the "true" environmental and human costs of consumption, or the
private corporate uses of the "public" airwaves.
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BRAND CHILD
. THE YOUTH MARKET AND THE MARKETING

OF COOL
. INDIAN SCENE
. KIDFLUENCE
. THE TRIUMPH OF IDENTITY MARKETING
. UNBRANDED
. TACTICS OF BRAND BASED CAMPAIGNS
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THE YOUTH MARKET AND THE

MARKETING OF COOL
TEENAGERS
A teen is as person aged between 13-19.
They have a very strong sense of personal privacy and personal space. (e.g., don't like
to be touched, and like to lock their bedroom doors or have a sign on the door that
says NO ENTRY, aimed specifically at parents).
Peer group has more influence than parents do. Enjoy pushing and crossing
boundaries. Strong interest in sexual relationships with peer group or even with slug
Likely to date online. Before, they permitted to date offline. Therefore, their first
"love affair" is increasingly likely to be an online one with an "anonymous" cyber
friend.
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Marketing "cool" to teens "The entertainment

companies ... look at the
teen market as part of
Corporations capitalize on the age-old insecurities and this massive empire
self-doubts of teens by making them believe that to be they're colonizing.
truly cool, you need their product.
(Robert Machesney, The
Merchants of Cool, 2000)
According to No Logo author Naomi Klein, in the 1990s
corporations discovered that the youth market was able and willing to pay top dollar
in order to be "cool." The corporations have been chasing the elusive cool factor ever
since.
Some companies hire "cool hunters" or "cultural spies" to infiltrate the world of
teens and bring back the latest trends. Trying to stay ahead of the next trend can be a
tricky business however, as cultural critic Douglas Rushkoff explains. "The minute a
cool trend is discovered, repackaged, and sold to kids at the mall—it's no longer
cool. So the kids turn to something else, and the whole process starts all over
again."
Teen anger, activism and attitude have become commodities that marketers co-opt,
package and then sell back to teens. It is getting harder to tell what came first: youth
culture, or the marketed version of youth culture. Does the media reflect today's teens,
or are today's teens influenced by media portrayals of young people? It is important
that parents discuss these issues with their teens, and challenge the materialistic
values promoted in the media. To the youths of more than 68 countries MTV teaches
the mantra of fast lives, fast cars, toe-tapping music, tattooed skin, shocking apparel
and weird hairstyles ranging from shaved head to flowing mane.
With 45 per cent of the Indian population below the age of 19, there is a huge
opportunity for companies to catch it young and make it stay, as it gets older
In the Indian context, the market is ripe for one media player to move in early, move
in big and be the first to ignite the Network Externality cycle that takes him way
beyond the reach of competition. Here lies the opportunity for trend setting, the rule
making for and the redefining of the contours of an emerging industry.
Certainly, MTV - whose primary audience is 15-24-year-olds and secondary audience

is 24-34 year olds - can claim to be among the early movers in marketing to the youth.
Since the launch of its India-specific service in 1996, the music channel has extended
its dialogue with the youth by way of online, on-ground and off-air activities and
research. The channel has music albums, apparel, accessories, and a co-branded credit
card.
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MasterCard Asia judged the MTV Citibank Card, launched in April 2001, the best
youth programme in the Asia Pacific region. It garnered over 50,000 members in the
first 15 months of its launch, and was followed up with a translucent credit card,
meant to reflect the "values of clarity and transparency" that are upheld by the youth.
It is in going beyond a commercial product that helps

connect with the youth: "We are a part of their
lifestyle, and come at them from a 360-degree angle,"
says Vikram Raizada, Vice-President (Marketing),
MTV India. "So we're also about the World AIDS
Day concert, to which 25,000 youngsters came, and
we're about reflecting their concerns on old age, pollution and corruption
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Tobacco and alcohol "Advertising has always

sold anxiety, and it
certainly sells anxiety to
Tobacco and alcohol companies have long targeted
the young. It's always
young people, hoping to develop brand loyalties that will telling them they're
last a lifetime. It is crucial for the tobacco industry to losers unless they're
continually cultivate new and younger smokers to replace cool."
the thousands who quit each year—and those who die of
(Mark Crispin Miller, The
tobacco-related diseases. Merchants of Cool, 2000)
The tobacco industry targets youth by:
Linking smoking in ads with being "cool" and independent and with taking risks
(particularly physical risks)
• Placing ads in magazines with high adolescent readerships, such as Rolling

Stone, Maxim or People
• Having movie stars, who are popular with young people, smoke in films
• Sponsoring rock concerts and sporting events
• Placing advertising near high schools: on billboards, in bus shelters and in

variety stores.
The alcohol and beer industries were quick to recognize the value of the Internet as an
effective tool for reaching young people. The Web offers marketers a medium that is
a huge part of youth culture—with the added bonus that it's unregulated, with very
little parental supervision
The alcohol and beer industries also target youth by:
. Running ads during TV shows with a high number of young views, such
as The Simpsons, South Park or sporting events
. Placing ads in magazines with high adolescent readerships, such as

