The document discusses the growing importance of children as influential consumers in marketing, highlighting their role in family purchasing decisions across various product categories. It outlines strategies for targeting this demographic, such as utilizing kid-friendly branding, colorful packaging, and incorporating promotional elements like toys and games. The content emphasizes that understanding children's influence can provide companies a competitive advantage in the marketplace.

1. By
Mohammed Zakaria-66
Ankit Joshi-06
Phalguni Das-72
Sai Mroni Mohan-16
NEGLECTING THE CHILD CASE STUDY

2. INTRODUCTION
• In the last decade or so children have emerged as a segment that most
marketers cannot afford to ignore. The sphere of influence of children
has expanded considerably to include products and services from a
cross section of industries, and children have moved from being
followers of parental consumption patterns to becoming pace setters
for much of household consumption behavior.
• The growing interest in children stems largely from three factors:
1. The growing market for children’s products.
2. The increasing influence of children in purchases of goods
and services across product categories.
3. The trend of accepting and encouraging children as co- decision
makers in families.

3. IMPORTANCE
• If a company that produces products for children can maintain the
equilibrium between the product user, the kid, and the product purchaser,
often the parent, it can gain a stronger market presence than a competitor
who ignores either side of the equation. By addressing the weaker quotient,
you can gain better footing in the marketplace.
• Young children are increasingly the target of advertising and marketing
because of the amount of money they spend themselves, the influence they
have on their parents spending (the nag factor) and because of the money
they will spend when they grow up.Whilst this child-targeted marketing
used to concentrate on sweets and toys, it now includes clothes, shoes, a
range of fast foods, sports equipment, computer products and toiletries as
well as adult products such as cars and credit cards.

4. EFFECT OF CHILD ON ELDERS
• Wants and needs are negotiated within the family, in the form of repeated requests
(pester power)
• Subsequently translated into major purchase decisions of family
• More than 50 % parents in a multi country survey agreed for
children to be an important factor in influencing purchase decisions
• A Systematic review by WHO (World Health Organization) highlighted prioritization of
children in marketing strategies of food companies.

5. MARKETING STRATEGIES
• Don’t forget the dollar-spending decision makers.
• Use of kid friendly names of the products.
• Packaging of products in bright colors and kid attracting designs.
• Taking feedback from them by asking to complete comment cards.
• Associate a celebrity to the brand- Sachin in boost and Shahrukh in
Sunfeast.
• Making of certain products especially for kids like junior horlicks.
• Inclusion of toys ,gifts, cards , competition, voucher, games, travel, etc.
• Use of catchy slogans
• Targeted places where children visit frequently.

6. REFERENCES
• https://www.uow.edu.au/~sharonb/children.html
• http://www.researchgate.net/publication/262578618_Food_Marketing_to_Children_in_Indi
a_Comparative_Review_of_Regulatory_Strategies_Across_the_World
• http://www.allbusiness.com/how-to-market-a-product-kids-will-love-and-parents-will-buy-2-
11510375-1.html
• http://www.franchiseindia.com/entrepreneur/article/managing-a-business/sales-marketing-
advertising/Targeting-Children-305/
• http://www.iei.liu.se/fek/svp/mafo/artikelarkiv/1.309577/B3.pdf