The document discusses marketing to children and perceptions of children's psychology. It notes that children are eager consumers who can influence parental purchases, and that modern kids are decision-makers not swayed by traditional marketing. Effective marketing to children requires understanding them, such as by talking to kids directly to understand what makes them happy about products.

1.  THE CASE STUDY IS BASED ON THE
CONVERSATION BETWEEN THE
MARKETING PERSON OF FREEDOM
SHOES AND HIS SON 12 YEAR OLD SON.
 THE COMPANY HAS RECENTLY
LAUNCHED SPORTS SHOES FOR KIDS
WHICH WERE FOCUSSING MORE ON
PRICE.

2.  THE CONVERSATION LED TO THE
DISCUSSION ABOUT THE MARKETERS
PERCEPTION OF THE KIDS PSYCOLOGY.
 CURRENTLY, THE MARKET SHARE OF
KID FOOTWEAR IN INDIA IS AROUND
29%.
 ACCORDING TO THE INDUSTRY
EXPERTS, THE KIDS APPAREL
SEGMENT(ESTIMATED AT OVER $15
BILLION) ACCOUNT FOR ABOUT 5% OF
THE LUXURY SEGMENT,

4.  MODERN KIDS ARE DECISION-MAKERS
UNFACED BY THE TRADITIONAL WAY OF
MARKETING.
 CHILDREN ARE THE EAGER
CONSUMERS AND CAN INFLUENCE
THEIR PARENTS BUYING DECISION.
 INCIDENTS : INDIA HOUSE
TV PROGRAMME

5.  CHILDREN WANT A FREEDOM OF
EXPRESSION AND THEY WANT TO BE
TREATED LIKE ADULTS. IN SHORT,THEY
HAVE BECOME VERY DEMANDING
NOWADAYS.
 E.g. Mc DONALD AND PIZZA HUT.
 JUST PUTTING THE PRODUCTS ON THE
SHELF DOES NOT MEAN SERVING THE
TARGET AUDIENCE.
 E.g. CRICKET CARDS

6.  COMPARISON WITH OTHER COUNTRIES
CULTURAL SCENARIO.
 E.g. MILKY WAY- FLAVOURED MILK.
 THE CHILDREN TODAY ARE INFLUENCED
BY THE ADS FOR ALL THE SEGMENT.
 E.g. F STICK AND COKE FOR BIG BOYS.
› GILETTE SHAVING CREAM AND SHAMPOO.

7.  TODAYS CHILD IS TOMORROWS
CONSUMER.
 CHILDREN ARE BEING USED AS A
VEHICLE TO MARKET THEIR PRODUCTS
AND ARE BEING LOADED WITH TONS OF
GOODS BUT THEY ARE NOT GIVEN THE
POWER TO DEMAND.
 CHILDREN RECALL CONTENT FROM THE
ADS TO WHICH THEY'VE BEEN
EXPOSED.

8.  ADVERTISING TARGETING CHILDREN IS
INHERENTLY UNFAIR BECAUSE IT
CAPITALIZES ON YOUNGER CHILDREN'S
INABILITY TO ATTRIBUTE PERSUASIVE
INTENT TO ADVERTISING.
 AS A RESULT OF THIS LIMITATION,
CHILDREN COMPREHEND THE
INFORMATION CONTAINED IN TELEVISION
COMMERCIALS UNCRITICALLY,
ACCEPTING MOST ADVERTISING CLAIMS
AND APPEALS AS TRUTHFUL, ACCURATE,
AND UNBIASED.

9.  EVERYTHING FROM PRODUCT DESIGN
TO COMMUNICATION SHOULD BE
LINKED TO CHILDREN AS HE IS A
SERIOUS TARGET SEGMENT.
 TODAYS MARKETERS DO NOT GO TO
CHILDREN AND FIND OUT WHAT MAKES
THEM HAPPY ABOUT THE PRODUCT.
 CONSUMPTION BASED MARKETING
APPROACH SHOULD BE EMPLOYED FOR
TARGETING.

10.  VISUAL COMMUNICATION SHOULD BE
ADEQUATELY CENSORED AND AIRTIME
REGULATED.
 DO ETHICAL MARKETING.