Rolling Stone, Maxim or People
. Sponsoring rock concerts and sporting events
Creating and extensively marketing "Alco pops"—sweetened, lightly carbonated

drinks that do not taste like alcohol (think Mike's Hard Lemonade)
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Indian scene
The total spending power of the Indian youth is about $6.5 billion--their own
discretionary income plus what their families spend on them. They carry
considerable economic influence, as well as the power to influence their parents'
purchasing. Indian teens alone buy nearly 60% of the fizzy drinks, chocolates,
and jeans sold in India. Marketers in India are increasingly waking that reality up
to, as demographic trends push the number of young consumers higher every
year. In addition, unlike their parents, this computer-savvy generation has no
qualms about consumerism.
Consider this:
In the 1950s, there were just two cars in India: the boxy Ambassador and the
equally stolid Fiat. The waiting list took six years, and customers took whatever
color rolled off the assembly line that month. Now there is a choice at every
conceivable price point. The consumer is simply spoilt for choice with auto
manufacturers falling on top of each other for a place in the consumer’s mind and
on the road.
In a bid to stump competition, Mahindra and Mahindra will launch car-buying via
the Internet in the November of 2003. It is not just a question of punching in an
order. Customers will be able to use software to create their own customized
versions of the new Quadro, a sport-utility vehicle. Mahindra is targeting young
drivers for the $10,500 car, buying slick advertising spots on video music
channels like Channel V.
Says M&M:
''We want to grab the funky market''.
''Kids persuade their parents what car to buy. They determine style and fashion
today.''
The youth-consumerism age ushered in India with the MNCs which brought with
them a range of experience. The Indian youth was ready to embrace
consumerism and these companies pitched it right at them. And they scored!
These companies used famous actors, sports figures, and catchy slogans to woo
the youth. And the Indian companies followed the leader.
Even stodgy-old-family-owned companies are increasingly catering to the youth

market. Changing buying patterns - in which teens are no longer content to have
their father's hand-me-down watch and instead want to buy their own - are part
of the reason.
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In many such cases, the key driver for the change is that the helm of the
company has been passed down a generation, and younger CEOs are more hip
and with it.
Take the stodgy Bajaj Auto Ltd., the world's second-largest scooter maker, based
in Pune. Since Rajiv Bajaj, 32, son of owner Rahul Bajaj, joined the family
business as vice-president for product development, Bajaj scooters have changed
from value-for-money vehicles targeted at the middle-class male to scooters with
style and performance catering to youths of both genders. Hence the new zippy
Spirit, Bravo, and Legend scooters, which hit the market in quick succession in
the past year, aimed at 18-to-24 year olds.
The same is true for M&M. Now, as managing director of the Indian auto maker,
Anand Mahindra, 44, is spear-heading the youth revolution there. In addition, a
revolution it is. Now, Indian kids are getting what we could only read about in
American comic books. They are waking up to consumerism. And how…Its time the
Indian companies woke up to that fact!
This proves that today’s youth is the icon one has to market products appealing him
identifying with him attributes like high energy levels, efficiency, valur for money,
style, charisma have to be inculcated in the product before launching it in the market
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KIDFLUENCE
One of the most important recent developments in advertising to kids has been
the defining of a "tween" market (ages 8 to 12). No longer little children, and not
yet teens, tweens are starting to develop their sense of identity and are anxious
to cultivate a sophisticated self-image. Moreover, marketers are discovering there
is lots of money made by treating tweens like teenagers.
The marketing industry is forcing tweens to grow up quickly. Industry research

reveals that children 11 and older do not consider themselves children anymore.
The Toy Manufacturers of America have changed their target market from birth to
14, to birth to ten years of age
By treating pre-adolescents as independent, mature consumers, marketers have been

very successful in removing the gatekeepers (parents) from the picture—leaving
tweens vulnerable to potentially unhealthy messages about body image, sexuality,
relationships and violence.
Bangalore based Jody Rajesh (professional violinist and mother of jay ram the tween
in the hutch commercial): “advertisers appeal to children so that they in turn will
influence their parents” yes, the tween brigade is powerful indeed. Whether it’s
clothes, food, gizmos or the family car, the tween is not only involved in the buying
process but often the decision maker ‘Kidfluence’ is running rampant but it’s not just
about pester power today’s pre -tweens are a viable market themselves.
Whether it’s the cheeky little tyke offering his mother six rupees for a bottle of Maaza
or the other kid trying to patch up a fight between his cricketing buddies with a toss of
the coin that turns into an instant drink sachet. The message on T.V. ads is clear: pre
teens not only have money to spend they also have control over how and when to do
it.
Although, no similar research of that scale in India. Recent a survey of 2.5 million
Canadian tweens shows that they spend $1.4billiona year on themselves and
influence the buying decisions of their parents to an astronomical 10 times that
amount. Many of them already have their own bank accounts and A.T.M. cards.
In US, tweens wield a combined spending power of about $250billion. India’s

urban middle and upper middleclass tweens may not be complete mall rat or use
plastic, like their overseas counterparts just yet but they are rather savvy.
reason? There are several: allowances have shot up. Advertisers have identified
tweens as the new hip grouping exposure and global connectivity via the Internet
and 100+channels have brought more awareness at a younger age….
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Apart from being the new consumers, tweens – though midway between early
childhood and adolescence are leaning more and more towards teen styles and
attitudes. 2days kids are rejecting traditional toys like dolls and action figures
moving on to what most of us would consider more adult entertainment fun
friends and fulfilment are very important to these children who are interested in
music fashion games computers and online chat. Computer savvy they email
friends and visit tween chat rooms.
In July, Wrigley will introduce a new kind of Juicy Fruit in two flavors:
‘Strappleberry’ and ‘Grapermelon.’ The new gum shaped in candy-coated pellets
instead of the traditional sticks (which will still be available). In addition, its
package, while still yellow is flatter and wider with an inner case that slides
out. As a part of the promotional campaign Wrigley has launched a ‘tongue
twister’ contest on its Web site, allowing winners to receive free gum.
So why would the Wrigley company, a top seller in the US for the past 100 years
go in for a makeover. Why should a company known for sticking with tradition
and doing it consistently with marked success try out something new? Whose
bright idea was this anyway?
It is the Skippies!
Skippies is the market research term for young teens

