• Bye to GenX, This is iGen.
• They have most ipods & personal laptops in the country.
• They blog.
• They travel with friends not family.
• World’s best hackers are from age 13 onwards.
• 54% of Indian Population is below 25 year of age.
• They are true multitaskers.- email, chatting, over phone and smsing at one time.
• 25% of Asian youth admitted that they can not live without internet,
• They spend more time on Music, Sports and online.
• Least time spent is on magazine and newspapers.
• They don’t have time- Cricket matches 5days -> 1 day-> 20:20; next what?
• They have pure disposable income
• They want to 'unbelong', stand apart and not merge or blend in .
• Spread of Indian Youth- 10 years back Indian cricket Team was from Mumbai, Delh
now only Tendulkar, Dravid & Ganguly are from Metro.
• They love movies like Rock On, Rang De Basanti not Don
• They learn and use most of the complicate gadgets; adults - struggle to keep up.
• 72% of Asian youth decide there apparel brand
• MTv research reveals that the country where young people had the
greatest perceived sense of ‘wellbeing’ was India, followed by
Sweden with the USA coming third.
• They don’t believe in Father figures, icons changes like seasons.
• They look for “ whats cool” – Ipod is not cheap but in trend.
• Current elections has conveyed youth is serious and well aware.
• Is a GDP growth rate of three percent in an ageing country (US), wit
a median age of 37, more attractive to a businessman than a GDP
growth rate of 7 percent of a youthful country (India), where the
median age is 24? With over a billion people, of whom more than
500 millions are under the age of 24. – That’s why every brand
focusing youth is serious about INDIA.
As per KSA Youth Marathon survey
• 55% youth buys apparel from key high streets and
• Basic spending is growing by 4% - Apparel, Books,
Music, Movies, Vacation etc.
• Lifestyle spending is growing by 20%- Computers,
Mobile Phones, Gaming consoles, internet
• In 1981 they were looking for 8 items now they are
looking for 17 items.
• Threshold age of owning a mobile set is 16 years.
• "In every city you find young people upward of 21 moving out
for different reasons“- even if parents are living in same city
• 53% claim to have had premarital sex, half of them below 21,
according to an MTV youth survey
• Most young people are college educated here, unlike in the US
where bulk of them tend to be high school dropouts
• "responsibility towards family and my freedom both are
• According to data available, around 50 percent of
Bangalore's voting population belongs to the age
group of 18-39.
• Gen Y is passe, say hello to the iGeneration or
as they prefer to be known, iGen. Chanting the
mantra of individuality, acquiring bite size
chunks of knowledge from the internet and
flashing their iPods, they are the new
Online Buying Habits of Indian Youth-
• on an average day on eBay India, a stamp sells every 12 minutes
and a coin or a note sells every 15 minutes.
• The youth also collect other interesting genres of collectibles &
some clear trends emerge city wise:
• • Ahmedabadi youth collect key chains
• • Hyderabadi youth prefer designer pens and football jerseys
• • Chandigarh youth collect ties
• • Delhi makes a style statement with Zippo lighters & miniature
• • Mumbai goes cultural with art
• • Bangalore pays tribute to history with British India Coins & stays
contemporary with radio control toys
• • Navasari (GJ) loves Bollywood Memorabilia
• • Chennai collects die-cast toys
• Traditionally,'‘- ``being cool simply meant who you
knew and what you wore; today, it's a much more
multi-faceted thing involving knowledge, attitude,
behavior and visual cues -- `experiential cool', in the
• Indian youth key for all our designs: Renault India
• Youth Market moves in two speeds- Fast and VERY
Fast – Research Agency
globally connected urban tribe
– male/female. “20-something ”. middle-upper class.
– urban dweller. educated. working. blue-chip. boutique.
– entrepreneur. well-traveled. bars. clubs. restaurants.
– c a f e s . g a l l e r i e s . f i lm. e x h i b i t i o n s . s o c i a l .
– gym. spa. yoga. balanced. media hungry.
– gadgets. real world. virtual world. high speed.
– wireless. connected. casual. luxury. fashionable.
– opinion leader. trend conscious. trend watcher. trend
So which brands are
doing youth marketing
the right way?
Source (pic) - http://www.flickr.com/photos/haani/2056702546/sizes/l/
Youth is no
it’s a mindset
Source - http://www.flickr.com/photos/tatianacardeal/36956189/
Youth is no
it’s a mindset
A look at how youth are leading a rapid
transformation of how consumers interact
and engage with brands
Procter & Gamble
Source – Yahoo Truly Madly Deeply Engaged Study
Key Youth Marketing Fundas
• What marketing strategies brands like – Red
Bull, Crest, Motorola, BMW, Nike, Starbucks,
etc adopt to gain acceptance…….
• Attention: The brain only processes 5% of the
information it "sees" on an ongoing basis.
