Pester Power


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Pester Power

  1. 1. Chalk & Cheese Examining the differences between kid & parent motivations in arriving at brand preference
  2. 2. <ul><li>Junior Citizens have a clear choice when it comes to brand preference </li></ul><ul><li>brands that speak to them </li></ul><ul><li>brands that speak their language </li></ul><ul><li>brands that their friends use, show off in school, talk about </li></ul><ul><li>brands that speak to teens </li></ul><ul><li>leader & most visible of brands in a category that their mom won’t buy for them </li></ul>JC & brand preference
  3. 3. <ul><li>Moms have a simpler approach while choosing brands for their children or family </li></ul><ul><li>brands that offer do good promise </li></ul><ul><ul><li>healthy ( e.g. in foods) </li></ul></ul><ul><ul><li>safe ( e.g in skin care categories) </li></ul></ul><ul><ul><li>value add - ( e.g. informative toys) </li></ul></ul><ul><li>brands that are good value for money </li></ul><ul><li>brands they can identify with, & whose values they see reflected in them </li></ul><ul><ul><li>-which portray them as good mom / home maker </li></ul></ul>Mom motivation in brand choice
  4. 4. Rather different motivations & drivers of brand preference for moms & Junior Citizens! What is at stake & who wins ?
  5. 5. <ul><li>~ 30% of the FMCG market in India </li></ul><ul><ul><li>Rs. 30,000 Crore of consumer spend in categories in which Junior Citizens directly influence brand choice </li></ul></ul><ul><ul><li>& </li></ul></ul><ul><ul><li>A significant share of spend in durables & white goods which Junior Citizens influence indirectly </li></ul></ul>What is at stake ?
  6. 6. Who wins ? Sometime parents Often both Very often Junior Citizens Junior Citizens Power at work !
  7. 7. 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
  8. 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. 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. 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. 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. 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. 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. 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. 15. <ul><li>Coca Cola - a youth brand </li></ul><ul><li>Youth - a state of empowered childhood </li></ul><ul><li>Fun with risks weighed </li></ul><ul><ul><ul><li>Spontaneity with attitude </li></ul></ul></ul>
  16. 16. Summary
  17. 17. 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