with earnings and (or) purchasing power, and there is
no mistaking their influence in the buying decision
anymore. In addition, it is not just restricted to
products that they buy for personal use. Whether it is
a car, a TV, breakfast cereal or gum…the young
members in the family have a definite view on most
purchase decisions.
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KIDS WEAR MARKET IN INDIA
Marketing for kids wear brands in India has not evolved due to few brands and lack of
brand orientation amongst customers. Majority of the advertising/ communication for
kids' brands have targeted women.
Today, however kids' power in influencing purchase decisions for not only own
purchases but also for adult purchases have recognized and subsequently marketers
are spending large amounts on advertising .
In addition, with the popularity of brands, newer options of marketing like T.V
advertising and promotions are used. Example Weekender advertises on the 'Cartoon
Network' a channel exclusively for kids' for its brand 'Toon World'. Apart from
advertising, they also run special promotions like those that that Kids Fashion shows
in collaboration with the ‘Cartoon Network’.
The above trends indicate the huge potential of the kids wear market in terms of both
branding and specialty retailing. However, the key success factors for both new brand
and retail entrants will be product differentiation and retail experience. Savvy
marketing and interactive promotions with kids, in addition to the product and retail
offer shall be the key to success in this category.
The kids wear market currently has a growth rate of 10 per cent. What makes this
market segment attractive however is the current low brand penetration rate of 8 per
cent in this market, which creates a huge potential for branding in kids wear. Until
date, there have been just a handful of brands in the kids wear and infant wear market
in India. This can be attributed to low brand orientation of consumers in this category
with brands not a very important purchase
factor for consumers
However, this reality is changing today.

With increasing affluence, and lesser
number of children per couple, urban
couples are today not only spending more on
kids, they are also looking to buy
differentiated products for their kids.
As a result, brands have become important,

as they denote quality and value. Therefore,
some brands which have been there for years like Weekender, Gini & Jony are today
in an expansion mode and have added many stores to their existing set of stores.
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Another trend is the increased presence of brands across retail formats. Thus,
Weekender, which was till, now only retailed through exclusive outlets, has today
expanded its retail reach to large MBO's and department store chains like Shoppers',
Lifestyle etc. to capture consumers across retail formats
Apart from the retail expansion of the existing brands, there has also been the
emergence of new brands. New brands have launched in relatively uncluttered
segments like infant wear and preteen wear. Brands as Little Kangaroos have
appeared in the infant wear segment where as brands like Lee Kids, Freelook have
appeared in the pre-teen segment
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KIDDIES DAY IN
It is the littlest hands that have their fingers firmly on the remote control, as T.V.
channels wake up to the potential of children as a television audience. With three
channels already on air, and two sets to launch, the battle for eyes and attention is
more than child’s play.
It was not always like this. Cartoon Network was the undisputed king during kid’s
prime time, which is between 4-7pm, with Nickelodeon failing to make much impact
in segment. While Star Plus and Zee TV did show kid’s programmes, they dint cut
much ice with young viewers .In a New Generations survey of children’s favourite
channels, Star Plus get 22% of the vote of the surveyed 7-14age group, Discovery 5%,
while other networks limped far behind. Cartoon Network was the favourite getting
46% of the kid’s vote.
Now channels have identified kids as a potentially loyal segment that is growing fast
– it is increased by 27% over the last three years according to TAM media research
140
120
100
80 C&S Kids Viewing
60 C&S Universe
40 Viewing
20
0
2000 2001 2002 2003
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Kids Viewing Over the Years
India has 44 million C and S homes, catering to 50 million kids. According to

Anshuman Mishra managing director, Turner India, which owns Cartoon
Network,”Cartoon Network is present in 18 million homes in India right now, and
Pogo in 15 million homes which still leaves a large potential for growth in this
segment”
Both existing and new players are looking at different strategies to get tots to tune
in .UTV will launch Hungama TV in September, a 24- hour channel for kids, with an
investment of Rs.100 crore to back it up.
Its strategy is “to look beyond animation, “says COO Purnendu Bose. “ we will be
looking at more Indian content, with more educational programmes and assorted
genre of children’s programmes. “The strategy is partly, he admits, because of
continuing high cost of animation in India “. Programming in the channel is likely to
be segmented, for 4-7 years,8-12 years,13-15 years and 16-18 years” he says. The
channel hopes to appeal to adults as well, as a lot of children’s viewing happens with
their mothers alongside them.
Cartoon Network has also segmented its viewership. Tiny TV is a three-hour block of
programmes form 11p.m.-1p.m. aimed specifically at pre- schoolers, with cartoons
such as Noddy and Pingu shown in this segment.
Content is going local on the network ‘s Pogo channel, which was launched with
distinctly regional flavour, with cartoons in three languages - Tamil,Telugu and Hindi.
“Turner has also started local acquisitions of Indian themed content from animation
firms for Pogo” says Mark Buhai, executive director, programming and acquisitions.
He also adds,” we also water down our international content to suit Indian kids and
Indian values, and we tend to work with old cartoon favourites like Tom and Jerry and
Scooby Doo.” Mishra says that by the end of the year 80% of Pogo’s programming
will be in Hindi, with Indian -themed cartoons like Lord Ram and Tenali Rama.
Zees upcoming kids channel, Spacetoons, however, geared towards international

