Chalk & Cheese Examining the differences between kid & parent motivations in arriving at brand preference

Junior Citizens have a clear choice when it comes to brand preference brands that speak to them brands that speak their language brands that their friends use, show off in school, talk about brands that speak to teens leader & most visible of brands in a category that their mom won’t buy for them JC & brand preference

Junior Citizens have a clear choice when it comes to brand preference

brands that speak to them

brands that speak their language

brands that their friends use, show off in school, talk about

brands that speak to teens

leader & most visible of brands in a category that their mom won’t buy for them

Moms have a simpler approach while choosing brands for their children or family brands that offer do good promise healthy ( e.g. in foods) safe ( e.g in skin care categories) value add - ( e.g. informative toys) brands that are good value for money brands they can identify with, & whose values they see reflected in them -which portray them as good mom / home maker Mom motivation in brand choice

Moms have a simpler approach while choosing brands for their children or family

brands that offer do good promise

healthy ( e.g. in foods)

safe ( e.g in skin care categories)

value add - ( e.g. informative toys)

brands that are good value for money

brands they can identify with, & whose values they see reflected in them

-which portray them as good mom / home maker

Rather different motivations & drivers of brand preference for moms & Junior Citizens! What is at stake & who wins ?

~ 30% of the FMCG market in India Rs. 30,000 Crore of consumer spend in categories in which Junior Citizens directly influence brand choice & A significant share of spend in durables & white goods which Junior Citizens influence indirectly What is at stake ?

~ 30% of the FMCG market in India

Rs. 30,000 Crore of consumer spend in categories in which Junior Citizens directly influence brand choice

&

A significant share of spend in durables & white goods which Junior Citizens influence indirectly

Who wins ? Sometime parents Often both Very often Junior Citizens Junior Citizens Power at work !

Dimensions of Junior Citizen Power in action ! 3 Cs of marketing to children the JC may not win some times, but s/he never loses ! Conflict Convergence Compromise ( Surrender) Neither Mom, nor JC would lose easily Both win Parents give in & the JC wins

Conflict is an every day occurrence Begins early in the day, everyday Mom wants JC’s to drink milk Junior Citizens milk CONFLICT Challenge for Mom !

Conflict is a frequent occurrence JC’s love chocolates & candies & junk food Mom restricts consumption of goodies (chocolates & all the fun stuff) CONFLICT Challenge for Junior Citizens!

Junior Citizens grow up early these days Dreams begin early & stay long Parents want to relive their childhood in their children Parents becoming more like friends CONVE RGENCE Both believe “dreams come true !” Sports & Cinema celebrities still most admired role models Real dreams !

CONVE RGENCE Time pressures alike for moms & Junior Citizens Doing more a way of life Pressure to be super mom - blending traditional with modern Instancy not bad and not a kiddy outlook anymore Good side of bad !

CONVE RGENCE Life style & value trend changes recognized & adopted by parents & JC’s alike Health consciousness the latest big trend ! Health as an enabler to do more Health a route to looking good Do not want to miss out on good & fun part of life New beliefs - generational equalizers & unifiers!

SURRENDER Urban lifestyles & media influence makes JC’s learn individualism & self centeredness early these days Parents viewed as means to good life Junior Citizens can be very creative & inventive in finding ways of getting around parental resistance Coercion v/s influence

Indulgence not a bad thing any longer , either for parents or Junior Citizens Hierarchy & authority in parent child relationships dissolving so are dimensions of what is kiddy & adult attitude & behavior Letting the child in you role, spontaneity & being yourself SURRENDER Can’t fight them - lets join them !

Coca Cola - a youth brand Youth - a state of empowered childhood Fun with risks weighed Spontaneity with attitude

Coca Cola - a youth brand

Youth - a state of empowered childhood

Fun with risks weighed

Spontaneity with attitude

Summary

Conflict & its sources Mom wants Junior Citizens eat healthy JC’s find healthy boring ! Mom tries to tell Junior Citizens what is good for them Good for Junior Citizens must be kiddy, JC’s do not want to do kiddy things ! Junior Citizens love to have a sense of empowerment Junior Citizens learn the power of negotiation early