The document discusses strategies for marketing to youth. It notes that brands target youth because they have the highest under-25 population, are early adopters of new products, and associate consumption with freedom and achievement. Popular celebrity endorsers for youth brands include Ranbir Kapoor, Imran Khan, MS Dhoni, Shahid Kapoor, and Katrina Kaif. Brands use strategies like reworking packaging, tastes, and advertising to appear more youthful. They also launch new products, create social media presences, and use mobile marketing campaigns involving games and music to engage youth audiences.

1. THE ELIXIR OF YOUTH- YOUTH MARKETING ALISHA SEHGAL 501004004

3. When category penetration is low, brands tend to target the majority consuming population

4. Younger brands tend to be aspirational even with older age groups

5. Consumer optimismwhich gives rise to an emotive and rational sense of freedom, fun, and achievement orientation

6. A desire to experience the success through consumption rather than building a bank balance

8. STRATEGIES OF YOUTH MARKETING Pond’s extension into anti-aging, skin lightening and facewash intends to build new segments and markets Vaseline’s opportunity is in new segments and creation of habits — Vaseline Healthy White’s and Vaseline Men’s Godrej has launched Interio furniture More youthfully redefined FMCG products; and its own social networking site, GoJiyo, for connecting with youth who have not really interacted with the Godrej brand

9. Dabur has reworked packaging and taste and gone for youthful and fun expressions in advertising MS Dhoni now endorses Chyawanprash and ShilpaShetty, Dabur Honey Samsungis continuously launching innovative, next generation technology and convergence products. Aamir Khan brings mass with class to the brand Jaquar, the Indian market leader in bathroom fitments have redesigned their products to look much younger and trendier

10. Brands are getting younger The Dove shampoo ads are using far younger faces than the earlier Dove soap ads that used 30-something consumers A GarnierColor Naturals hair dye ad model in her 20s saying “Look, grey hair. My life’s finished”!

11. Mobile marketingcampaigns for youth audiences are now being devised for everything ranging from new product launches and mobile auctions. Colour visuals and polyphonic music delivered via mobile phones and SMS updatesare ideal components of youth marketing campaigns. Ferrerolaunched a mobile marketing campaign for the early teens market to push Tic Tacs. The incentive was a chance to win one of 1,000 camera phones by texting a shortcode printed on the pack.

12. THANK YOU KEEP YOUNG AND GOING!!!!!