content. The channel has reportedly tied up with the Mondo TV Group for animation
content.
The figures indicate a large segment of the C and S audience in India is without a
dedicated kids channel. In contrast, points out Shalini Rawla, Vice President content
and communications, Hungama TV. “ The U.K. With an audience of 10 million kids,
over 20 kid’s channel and in France have 17 such channels “.
26
According to TAM Media Research, “ kids as a T.V. audience segment has increased
dramatically over the last three years “. The year 2003 saw a larger increase in the
kid’s audience as compared to the overall C and S audience
There are about 223 channels in the general

Indian viewing space. This has led to
increasingly fragmented viewership, with
returns for advertisers being squeezed year –
on- year. Says Sam Balsara, chairman of
Madison Communications,” Both T.V.
channels and advertisers should concentrate
on getting past the clutter that is the general
viewer ship segment now. Kids are a strong,
growing segment, which has yet to receive serious attention from networks and
marketers alike”.
Cartoon Network
PESTER power has played a major role in

attracting non-traditional advertisers such as
car and technology companies to Cartoon
Network as they find more kids influencing
decisions these days in the purchase of
products which are not directly used by
them.
Mr. Soumitra Saha , Vice President
Advertising Sales, Turner International India
Pvt Ltd, said that companies like Hyundai
and bodies like the National Egg
Coordination Committee (NECC) are now
advertising from non-traditional advertisers
such as these on the channel.
In such cases, the channel has been able to

offer customised variants to the client. An
example of this is the campaign for the chocolate flavour of Calcium Sandoz, Mr
Saha said.
27
Cartoon Network conducts an annual survey, which assesses the influence or pesters
power that kids have over their parents in the purchase of certain products. The survey
showed that the likeability of the ad played an important role in a child selecting a
certain product. In the case of chocolates, the likeability factor was high. This survey,
conducted by the channel in 14 cities among kids aged group of seven to 14, also
revealed that in 18 out of 20 cases, Cartoon Network had top recall.
Cartoon Network has, Mr Saha said, emerged as an animated

entertainment alternative with viewership second only to Star
Plus. According to the latest TAM ratings, he said,
viewership has grown by 73 per cent from April 2001 to
April 2002. Time spent, again according to TAM, has grown
by 54 per cent. Mr Saha said that the channel was able to
achieve this because of the strategy the channel follows
globally. Content has been the first of these elements, which
the channel has paid attention.
Ms Hema Govindan, Vice President - Marketing, said that

the channel has been following a three-pronged programme strategy. There is the
Cartoon Network originals, the library products like Tom & Jerry and Popeye and the
external acquisitions like Sinbad and Pandavas.
The channel also has franchisee slots like Power Zone, which is an action genre and
ACME for classic cartoons like the Jetsons and Roadrunner. She said that the channel
has launched Cartoon Theatre, which would air a full-length feature film as family
viewing fare. Another reason for increase in penetration, especially in North India,
has been the Hindi translations. The channel has a Tamil block on Fridays, Saturdays
and Sundays, with better ratings in the smaller towns of Tamil Nadu.
The channel has also come out with a number of on-

ground events to increase customer contact like Toonz
Cricket, birthday offers, Indian festivals and other
important days in a child's life like Mother's day and
Teacher's day. For instance, Toonz Cricket in Chennai,
Mr Saha said, attracted around 10,000 kids. This turned
out to be a branding opportunity for marketers, in
addition to sampling and data base collection.
The Cartoon Network Web site has been a hit with kids
with 3.5 million page views a month, Mr. Saha said.
28
THE TRIUMPH OF IDENTITY MARKETING
Self-Branding Defined
Self-branding is a strong personal identity based on a clear perception about what you
stand for, what sets you apart from others and the added value you bring to a job or
situation.Your self-brand is the sum total of other people's feelings about your
attributes and capabilities, how you perform, even their perceptions about what you
are worth
How are self-brands created?
To Brand or Not To Brand?
Many people think that if they do a good job, their career will go fine. But no matter
how secure your position seems to be, you are in competition with more people than
you think.
To some people, branding may seem manipulative or phony. "I'd just rather be
myself," they say, "to go with the flow and see where my career takes me."
Alternatively, the familiar line, “I’m not good at marketing myself.”
If you do not brand yourself, others will. The fact of the matter is you're giving the
power to other people to brand you if you don't do-it-yourself.
Let me give you an example. A new client came in who was fuming because of the
way another executive introduced her at a conference. He branded her as the
company's direct mail maven. That might have been the way; she started out at the
firm. But not quite, how she saw herself now.
Self-Brands Are Created Not Born
Branding is mainly a process of analysing a product in relationship to a market and

figuring out how-to maximize the brand's potential. Branding is creating an asset out
of something. It is a matter of satisfying a market need in a different way. Figure out a
plan of action---the marketing plan---to build awareness and trial of the brand.
Launching a person on a drive to become a successful personal brand is essentially the

same process. It is a conscious strategic process, a branding process, and a process
that Hollywood celebrities and high profile athletes have been using for some time.
29
The Self-Brand Mindset
Self-branding means looking at yourself as a marketer would look at a product that he

or she wants to make a winning brand. You don't think of yourself as an employee
even if you work for a boss. You think of yourself as working for yourself marketing
the brand…you. The first thing a marketer does is analyze the market and the product
to understand what the opportunities are, what the threats are.
. What are the current conditions?

