Marketers know how to tap in each and every emotion of consumers. One such powerful emotion is that of parents' inability to say no kids' wishes which marketers refer to as pester power.
Parents are well aware of harmful effects of burgers loaded with fats or chocolates loaded with calories, but still they fall helpless before young kids. They finally give them whatever they want. Marketers do understand the force of kids in buying certain products and they have well capitalized on it. All they did is allured these young kids and thereby used pester power to sell their products.
Let me come to the crux of this post. I was thinking of a strategy to reposition Rasna which has almost enervated in terms of its image and also sales. You must be thinking why Rasna. Actually Rasna came to my college a few days back for placements. The profile was that of sales. Sales can be enhanced by sales promotion, otherwise there is no differentiation in the product. Kids do not want it anymore. So I was just thinking what can be done to enhance sales.
Well, here the primary target are kids and secondary target are mothers. The product is meant for kids and as such they are the primary target. Mothers are the buyers of the product but may not be consumers of it, hence they are the secondary target.
Now how do you think pester power would work for Rasna? The major point is there is no Point Of Difference (POD) for the product. As such, product must be differentiated to lure kids and then use pester power.
Can you suggest some ways to differentiate the product to gain Sustainable Competitive Advantage (SCA)? Your comments are awaited and would be much appreciated.
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1 comment:
Valuable insights on pester power and on the idea that this kind of power could be used to boost sales of a product (RASNA) that has struggled immensely to gain in terms of market share against competition. This can only be done, as you have rightly pointed out, either through sales promotions or through better positioning. Even if there are sales promotions adapted, this again needs to be communicated.
Rasna has used all possible adult ('not so big star') celebrities like Karishma Kapoor and Paresh Rawal to endorse the product. What I can suggest is (keeping in mind the pester power strategy) to use Darsheel Safary, Taare Zameen Par starlet, who would be a perfect re-presenter of Rasna to the Kids segment that would instigate the much needed pester power for Rasna.
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