Marketing to kids

Kids are termed as 'the pestering power' - the ability to escalate the sales of a particular product in word of advertising gurus. "Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.

No ambiguity regarding this as we found them in advertisement of all gadgets too. Time has gone when they used to be seen in endorsing chocolates, butter, ice-cream etc.

Today children at a very young age are aware of various products and brands. And they have a greater say in the household these days. In other words, they have greater influence on their parents in deciding which item should be bought.

Sumit Seth, creative consultant with Sahara, said children are part of the most easily influenced category. Thus, advertisements featuring children first convince the child sitting in front of the TV screen, who in turn convinces her parents to buy a particular product.

From simple product like soap to buying any electronic gadgets, its children who decide which product to buy. And With higher disposable incomes and greater splurging power, young parents don't mind submitting to their children's demands.

Another reason why advertisements are dominated by kids ,is because of their innocence .when we see a advertisement with a cute little child saying something we tend to listen that, an ad, thus, plays up the emotional factor in the audience and wins over them.'

'Also, the fact that more and more kids' products are now entering the market has led to children being used in the ads. The age group of the kids in the ad, however, changes with the type of the product

To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children's developmental, emotional and social needs at different ages.

Corporations realize the power of the school environment for promoting their name and products. Marketers are eagerly exploiting this medium in a number of ways, including:
Sponsored educational materials: for example, a Kraft "healthy eating" kit to teach about Canada's Food Guide (using Kraft products); or forestry company Canfor's primary lesson plans that make its business focus seem like environmental management rather than logging.
Supplying schools with technology in exchange for high company visibility.
Exclusive deals with fast food or soft drink companies to offer their products in a school or district.

Advertising posted in classrooms, school buses, on computers, etc. in exchange for funds.
Contests and incentive programs: for example, the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal; or Campbell's Labels for Education project, in which Campbell provides educational resources for schools in exchange for soup labels collected by students.
Sponsoring school events

Companies are spending over $17 billion dollars annually marketing to kids, but are they doing it correctly? In order to attract kids you first have to understand how kids think. Kids think with urgency and when they have something in mind, they want it right then and there. They are not willing to wait to be rewarded; hence immediate gratification is of the essence. This is especially true when it comes to kids meal toys and promotions

Point of Purchase

Point of purchase can be understood as a place where sales are made, that place can be a mall, market or city. But we try to understand POP from retailer’s point of view it is an area surrounding the counter where customers pay.

Marketers have recognized the importance of identifying the value-added produce section as a destination point within the grocery store to stimulate consumer interest, impact purchase behavior and result in increase sales .

For marketers it POP is important because consumers tend to make purchasing decisions on very high-margin products or services at these strategic locations. Points of purchase may be real, as in the case of a "brick and mortar" store, or virtual, as in the case of an electronic retailer that sells goods and services over the internet.

There are various types of point-of-purchase displays, including window displays, counter displays; floor stands display bins, banners of any kind, and all types of open and closed display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer's merchandise. Often, a manufacturer will discount the cost of merchandise or in some other way compensate the retailer for using a point-of-purchase display.

Especially in case of value formats like Big Bazaar and Vishal mega mart. Gondolas and Bins are placed near cash counter so as to increase impulse purchase ,in these display bins projects range from grocery , toys, apparels , general merchandise like utensils , door mats etc are been placed. While waiting in queue people tend to purchase such stuffs.