It is now very important to understand the different age groups of children and to identify if there is some usual changes in the characteristics and lifetsyles habits and behaviors. Many researchers have found that such segmentations are possible and that majorly gives rise to age group segmentation as follows:
We shall now look specifically at the "Tweens" lifestage which is quite significant. Tweens are quite important for marketers in a sense they a mix of both Kids and Teens. They have a composite combination and as the people change with changing times, it is very much possible that the children directly go towards the Tweens segment even skipping a separate segment called Kids, since they want to experience the thrill of being a Teen even at Kid's Stage.
Specifically this term refers to the children of age group 7 - 14 years and this term was popularised by Limited Too and Justice Ltd. Now the following illustration makes the point clear on why Tweens must be the target market for marketers.
What and How Much Indian Tweens spent on (Rs. in crores)
Thus it really makes sense in the Indian context to view this separate market which can contribute a lot of sales. As the table shows, the expenditure on Gizmo's and other electronic substances like Sony PlayStation, etc. amount to a whooping figure of 4650 Crores!The highest expenditure happens in the apparel industry and most of the Ready-made retailers have profited in such opportunities. Thus there are now separate range of dresses for young girls called "Barbie" dresses and more of aspirational clothing has also become the talk of the town!
An excellent illustration of this fact is that, Sa
ravana Stores, one of the low cost Readymade Garments retail giant in Chennai, for marketing its Aishwaryam range of sarees has gone in for, including even "Tweens" as shown in the AD. Thus the Tween market importance is being identified by the Indian Majors and all the marketing opportunities have been clearly utilised. In addition to that, as this advertisement shows, a new emerging range of textiles with creative designs for the tweens has also come up. This is more often to meet the latent demand of the tweens, rather than creating a new market, because,
ravana Stores, one of the low cost Readymade Garments retail giant in Chennai, for marketing its Aishwaryam range of sarees has gone in for, including even "Tweens" as shown in the AD. Thus the Tween market importance is being identified by the Indian Majors and all the marketing opportunities have been clearly utilised. In addition to that, as this advertisement shows, a new emerging range of textiles with creative designs for the tweens has also come up. This is more often to meet the latent demand of the tweens, rather than creating a new market, because, the basic characteristics of the Tweens includes being extraordinary, trying the new and latest flavors and designs and basically to experiment with all possible deviations from the ordinary!
Not alone Textiles, almost all branded snacks and other Food products have also gone in for such paradigm shift in their way of thinking after understanding the potential of Tweens. We shall discuss in the next post about the sub-segmentation of Tweens and analysing the Core values of Tweens, their level of high and low involvement in purchase criteria and the level of brand loyalty that they have. Basically, I mean In-depth marketing study of Tweens!!!
SOURCES:
SOURCES:
1. Wikipedia.com
2. Business Today, article on "Tween Power", dated January 1, 2006.
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