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Stereotyping of women in Indian Ads. m m m m m m m   m . had given us 6 interesting topics to choose from on which we can base our research on. Sharmistha Ray. Yes/No. Children and Indian advertising. 4. 3. Also to choose an advertisement/brand. Influence of MTV on ads in India. 2. Ms. 6. 5. Indian advertising and senior citizens. Children and Indian advertising. Endorsement make products move. The pester power of children. the pester power of children. Hindi cinema and its impact on advertising. Based on this topic we are told to collect both primary and secondary data regarding pester power generated by Indian advertisement among children. namely: 1. m m m m m m &m'"m("m m The faculty. Our group have chosen topic number 4 i.e. this should be analyzed and researched so that we may be able to add our own creative and suggestions towards the improvement and bringing the brand forward.

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A market research was carried out to find out the brand awareness as well as the customer perception towards the brand and interaction through interviews and questionnaires was done with the target customers. Further. m m m m m m m m m m m m m m   m . we have chosen an ad by ITC brand Fiama Di Wills who collaborated with Disney to create a kids shampoo called µShine in Style like Hannah Montana¶. magazines etc and the information gathered has been carefully analyzed from which various important points have been compiled for this project. m m A huge amount of secondary data regarding Indian advertising and pester power is collected from various sources such as internet. text books.

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m m m m m m m m m m m m m m m m m m m m   m .m m m To collect a primary research data with respect to an ad/brand.m m m To identify the drivers of pester power. m m )'m m m To determine the effect of advertisement among children.m m m The advantages and disadvantages of pester power.m m m To determine the effectiveness of pester power.

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Britannia Industries which spent Rs 906.MNCs all which push products consumed predominantly by children. Starcom India MD. Hungama. in 2005. mobile phones. Among them around 45 million live in urban areas who have the power of determining or influencing the whopping Rs." says Kiran. Pogo and Toonami has given a big push to the kid power in India. Using this strategy. West and South. wafers etc is seven to eight per cent. m  m m m m m The arrival of niche channels like the Cartoon Network.1 million in December 2002. "Ad spend per year on products targeted for kids' consumption and also bought by them like chocolates. This offers a big temptation to the marketers to treat the pre-adolescents as mature and independent customers and creating a pester power. that is around Rs 3000 million. apparel.000 crore worth purchasing decisions on food. India's top advertising spenders have included Nestle India at Rs 1507. cars and FMCGs. Ravi Kiran puts the ad spend per year on products that are for kids' consumption but bought by mothers (parents) like Horlicks and Complan is 12 to 15 per cent of the total Rs 38000 million pie. 20. According to some estimates. close to Rs 5000 to 6000 million. they have been successful in making parents almost redundant in purchase decision. there were more than 120 million tween (children between 8-12 years of age).7 million in December 2002 .3 in March 2002 and Cadbury India which spent Rs 876.m m m# m$(m  m m.

Business Today.650 Food and Eating Out____ 2.000 Gizmos _____________4. m m *m m %m m Apparel _____________7. 2006   m .500 FMCGs ______________940 Games _______________150 Entertainment _________150 Books _______________80 CDs/DVDs____________ 60 ! (m³Tween Power´. January 1.

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‡ . ‡ More    m  mand consequently more dual income families. m. m m m m+m+ m m Indian society has undergone a sweeping change in terms of the structure and environment of its vital institution-The Family.

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m mbecause of working mothers. ‡ *m mm ('m m m. Grand parents¶ are the fastest growing income sources for the children.

‡ "m. m ( m Research supports that children in single parent households make their first purchases almost a year earlier than their two-parent household counterparts.

‡ . A 2000 study of 50 older couples by SNDT University showed that most of them had kids after they turned 35.´ says gynecologist Dr Duru Shah.  m This results in parents with more disposable incomes at the time their children are born.m. ³The average age of career women starting a family may well have touched the mid- 30s.

‡ The pang and guilt of m ' m 'm  m . (m m m There is an ever-increasing exposure to kids both in terms of technology and mass media.

‡ #(mm!"  m m#". m (m /("m m m mis compensated by smothering them with material goods.

