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KID POWER As the new internet age evolves and increases its space, children of the 21st Century are in a position to have much more information in faster time compared to what their parents or grand parents can access. This has brought about a greater exposure, knowledge amongst kids has enhanced not only their influencing power in choice to brands but also turned many of them into decision makers in categories which are not necessarily only categories for children. For example, today kids, many a times not only influence, but can also in some cases decide a choice of the car brand for their family or a computer brand or even the choice of an upscale club membership. This quick change in strengthening of kid power in influencing and deciding brand choices is having major implications on the marketing plans of various companies. Let us understand the consumer behaviour patterns in terms of kid power in the purchase and usage of brands. Core Category In certain core kid categories like ice creams, chewing gums, bubble gums, toys, theme park visits and many others, kids decision making is clear and many a times non negotiable. The influence on the kid’s mind and heart come through not only through advertising but also through varied promotions and more importantly kid peer pressure. It means that whether it be children’s books or games or certain kid’s activities creating good word of mouth amongst peer group definitely brings the product or service brand into the consideration set of the kid. Here too, the Barbie for a little girl and a special toy gun for the boy child would also influence a child at school and in the neighbourhood. It is important for marketeers to constantly innovate, upgrade and understand child psychology so that their brands can succeed in relevant segment. Peripheral Category There are certain categories which are peripheral to the needs of children. For example, a choice of curtains at home including in areas where the kids play or choice of certain grocery items. Though the kid does not directly consider these categories to be core to his or her existence, many a time the choice of ketchup brand or brand of atta can directly or indirectly influenced by children. Recently a study showed a growing influence of children in choosing brands in household categories like toothpaste and toilet soaps. No wonder many marketeers concentrate their communication in influencing children and through them their parents towards taking positive decisions in favour of their brands. Adult Category Conventionally, many people felt that a brand choice of a house or a car or a refrigerator or club membership would purely be an adult decision. This is fast changing. The kids are not only becoming strong influences but they are also, in some cases actually deciding whether the family car or cars should be a Maruti brand, or a Honda, or an Opel, or a Ford or a Santro…………….My God ! They do have a wide choice now ! This has a serious implication which marketeers need to understand and not treat the kids only as kids but also understand that slice of their influencing character which can be strongly similar to adult behaviour. A quick access of knowledge and transparency has made kids grow faster into decision makers. Marketeers should seriously note this kid power. NO KIDDING ! The author is Brand Guru Jagdeep Kapoor, Managing Director of the successful Samsika Marketing Consultancy Pvt. Ltd. Tel: 022 28477700/7701 Fax: 28477699 E-mail: enquiry@samsika.com, Copyright © 2011 All rights reserved with Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants Pvt. Ltd. No Part of this document may be modified, reproduced, stored, deleted or introduced in any retrieval system or transmitted in any form or by any means (Electronic, Mechanical, Photocopying, Recording or Otherwise), without the prior written permission of the copyright owner of the document ) |
