Purpose -This paper seeks to identify the focus areas for marketing strategies targeting children.Design/methodology/approach -The paper integrates and structures key insights from existing research on children's influence and roles in decision making and postulates a planning framework for marketing to children. Current marketing examples are cited to illustrate and support the framework.Findings -The PPP planning framework developed here highlights what should be the direction and focus of marketing strategies, given the level of interest and influence of children in a particular brand/category.Research limitations/implications -The framework postulated is conceptual and has not been tested empirically.Practical implications -The paper seeks to help marketers tailor their strategies to create maximum impact in the children's segment.Originality/value -The paper presents an integrated perspective incorporating both the interest and the influence levels of children and develops a practical planning tool that can be leveraged by marketers.
The generalized aggregated trade models do not capture the industry or product-specifi c competitive situation and overgeneralize the bilateral cases. As a result, product-specifi
Universally, there has been an increased awareness about the harmful effects of chemical inputs used for production of food on soil composition, environment and human health. This has triggered the consumption level of organic food products. India has witnessed a tremendous growth in domestic as well as export market. The demand is mainly driven by consumer perceptions that organic farming is more sustainable, produces healthy food, pesticide-free and safeguards the environment & biodiversity. Organic food producers also manifests the quality and safety of food. These claims which are perceived and professed as beneficial can only be accepted if they are tested and validated. Therefore, the foremost objective of this review paper is to provide an update on set of studies related to scientific evidence for nutritional composition marking the quality of organic foods vis-à-vis conventional foods and its impact on human health. Secondly, the paper examines the comparison of the sensory quality of the organic food, and thirdly the food safety aspect of organically as compared with conventionally grown foods. Past few controlled studies have proved that there is no such evidence of differences in concentration of various nutrients amongst organic and conventional foods. Furthermore, there are certain issues related to the impact and assessment of these nutrients in organic food which requires some future directives. Owing to the heterogeneity in results observed related to nutritional quality and safety of organic foods, technological aspects together with sensory parameters are the best for future comparative studies. To safeguard the public health and to avoid the difference in sampling and sample results, testing laboratories should also be adhering to uniform standards. Organic food business in India lack standard guidelines for quality, policy framework for domestic and export market. Also, traceability is another factor which should be given prime importance to ensure removal of fraudulent practices.
The Indian passenger vehicle was witnessing slump in sales even before the pandemic hit shores in March 2020. After the pandemic, the sector witnessed low to negative sales, low consumer trust and confidence and the added fear of the virus. The sudden declaration of the harsh lockdown in March 2020 till May 2020 aggravated the issue further. After May 2020 as the economy was gradually unlocking and most sectors were beginning to open up the study was timed between the period of March 2020 and August 2020. Unstructured textual data from online sources (micro blogging site Twitter, social media and digital media) were scrapped to understand the sentiment with respect to car buying when the lockdown was imposed and when the process of unlocking started. In the second stage, different strategies being adopted by car makers were analyzed and finally, the study concludes with how car buying will take place in a post-COVID world. Based on the analysis, factors that emerged as key to revival of car buying are facelift, spot test, voice bots, discounts, advertising and better financing options. The sentiments associated with these features as identified shall help marketers plan for effectively their market strategy.
Subject area
Marketing management, digital marketing, advertising and promotion management, and technology management.
Study level/applicability
The case is suitable for BBA and MBA students. It can also be considered in executive education programs.
Case overview
Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped.
Expected learning outcomes
These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives.
Supplementary materials
Teaching notes are available, please consult your librarian for access.
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