. What are the assumptions about the future?
. What problems need to be solved?
. What needs are not being met?
Act like the Marketer of the Product: You
In personal branding, after analysing the market, you do a self-audit. What are my
strengths and weaknesses? How does my brand compare with the people I am
competing with?
You focus on key attributes and resources that differentiate you. Skills, abilities, even
personality traits you have that are a solution to a market need. Then you adopt what
Theodore Levitt called "the marketing imagination." You build a personal brand
identity that is different, relevant and adds value.
Plan to Dazzle: Write Out a Marketing Plan
Develop a formal marketing plan that lays out a personal brand strategy and action
plan. It is often in the writing that new creative options become known.
It is important to set personal brand goals with a specific time frame and plan of
action for achieving the goals. So just like a marketer would, you write down personal
marketing activities to achieve your goals. In addition, of course, you execute the
marketing plan. You cannot get to where you want to go unless you plan it and then
do it.
The Final Step Is Measurement: Assess Your Effectiveness.
How is my "portfolio" different now than it was last year? What new projects did I
take on? How did I expand my network? What new learning did I acquire? If
something isn't working, you change trains. Branding is a dynamic process that offers
the greatest rewards to the receptive individual.
30
Body image and advertising
It is difficult for teens to develop healthy attitudes towards

sexuality and body image when much of the advertising aimed at
them is filled with images of impossibly thin, fit, beautiful and
highly sexualized young people. The underlying marketing
message is that there is a link between physical beauty and sex
appeal—and popularity success, and happiness.
Fashion marketers such as Nike, Calvin Klein, Abercrombie &

Fitch and Guess use provocative marketing campaigns featuring
young models. These ads are selling more than clothing to teens—they are also selling
adult sexuality.
Studies show that while teens received most of their information about sex from the
media: magazines, TV, the Web, radio and movies, the majority say their parents
shape their sexual decisions most, so it's important that parents talk to their kids about
healthy sexuality, and about exploitive media images.
Media images can contribute to feelings of body-hatred and self-loathing that can fuel
eating problems. While body image has long been considered a female issue, an
increasing number of boys now also suffer from eating disorders. A 1998 Health
Canada survey on the health of Canadian youth noted that by grade ten, over three-
quarters of the girls and one half of the boys surveyed said there they weren't happy
with their bodies.
Studies have also found that boys, like girls, may turn to smoking to help them lose
weight.Any parent can tell you that dealing with kids and personal care issues is an
ongoing challenge. When they are little, getting them into the tub can be tough. When
they’re teens, getting them out of the bathroom can be impossible. However, for
marketers of personal care products, the youth and teen market offers rewards well
worth any challenge
The sheer numbers of the teen/tween market make it

significant. According to the U.S. Census Bureau, 2000, there
are 31.6 million 12- to 19-year-olds in the U.S. Teen Research
Unlimited, Chicago, to grow to approximately 35 million by
2010, projects that population
In 2000, U.S. teens spent an estimated $105 billion and