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  m . forcing the little adults to excel both at school and extra academics. David Elkind.  m Parents today overscheduled their children¶s¶ life with a heavy dose of academics and extracurricular activities. a child psychologist.

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Every departmental has a space assigned exclusively for kids merchandise ranging from Kriish apparels to Power Ranger bikes. This endearment encouraged the wanton kids to ask for material pleasures which they know would never be denied by their parent turned pal. Communication between parents and children has opened up considerably and the stereotypical roles have become rarer. ‡ 1m  m m. m mm m There appears to be a high positive correlation between the growth of the retail sector and the development of the kids market. µParenting¶ is out and being pals/friends to the children is the in thing. A perfect example is the growth of indoor amusement centres in malls targeted to children. ‡ . There are opportunities galore.m  mm ‡ m0  '-m+ m The great authoritarian divide between parents and children is inexistent.

  m The dedicated channels to kids programming target kids in two ways- µeyeballs¶ on channels that is.  mand ' m.

m m m m m m m m m   m .   mCartoon Network and Disney lead the pack.

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they say. ‡ Showing children in a sexual way. The NGOs are especially peeved with the Pepsi commercial as. Images of children often appear in advertisements. The marketers. have the responsibility to depict children in the advertisements in a more responsible and responsive manner. food. ‡ Advertising soft drinks and high fat/sugar contents to kids. The protestors believe that by featuring the entire Indian cricket team. shelter. both those designed to sell children¶s products and those designed to persuade adults to buy anything from car insurance to carpets Children are the vulnerable members of the society. m m m m   m . ‡ Pester power: Encouraging children to pester their parents for advertised product or service. clothing education and love. the multinational was depicting India as a whole as endorsing child labor. it glorifies child labor.e. The common issues surrounding children and advertising are: ‡ Making children desire things which their parents cannot afford or which they (children) will not be able to use. ‡ Making children feel inferior. especially if they don¶t buy products and services shown in the ads. m  m m   (m m  m m The effect of advertising on children and their portrayal in advertisements are sensitive issues. The ad shows a child negotiating a dangerous route to reach the Indian cricket team that is waiting for their drinks. ‡ Showing children in unsafe or dangerous situations which the kids may emulate. as adults. wearing make-up and glamorous clothes. normal lives.in order for them to lead healthy. children rely on adults for safety. i. Child rights activists are up in arms against MTV and Pepsi for depicting children in a negative light and endorsing child labor in their advertisements.

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Doctors are of the view that calcium Sandoz contained salts in addition to calcium carbonate and its reckless use by children who did not suffer from calcium deficiency might lead to kidney stones because of excessive intake of salts. ‡ The rising fad among kids towards toiletries and cosmetics has given birth to products targeted at children like L'Oréal Kids. After complaints by the Consumer Education and Research Centre of Ahmedabad. Along with the account. the brainchild behind the campaign. Garnier Furctis kids etc. ‡ Novartis India tells school children that they need two calcium tablets (Calcium Sandoz) a day to develop healthy bones and sharp brain. ‡ Britannia Khao. ‡ ICICI has launched a special account for kids in association with cartoon network. ‡ Horlicks repositioned itself as a µpleasurable nourisher for the entire family¶. Novartis dropped the exaggerated promotional campaign it was conducting inside schools. Thanks to Kid stuff¶s Promotions and Events (KPE). especially among the kids during the 1999 cricket World Cup. the child can now avail of a personalized debit card. m  m mm2m(  m1m There are numerous examples where the marketers are either innovating their offerings for the kids or re-positioning themselves to cater to the segment that is becoming influential in the family purchase decisions.a campaign that was a rage. Doing this. Britannia even launched a new biscuit called Multi-vita just for the kids aged between one to three years. Britannia¶s products were picked up from the shelves like hot cakes.   m . ICICI has made a presence across the entire life cycle of a person. This is to cater to the aspirational and demanding kids by catching them young. World Cup Jaao .

