Pester Power!

Marketing to the kids could be your passport to growth. Companies are using this segment to rake in profits

“Britannia Khao, World Cup Jaao - a campaign that was a rage, especially among the kids during the 1999 cricket World Cup. Thanks to Kidstuff’s Promotions and Events (KPE), the brainchild behind the campaign, Britannia’s products were picked up from the shelves like hot cakes. Britannia even launched a new biscuit called Multi-vita just for the kids aged between one to three years.

What does all this imply? Where are marketers heading? The kids’ market has grown by leaps and bounds – an indicator being the increased usage of basic need categories. Not only that, the usage has reached beyond the basic need categories. Kids want more and they want it now!

The middle class family is value-oriented, upwardly mobile, and harbours big ambitions for its little ones. The downside is that their involvement with a particular brand becomes temporary. Kids change dramatically as they grow and are notoriously unpredictable, hence marketers will have to offer paths of continuous upgradation to retain them. ‘Lego’ has understood this very well and introduced the concept of continuous innovation in their products with building blocks.

Kids being the centre of a family’s aspirations, parents are more oriented to investing in children. In most US homes for instance, the choice of computer is dependent on kids.

For most marketers, achieving a high involvement relationship with both parents and the kid is a priority. Parents react hysterically to brands that try to hook their little ones. Women may be a marketer’s delight, but with the arrival of the second child she becomes a budget-conscious housewife, preferring to recycle old stuff when needed. Montu wears the clothes that his older brother, Raju has outgrown.

Advice to young mothers helps sell baby products especially when endorsed by a doctor. Wipro’s ‘Baby Soft’ proved doomsayers wrong in its ability to compete against Johnson & Johnson. This was done by using a renowned paediatrician in its advertising, to dispense advice on teething problems in infants. However, brands that try to dislodge conventional wisdom should be careful while targeting conservative mothers. No mother would like to be told that the knowledge imparted to her down the years, by her mother and grandmother was wrong.

The toy market in India is huge, estimated at Rs. 350 crore. This is one sector that will boom further. Wise parents allow their babies to follow their instincts, within safe boundaries. Sometimes, a greater degree of creative freedom is given to the child, to explore his hidden talent. This unfortunately for parents, translates into destruction of toys, leading to more purchases. Parents prefer safe toys that last long. Though the result often is boredom and breakage. The toys in demand are ones that offer fun, education and variety. ‘Lego’ claims to provide all this and more.

Children being vulnerable are easily influenced by ads on television and this activates “pester power”, i.e. where the children harass their parents to purchase products they want. With the increase in number of working couples, the child’s pester power becomes inversely proportional to the time available with parents. They might buy a product if it shows promise of satisfying or quietening them temporarily.

Considering the above, a marketer must try to develop a strategy, which targets the kids and influences them totally, so that next time they are out with their parents, they get what they want! Impulse purchases due to POP promotions also play an important role, too.The marketer must capitalise on this aspect and design baby/kids’ products, which offer value for money, are eco- friendly and of superior quality. Build brand equity and you will build profits!.

Further Reading:

1. “Twinkle in the buy”
Mudgil, Varun
A & M, 31st May 1998.

2. “Kid’s Stuff? No way”
Singh, Mayanika
A & M, 31st May 2000.