Marketers today are increasingly focus on the teens and the pre teen’s category (8-13) as they are most exciting and emerging target market which can be focused on, let’s take the example of a newspaper say Times of India which has a school program called the TIMES NIE (Newspaper in education) going on, the strategy was pretty clear the objective of such an initiative was to catch them young.
The idea was to make them used to one type of format, which will continue through their rest of life, a similar initiative was launched by the immediate competition HT with the name ‘HT PACE’
Similar examples can be quoted from other major products like Mcdonald’s, they started off their marketing by targeting the kids with their Happy meals which focused on the free toy
Also one of the insights which can be derived is they also play a major role in the decision making process when it comes to purchasing of high involvement products like cars, LCD’s that’s is when Hyundai tried to woo the kids by coming with new colors and competitions.
There are a lot of other examples through sectors like ICICI in association with cartoon network opened a child account, Surf excel promoted its event color your future, one of the best campaigns was of Bajaj Caliber, the ‘Hoodibaba’ campaign which really grabbed the eyeballs of teens
The pester powers which are vested in today’s kids are something which marketers really look forward to leverage upon.
So, to sum up the teens and the preteens market is so hot because –
· It is the fastest growing segment amongst all other age categories
· They serve as the future customers once tapped at an early age
· Marketers look up to the pester powers of the children as they have major influence in the decision making process
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