working moms

buying experience, brand touch points, media ads, digital experiences, managing
finances and social behavior

What role do mothers play?

The role of a mother is essentially that of a gatekeeper. She is basically the
filter between the product and the child and she is the one who decides what is
good for her child. From that perspective whenever we device any communication we
ensure that it should have some appeal to the mothers

it should talk about what people care about and for mothers the most important
people in their life is their children. So, instead of talking about a product
attribute, brands should talk about what mothers care about. To give you an
example, a few years ago we were handling Pampers. Now in India the use of diapers
in the day is quite high but during nights not much. Now the target given to us was
how to get moms to use diapers at night. When we researched we found out that for
mothers, their mornings are made or destroyed depending upon what the mood of the
baby at that time. If the baby gets up cranky, then it has a ripple effect but if
the baby gets up happy then it is the most joyous thing for a mother. The whole
campaign we then created was Good morning babies and that campaign really worked
for us

it is important for the brand to communicate in a right way on how this brand is
going to add to the development of a child

key findings on the online behavior of Indian mothers carried out by Microsoft
Advertising and Starcom Mediavest Group:
- 72 percent still rely heavily on recommendations from family and friends while
making a purchase
- 51 percent trust recommendations from those who are professional or authoritative
in specified areas for child/family product information
- 66 percent seek information through email, e-newsletters and forums they join.

Personalization is important here, as Millennial moms want to feel like the brands
they use will treat them and their children as individuals.

Smaller brands and those that embrace technology are likely to viewed positively by
millennimoms, too

introduce some fun factor - character licensing, bite-sized or fun shoes or

palyability such as dips & mix-ins

in-store displays are the most effective strategy to educate parents about new
kid's food products

role model moms

___

working moms: 14%,

marking of content in bowls

in store promotions & activations

free tees during trade promotions

obstacle course while trade promotions for kids - you get free samples when the kid
completes -
gamification
recitation championship hosting in schools

tie up with mom & me stores - check for footfall

make a video of what creative tactics do you use to ensure your kids get nutrituous
food
rewards - to get featured in TVC, refer 10 moms as well

-------
Bloggers:
Abhishek jha
http://www.momjunction.com
This blog offer moms and would-be moms a happy and safe place away from judgment.
This blog simplify the journey of parenthood by defining different stages of
childhood into five major categories Baby, Toddler, Kid, Preteen and Early Teen.

Shruti bhatt
http://artsycraftsymom.com
Shruti bhatt is a writer, blogger, entrepreneur, occasional DIYer. Artsy Craftsy
Mom is popular parenting site from India sharing kids crafts, home projects, easy
recipes, parenting tips, and more.
She love being around young kids and promote activities for kids that strengthen
the family bond. She conducts parent-child art /craft workshops at schools, for
NGOs and for corporate employees. She has received mentions in leading newspapers
of India Hindu Metroplus, Timeout Mumbai and Timeout Delhi.

Aloka Mehta Gambhir

http://www.wholesomemamma.in
Aloka is a Certified lactation educator, a mom of two and a nutrition and fitness
enthusiast. Known as Paleo mom, Aloka is following a natural and healthy lifestyle.
She writes about parenting, fitness, natural living and primal diet plans on her
blog.

Shailaja Vishwanath
http://www.shailajav.in
Shailaja Vishwanath is a freelance writer, full-time editor and passionate blogger
who shares life lessons on parenting on her blog, Diary of a Doting Mom. Her
writing has been featured on BlogHer, White Swan Foundation, Yeah Write, WordPress
Discover and the Huffington Post.

Sangeetha Menon
http://www.bumpsnbaby.com
According to her, most common concerns are feeding, food habits and weight loss
post baby. Being an experienced mommy she decided to write on all these concerns of
new mommies hoping that it will help them. She was fortunate enough to be chosen as
the Multi-tasking Mom of The Year 2014 By Pigeon India. She was elected by Your
Ekavach app as one of the 15 Indian parents who break the Indian parenting
stereotype norms prevailing in India.

Kejal Teckchandani
http://www.beingmomma.com
pregnancy, baby care, parenting and everything that can be a question to a new mom.
BeingMomma is a website to help the new Indian mom through her most exciting but
confusing phase of motherhood from pregnancy to toddlerhood
Anamika Sureka
http://www.babypregnancycare.com
Anamika is one of the most noted bloggers we have in India. She has a very active
FB page with more than 70k moms and she has over 30K site visits from readers who
want insights on various topics related to parenting. She also uploads video
related to rec ipes for kids, baby care on her YouTube Channel Mom N Baby TV.

Hemapriya_parenting
Hemapriya Natesan
http://www.mylittlemoppet.com
Hemapriya Natesan is a doctor turned blogger, blogs about parenting, baby food
recipes and food chart. Dr. Hemapriya Natesan {a.k.a Doctor Mommy} is a doctor
and thriving blogger who puts feminine feel to her brand, she brings her medical
knowledge to address parenting issues for new and recent mommies

Ritcha verma
http://www.ritchstyles.com/search/label/Mommyhood
Ritchstyles is another network of high-quality mommy bloggers. She has a very
active Instagram page with many moms and she has over 30K site visits from readers
who want insights on various topics related to parenting. We can call her as
Fashion-Mommy.

celebrity mom: genelia d'souza, Riaan Deshmukh

use Facebook Custom Audiences

Run contests on social media: contests where mums can win free products for their
kids, for example photo contests are the best way to catch their attention!
Millennial mums love showing their children off and getting rewarded for it at the
same time.
Produce video content: 80% of millennial mums search for answers to their questions
and inspiration on the Internet. And 3 out of 5 mums turn to online videos in
scenarios like this
sk influencers to produce videos: Millennial mums trust what their friends or
influencers are saying about a brand more than what brands say about themselves. So
build trust toward your brand by asking an influencer to test your product and
review it in a video. It can also get your products more exposure.

reciprocity principle.
Thats what Free People discovered when they found women were sharing their jeans
on Instagram. They integrated those photos into their product pages for their
jeans, which saved them some nice dough on photo shoots and definitely boosted
their conversion rates. This is because product pages that include user generated
photos can increase conversion rates by up to 30 percent.