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The Changing Face of

Youth in India

Presented by…
ANKITA JAIN
DISHA MAHAJAN
HITALI MAKKAR
INDRANIL BHOWMICK
AMBESH KUMAR SRIVASTAVA
ASHISH SHARMA
Difference between Younger Generation & Older
Generation

Gen Gen
Y O

• More comfortable with • Not comfortable with


the use of technology the use of technology
• They want to solve • They rely on the
any problem with the traditional ways to
involvement of solve a problem
technology • Traditional as they
• Look for constant feed want annual reviews
back & recognition
Characteristics of the
Gen Y
• Financially smart decision makers
• Maintain the work-family balance
• Change is life
• Ongoing learning
• High expectations on self as well as
on the employer
• Goal oriented
• Immediate responsibilities
The new trend set by gen
Y
Marketing mix

iii.The key to understand integrated marketing


today, is to understand the implications of the word
‘strategy.’
iv.Market strategy is the link between product and
the market.
v.It is translated into an action the tools of
marketing.
vi.These tools together are ‘Marketing mix.’
vii.Individually, they are Product-Price-Promotion
and Place.
Product mix

Product category – Fitness and health


equipment.
Product variety – Different sizes,
shapes and colors.
Functionality of the product –
Complexities.
Styling and design – It should be taken
due consideration.
Quality – Superiority in the product.
Safety – Absolute consideration.
After sales services and guarantees –
Be provided.
Product mix variables

Product variety – Different shapes and colors


are in demand because of there view point to
keep innovating so that the brand is relevant and
trendy.

Product brand – Acknowledged because:-


Means of differentiation.
Highly affordable.
Ensures quality.
Evaluates status.

Functionality of the products – More


total comfort is with technology.

Style and design – Into consideration because:-


Youth‘s social status take precedence over
anything else.
Quality – Superiority is a must because
They seek good factors.
 Expressions of identity.
 Worth conscious.

Safety – Absolute consideration:-


Smart enough to look for any hazardous.

Psychologically, safety needs on a very high
scale.

After sales services –


Maximum value of money.
Prompt
Perform as promised.

Product brand – Acknowledged because:-


Means of differentiation.
Highly affordable.
Ensures quality.
Evaluates status.
Price mix

 Pricing policies and strategies.


 Terms of delivery –
Prompt.
Timely.
 Free home deliveries.
 Occasional pricing – It should be undertaken.
 Volume discounts – It attracts to buy more.
 Terms of credit - Have more impact on health
and fitness clubs.
CHANGING DEMOGRAPHIC
AND PSYCHOGAPHIC
PROFILE OF URBAN INDIAN
YOUTHOLD GENRATION VS
GENRATION Y
Comfort with technology
Management style
Financial smartness
Balance between family and work life
Ageing factor
Loyalty towards firm
Self expectation
E xpectations from employer
Immediate responsibility
Goal oriented
PLACE
ADVERTISIN
G

Televisio
Newspape Health
n
r Clubs
SALES
PROMOTION/PROMOTION
AL SCHEMES
MARKET SURVEY

Objective- To study the


Outcomes consumer behavior

• Desire Of Consumer
• Features a Consumer
Wants in a T-Shirt
• Disposable Income
• T-Shirt Preference
• Purchase Preference-
Organized/unorganize
d retailer
Product according to the response of
survey

Product according to the


response of survey

Different Age Groups : Either Embossed or Plain


For Teenagers (13-21) –any
comment or slogan or
jargon
For middle Youth-A Couplet
Picture may Suite Price Determination as per
the Quality & Income Level
Medium Size Of the T-Shirt
(Small, Medium or Half
Sleeves etc.)
To be done
Work upon 4p’s
 Properly introduce it to the costumers
 Allocate the product according the demand pattern
 Try to place it into the nodes and links of the
consumer
 Develop a sound distribution channel to avoid
shortage of goods in market
 Motivate consumers to buy more and provide such a
quality that they buy it again
 And yes consider there feedbacks and renovate your
product according there wants
 Try to get more and more feedbacks
 Analyze feedbacks and jot down major
problems
 Check that those feedbacks are relevant and
achievable
 As feedbacks tell us what new changes dose
the consumers are likely to see in the products
 Check if is there any social, economic,
political, personal of functional risk associated
with the product
 Is the product attributes are beneficial to
consumers or not
Marketing mix

i. The key to understand integrated marketing today,


is to understand the implications of the word
‘strategy.’
ii. Market strategy is the link between product and the
market.
iii. It is translated into an action the tools of marketing.
iv. These tools together are ‘Marketing mix.’
v. Individually, they are Product-Price-Promotion and
Place.