Marketing to kids

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling. It is a critical business function for attracting customers. Market segmentation also occupies a dominant role in the process of popularizing the product. In the present day scenario as the consumer buying pattern is changing marketers are taking initiative to explore new segments. As India is a developing nation, where huge chunk of population falls below the age group of 14 years, marketers have identified this particular segment as a lucrative segment from which large profits margins can be reaped up. But there are a lot of complexities involved in marketing the products to the kids. In this paper the role of kids in influencing the behavior of marketers has been highlighted. Thepresentpaper also illustrates the various aspects to be considered by the marketers while popularizing the product amongst this segment. A case study of Mc Donald's has also been quoted which depicts the ethical issues involved in the process of marketing the products to the kids.