influenced their parents to spend another $48 billion, according
to Teen Research Unlimited. The Geppetto Group, a research
and consulting firm in New York City, says the three essentials
for appealing to teens and tweens are: a product should be new,
different and just for them (teens and/or tweens).
31
Packing can communicate all the three essentials.
“The colors of the product, the logo design, the shape of the package can all say
‘cool,’” said Chris McKee, chief creative officer at Geppetto. McKee added, “There
are identity building brands that help teens communicate who they think they are.
Everything, from color, to language, to product benefits— everything needs to be
specific to teens.
There are practical aspects to package design for this market as well, McKee pointed
out. “Tweens have smaller hands so products should be scaled for them to hold
packages comfortably. Kids are savvy about products, and aren’t forgiving.”
The differences between kids, tweens and teens demand differentiated products.
Cosmetic and personal care marketers courting the kids, tweens and teens markets are
as diverse as the age groups they are targeting
L’Oréal launched its L‘Oréal Kids brand in 1997, having realized that there was no
kids’ shampoo category. “There were lots of adult shampoos and baby shampoos, but
nothing for three to 12-year-olds,” said Ellen Leikind, director of the L’Oreal brand
that now includes 14 products.
“We wanted to create a fun, kid-friendly image that was colorful and new,” explained
Pemra Atinc, manager of the L’Oréal Kids brand. “We wanted to give kids a reason to
want their own shampoo and a way for moms to convince kids to sit still and have
their hair washed.
The package, which is bright and shaped like a stylized fish, is special in other ways
too. Leikind said, “You can smell the shampoo through the bottle. At retail, placed at
eye- Level for our target audience and we attract them with the smell, shape and the
colour of the package. Once the product is at home, kids can play with the package as
it floats because it is easy to hold onto. At present, the 14-item line includes seven
shampoos, differentiated by hair type and special needs. There are also two
conditioners, one styling gel, a detangler and three bath and shower gels.
Products that answer special needs work well, so in 2000, L’Oreal introduced the
Swim & Sport formula and, in 2001, launched Long Hair, a shampoo for lengthy
tresses. Fast Dry Shampoo will roll out in 2002, in two fragrances, pineapple and cool
melon. It promises to help hair dry in less time.
This is a line that appeals to kids with bright colors and fun
shapes in packaging, while winning over moms with
formulas that are extra gentle, according to Atinc, who noted,
“All the shampoos are two-in- one for cleansing and
conditioning as well as formulated to be “no tears”.
32
Unbranded
A minority, which is colorful, does not seem to be, influenced in this highly
branded world.
Some brand names, by their very construct, have it in them to open up communication
possibilities. Where the brand name, because of being so single-mindedly graphic,
actually helps put the advertising idea in motion. One such brand name is Footloose,
the recently launched range of ‘casual bags’ (sling bags, satchels and knapsacks) from
luggage maker VIP. And Ronnie Wadia, associate vice-president & senior creative
director, HTA, agrees that the advertising idea for the brand’s new television
commercials came from the brand name itself.
With a brand name like Footloose, we realized that whatever we created has to
emanate from the brand name,” says Wadia. “And what the name suggests is things
like being carefree, being comfortable with oneself and doing what one wants to do”
All this being very true to today’s urban youth, who form the brand’s target audience.
Explaining this further, Shoumitra Raichoudhri, creative director, HTA, who also
scripted the ads, says, “For the youth, ‘being chilled’ is very important. And being
chilled includes some amount of craziness… or Footlooseness.”
The idea for the commercial came from a youth insight, in fact. “We talked to kids
and realized that there is some degree of Footlooseness in everyone,” says Wadia.
Though this degree-of-Footlooseness varies from individual to individual, everyone
has his or her own ‘crazy deed’ story to tell. “That’s when we hit upon the core idea
of a footloose spirit,” continues Raichoudhri. “Now the question was how do we show
degrees of Footlooseness in a cinematic sense? Therefore, we ascribed percentages to
different footloose moments, situations and expressions. In addition, all the situations
we have shown in the ad are perfectly natural and very plausible from the teenager’s
point of view. That is why even the model look like real people you sees everyday.
And at the end of it, by asking ‘How Footloose are you?’ we link the situations back
to the viewer and his interpretation of Footlooseness.”
Two friends enjoy a rickshaw ride

unmindful of their surroundings...
... As, the boy pedals. Super: '78%

footloose.'
33
... a thorough search is

performed at the entrance.
A band of friends freak out

getting wet as one of them
hoses down...
…. the entire group. Super:

'85% footloose.'
A girl enjoying her music

oblivious to the...
... crowd around her. Super:

'67% footloose.'
MVO: "Footloose bags from

VIP. How footloose are you?"
No two ways about the fact that the attempt here is to reach out and connect with the
core consumer’s individualistic ‘being chilled’ attitude to life. There is very little
effort at selling the product, per se. Small wonder, considering the brand has not much
to offer in terms of a rational argument. After all, the primary competition for
Footloose comes from the unbranded market and the cheapest Footloose bag bears a
price tag of Rs 399. Seasoned bargain-hunters could pick up bags at half that price at,
say, Delhi’s Central Market or at Linking Road in Mumbai.
“We are not selling a product but an attitude, a lifestyle,” admits Wadia. “Yes, the
quality of the bags from Footloose are much better and the designs are more
interesting, but feature to feature, there isn’t a huge difference. To justify the price
difference, we have to sell attitude. And attitude is something college-going kids
readily buy into.”
Interestingly, perhaps by default, Footloose will also be competing with the likes of
Nike and Adidas at the top-end of the market. “Yes, that’s why the styling of the
commercial was critical, so that it rivals that imagery,” says Raichoudhri.
34
TACTICS OF THE BRAND BASED

CAMPAIGNS
A television or a washing machine, a cola, a fast food restaurant, a confectionery

product or even an insurance policy - the one thing common to all these products is
the use of kid power or what has come to be called `pester power' in most of their
advertising campaigns. Lately, kids are at the centre of the strategy of most marketers.
``Most products in India, be it credit cards, banks or FMCG products such as a

television or a refrigerator, are selling to families. Children today are at the core of the
family and hence, can't be ignored. Moreover, research has shown that in India, if a
child is used in a particular commercial, the likeability of the ad immediately
increases,'' remarks Indu Balachandran, Vice-President and Senior Creative Director,
HTA, Chennai.
In agreement with Indu is Madhu Noorani, Unit Creative Director, Lintas, who says,
``Most of the FMCG products are being used by kids and it is important to make a
favourable impression on them about the brand. Moreover, kids have a lot of say in
the buying decisions of the parents, as the parents want to give their best to the
children. We have been using kids in our campaigns and they have always proved to
be effective.'' Some of the campaigns which one can immediately think of as far as the
use of `pester power' goes are Pepsodent, Whirlpool, McDonald's, Maruti and
Pepsodent
The `Dishoom Dishoom' campaign of Pepsodent was a major hit.
A kid buys two ice cream sticks

and offers one to his pal, who
accepts it hesitantly. A poster...
...of the movie Fists of Fury stars

his mother Mummy Lee in his
active imagination, "Sadh jaayenge
daanth!"
"Mummy Lee! Roz subah brush

karta hoon." MVO: "To kya hua?
Thodi der baad kitaanoun ka hamla
phir se shuru...
35
JawaabSuperiorPepsodent.Iska germicheck plus formula kitaanuon se ladta rahe.
Brush karne ke ghanton baad bhi."
As the boy's mother appears in sight,

he hurriedly thrusts the ice cream in
his friend's hand. "Ice cream khila
raha hai isko?"...
...screeches the enraged parent.