Youth don’t wake up thinking about your
• We are moving from an era of finding
customers for our products to one of finding
products for our customers“
• Brandwidth = trust + attention
High in demand, short in supply:
brandwidth is the raw material of youth
• Youth don't wake up thinking about our
brands. The stark realization is that youth
don't give a **** about our latest product,
technology or service - they only care about
themselves "The world doesn't need another
Soda" (Jones Soda Founder Van Stolk)
• Network Era In the Network era Industrial
tactics are surpassed by the more effective
dialogue and legacy building . Networked
brands such as Jones Soda, Red Bull,
Threadless, Scion and Starbucks can grow
without recourse to extensive advertising
• Partnership Marketing What Red Bull knows
that Pepsi doesn’t is that their best marketers
are the customers. Are you marketing to or
marketing with youth?
• Passionistas Stop wasting your time on trying
to convert the unconverted. Find that 10% of
your market already sold on your product and
give them something to care about
• The Pepsi Generation Youth have moved on
but we’re still marketing like it’s 1969 Pepsi,
“the choice of a generation”: * Tell them
you’re cool * Tell them in a BIG way * Keep
telling them You cannot buy youth Brandwidth
like this any more you need to earn it
• Relevance: Don’t be good be relevant Brands
are slowing waking up to the realization that
advertising Reach no longer works. Youth no
longer need to compromise so big means
nothing. Youth seek out the most relevant
Social Currency for their lifestyle
• Personalization: ----- Pull the TRIGGER
If youth term your brand as “It's cool, fun”
You are there.
• Social Currency Social currency is the unit
of social interaction. How much Social
Currency bang can I get for my buck from
this product? How does it help me be
significant and how does it help me belong?
What is the Social Currency of your
• Social Fabric Great youth brands know that
they can sell more products by not selling.
Rather than sell to youth they focus on
helping youth connect with one another.
They want to be the Social Fabric of the
• Platforms Don’t sell the product, sell the
ability to connect customers How do brands
such as Red Bull and Jones Soda make their
customers care about fizzy flavored soda in
a can where Pepsi fails? The difference is
simple – one is looking for customers for its
products while the others are finding
products for their customers.
• X-Factor What is remarkable about your
When was the last time you saw an advert for
Google or Facebook? The X Factor that
advertising has for so long provided
unremarkable brands is the ability for
customers to talk about something
meaningful. What is the X-Factor that will get
them talking? Are you relying on your creative
agency to come up with answers or are you
looking for them out there on campuses, at
events and in the streets?
• Lifestyle or the Product:
Red Bull will become the gold standard of youth
marketing because it understand its business
is “ENERGY” not “energy drinks”
Just as apparel companies need to consider
there business as “social fabric of youth” not
• Successful youth brands have focused
marketing not on awareness but on building
sustainable grass roots. Support at the local &
• Benchmarking never gave us the ipods,
walkmans or even the mobile phones. All
came from some one's ability to employ
uncommon sense – Thinking, that challenges
the received wisdom, asking “what if?”
• Marketing is no longer something you do with
youth but something you do with them.
• Awareness means nothing-
when was the last time you bought an
• Key Drivers
– Can you help me BELONG
– Can you help me be SIGNIFICANT
These are the two timeless & culturally independent request youth have from youth
• Good youth marketing is focused on share of
customers not share of market
• GROWTH: Imagine a virgin market of new set of
customers the size of EUROPE every year
When marketing campaigns end and the ADVT
money runs out “WHAT IS LEFT”
Are you propping up the market with
campaigns or creating a LEGACY
Campaigns: Kill your campaign and start creating something
( to youth campaigns are increasingly ineffective because
as soon as they done they forget about you.)
Attention: If you want there attention Give something first.
World’s Best Taglines
• We are all created equal, but after that, its upto you.
Harley Davidson. ( old)
• American by birth. Rebel by choice.
Harley Davidson (new)
• “NEVER FOLLOW”
• Between love and madness lies obsession.
• Nothing comes between me and my Calvins.
Calvin Klein Jeans
• Finger-lickin’ good!
Kentucky Fried Chicken
• Just do it. Nike
• At the heart of the image. Nikon
• The ultimate driving machine. BMW
• If you want to capture someone's attention,
whisper. Coty Perfume
• The power of all of us. eBay
• Don’t dream it. Drive it. Jaguar
• Believe. Yahoo! Personals
• Key Model- College Boy, Gang
• Communication- Current themes- IPL,
Elections, FIFA, Ragging,
• Key products: Knits & Denims.
• Key seasons:
– June July Aug: salute ( Admission) Line
– Sep Oct Nov: impression ( open up) Line
– Dec Jan Feb: bash ( Party time) Line
– Mar Apr May: cramming ( exam) line
• Organize Fresher Day
• Sponsor College festivals
• Mr. and Miss College.
• Biking competition
• Save glacier campaign- college students going to
• E-community- e.g.like Jago re or application on
Online Activity- Place to hangaround
of new generation
• Banner on gaming sites- indiagames.com etc
• Articles- Website
– Current News.
– Career Options
– Latest trends,
– Latest gadgets,
– What happening around- great palces to be seen ( new
pub, disco), College Festivals- give banner space to
colleges to highlight there events
– How to maintain – bikes, ipods, etc
– Counseling- There fears, guidance etc
• Demographic: Age, Gender, Education, income
• Psychographic: Intrest, opinion, values,
• Consumption: Usage rate, satisfaction, loyalty,
• Psychological influence: personality, self
image, perception, involvement,
• Social Influence: Culture, social class, family