Pester power games

Marketing to kids directly for categories they do not use directly seems to be in fashion today. How does this work?

Mumbai

Rohit, the FMCG and durables category are the grandads of the game of marketing to kids and eventually to the wallets of their parents. This is a time-tested piece of strategy that has every Bournvita and every LG doing something or the other that is kid-related.

There are really three genres of marketing to kids. The first is one that is the obvious genre that has products that kids consume, partake of or see. Out here malted beverages, snacks, movies and more figure. The second genre is one that relies on the pester power of kids in categories where they don't have a direct involvement in purchase decision. Items such as television sets, washing machines and even shampoos have used this to advantage in the past.

The third genre is the one that the oblique startup is using today. Use and appeal to kids in categories where kids have no say at all, even. To the innocent consumer, it may even be difficult to see the commercial connect between this genre and kids. But, what is important to remember is that there is a connect in it all, for sure. Sharapova was dropped by brands like a hot potato even before the verdict was final. Is this fair?

Thiruvananthapuram

Shalina, yes, that’s right. Brands took decisions fast and quick in this case. It might even have seemed hasty to some.

I do not, however, believe that these brand decisions were hasty at all. I do believe brands are valuable assets. Those who manage these valuable assets need to be quick and decisive. Even the whimper of a controversy surrounding a brand endorser is enough for brands to run. In the good old days when all one had to encounter was traditional media, one could take time to wait and watch. Not anymore. This is the day and age of a very active, aggressive and involved social media. Controversies and negative images are quick to engulf brands. Therefore, I do believe action by these brands was not hasty at all.

Bengaluru is called Silicon Valley of India. What do you think of this tag?

Bengaluru

Mohita, I think this is a very misrepresented and very inappropriate name for Bengaluru. Bengaluru, when it was Bangalore some three decades ago was certainly Silicon Valley. It was the hub of the electronics industry, and so also of the electronics manufacturing segment. Not anymore. We have moved from product to service. And the end-to-end services mindset has engulfed everything else around it. We need to be grateful to the services industry, though. It contributed all the prosperity in rupee, dollar and every other currency term that we enjoy today. Simultaneously, it has resulted in a tumultuous eco-system. If only we were a manufacturing city that focused on the semi-conductor business, I would accept the tag Silicon City to be appropriate. Do remember, Silicon is the chemical element of atomic number 14. A non-metal and a semi-conductor.

Harish Bijoor is a brand strategy expert and CEO, Harish Bijoor Consults. Mail your queries to cat.a.lyst@thehindu.co.in

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