"Mummy... sorry, aunty, dishum-
dishum to Pepsodent ka kaam hai
na!" returns the kid.
“`Pepsodent is a family health brand, and kids are central to the category. Therefore,
since inception, we have been using kids in our advertising,'' remarks Madhu of
Lintas, who is in charge of Pepsodent's advertising campaign. ``There is always a
conflict between mothers and children when it comes to eating things which are
considered bad for the teeth. In this commercial, we have linked the brand
proposition; Pepsodent fights germs hours after brushing, to a consumer's benefit. The
emotional benefit is that the mothers need not fight with their children and allow the
toothpaste to do the fighting,'' she adds.
“All mothers are deeply concerned about their children's teeth, and this campaign has
given us an opportunity to gain the empathy of young mothers,'' remarks Debjit
Rudra, Marketing Manager, HLL Oral Care. Rudra says using children has helped
them gain a significant share in the oral care market. ``Pepsodent has a market share
of 16.4 per cent,'' says Rudra.
36
Mc. DONALDS
McDonald had opened its doors in India in October 1996 - the 95th country. Ever
since then, there have been family restaurants in Mumbai, Delhi, Pune, Ahmedabad,
Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have
proceeded to demonstrate, much to the delight of all our customers, what the
McDonald's experience is all about.
The first restaurant opened on 15 April 1955 in Des Plaines, Illinois, U.S.A. Almost
50 years down the line, we are the world's largest food service system with more than
30,000 restaurants in 100 countries, serving more than 46 million customers every
day.
McDonald’s target segment has been very clearly the children. Using collectable toys,
television advertisements, promotional schemes in schools and figures such as Ronald
McDonald the company has very successfully, positioned McDonalds’s as the place
to be in the kids’ mind. They have used the kids’ route to get to the whole family. It
epitomizes to kids a place filled with fun and frolic. Thousands of children now think
of burgers and chips every time they see a clown with orange hair. It is quite difficult
to distract a child from insisting on a certain type of food or treat.
Speaking about the use of pester power in their campaigns, Vikram Bakshi,
Managing Director, Connaught Plaza Restaurants, franchisee of the McDonald's chain
of restaurants in New Delhi, says,``McDonald's has projected itself as a family
restaurant all over the world and children are an integral part of a family. Moreover,
kids are no longer passive members. They play an active role as far as any buying
37
decisions are concerned, be it a television, a music system, or even decisions such as
which restaurant the family should visit over the weekend.''
``Children are special to us and our communication reflects the same,'' adds Amit
Jatia, Managing Director, Hardcastle Restaurants Pvt Ltd, franchisee of McDonald's
in Mumbai.
McDonald's knows exactly what kind of buttons to press where children are
concerned. McDonald's advertising and marketing is in large part directed at children,
with a view to them pressuring or pestering their parents to take them to a McDonald's
outlet. The jingle “I‘m lovin’ it “ strikes an emotional chord not only in kids but also
in teens and adults.
Here is an example of one of the finest the advertisements which proves right about,
how well they are placed in not only the kid’s mind but also his heart.
Walking upon the McDonald's mascot

seated outside a McDonald's outlet a
boy tells his mother, "Sabse pehle
Ronny ko hi bolega, hi."
Going inside, at the counter he cutely

whispers, "Pher yahan se Happy Meal
lene ka, andar toy milta hai."
Standing on a chair, he speaks with

definite emphasis, “ yeh hai mera
favourite place reserved”.
In the next instant he brings along a baby

chair to his mother
and pointing to her pregnant stomach says,
"Aur aaj se tumhara bhi."
Making sure that the little one has his

point he addresses his mother's tummy,
"Samjhi kya chhotu?"
Wanting to eat ice cream he shyly

asks his mother, "Mummy chhotu ko
garmi lag rahi hogi na, main ice cream
leke aaon."
38
Getting hold of two ice creams, our little Mc.Donald’s fan finds
himself amidst few older children.
Worried that her child will

trip and fall, 'mummy' starts up
anxiously.
Nevertheless, our hero manages

himself and 'mum' is soon reassured.
Jingle: "Para pa pap paa. I'm lovin

it." Super: 'I'm lovin it."
39
ICICI PRUDENTIAL
A kid is busy studying when he overhears his mom telling

his dad, "Achcha suno, agle mahine bees tees hazar ka
kharcha extra hoga, woh Renu
ki shaadi hain na."
Hearing this the poor child

about to throw his book into a
dustbin, when his Dad protests,"No way,bank khol rakha
hai kya."
Thinking that things were back on track for him, he picks up

his book, but then the mother pushes her case,"Arey sabke
liye gifts, aana jaana, utna to lag hi jayega na."
At this the father agrees, "Utna to

lag hi jayega." On this the kid is
again about to throw his book, but
stops when dad suggests, "Main
best boloon, jate hi nahin hai."
The boy picks it only to hold it in

suspension, as he waits for his dad's
decision, when his mom says, "Jate
hi nahin hain, Tauji bilkul nahin
manege. Jaana hi padega, bas."
Grumbling away, the poor husband

finally agrees, "Tumhare Tauji, chalo todna hi padega
deposit." The verdict is passed and the book finds itself in
the dustbin.
40
Dejected, the unfortunate boy speaks up, "Dekha achanak aaye

kharche hamari padai ki savings pe
kaise asar karte hain."
He then goes on to suggest, “

kyoon nahin invest karte hai Smart
Kid education plan mein…
...yeh padhai ko kuch na hone de,

chahe jo bhi ho jaye." Saying,
which he picks up his book and
gives it a kiss.
Super: 'ICICI Prudential Life

