The language of youth.

Youth Lingo

Indian youth.41% of Indian population.

Youth breakups

• 3% – creamy layer.• 8% – consuming class• 19% – stretch a bit consumer• 70% - unorganized buyers

Creamy Layer.Looks for• Uniqueness• Differentiation• “Beyond the Usual”

Consuming classLooks for• Unique but economical things• Value for money

Stretch a bitLooks for• Slow respondents.• This as well as that advantages.

Unorganized buyersLooks for• Cheaper version of branded things.• Local brands.

Youth behavior depends on…• Occupation• Income• Socialization• Technology • Lifestyle• Demographics

• Global exposure• Psychographics• Infrastructure

development• Career options• Education

Core Objective

is to understand

that..

While communicating

to youngsters…What to say?

How to say?

When to say?

Where to say?

Objective.

To study the following about youth.• Source of money.

• Spending pattern.• Amount spent by them.

• Their media consumption.• Factors affecting their decision to buy.

• Effective media to influence their decision to buy.• Products bought under the influence of

advertising.• What do they buy to differentiate their selves?

• Their attitude in selection of personal care products, gadgets, food joint , cloths and

accessories.

Total 42 people were interviewed.

• 22 in Ahmedabad • 20 in Mumbai

18 Boys and 24 Girls were the respondents.

• Age group: 19-32 years.Age group: 19-32 years.• Average age of Average age of

respondents: 23 years.respondents: 23 years.

70% youngsters are clear about 70% youngsters are clear about their career choice.their career choice.

30% are still confused30% are still confused

Average Pocket Money…Average Pocket Money…

Rs. 5730 per month. Rs. 5730 per month. • In Mumbai the average is Rs. 6431.In Mumbai the average is Rs. 6431.• In Ahmedabad the average is Rs. 5222.In Ahmedabad the average is Rs. 5222.

24% of the income is saved by the 24% of the income is saved by the youngsters.youngsters.

Family Income Bracket

Score out of 100.

1. Cloths.72

2. Eating out.62

3. Movies.53

4. Accessories.42

5. Personal care products.41

6. Music.40

7. Internet.34

8. Books.30

9. Gadgets.26

Why do youngsters spend? (score/100)Why do youngsters spend? (score/100)

1. Celebration.80

2. Outings.76

3. To Relax.76

4. For Hobby.72

5. Impress Others.56

6. To kill time.56

From most to least.

Media wise ad. Recall.Media wise ad. Recall.

Other8%

Top 6 Advertisements Recalled

35.00%

35.00%

31.00%

10.00%

10.00%

10.00%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Vodafone

Virgin

Airtel

Fast track

Johnson & Johnson

Amul Macho

Type of advertisements youngsters like and remember.

Good concept: 60%

Funny: 45%

Brand Ambassador: 35%

Cute: 34%

Musical: 24%

Emotional: 20%

Numbers show percentage of respondents who

like particular type of advertisements.

Factors affecting buying Factors affecting buying decision.decision.

1. Quality 87%.

2. Brand Name 78%.

3. Price 76%.

4. Convenience 73%.

5. Trend 70%.

6. Advertisement 60%.

7. Suggestion 60%.

Order from most to least.Order from most to least.

Average time spent in Average time spent in routine.routine.

Internet Applications Used

92%

77%

69%

65%

55%

52%

33%

26%

25%

18%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MAIL

SEARCH

CHATTING

DOWNLOADING

WIKI

SOCIAL NETWORKING

GAMING

BLOGS

BOOKING

SHOPPING

MATRIMONIAL

Frequently visited websites.

71%

71%

57%

38%

31%

17%

12%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80%

yahoo

google

orkut

gmail

wikipedia

hotmail

rediff

facebook

Other findings.

50% of the respondents have shopped online.

Products shopped online are in following order. (From most to least)

1. Booking.

2. Gadgets.

3. Accessories.

4. Cloths.

5%

14%

3%2%

7%

17%

31%

22%

0%

5%

10%

15%

20%

25%

30%

35%

8 TO 10 10 TO 12 12 TO 14 14 TO 16 16 TO 18 18 TO 20 20 TO 22 22 TO 24

Time at which youngsters tune in

55% people keep track of SALE.

WOM includes suggestions and SMS.

How Youngsters come to know about SALE

TV9% FM

7%

OUTDOOR13%

PRINT38%

WOM33%

Average visit to mall per month is 7.Average visit to mall per month is 7.

