Marketing to children, can it be globalized?

Résumé du document

"Children are our future" say parents, teachers, governments and big corporations. The utterance of this sentence has a slightly different meaning in the context of the organizations. Children from 0-14 years old represent about 20 % of the world's consumers and early commercial messages addressed to them can raise a new brand-loyal consumer generation. In today's worldwide globalization process, it seems to be easier to target "our future" with a single global marketing strategy that permits businesses to reduce their OPEX& CAPEX (operational and capital expenditures). The question that arises is, is the phenomenon as clear and simple as it appears to be? Mass Media these days does not cease to the problems of child obesity, diabetes and violence in developed countries and the consequences of 9/11 all over the world, especially in Muslim countries. As a result, many countries have banned advertising campaigns targeting children under 14 years old and WTO (World Trade Organization) has imposed its restrictions on advertising rules as well. Thus businesses now face the challenge of finding a new Business Model in order to be able to continue their growth and conquer new markets.

Extraits

[...] The governments begin to react in order to protect young people and their roots from the mass marketing. International organisation begins to denounce the cultural impact of marketers on young population. This stage of the evaluation of consurism is really at stake for the next 50 years and nobody can really predict what will be the future consumer's behavior who is children nowadays. Annexes Sources Internet a. http://www.eldis.org/static/DOC10239.htm b. http://www.media-awareness.ca/francais/index.cfm c. http://www.media- awareness.ca/english/parents/marketing/marketers_target_kids.cfm d. http://www.e- marketing.fr/V2/Archives.nsf/0/87822C2B332EA7C0C1256A17005B394B?O penDocument e. http://www.dragonbrands.com/dmed/0004.htm f. [...]

[...] In these families children are expected to assume more the role of a partner and to perform some of the consumer related tasks that a missing parent might do shopping, preparing meals, cleaning house etc. The result is that children handle more money, often at an earlier age, buy more for themselves and buy more for the household. o Postponement of having children the increased importance of careers - often for both spouses- combined with the desire to develop a nest egg, has caused many adults to postpone having children. [...]

[...] http://www.whqlibdoc.who.int/publications/2004/9241591579.pdf g. http://www.larsperner.com/ h. www.magportal.com/c/bus/mktg i. www.danone.com j. www.benetton.com k. www.mattel.com Bibliography a. Martin Lindstrom, Brand Child -Kogan page edition b. Dan S. Acuff What kids buy and why Free press c. [...]

[...] Its core business is clothing for women, men and children. A group with a strong Italian character whose style, quality and passion are clearly seen in its brands: United Colours of Benetton, Sisley, ²Playlife, Kiler Loop. Benetton is a brand of fashionable and open-minded urban population who is against of all kind of racism all over the world. This marketing positioning that is based on strong corporate ethical issues helps Benetton to be appreciated in each corner of the planet. [...]

[...] It is quiet a paradox, but educated children with the same consumption culture (European vs American for instance) will be less influenced than children non educated from the south. Young people in Third World countries are the largest consumers of the global culture and global corporations are racing to get a piece of the market, even children are not spared. Sony has developed its range of toy- like radios, kid's music label and videos for this age group. With MTV, global entertainment reached its apex; today it beams daily to over 200 million households in over seventy countries. [...]