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    Marketing Management 02

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    Neelanjan Pathak
    Marketers influence children through advertising that creates "pester power", knowing that children can nag their parents into purchasing items. They target kids as future consumers and because smaller families mean higher spending on children. Brand personalities describe human traits consumers relate to brands with, like sincerity, competence, excitement, sophistication, and ruggedness. Jennifer Aaker's research identified these five brand personalities.

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    Marketing Management 02

    Uploaded by

    Neelanjan Pathak
    21 views34 pages
    Marketers influence children through advertising that creates "pester power", knowing that children can nag their parents into purchasing items. They target kids as future consumers and because smaller families mean higher spending on children. Brand personalities describe human traits consumers relate to brands with, like sincerity, competence, excitement, sophistication, and ruggedness. Jennifer Aaker's research identified these five brand personalities.

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    MARKETING MANAGEMENT 02

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    Marketers influence children through advertising that creates "pester power", knowing that children can nag their parents into purchasing items. They target kids as future consumers and because smaller families mean higher spending on children. Brand personalities describe human traits consumers relate to brands with, like sincerity, competence, excitement, sophistication, and ruggedness. Jennifer Aaker's research identified these five brand personalities.

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    © All Rights Reserved
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    Flag for inappropriate content
    Download as pptx, pdf, or txt
    21 views34 pages

    Marketing Management 02

    Uploaded by

    Neelanjan Pathak
    Marketers influence children through advertising that creates "pester power", knowing that children can nag their parents into purchasing items. They target kids as future consumers and because smaller families mean higher spending on children. Brand personalities describe human traits consumers relate to brands with, like sincerity, competence, excitement, sophistication, and ruggedness. Jennifer Aaker's research identified these five brand personalities.

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    of 34

    MARKETING MANAGEMENT

    PRESENTED BY:
    A N S H I MA N O RI A 1 0
    A N K U S H BH I D E
    N E EL A N JA N PATH A K 4 3
    DHRUV ASHER 19
    RI YA BA G D A I 4 9
    S ME ET PA RE K H 5 1
    CONTENT

    • PART 1 How the marketers are influencing kids?


    • PART II Brand Personalities – Jennifer Aaker
    HOW MARKETEERS INFLUENCE KIDS?

    • Marketers across the world and India have been targeting children because a child
    can influence his or her parents in buying decisions and kids are the consumers of
    future.
    • Moreover parents today by more for their kids because friend such as smaller
    family size and dual income have led to high spending in marketing.
    • There is a concept called pester power and it refers to children's ability to nag
    their parents into purchasing items them a not buy otherwise.
    • Marketing to children is all about creating pastel power because advertisers know
    what a powerful force it can be.
    DABUR CHYAWANPRASH

    HEADQUARTERS – GHAZIABAD
    CEO- MOHIT MALHOTRA
    CADBURY DAIRY MILK

    HEADQUARTERS –BUCKINGHAMSHIRE,
    ENGLAND
    CEO- DIRK VAN DE PUT
    PARLE-G

    HEADQUARTERS – MUMBAI, INDIA


    CEO- VIJAY CHAUHAN
    MCDONALD’S

    HEADQUARTERS – CHICAGO, USA


    CEO- CHRIS KEMPCZINSKI
    JE N N I F ER A CH E R’ S – B RA N D P ER S O N A LI TI E S

    • Brand personality is the way a brand is personified; the sum of its


    emotional, psychological and behavioral patterns that remain unique
    over the course of its lifespan.
    • They are the human characteristics and traits that consumers relate
    to.
    • sincerity, competence, excitement, sophistication and ruggedness.
    A BO U T- J E N N I FE R A A K E R

    • Dr. Jennifer Aaker is the General Atlantic


    Professor and Coulter Family Fellow at
    Stanford Graduate School of Business. A
    renowned behavioral scientist, scholar and
    best-selling author.
    • Dr. Aaker is the co-author of several books
    including the award-winning book, 
    The Dragonfly Effect, the national bestseller, 
    Humor, Seriously.
    • Thoughtful
    • Down-to-earth
    • Transparent
    SINCERITY
    • Wholesome
    • Honest
    • Cheerful
    TAJ HOTELS
    KIRKLAND
    MICROSOFT
    • Daring
    • Energetic
    EXCITEMENT • Imaginitive
    • Cutting-edge
    ADIDAS
    UNIVERSAL STUDIOS
    PEPSICO
    • Reliable
    COMPETENCE • Successful
    • Intelligent
    TOYOTA
    JOHNSON $ JOHNSON
    AMD
    • Refined
    SOPHISTICATION • Luxurious
    • Charming
    LOUIS VUITTON
    EMIRATES
    LAND ROVER
    • Hard working
    RUGGEDNESS • Strong
    • Muscular
    • Authentic
    MAHINDRA
    GO PRO
    SADDLEBACK LEATHER CO.
    CONCLUSION

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