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most gullible and most inexperienced beings on earth. A membership card records preferences such as styles and colors. Posh and Pixel ² who have a different world on planet Zuto. They put up posters and billboards in the schools. Web-based groups providing free e-mail accounts and contests with tempting prizes is another strategy that is rampantly used. This almost approximates to a crime because it is nothing less than attacking the natural credulity of the most innocent. so they get the feeling that they are shopping for themselves.)ZAPP Has tied up with Warner Brothers for the µSuperman¶ brand of clothing in India. persuading the cash-starved schools into opening their doors to them by paying for access to classrooms and space for their advertising material and promotions. m mm3 ( mm! m m'm Advertisers have very blatantly entered the schools.m m m   m . giving each member an individual experience through special events.  Illu  and Pl have all launched kid and teen editions²which boast ads for adult related products such as minivans. m ‡ Raymond eyes the Rs. The company wants to create an open communication channel through a website and build upon the relationship through it and the ZAPP Club. Ashley. hotels and airlines. (The name ZAPP! comes from the initials of the four cartoon characters ² Zion. The clothes are kept in such a way that kids of any height can pick them up. Mumbai. It also allows kids to swipe their cards to see a customized version of themselves on a plasma screen at the entry of every store.27. 000 crore kids wear market with ZAPP The first store in Ahmedabad followed by another in Bandra. Each of the stores comes with lots of space for kids to move around and choose from. ‡ Magazines such as  .

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!.m4 A sample of 27 girls and their parents/ guardians.

Hence those data were removed as well which leaves us with 27 readable data. age 4 and below. m /(mm A random sampling technique using age and gender. Out of the 26 families we interact with there were 43 children out of whom there are 11 boys and 32 girls. The data were collected through one on one interaction as well as telephone interviews.e. The research was carried out to target young girls between the age group of 5 to 16. ". The data concerning the boys were considered invalid and among the girls there were 5 subjects who were under aged i.

First of all four questions were asked to the parents.m m*m mm Descriptive and Exploratory Research Designs were used. The marketers are relying on the kids to pester the parents to buy the   m . of influencing their parents to buy advertised or fashionable items is called as Pester power. which are: 1. *m ( m Research instruments would include certain sets of questions including both closed ended and open ended questions and qualitative comments of the respective parents/guardians. What form of advertising media are the kids exposed to? 2. ³The power children have. by repeated nagging.

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´ As a parent do you agree to this trend? 3. rather than going straight to the parents. This shows that the Hannah Montana show which is aired in television channels all around the world make it an ideal choice to be the face of the brand which targets the young girls. How much role do you play in making the buying decision on what your children want? 4. The   m . From the second question we find that thought most of the parents are not familiar with the term ³pester power´ they are well aware of the advertising trend which target their kids. 3. From the first question the outcome is that all of the girls are exposed to television advertisements. during the research the conversation which took place between the researcher and the parent are very often interrupted by the kids to correct their parents regarding the brands of their choice. m product. personal in-home interviews as well as telephone interviews. For example. 10 of them have their parents making most decisions for them and 7 girls have joint decision making. The second most popular media is the internet and the outdoors. 2. Tell us the top 5 brands you are forced to buy because your kids said so? The method of contact was through mall interception. 95% of parents agree that the marketers are relying on the kids to pester the parents to buy the product.   m 1. However there is a very clear underline that all the kids have a huge influencing power when it comes to deciding the brands they want to own. The third question give rise to a very interesting mix of answers with no clear winner as to who makes the most decision because out of our 27 girls 11 of them make their own decision.

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to directly target the children and use Pester power to their own advantage. while some parent even consults their kids for answers to the questionnaire.e. 1. Lilliput 4. the girls have pestered their parents to buy them this product simply because it is associated with their highly admired teen idol (in this case Hannah Montana). Barbie 2. however all of them were not aware of the advertisement or were not able to recall the brand Fiama Di wills. m parents often have to listen to the kids as to what to say regarding the questions being asked. The most popular top five brands which parents are forced to buy are. Disney True to secondary research all the girls we interacted with were well aware of Hannah Montana. The marketers have rightly combined the two elements. 4. Mc Donald¶s 3. the decision initiators are the girls themselves. 65% are aware of the advertisement and among which 70% have actually used the product. m   m . Among those 70%. Maggie 5. In other words the pester power comes into play i. Out of all the subjects. the product and the star power.

