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Case Study  on “NEGLECTING THE CHILD"
Case Study  on “NEGLECTING THE CHILD"
   The case study is based on the conversation between
    the Father and his 12 year old son

   Freedom footwear company recently launched sports
    shoes for children that focuses more on visual
    appearance

   The conversation led to the discussion about the
    marketing perception of child psychology

   Currently the market share of kid footwear in India
    is around 29%
According to the industry experts the kids apparel
segment account for about 5% of the luxury segment
   Modern children are decision makers but they
    unfaced by the traditional way of marketing.

   Children are the eager consumers and can
    influence their parents buying decision.

   Incidents: India house , TV Programme
   Children want a freedom of expression and they
    want to be treated like adults.in short they have
    become very demanding now a days
   EX: mc D And Pizza Hut

   Just getting the product on the self not mean they
    serving the product to target segment.
   Ex : Cricket Cards
   Today children are influenced by the Ads for all the
    target segment.
   Ex: F stick and cock for big boys

   One thing marketer should understand that today
    child is tomorrows consumer

   The child are being used as a vehicle to market their
    products and are being loaded with tons of goods
    but they are not giving the power to demand
   Children recall content from the ADs to which they
    have been exposed

   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.
Case Study  on “NEGLECTING THE CHILD"
   Everything from product design to
    communication should be linked to children as
    he is a serious target segment.

   Today 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.

   Do Ethical marketing
Case Study  on “NEGLECTING THE CHILD"

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Case Study on “NEGLECTING THE CHILD"

  • 3. The case study is based on the conversation between the Father and his 12 year old son  Freedom footwear company recently launched sports shoes for children that focuses more on visual appearance  The conversation led to the discussion about the marketing perception of child psychology  Currently the market share of kid footwear in India is around 29%
  • 4. According to the industry experts the kids apparel segment account for about 5% of the luxury segment
  • 5. Modern children are decision makers but they unfaced by the traditional way of marketing.  Children are the eager consumers and can influence their parents buying decision.  Incidents: India house , TV Programme
  • 6. Children want a freedom of expression and they want to be treated like adults.in short they have become very demanding now a days  EX: mc D And Pizza Hut  Just getting the product on the self not mean they serving the product to target segment.  Ex : Cricket Cards
  • 7. Today children are influenced by the Ads for all the target segment.  Ex: F stick and cock for big boys  One thing marketer should understand that today child is tomorrows consumer  The child are being used as a vehicle to market their products and are being loaded with tons of goods but they are not giving the power to demand
  • 8. Children recall content from the ADs to which they have been exposed  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.
  • 10. Everything from product design to communication should be linked to children as he is a serious target segment.  Today 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.  Do Ethical marketing