Pester me and I shall buy You this World

The sudden rise of income and the increasing class of working mothers has lured the companies to bring in new products for their "little prince" who uses his Pester power to influence the parents buying decision.now what is pester power its explained as the children's ability to nag their parents into purchasing items they may not otherwise buy. This little kid is smart enough to play powerful tactics and scratch on the guilt of the parents who are unable to spend enough time with kids and want to compensate for this time.

More and more companies are entering into the kids market, be it in apparel,toys or FMCG goods.there is a sudden rise in the new products catering to the kids segment as the kids industry is worth around 2500 crores in India that's the reason many apparel brands like PUMA,adidas,Allensolly are trying to enter into this market.Britannia recently launched its new Malted drink ActiMind targetted at school going children and claims it as a perfect substitute for the routine Milk which kids don't enjoy drinking.I call it smart as parents are willing to spend and the parents would be happy if their kids drink a healthy milk drink rather than a Cola.now what drives these parents to buy those products for their kids ?

1)Desire to make their "Little prince" outshine in every field whether be it sports or education and the perception created by marketers that their products would help the kid to outshine.

2)Increasing spending power and parents compensating/satisfying themselves for the time which they are not able to spend with their kids.

and of course the powerful PESTER power at the store

Today's kid is more smarter than what we were, they know about all their parents weakness and how to harness it, hence the marketers leave no effort in promoting their product to the kids and bring in more products for the young ones. Be it Big B,Sachin or Dhoni everyone is ready to dance for this LITTLE INDIAN..

A must watch video about PESTER POWER

Market for dual sim handsets in India

The telecom major Airtel at last with much hesitation yesterday announced the 1 paise/per second tariff plan to compete against Tata's DOCOMO,Aircel,Reliance,Idea and MTS which have slashed their tariffs in some way or the other. This move was expected as the telecom giant was losing out in terms of new subscriptions to DOCOMO. This will reduce the ARPU(average revenue per user) and will also affect the profits of Bharati Airtel.

The current telecom market is flooded with 13 players and new entrants are pushing aggressively and finding a new proposition to enter the market, the latest being MTS and unitech's telenor soon joining the game. now the question is will consumer still buy a new connection when all the competitors are providing the same service. and what would be the new value proposition the new players will pitch in ? and what would be the industry profits ??

Deepesh is my 17 year old cousin in his high school who uses three connections and has two mobile phones. he is quick to grab any opportunity or scheme available. he uses
Airtel as it has an excellent coverage and this was his first connection.
Aircel as he liked the VAS(value added services).
and latest was DOCOMO for its 1 paise per tariff.

same is the case with Sandeep who has 4 mobile connections and is a P.G student. These days its not a big deal if a person has more than one connection. The consumer is opting two connections due to the marketers effort both the telecom operator who is slashing prices while adding new services and the marketing efforts of handset manufacturers who have brought in new handsets and cut down the prices drastically. due to both these factors the consumer today doesnt mind adding one more number or connection carrying an additional handset.But this implication doesnt apply across all the customers its just relevant to the innovators and the price conscious customer.

Analyzing the current market competition there could be huge demand for Dual sim handsets in India where as there are only few handset manufacturers making dualsim handsets mainly spice,emerging Indian companies like Micromax,karbonn and other chinese players.Now the question is why aren't major players like Nokia,Sony Erickson and LG tapping on this need. ??? when people are willing to own more than one connection.. It's high time for companies to launch dual Sim mobiles to tap this Market where as the Indian handset manufacturers are smart and have understood this trend, firms like Micromax and karbonn are providing dual Sim handsets at a reasonable price of Rs 4000/- targeting the rural market who look for value.

High end companies can launch dual handsets for two markets one is for the aspirational Indian who wants to own a smart phone and is an innovator.The other could be a low end model priced at 5000 having basic features to target the value looking customer.

with TRAI opening up the Market for new entrants the Indian consumer is for sure going to benefit and the day is not far when whole India would be connected for free !!!

U veda's Kismat Konnections

As i was flipping through the economic times yesterday i came across the financial results of Dabur limited, next to the ad was a huge picture of Vidya balan endorsing Dabur's new product range of skin care named as U-veda which means Ayurveda for you. The choice of the brand name really makes sense as there are many companies already using the Ayurveda name in their product extensions and U-Veda breaks the clutter and yet retains/leverages "Ayurveda".

The brand ambassador "Vidya Balan" was considered after a survey which was conducted among the target market as the most preferred personality. The company has launched a wide range of skin care products under the U-veda brand, the packaging has also got a new look which is impressive and uses the standard color(red and gold)which dabur uses it in al its products.Dabur is one of the successful brands in India which has captured a great market in the Chywanprash category and has carved a niche for its products. Dabur also has Gulabari range of skin care products leveraging the "Rose water power" . With existing product line in skin care"was it a wise decision to launch a completely new range of products" ???
The answer according to me is yes as the skin care market is worth Rs 2500 crores in India, It is relatively untapped and the penetration level is low.and all the international brands are queuing up to enter the Indian Market and dabur can tap this oppurtunity as well by leveraging the brand equity of Dabur.


U-veda's product target market is the tier 2 and tier 3 cities ladies who want to protect their skin and also use safe products and Ayurveda is percieved as being made out of natural ingredients hence women want to play safe on their skin. many companies have leveraged Ayurveda in their skin creams like fair and lovely, fair-ever and even soaps and shampoos are branded as Pure Ayurvedic by the companies these days.
U-veda is a safe bet ..well lets wait and watch whether U really like U-veda