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This has been achieved by leveraging years of detailed consumer insight to offer an evocative and unique value proposition of ³Gentle and Effective Care through a blend of Nature & Science´. a transparent liquid gel has been solidified into a bathing bar. this proprietary gel bathing bar is a result of years of extensive research and development by the scientists at the ITC R&D Centre. This has been crafted through the unique and patented freezing technology. Backed by deep consumer insights. Each of the variants has been designed to deliver a specific benefit to the consumer. Fiama Di wills recently launched Gel Bathing Bars which was developed with the revolutionary Liquid Crystal Freezing Technology. It is available in two variants that offer specific skin benefits. a variant created specifically for men. Conditioner. and in just two and a half years Fiama Di wills has established itself as a premium brand offering a range of Shampoos. Fiama Di wills has recently launched the Aqua Pulse Shower Gel. four Shower gel variants.   m . Fiama Di wills offers five shampoo variants. The Mild Dew variant contains extracts of peach and avocado which are known to moisturise the skin and the Clear Springs variant contains extracts of lemongrass & sea weed which are known to give clear skin. Bathing Bars and Shower Gels. a conditioner and two ranges of Bathing Bars. In a first of its kind. This proposition is backed by world class products created by scientists of ITC R&D centre and in certain instances. m (http://www.youtube.com/watch?v=D8QR5jZuUYk) ' (mmm ITC¶s Personal Care Products Business launched Fiama Di wills in September 2007. in collaboration with international hair care technologists.

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cool headbands. Hannah Montana to bring the character closer to everyday lives of young Indian teens. # m $   has established itself as one of the leading tween icons. Since its launch in 2006. however all of them were not aware of the   m . likeability and merchandise business worldwide. It is meant to cater to different moods of a teenager as they style their hair to create special looks. Polishing Drops 50ml conditioner and Exotic Dream 100ml Shower Gel. Hannah Montana is the name of Disney¶s most popular teenage character with 164 million viewers worldwide. True to secondary research all the girls we interacted with were well aware of Hannah Montana. # m$   has been the number # 1 Disney Character amongst tweens for awareness. To make the pack as a complete fashion kit for the teenager. The new exciting pack offers quick tips to strong hair along with great styling. The special Fiama Di Wills´ Shine in Style´ like Hannah pack consists of Shine in Style 200ml shampoo. After the success of its varied range of shampoos and shower gels. Meanwhile in India. it also includes funky teenage accessories like a stylish mirror. wristband and colorful ruffles. comb. In India. aspiration brand that appeals to everyday girls. m ' (m# m$   # m $   is a tween girl. she has been rated as No. trendy clips. her fan population is equal to the seventh largest country in the world. m ITC has joined hands with Walt Disney to associate its premium personal care brand Fiama Di Wills with Disney¶s most popular International teenage sensation. ITC Fiama Di Wills brings to you a unique ³Shine in Style´ like Hannah pack.1 Disney character amongst teen girls in terms of awareness and likeability.

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the decision initiators are the girls themselves. Among those 70%. to directly target the children and use Pester power to their own advantage. 65% are aware of the advertisement and among which 70% have actually used the product. m m m m m m m m m m m m   m . the girls have pestered their parents to buy them this product simply because it is associated with their highly admired teen idol (in this case Hannah Montana). In other words the pester power comes into play i. the product and the star power. Out of all the subjects. m advertisement or were not able to recall the brand Fiama Di wills.e. The marketers have rightly combined the two elements.

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 m m *   m Fiama Di Wills¶ collaboration with Disney has been a huge success in the sense that they were able to appeal to the target audience and the response have been overwhelming as shown in the research done on this subject. moisturizers and accessories from Hannah Montana merchandise such as sponges. ITC and take a step further in collaborating with Disney to come up with a clothing line for kids inspired by Hannah Montana and other Disney characters. toys and towels which will make bathing a fun experience for children. Here they could introduce soap bars. Also. This would open up a whole new market since Disney accessories and clothing are in great demand among the children in India and ITC has a well established distribution channel in the Indian market. such collaboration could bring about a win-win situation for both the brands   m . What the brand could do now is to take their collaboration to greater heights and come up with a new set of product targeting the same segment. However it is very important to acknowledge the importance of the future plan for the brand to take advantage of the current success. perfume.

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