More on Tweens and Marketing

We have tried and discussed some of the psycho graphic characteristics of Tweens at length in the previous blog itself. In this blog we will look at more marketing insights for the marketers as far as Tween market goes. TWEENS

In every segmentation, we may find that there will be sub-segmentation done, in order to understand the segment of people carefully, Similarly, many marketers have developed some psychograhic sub-segments for analysing the characteristics of the Tweens. Some of them are as follows:

1. Edges– Anti fashion, independent trendsetters, re-invent old products, thus the Edges are group who prefer to make their own independent decisions and make new trends.
2. Persuaders- New trends, cool, style conscious
3. Followers- Follow persuaders, low self esteem, not cool
4. Reflexives- Lack self esteem, seek social acceptance. Thus their purchase will be mostly towards what other people in their society buy or tend to buy.

Moving further, let us look at some of the core values that are very sacrosanct atleast as far as the modern growing Indian tween children are concerned. We have also briefly described some f their values in some previous blogs as well.

The characteristics exhibited by the Tweens include following six major attributes.

• Fear: Fear of monsters or the fear of going around in the dark, can lead the Tweens to make some decisions and not make some other decisions.
• Fantasy: Dream or the fantasy of attaining the power and spirit of any great super hero makes the children to behave in an entirely new way. For Eg: Children, jumping from the terraces saying that they have attained the power of Shaktimaan and trying to imitate all his characteristics.

• Stability: When there is some level of peace and sanctity at home, the behavior of children will be different from when there is always fight, minor tiffs at home.
• Love: Modern day children have started showing signs of love and likeliness for all products and people from from a very early age onwards. This value is the most crucial since, it helps to identify the values that are important for the Tweens and identify if it varies with short spans of time say, within a few years.
• Humour: As with this age, these children have a lot of humour and they enjoy and nourish all sorts of humour.
• Mastery: Rather than Jack of all trades, these children prefer to be Masters of all trade and would enjoy to master in all the expertise as they prefer to have. Having supreme power and the ability to control are highly important for these children

We will further discuss all the other characteristics and involvement levels of Tweens in various activities that they involve in the next posts . :)

SOURCES:

1. Tween Power, article from Business Today, January 1, 2006

2. Research Insights and Frameworks from www.insightory.com