Parameters that youngsters considers while Parameters that youngsters considers while selecting a mall are as follows.selecting a mall are as follows.

1.1. Collection.Collection.

2.2. Brands.Brands.

3.3. Nearer.Nearer.

4.4. Ambiance.Ambiance.

5.5. Variety.Variety.

6.6. Crowd.Crowd.Order is from Most to least.Order is from Most to least.

Average mobile bill of a youngster is Rs.1120.Average mobile bill of a youngster is Rs.1120.

Youngsters hardly respond to mobile Youngsters hardly respond to mobile advertisements.advertisements.

•Average number of television programs followed Average number of television programs followed

by youngsters is 1.7.by youngsters is 1.7.

•Most popular TV program among youngsters is Most popular TV program among youngsters is

Mtv Roadies and second is Fear Factor.Mtv Roadies and second is Fear Factor.

•Most of the youngsters watch music channels but Most of the youngsters watch music channels but

there is no specific channel.there is no specific channel.

•Most popular TV channels among youngsters are Most popular TV channels among youngsters are

Mtv, Star Plus, Star One, AXN and Sony.Mtv, Star Plus, Star One, AXN and Sony.

Reasons for reading books for them are as follows.

– Interest.

– Increase vocabulary.

– Like the author.

– Like the attitude.

– Recommended.

Reason to Change.

(order from most to least)

1. Better Quality 37%

2. Results. 32%

3. Fragrance.11%

4. For a change. (to try new)9%

5. Prescribed.7%

6. Suggested.4%

Things considered while purchasing a personal care product.

Trend6%

Result11%

Need4%

Recommendation6%

Brand13%

Price7%

Quality53%

Average visit to food joint in a month is 10.

Factors considered while selecting a food joint are as follows.

1.1. Quality and hygiene.Quality and hygiene.

2.2. Taste.Taste.

3.3. Ambiance.Ambiance.

4.4. Service.Service.

5.5. Crowd.Crowd.

6.6. Quantity.Quantity.

Average spending per visit is 300.In Ahmedabad, the average spending is 250.

In Mumbai, the average spending is 350.

• Average spending on cloths per month is Rs. 2100.Average spending on cloths per month is Rs. 2100.

• General tendency of youngsters is to get premium General tendency of youngsters is to get premium

brands at a discount.brands at a discount.

• Mostly shopping is done in malls or from designer Mostly shopping is done in malls or from designer

shops on discount.shops on discount.

1.1. Non branded users.Non branded users.

2.2. 22ndnd level brand users. level brand users.

3.3. Premium brand users who Premium brand users who buy it at a discount.buy it at a discount.

4.4. Premium brand buyers at Premium brand buyers at premium price.premium price.

On an average, youngsters wear 2.4 On an average, youngsters wear 2.4 accessories.accessories.

•61% of youngsters wear same accessories in routine.

•39% of youngsters change their accessories according to cloths.

Gadgets.

•Average amount of gadgets possessed. Rs. 49750.Average amount of gadgets possessed. Rs. 49750.

•Dream gadgets are iphone (33%) and ipod(26%).Dream gadgets are iphone (33%) and ipod(26%).

•All the respondents have a mobile phone.All the respondents have a mobile phone.

•36% have a laptop and 62% have a music player.36% have a laptop and 62% have a music player.

Things considered while purchasing Gadgets

Requirement10%

Quality15%

Price27%

Features30%

Trend8%

Brand Name10%

To differentiate from others, youth does the following.

• Buy unique things.Buy unique things.

• Wear different accessories.Wear different accessories.

• Read quality material.Read quality material.

• Girls go for long hairs or Girls go for long hairs or

keep different trendy bags.keep different trendy bags.

• Boys switch on to funky Boys switch on to funky

colour combinations.colour combinations.

Conclusion.

• Youngsters habitually spend on Youngsters habitually spend on

• Youngsters like to spend forYoungsters like to spend for

• Most effective media to tap themMost effective media to tap them

• Advertisements they like Advertisements they like

• Factors affecting their buying decisionFactors affecting their buying decision

• Mostly internet is used for Mostly internet is used for

• Most popular websitesMost popular websites

• FM timeFM time

• SALE & OffersSALE & Offers

• Mobile Mobile

• TVTV

• ReadingReading

• Personal carePersonal care

• Food jointFood joint

• Clothes and AccessoriesClothes and Accessories

• GadgetsGadgets

 ProsImmediate deliveryVery high impactHigh mass audience coverage, high prestige.Low cost per thousand [CPM] exposures. 

