The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
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