Business Daily from THE HINDU group of publications
Tuesday, Nov 25, 2008
ePaper | Mobile/PDA Version | Audio | Blogs
Business Daily from THE HINDU group of publications Tuesday, Nov 25, 2008 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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Marketing Research Initiative to help brands target youth segment on cards JWT India has partnered with South African consulting firm Youth Dynamix to help Indian companies target the young consumer segment more effectively. Anjali Prayag Bangalore, Nov. 24 In a study of the youth market, it was found that 67 per cent of the students continued to use the brand that they grow up with. Recognising that the eight to 22-year-olds is a growing and complex segment, extremely dynamic and fickle, communications company JWT India has partnered with South African consulting firm Youth Dynamix to help Indian companies target the young Indian consumer segment more effectively. The joint offering will launch Trax, a study of the Indian youth, to assist brands in developing youth strategies and allow them to build bridges to the adult brand. The initiative will help companies develop focussed marketing effort and fine-tune their communication. Mr Rajesh Gangwani, Senior Vice-President, JWT India, says that as most of their clients focus on the youth in a big way, the exercise would help them in designing, packaging, branding and communication of products and services targeted at this niche audience. “Apart from traditionally youth-focussed companies in sectors such as apparel, mobile phones, airlines and auto, even finance, banking, insurance and telecom sectors are keen on the youth market,” says Mr Gangwani. “This is not just about collecting data, but about mining it for our clients,” says Ms Andrea Kraushaar, Youth Strategy & Research Director, Youth Dynamix. The company has already worked on the youth market in 11 countries, including South Africa, West Asia and Russia. Trax would be launched in early 2009 and is expected to be ready with youth data in six months, according to Ms Kraushaar. More Stories on : Marketing Research | Brands
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