Insurance. Suraksha zindagi ke har
kadam par
41
CONCLUSION
42
CONCLUSION
Talking about kids being major influencers of buying decisions in the family, Suguna
Swamy, Creative Director, Ogilvy & Mather, Chennai, says an advertisement can
``engage'' a child into a product, but the child can never impose a decision on the
parents to buy products such as a car or a washing machine. ``Kids lend charm to the
advertisement, but certainly can't be expected to influence buying decisions,'' says
Swamy
Some of the campaigns in which Swamy feels that the use of kids is quite unnecessary
are Santro Zip Drive and Ujala. ``The use of kids in the Santro campaign along with
Shah Rukh Khan doesn't convey any message at all,'' she says. ``Similarly, the Ujala
campaign also doesn't make sense. No kid will ever ask his friend whether he has
switched over to a whitening product such as Ujala,'' she adds.
A child does have tremendous influence on his parents, but how effectively and
ethically this influence is used in advertisements is entirely dependent on marketers as
well as ad makers.
In my view, this industry is going to grow at a faster rate in d coming years. The
growing demand of being a perfectionist, trendsetter has made people believe that
there is a lot of potential the kids market.
43
BIBLIOGRAPHY
44
Bibliography
Books
. Kidfluence – Anne Sutherland
. Brand child- Martin Lindstorm, Patricia .B. Seybold
. Branded: The Buying and Selling of Teenagers – Alissa Quart
. Creating Ever Cool- Gene Del Vecchio
. The Great Tween Buying Machine: Marketing to Today’s Tweens –

David. L. Siegel
Websites
. http://www.indiaonestop.com/consumermarkets.htm
. www.agencyfaqs.com
. www.kidfluence.com
. www.amazon.com
Articles
. Kiddies’s Day In – Economic Times, Saturday, June 4
Tweens peak – Times of India, Sunday, July 11
45

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WHAT, INDEED, IS A BRAND?

A name, symbol, design, product or a combination of these, that identifies a

Brands influence consumer decisions to buy sometimes with tremendous persuasive

It is an attempt by marketers to give the product a "personality" or "image". Because

SO, WHAT IS A GLOBAL BRAND?

ROLE of Global BRANDING

The world is rapidly shrinking with the advent of faster communication,

Brands play a crucial role in either creating or destroying wealth in competitive

Building a brand means creating a tangible, measurable value at the shareholders'

The Marlboro brand personality is a good Example of how a company understands

PEOPLE PREFER TO BUY BRANDS, THE WORLD

Today's world is characterised by more complex technology, and this can be

Four Brand Strategy Areas That Are Usually Employed

The latter is particularly important in categories where brands have few

THE NEW BRANDED

THE NEW BRANDED WORLD

There is an incredible amount of activity in terms of creation of retail oriented space

Consumerism is the tendency of people to identify strongly with products or services

The Nike 'Swoosh', for example, is associated

By setting new trends in fashion, music and entertainment, by moulding behaviour

Some of these communiqués create a sense of transparency about a product or

. THE YOUTH MARKET AND THE MARKETING

THE YOUTH MARKET AND THE

A teen is as person aged between 13-19.

Marketing "cool" to teens "The entertainment

Certainly, MTV - whose primary audience is 15-24-year-olds and secondary audience

It is in going beyond a commercial product that helps

Tobacco and alcohol "Advertising has always

The tobacco industry targets youth by:

• Placing ads in magazines with high adolescent readerships, such as Rolling

• Sponsoring rock concerts and sporting events

• Placing advertising near high schools: on billboards, in bus shelters and in

The alcohol and beer industries also target youth by:

. Placing ads in magazines with high adolescent readerships, such as

. Sponsoring rock concerts and sporting events

Creating and extensively marketing "Alco pops"—sweetened, lightly carbonated

''We want to grab the funky market''.

Even stodgy-old-family-owned companies are increasingly catering to the youth

The marketing industry is forcing tweens to grow up quickly. Industry research

By treating pre-adolescents as independent, mature consumers, marketers have been

In US, tweens wield a combined spending power of about $250billion. India’s

Skippies is the market research term for young teens

KIDS WEAR MARKET IN INDIA

However, this reality is changing today.

As a result, brands have become important,

Kids Viewing Over the Years

India has 44 million C and S homes, catering to 50 million kids. According to

Zees upcoming kids channel, Spacetoons, however, geared towards international

There are about 223 channels in the general

PESTER power has played a major role in

In such cases, the channel has been able to

Cartoon Network has, Mr Saha said, emerged as an animated

Ms Hema Govindan, Vice President - Marketing, said that

The channel has also come out with a number of on-

THE TRIUMPH OF IDENTITY MARKETING

How are self-brands created?

To Brand or Not To Brand?

Self-Brands Are Created Not Born

Branding is mainly a process of analysing a product in relationship to a market and

Launching a person on a drive to become a successful personal brand is essentially the

The Self-Brand Mindset