Mommy Matters

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Transcript of Mommy Matters

  • 1. MOMMY MATTERS TRENDS AND INSIGHTS
  • 2. TROPHY CHILD/TROPHY FOETUS My child has to shine brighter than all others so everyone can see what a great Mom I am My child should shine from womb to tomb MANIFESTATION
    • Specialised Food products
    • Foetus gaining share of pocket; pamper the womb
    • Education classes for everything from a very early age
    • Extra curricular focus teach the kids to dance, sing, music, etc. stars in training
    • Willing to spend the extra buck on the RIGHT school socially and academically
    • Kids need to make the right impression clothes, accessories looking more adult
    • Looks good becoming more important sooner Better me
    • Part of competitive ethos
    • Competitive evaluation begins at the womb; the newborn baby is as much of a trophy as a performing child is
    • Trophy foetus a reflection of mothers gene pool and her gift to the family
    DRIVERS
  • 3. TROPHY CHILD/TROPHY FOETUS My child has to shine brighter than all others so everyone can see what a great Mom I am My child should shine from womb to tomb IMPACT
    • Foods for child and foetus and pregnant mom
    • Services education, sports, grooming, skill development
    • Apparel and fashions
    • Media
    • Beauty and fitness
    • Pharma and Nutraceuticals
  • 4. MOM AS COACH I must coach my child to be a winner, otherwise hes not going to make it
    • Survival in this new world defined by Success and Security
    • Inculcate ambition and drive in her kids
    • Need to be informed, knowledgeable to coach children well
    • High nutrition food and supplements
    • Choosing the right School, the right friends, creating the right home environment
    • Training classes that are beyond academics
    • Mothers media consumption, expanding knowledge base
    • Mom and Kids under pressure from without and within trying to pack 48 hrs into 24
    MANIFESTATION DRIVERS
  • 5. MOM AS COACH I must coach my child to be a winner, otherwise hes not going to make it
    • Brands using non conventional media like internet and educational tv programmes to reach the Mom
    • Food brands need to address Mom as Coach
    • BTL activities which feature mom and child contests
    • Fitness and sporting clubs which have Mom and child membership options
    • Easy learning updates for Moms
    IMPACT
  • 6. MOM = LIFE MANAGER I need to MANAGE my kids today and tomorrow
    • No extended communities to learn from Mom = wise elder + Progressive teacher + Mom + Dad
    • Good parenting no longer taken for granted must be learnt and constantly honed
    • Traditional parenting skills and values becoming inadequate new sources of knowledge and learning taking centre stage advice columns on the rise, both regional and English language
    • Need to plan many steps ahead, look at the bigger picture my child, the Future Manager
    MANIFESTATION DRIVERS
  • 7. MOM = LIFE MANAGER I need to MANAGE my kids today and tomorrow
    • Knowledge toolkits equip her to manage better and better
    • Advice columns advertorials promoting better life management
    • Mom looking for enabler + Expert brands across lifestyle
    • Cannot preach to Mom or show her uni dimensional role in communication
    IMPACT
  • 8. CULTURAL TSARINA I must teach them to like machher jhol, otherwise how can they appreciate Robi Thakur?
    • Migrants in our own country need to cling on to vestiges of home town identity
    • Inculcate right values in children
    • Teach them their mother tongue
    MANIFESTATION
    • Cultural induction via regional media
    • Rise in popularity of mythology and folk lore
    • Soaps that have revived cultural roots
    • Culture teachers religious instruction, dance, music, rituals
    DRIVERS
  • 9. CULTURAL TSARINA I must teach them to like machher jhol, otherwise how can they appreciate Robi Thakur? IMPACT
    • Food brands that capture the cultural code
    • Festival related activation
    • Back to basics repackaged in personal products and foods, fashions
  • 10. JODI KAMAAL KI You and I make the winning combination
    • Life getting insecure world is an unfamiliar place need to negotiate it together to achieve success
    MANIFESTATION
    • Negotiation rather than straight discipline
    • Mutual evaluation at all times each must perform at optimum levels, earn the others approval
    • Daily dose of Mom-child communication moving beyond the functional into other areas such as interests, movies and anecdotes from the day
    DRIVERS
  • 11. JODI KAMAAL KI You and I make the winning combination IMPACT
    • Negotiation rather than straight discipline Mom on the look out for better ways to relate to child Mom + child columns, classes together
    • Mom and child contests Mini me
    • Communication showing traditional Mom no longer relevant Dirt is Good/ Mummy ka Magic Moms much more aspirational role models
  • 12. PUSH AND LOVE MOM My kid leads such a stressful life cant I make him happy some of the time?
    • Feels guilty in pushing child
    • Happy happy ads showing harmonious families, kind mothers, compliant children
    • Home made fast foods
    • Guilt buys save money from HH budget to spend on child
    • Cooking his favourite foods over weekends
    • TV/Net, computer given as bribes to keep the child happy and at home
    • Video and computer games
    MANIFESTATION DRIVERS
  • 13. PUSH AND LOVE MOM My kid leads such a stressful life cant I make him happy some of the time?
    • IMPACT
    • Gift Your Child packages
    • Surprise Moments
    • New measures of brand value - Delight Degree, Smile Size, Happiness Quotient
  • 14. MOM LOGIC I am a mother of today I have a new code of evaluation
    • Increased exposure media, market, information
    • Mom knows best takes on new meaning she has re-educated herself
    • Display greater discernment about choice of products and brands
    • Category driven activities educating her on being discerning + tempting and alluring
    • Her purview of decision making has increased exponentially she has to be on TOP
    • She knows that competitiveness is redefined everyday shifting goal posts the best today may not be so tomorrow
    • Uncertain world I need to KNOW what to watch out for
    MANIFESTATION DRIVERS
  • 15. MOM LOGIC I am a mother of today I have a new code of evaluation
    • Brands have to work that much harder to wow her exacting on claims and proofs
    • She wants to see tangible results high performance and constantly improving and innovating brands
    • Testimonials and endorsements by her influencer group peers, doctors, etc..
    • Co-creation of brand blue print Mom logic could be leveraged in creating brands for child, self and family
    IMPACT
  • 16. ARBITRATION PLEASE I need someone something to help re