SWOT Analysis of Microsoft
Introduction The recent announcement of the change of leadership at the helm of Microsoft has sparked speculation about possible strategic directional changes as well as kindled hopes that the pioneering company and its iconic founder who appeared to be floundering in recent years may well be getting their act together. The ensuing SWOT Analysis places […]
Managing Brands Over Time
The markets in which companies operate are highly dynamic in nature. There is constant evolution in products, introduction of new technology, government rules, regulatory framework, consumer taste and preference. Between all this, companies have to devise marketing communication and branding programs, which look forward to maintaining consumer based brand equity. For example, consumer promotion activity […]
Role of User-Generated Content in Social Media Strategies
When it comes to social media strategy, user-generated content is one of the most impactful techniques you can use to connect with your audience. In general, people hate feeling like they are being sold to. However, if a friend or trusted source tells them about a new product they’re obsessed with, people are much more […]
Role Play by Consultative Salesman
Whenever you attend any sales seminar or workshops, in all probabilities you get to hear about consultative approach to selling. This buzz word has caught up in the recent past with all organizations. Historically business was always profit oriented and selling the product or service was more important for Organizations. Sales figures and bottom lines […]
Understanding the Power of Feedback and Content on Social Network
Social Web is of the people, by the people and for the people. It is the freedom of expression and freedom of publishing, creating and sharing content using text, audio and visual media that powers the Social Media Networks. There are millions of social networks and the numbers are only growing. For the first time, […]
The new age youth comprise a major chunk of potential market for the international fashion retailers and hence they tend to focus exclusively on this segment.
Marketers have further divided the youth into kids, pre-teens, tweens and teens depending upon the age groups.
Marketing and advertising aims to build brand awareness as well as promote a certain trendy lifestyle catering specifically to these segments.
Advertising to the youth segment is not the same as advertising to the adult segments. Realising the fact that the children generally look up to role models in their lives, advertisers use sports stars, youth icons such as pop stars as well as other celebrities to endorse certain brands and products and become brand ambassadors. Such celebrities project a certain image, value and trust which rubs off on the product too and vice versa.
Celebrity endorsements are highly effective on the children’s psyche as they naturally look up to the celebrities and want to imitate them.
Many times we see the influence of celebrity’s character rubbing off on children and in some cases the celebrities become a cult figure with children. Eg. Victoria Beckham, Britney spears & J-Lo etc set the trend for the girls to follow. In such situations the effect of the advertisements can turn out to be positive as well as negative.
In case of sports star, their performance in the field affects their popularity with children thus jeopardizing the effectiveness of the advertisement as well. Advertisers have to be watching and monitoring what happens with their models and celebrities constantly to ensure that their advertisements do not turn negative due to any adversities faced by the celebrities.
When it comes to accessing the youth segment through media, advertisers choose television as well as print media especially the fashion magazines and sports magazines that are generally the favourite with children. Knowing this trend the television producers promote development of soaps that provide opportunities for merchandising associated products and promoted through the soaps. Such marketing gimmicks work well in short time and manage to set a trend provided the program becomes popular with the crowd.
Survey of amongst youth has shown that girls tend to watch television as well as read magazines more than the boys. Girls are generally more fashion conscious and tend to follow celebrity styles very closely. Pop magazines and youth magazines are very popular with girls.
Generally it is seen that the teens tend to translate their perceptions into actual fashion and adapt the same in their lifestyle. Such lifestyle fashion especially clothing and accessories are fast changing and moderately priced.
With the earlier generations the parents had a say in the matters of buying and fashion decisions concerning children. Now the trends have changed. Girls tend to have a mind of their own and like to shop as well as choose for themselves.
Building advertisements for youth segment using celebrities carries a very high responsibility on the part of the brand owners. The outcome of the advertisement as well as the events affecting the celebrity endorsing the product or the media can impact the psyche and perceptions of the youth group and in turn affect the reputation of the brand too.
Retail companies are investing in market research to understand the dynamics of the youth segment all the time in an effort to set the trend.
Brand building and advertising for this segment is not as easy as in other cases. Advisers have got to choose the subject, the message as well as the media carefully and monitor the feedback constantly. The youth segment being huge and untapped is a potential emerging market for all retailers.
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