“PESTER POWER”

(Children influencing parent’s buying decision)

Presented by:Kamna Keshri

Asit Pattnaik

Ankit Anand

Niharika Devi

Vedika Agrawal

Pester Power is the name given to Marketing Techniques which encourage children to nag their parents to purchase a particular product.

It is repeated nagging of influencing their parents to buy advertised or fashionable items.

This category of children represents the age from 7-12 years.

More working women Grand parent’s increasing role in bringing

up children Rise in the number of single parent

households Delayed parenthood Greater exposure to kids Hurried Child Syndrome and Hyper

parenting The ‘Askable’ Parent Growth of retail sector Kids channels-a newer phenomenon

In today's generation 7-12 years olds are not teens yet but are not ready to be seen as kids either.

They are independent, have a mind and choice of their own even though they may not have the spending power to bankroll their wish list.

Most importantly they are the children of the digital age fully empowered by technology and play a major role in brand choices.

Thus in this new emerging wired universe marketers cannot afford to ignore any longer almost a new category in its own right.

70%

62%

53%

41%

36%

27%

18%17%

10% 5% Play/download games

Search for information

Social networking

Hear/download music

Email

Homework

Watch/downloadvideosChat

Download wallpaper

Children constitute three different markets: the primary, the influencer, the future market. Children have not been observed to have a

large impact on instrumental decisions such as how much to spend but rather play a role while making expressive decisions such as color, model, brand, shape, and time of purchase.

Kids have a lot of information because of exposure to television, other media, and friends.

100%

63%

61%59%

54%

52%

49%

27%

Television

Dvd/Vcd

Newspaper

Storybook

Cinema

Comic

Radio

Internet

Marketers use television as a medium of communication

Young children are able to differentiate between a TV program and a commercial but are unable to understand the intent of an advertisement until they are 7-10 years of age

Advertising to children avoids any appeal to the rational, emphasizing instead that ads are for entertainment and "enjoyable for their own sake“

Celebrities and cartoon characters are commonly used by marketers

7-10 years 11-14 years

Cartoon 75% 53%

Comedy 7% 10%

Dance/Music shows

4% 9%

Family serials 3% 9%

Kids shows 3% 3%

Movies 2% 4%

Games shows 2% 3%

Sports/Adventure 0% 3%

According to recent study by Cartoon Network “New Generation 2012” for instance 1 in 10 kids have their own mobile phone, 40% kids online everyday, percentage of kids online and preferring to visit social media sites has nearly doubled from 35% to 58%.

Juhi Chaturvedi , executive director, Bates India, “from a communication perspective , it is a tough segment to address. They do not like being sweet talked, to and look down upon anything that treats them like a kid, and at the same time owing to their sensitive age they cannot be communicated to in a very quirky or irreverent manner.”

According to Shailendra Katyal, CMO, LENEVO India agrees that this segment of 7-12 years could become a seperately addressable segment soon, the way it has happened in the FMCG space with soaps and shampoos.

Children represent a large target market. Children have huge influence over

parents spending. Pester power creates stress for parents Psychologically damaging Strong influence of commercial strategies

over lifestyles Encourages adult behavior in children Unfair and misleading Over exposure leads to de-sensitisation Encourages debt

CONCLUSION

Pester Power is the name given to Marketing Techniques which encourage children to nag their parents to purchase a particular product.

Due to the increasing number of nuclear families and monthly income, the working condition of parents gives more priority to their children.

The various strategies used by the companies to target kids are commercialization of education, street marketing, advertisement and Internet.

To control Pester power various guidelines have been given by the advertisement Industry in India and across the world which have to be followed by the companies.

Its equally important for the parents to try to make a difference in the way advertising is being perceived by children.