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Pester Power

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

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


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  • 1. Chalk & Cheese Examining the differences between kid & parent motivations in arriving at brand preference
  • 2.
    • 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
  • 3.
    • 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
  • 4. Rather different motivations & drivers of brand preference for moms & Junior Citizens! What is at stake & who wins ?
  • 5.
    • ~ 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 ?
  • 6. Who wins ? Sometime parents Often both Very often Junior Citizrns Junior Citizens Power at work !
  • 7. Dimensions of Junior Citizen Power in action ! 3 Cs of marketing to children the kid may not win some times, but s/he never loses ! Conflict Convergence Compromise ( Surrender) Neither Mom, nor kid would lose easily Both win Parents give in & the kid wins
  • 8. 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 !
  • 9. 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!
  • 10. 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 !
  • 11. 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 !
  • 12. 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!
  • 13. 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
  • 14. 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 !
  • 15.
    • Coca Cola - a youth brand
    • Youth - a state of empowered childhood
    • Fun with risks weighed
        • Spontaneity with attitude
  • 16. Summary
  • 17. Conflict & its sources Mom wants Junior Citizens eat healthy JC’s find healthy boring ! Mom tries to tell kids 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