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