The document discusses marketing strategies for targeting youth audiences, defining different age groups like tweens, teens, and young adults. It explains that India has a large youth population, making them an important target market, and that youth preferences and behaviors are constantly changing. Effective youth marketing requires carefully considering different factors like products, prices, promotion, and place to reach youth through both online and physical channels.

1. Marketing to Youth – How different it should be
Its target segment is youth on the basis of demographic aspect of market segmentation. It is an emerging concept
widely used worldwide by marketers.
 Kunwar Imran Khan
Marketing to Youth is
generally termed as Youth
Marketing. Market is segmented
on the demographic basis;
especially youth is targeted by
marketers. It is used to
describe marketing activities
designed to communicate with
young people/generation
(range from 12 years to 34
years). Marketing to youth is an
emerging concept world-wide.
Marketers are burning mid
night oil to make their
marketing effective. Youth
consumer behaviour is
intended towards exploring
new trends, technologies,
adventures etc. and these things
keep on changing so youth
marketing should be done very
consciously. We will see youth
marketing in Indian context.
Terminologies
Various terminologies are used
in youth marketing these
basically defines the targeted
audiences and these are:
Tween marketing
it covers various marketing
activities targeting people from
8 to 12 years of age.
Teen Marketing
It is used to target people from
13 to 19 years of age.
College marketing
It is used to target college
students range from 18 to 23
years.
Young adult marketing
Finally it covers adult
professionals age from 24 and
above.
Youth Marketing – why it is
important for county like
India?
Average age of India is 26 years
and half of the population
belongs to youth category.
Marketers are having a huge
pool of youth. Marketing
techniques are being emerged
especially for targeting the
youth. Youth consumer
behaviour is in the transition
phase; consumer preferences,
taste, behaviour, perception and
motivational factors are being
changed. The reasons for this
change are the transformations
in society, increase in
purchasing capacity, and
independency for decision
making.
How should it be?
As we are realizing that
marketing for youth is an
evolving concept in India. It
should be different in many
ways, there are lots of factors
which effects marketing. All
these factors are to be handled
carefully for an effective
marketing.
Product
Our youth is techno savvy, it
believes in new trends,
technology, design, features,
functionality, aesthetics and
packaging. Youth always
demands for the word ‘new’ and
‘latest’. The choice of youth for
products keep on changing thus
the products catering to youth
have a short life cycle. The
product should be capable so
that it can be distinguished by
its attributes. Reebok an
eminent youth brand offered

2. assortment of products in last
couple of years.
eg. Reebok- ReeZig, ReeTone,
RunTone, TrainTone, Reeflex.
Price
Youth is found to be price
sensitive. It seeks for a valued
product; the value can be
associated with the product or
brand by its features, functions,
status, symbol of style and
innovation. The marketer must
understand that general youth
can’t go for very expensive
products. This concept is well
understood by Fastrack
watches - a brand of Titan
Industries Limited, it’s a very
famous brand in youth. It offers
products in the range from
`650 to `3995. It should be
understood that other premium
brands of watches are several
times costlier than Fastack.
eg. Fastrack 9915PP26 is
available in `695 and Fastrack
3072SL01 is available in `3995.
Place
Internet is becoming a great
place for tapping youth. Youth
spend a great time on internet.
Online shopping is in trend
because it provides micro
customization. Online shopping
has become very interactive.
Every customer feels like it is
personally assisted by the
vendor while purchasing online.
Flipkart, snapdeals are very
renowned places among youth.
Apart from online place youth
like to go in malls, multiplexes
and multiband stores. Shoppers
stop, lifestyle are some example
of physical places. A marketing
effort to youth would be good if
it caters youth by both of the
mediums.
Promotion
Promotion and advertisement
campaign play an important
role in creating brand equity. A
very tough home work is
required to carry out successful
promotional campaigns for
youth. There should be a perfect
match between figure and
ground. Youth likes innovative,
attractive, adventurous and
informative advertisements.
Some of the examples of
successful advertisement
campaigns for youth are:
 Airtel- har ek friend jaroori
hota hai
 Airtel Internet – jo mera hai
wo tera hai
 Sprite – Rasta clear hai
 Sprite- University of
Freshology
 Pepsi- Youngistan
 Flipkart- use of yound kids
as adults in their
advertisments.
Similarity in all of the above
campaign is that all these
became very famous and all
these are very unique concept.
Internet and social-media are
new age medium for
advertisements and
promotional efforts. Online
advertisement is emerging
300% per month. Internet is the
medium which remains all the
time with the youth, whether
they are at home, college,
workplace, dining table or in
the bed. So reach of online
media has penetrated youth up
to an excessive depth.
Process
The process should be unified
and standard if we are
marketing to youth.
Physical evidence
Physical evidence is improving
in India; the organized sector is
running its business with lavish
and special physical evidence.
Unique and good ambience
attracts the youth. Apple store
is recognized by its unique and
paramount ambience.