Neglecting the child 1

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Neglecting the child:

Neglecting the child Ashwin Shroff (G902) Salil Chaudhary (G906) Harshal Chandekar (G909) Rajendra Kurale (G924)

The case -:

The case - The case study focuses on the neglected child, by the existing form of marketing. “Children as customers” - from a child’s perspective Discussion between a father and a son on marketers using the children as a bait.

Background :

Background Scene 1 (Shoes for Children) The conversation between the marketing person of freedom shoes (Rajdeep) and his son 12 year old son (Pranav) The company has recently launched sports shoes for kids which were focusing more on visual appearance than the functionality of shoes. Marketers focus on children as influencers but not as users

Background:

Background Scene 2 (India House) Pranav had enrolled for a personality development workshop at India House . Without prior notice India House changed the venue When Pranav tried complaining about it, he was instructed not to backchat with elders !

Background:

Background Scene 3 (“Kids special” contest) Pranav’s friend Kartik and his team won a ‘Kids special’ contest in a TV program. The prices distributed to them were of no use to children – Saris, jewellery, blood pressure monitor Kartik’s perception - Marketers think “Children are for fun, not serious stuff”

Scene 4 (McDonalds and Pizza Huts) :

Scene 4 (McDonalds and Pizza Huts)

Background:

Background Scene 4 (McDonalds and Pizza Huts) Only McDonalds and Pizza Hut take children seriously and respect them – Pranav’s observations. Boys and Girls at McDonalds and Pizza Huts treat their child customers with respect, as if they are grown-ups. That’s why kids go there often. It makes them feel that they know what they want.

Background:

Background Scene 5 (Pranav’s brother Chotu) Chotu is Pranav’s younger brother (Age 7 years) Chotu is an example of how children remembers/recollects ads and brands. Chotu decides on the brand of ice cream he wants to eat. He knows his father’s shaving cream brand and Mother’s shampoo brand. Chotu, at seven, knew all the ads frame by frame. Marketers know exactly how to mesmerize a child.

Facts and Interpretations:

Facts and Interpretations Companies do not bother about the after sale response of children One time product for a children. They do not give proper attention and respect to children even though they are the target consumers. Children are being used as bait in advertisements to boost up sales.

Facts and Interpretations:

Facts and Interpretations Modern kids are decision-makers unfaced by the traditional way of marketing. Children are the eager consumers and can influence their parents buying decision. Children want a freedom of expression and they want to be treated like adults. In short,they have become very demanding nowadays. Comparison with other countries cultural scenario.

Unknowns and Assumptions:

Unknowns and Assumptions Children as a responsible citizen War between marketers and family. Today’s child is tomorrow’s consumer. Now children have their own pocket money. Children have leisure time.

Unknowns and Assumptions:

Unknowns and Assumptions Role of children in decision making Children’s capability of evaluation without being misled by advertising. Governments role in ethical marketing/advertising

Problem statements:

Problem statements Children thinks that they are being neglected as customers/consumers. Marketers never try to understand – How retailers serve the children How retailers talk to children What makes children unhappy about the product Are our children too much exposed to marketers? Ethical marketing – will it come true ? Does the Government care?

PowerPoint Presentation:

Use children liberally. Put words in their mouths, build dreams in their hearts and put it all on TV if you want profits rolling in. – Marketers approach

PowerPoint Presentation:

“Son, Don’t let an advertisement misled you” – Parent’s worry

PowerPoint Presentation:

From product design to product presentation to communication, it must be linked to the fact that we are a serious target segment.- Children Demands

Probable Solutions:

Probable Solutions Understanding Children’s requirements as a consumer Feedback from children should be entertained and worked upon. Everything from product design to communication should be linked to children as he is a serious target segment.

Probable Solutions:

Probable Solutions Visual communication should be adequately censored and airtime regulated. Do ethical marketing. - Modern marketing managers to strike fine balance while marketing their products.

Recommendation:

Recommendation It is an moral responsibility of modern marketing managers to strike fine balance while marketing their products. It is essential to consider children as future customers and not to spoil their habits for the sake of product promotion. It is responsibility of parents to control the exposure of children to outside influencers.

PowerPoint Presentation:

What do you call a consumer who wants to buy everything you have, doesn't care what it costs and is less than five feet tall? A marketer's dream? Nope. You call them kids.

PowerPoint Presentation:

Ashwin Shroff (G902) Salil Chaudhary(G906) Harshal Chandekar(G909) Rajendra Kurale (G924)

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