Pinaki Dasgupta

Marketing to children: a planning framework

Purpose – This paper seeks to identify the focus areas for marketing strategies targeting children.Design/methodology/approach – The paper integrates and structures key insights from existing research on childrens influence and roles in decision making and postulates a planning framework for marketing to children. Current marketing examples are cited to illustrate and support the framework.Findings – The PPP planning framework developed here highlights what should be the direction and focus of marketing strategies, given the level of interest and influence of children in a particular brand/category.Research limitations/implications – The framework postulated is conceptual and has not been tested empirically.Practical implications – The paper seeks to help marketers tailor their strategies to create maximum impact in the childrens segment.Originality/value – The paper presents an integrated perspective incorporating both the interest and the influence levels of children and develops a practical planning ...

Social media marketing at Reebok India – the dilemma of ROMI and beyond

Title – Social media marketing at Reebok India – the dilemma of ROMI and beyond.Subject area – Marketing management, digital marketing, advertising and promotion management, and technology management.Study level/applicability – The case is suitable for BBA and MBA students. It can also be considered in executive education programs.Case overview – Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reeboks social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and...