Cons Very high costs of production and airtime.Limited audience selectivity.Your message expires immediatelyHigh advertising clutter.High channel switching.

 Pros Reach an exclusive and captive [mobile] audience.Low cost per thousand [CPM] exposures.  Immediate delivery of message high frequency of message Local audience.Selectivity by format. Low cost production.

 Cons Limited to audio message.High channel switching.Your message expires immediately [no shelf life].High advertising clutter.

 Pros Newspaper ads rank highest for believability for all media.High local coverage and immediate [daily] delivery of your

message.Flexibility in production: low cost, fast turnaround, ad shapes,

size, excellent quality for inserts.

 Cons Very busy/cluttered competitive environment [must compete

against other ads and the newspaper copy].Little control over ad placement.Low production quality.Hard to target your specific audience.Short life span [24 hours].

As traditional Mass Media are unable to impress and involve youngsters,

There is a strong need to develop strong innovative media.

Customer.

MEDIA.

Producer.

Medium

+

Vehicle

Perfect Fit.

Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the

user.

Effectiveness of Advertisement

• Brand• Quality of Ad• Execution• Placement on media

The consumer’s engagement with the surrounding media content

The emerging view is that media should not be treated as merely the passive vehicle

Experiences with media content Experiences with media content

can affect reactions to advertising.can affect reactions to advertising.

• InformationInformation

• StimulationStimulation

• Negative EmotionNegative Emotion

• TransformationTransformation

• PastimePastime

• IdentificationIdentification

• SocialSocial

• Practical UsePractical Use

The research suggests that an ad appearing in

the more engaging media will be more

effective than the same ad appearing in the

other media.

Contacts are anything Contacts are anything that creates experiences.that creates experiences.

Unique way of contact.

Media Innovation

Innovative Medium and vehicles.

Seven innovative ways to advertise.Seven innovative ways to advertise.

• Putting dancing machine to make people dance on Jingle.

• Shades provided by cement companies

• Projection of commercials in malls and multiplexes

• Renting houses and projecting commercials

• Sticker on the mirror

• Standee on the side of wash basin

• Musical tile.

Pump it up ProChief manager of overseas sales Dep.

( In general & Asia market )Mr. Sun-kyu Oh

Tel. 82-31-909-2121skoh@andamiro.com

Price.

5 units    Unit price: US$8995 ex-factory    Packing and local transport cost(KOREA): US$100 per unit 10, 20  units      unit price: 5% DC      Shipment Term: FOB KOREA

100 units       unit price: 10% DC       Shipment Term: FOB KOREA When you open a promotion, we are willing to send Korean PIU

Players to show PIU Performance if you cover flight and hotel fee.

ROAD WIDTH DISCOUNT OFFERED IN %

100 FT. AND MORE 5

90-100 FT 4.75

80-90 FT 4.5

70-80 FT 4

60-70 FT 3.5

50-60 FT 3

40-50 FT 2

30-40 FT 1

LESS THEN 30 FT 0

Projection.

On the floor of malls and multiplexes.

In the balcony of rented shops or homes.

Projection on floor in malls and multiplexes.

MONTH 1 2 3 4 5

INITIAL COST Rs. 1500000

MONTHLY RENT Rs. 445000 445000 445000 445000 445000

TOTAL COST Rs. 1945000 2390000 2835000 3280000 3725000

MONTHLY VISITORS 2800000 2800000 2800000 2800000 2800000

CUMULATIVE NO. OF VISITORS

2800000 5600000 8400000 11200000 14000000

COST PER VISITOR Rs. 0.694642 0.426785 0.3375 0.292857 0.266071

Washroom Advertising.

Standee in washroom

• Companies can keep their standee adjacent to washbasin.

• This standee would contain a bottle or sample.

• Users can take the product from the standee and actually use it.

Join ABC gym

Concave Mirrors.

Musical Tile

Speakers

Logo of the brand.

Speakers

Touch Switch.

Music playback circuit in which jingle is stored.

Output to Speakers.

MONTH 1 2 3 4 5

INITIAL COST Rs. 2000000

MONTHLY RENT Rs. 230000 230000 230000 230000 230000

TOTAL COST Rs. 2230000 2460000 2690000 2920000 3150000

MONTHLY VISITORS 2800000 2800000 2800000 2800000 2800000

CUMULATIVE NO. OF VISITORS

2800000 5600000 8400000 11200000 14000000

COST PER VISITOR Rs. 0.796428 0.439285 0.32023 0.260714 0.225

Alternate

Way